CB: David, tell us a bit about your background and your
journey from the 1950s values that most people our age were raised with.
How did you get from there to where you are now so that you could write
such a phenomenal book like "The New Normal"?
DW: Back when I was a teenager in the 1960s, I felt queasiness
lurking in the easy-going euphoria of the American lifestyle. Gandhi
once said, "Speed is irrelevant if you're traveling in the wrong
direction," and it was obvious to me that the accelerating pace of life
in the U.S. didn't have a real direction. Everything was
becoming automatic, comfortable, and "convenient," yet other than going
to the moon, banishing germs from our kitchens, and scrapping with the
communists, we seemed to be floating up and away from reality like soap
bubbles. We each wanted to expend as little effort as possible but still
get paid handsomely for it so we could live the good life, before we...
popped.
I began to notice that people whose lifestyles didn't center on money
were often healthier and more interesting. They seemed more caring and
unselfish, and they were passionate about doing active, celebratory
things like playing music, dancing, playing chess or bridge,
embroidering, fly fishing, cooking delicious meals, studying history,
gardening, and staying current with political issues. TV wasn't a
central part of their lives; they were less distracted by commercial
hype and less detoured by all the products. What they earned seemed less
important than what they learned. I was fascinated that in many cases,
the ordinary, American Dream-life was much more expensive than the extraordinary
lives of these unique, self-creating people who lived their lives
rather than trying to buy them. They had the real wealth - things that
made them feel glad to be alive.
Since those early years, I've worked ten years with the U.S. EPA,
written or edited ten books, produced fifteen videos and TV
documentaries on various aspects of sustainability, and helped design
and govern the neighborhood I've lived in for 15 years. My conviction
that our species needs a new way of being in the world has only gotten
stronger. The rules and norms we live by - our social "software" - are
now obsolete in a world in which temperatures and populations are rising
but water tables and human satisfaction are falling.
We urgently need to adopt and implement a simple but proven 4-step
strategy to break our addictions to various substances from oil to stuff
to prescription drugs. 1. Admit we have a problem of unprecedented
proportions. 2. Humbly seek support and cooperation from each other,
from whatever higher power we acknowledge, and from history. 3. Create a
healthy new cultural identity. 4. With fresh new goals and priorities,
intervene in the broken systems and patterns that are destroying the
world with which we evolved.
We should shoot for health and wellness rather than wealth and
"hellness," and agree to move, together, away from a lifestyle of
deadlines and dying species and toward lifelines and living wealth. In The New Normal,
I researched and presented 33 leverage points or key places to
intervene to quickly shift our economy and culture in a more admirable,
affordable, and sustainable direction. The big picture is that
production and consumption will no longer be the defining
characteristics of the emerging era - cultural richness, efficiency,
cooperation, expression, ecological design, and biological restoration
will be.
CB: Right now as you and I sit here, the prices of food
worldwide are surging daily. Yet you tell us in your book to buy organic
food. We can grow some food, but much of it we can't. And in this time
of global economic crisis and skyrocketing food prices, why should we
spend the extra money for organic?
Americans are overfed but undernourished. We have the cheapest food
as a percentage of income in the "developed" world, but the most
expensive health care. In recent years, national spending on health care
jumped from 5 percent to 16 percent of national income, largely to
treat preventable diseases. Meanwhile spending for food fell from 18
percent of household income to less than 10 percent. However, judging
by the trends, we will spend more of our discretionary income for
healthy food in the near future and less for poorly designed gadgets,
clothes, and monster-houses. And this change in dietary priorities will
deliver solid, satisfying value. We'll have more energy and be more
productive. We'll spend more time baking and breaking bread with friends
and family, and less time at the doctor's office.
"Let food be your medicine," Hippocrates counseled long ago, and
insurance companies nervously agree. Observes Michael Pollan, every case
of Type 2 diabetes they can help prevent with better diet and exercise
adds $400,000 to their bottom line. Suddenly every can of soda or
deep-fried chicken nugget in a school cafeteria is seen as a threat to
future profits. So the insurance and health care industries are part of a
coalition with enlightened farmers, politicians, and citizen activists,
that is bring radical change to the food system.
