By Dr. John Fogarty
Physicians for Social Responsibility
A lingering question has been plaguing many of us working to promote energy independence and solve the problem of climate change in New Mexico. What, we have been wondering, is the explanation for Albuquerque Mayor Martin Chávez's dramatic rhetorical shift over the past several months— his relentless pursuit to be seen as "green"?
Now it makes sense. Public opinion polls published recently in several media outlets have shown what Chávez must have surmised some time ago— that he needed to revamp his image with core Democratic primary voters— especially those in Albuquerque. Otherwise his future political ambitions would melt away like the arctic ice cap.
This further explains why Chávez has launched a new advertising campaign— a tactic known as "greenwashing." You can see the techniques on full display in the mayor's green promotion: slick brochures, the flashing digital billboards, the corporate-looking "Q" logo and the photo of the "new" Chávez in a natural setting. It's subliminal seduction: When you think Green, think Chávez.
What is greenwashing? Wikipedia defines it as "actions of a company, government or other organization that advertises positive environmental practices while acting in the opposite way." Over the past decade, corporate greenwashing campaigns have proliferated as companies have recognized that consumers really care about issues like health and the environment.
This past year Chávez established a "Green Ribbon Task Force" to draft a green building code for the city. On the surface it looked glitzy, but what was under that coat of green paint? Although the task force met for almost a year, there was no effort on the part of the Mayor's Office to publicly advertise times and dates of task force meetings. There was also no mention of opportunities for public comment. By all accounts, the task force was strictly a "by invitation only" affair.
To be fair, Chávez and the task force made efforts to improve codes for buildings. Through executive order and in collaboration with the City Council— with whom he is loathe to share credit— Chávez has taken some steps with city buildings, vehicles and stoplights to reduce greenhouse gas emissions. These baby steps, however, were skillfully spun to the media in such a way as to suggest Albuquerque had become "the greenest city in the nation."
The glossy brochures, the green task forces, and the positive words all are aimed at avoiding the central challenge— the elephant in the room— unchecked sprawl. If we are serious about energy independence and tackling global warming, we need to be smarter in designing our communities.
The City Environmental Health Department calculates that transportation is responsible for more than half of the Albuquerque area's greenhouse gas emissions. The sprawling suburban landscape means more cars traveling more miles, more oil and more pollution.
Chávez's focus on green building codes ignores the elephant of sprawl by opening the door to "green sprawl." If we build "green" box stores on the edge of Albuquerque and everyone has to drive to get there, we haven't done much for global warming or for our dependence on oil.
If Chávez is so concerned about the environment and global warming, why doesn't he get serious about planning Albuquerque's growth in a healthier way?
Declaring bold action on global warming by implementing efficiency measures while simultaneously allowing sprawl is akin to a surgeon who declares the operation a success while the patient remains comatose.
So what should be done?
First, Albuquerque should move beyond the interests of wealthy developers and fast track the implementation of a planned growth strategy. Second, cities throughout New Mexico must connect land use to transportation in a regional context, which in turn will lead to healthier, more livable communities.
Our dependence on foreign oil and the rapid progression of global warming are converging to create a perfect storm that no amount of greenwashing can hide. It's time for bold leaders who are serious about solving serious problems, not creating more hot air.
John Fogarty has served on New Mexico's Climate Change Advisory Group and Gov. Bill Richardson's Green Building Task Force.
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