Have you got green fatigue?

Recent environmental messages have made such an impact on a friend of mine that, a couple of weeks ago, he broke a four-year prohibition and walked back into Burger King. "Intensive beef production, clone town Britain, just so much blah," he said, by way of explanation. "Nobody else really seems to be doing much about it, so why should I bother?"

My friend is the embodiment of one of the great fears of the environmental lobby. Fifteen years ago, the term "compassion fatigue" indicated a general disillusionment with fund-raising concerts and famine appeals. The cause was too hopeless, governments too apathetic, and individuals too impotent. Slowly, and for similar reasons, the term "green fatigue" has started to creep into the dinner-party conversations of the composting classes.

And, if anything, with more reason. Environmental campaigners worry that individuals see their actions as largely irrelevant when set against the enormity of global climate change. While famine appeals parade a simple, striking message – send a tenner, save a child – no such easy cause and effect exists for global warming. By contrast, the solutions to climate change seem hugely complex and controversial.

"The problems we face are of a magnitude no one has seen in at least two generations," says Alex Steffen, the executive editor of WorldChanging, a website and book that promote innovative solutions for sustainable living. "The scale of the actions people are being told to take by green consumerism groups and businesses, on the other hand, are so small as to seem meaningless. I think that more and more people see this widening gulf and lose hope."

And if we're not all losing hope just yet, many of us are becoming increasingly cynical. To campaigners, that's not surprising. As Steffen suggests, businesses have turned environmentalism into a marketing strategy. A new term, "green-washing", describes companies that paint a superficial green gloss on conventional business practices. When firms such as BP and Wal-Mart parade their environmentally friendly credentials, scepticism is not only inevitable, says Steffen, it's "a necessary antidote".
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