Evolution dictates that we should eat organic. The better food we
eat, the less we go to the doctor. Furthermore, organic food gets CO2
out of the air and back into our food. What is more, organic materials
hold water, and this is especially relevant here in Colorado with its
water issues. We would all do well to shift our budgets so that we can
eat organic.
But our backs are against the wall, there's no doubt about that. The
assumptions and goals that guided agriculture in a world of one billion
(1800) or two billion people (1930) are way out of date. We need to
preserve the source of our food - the farms themselves - or else the
global food system will collapse, as it already has throughout history.
Yield and profit are important, but so are preservation of soil and
water; restoration of biological diversity; safety and healthiness of
food; radical reductions in fossil fuel consumed and greenhouse gases
emitted; and co-evolution with an increasingly urban population.
Fortunately, the global food system is one of most easily adapted
major systems (though it won't be a snap) for several key reasons:
agriculture has until recently been solar-powered, and can be again,
when oil becomes too expensive to prop up the industry. The
supply-and-demand economics of the food system are accessible to
consumers, who are becoming more aware of the overall value of
food purchases. Because food affects the most important issues of our
times - energy, health, security, equality, biological habitat, and
climate change, agriculture will come under increasing public and
political scrutiny. The trend toward organic produce and whole foods
grown in market gardens and small farms will continue - not just because
it can be financially lucrative but also because the work is satisfying
to a certain, green-thumbed sector of the population. For example, 2010
was the first year in many that there were more farms in the U.S. rather than fewer.
CB: We live in a state (Colorado) that is going to confront
very serious water issues in the near future, especially as climate
change worsens. From your perspective, what should we as a state and as
local communities be doing about this now?
The issue of water has always been interwoven with keystone resources
that lie beneath the bottom line of our abstract economy: oil, grain,
minerals, and topsoil. Ask farmers and ranchers who have relied on
"fossil water" from aquifers if water shortages are real. Many have now
gone out of business. Many of the strategies we need to implement are
already underway, but we need to amplify and expedite them. Our
landscapes are far too thirsty, and can benefit greatly from a higher
level of water-conservative design, using more appropriate plants,
mulches and increases in soil organic matter to hold the water.
Innovative farmers drip water right into the root zone, however many of
them still ship water thousands of miles in the form of juicy peaches
and tomatoes. Long "food miles" to transport watery produce may one day
become a taxable offense.
Water is embedded in many other products and practices currently in
use. For example, although plumbing fixtures are becoming more
efficient, there's still great potential in products like the dual flush
toilet. Why use a gallon and a half of water to flush urine? Water and
wastewater treatment will be much more efficient in the future, and
operate at a much smaller, more local scale. For example, "living
machines" can treat wastewater right in the neighborhood with cattails,
snails, fish, and other organisms in greenhouse tanks, without nuisance
odors, providing clean water for irrigation. Another emerging energy
technology, the fuel cell, can also produce clean water for neighborhood
use, without any noise or pollution. This is a huge departure from
fossil fuel and nuclear plants which require up to 40% of a region's
water for use in cooling towers.
We need to collect rainwater and use gray water in our state, which
can only happen when state laws change. Already, Arizona, New Mexico
and California laws allow these uses, why nor Colorado?
In the long run, the best way to conserve water is to host fewer
people at a time on our small planet. When the fossil water runs out
and glaciers dry up, our current "normal" will be revealed for what it
is: a very temporary and excessive binge.
CB: In "The New Normal," you have a section on the new
affordable economy which is absolutely amazing. It is a roadmap for
where we need to be in order to insure the continuation of our planet
and our species. What are some of the characteristics of that economy,
and what has to happen for us to get there?
Though we still cling to our current, high-stress lifestyle, it's
become crystal clear to many that the half-millennium-long Industrial
Era is running on empty. There's not enough rich industrial ore,
topsoil, or biological habitat left for the same old hyper-consumption
game to continue-- especially as human population and expectations
continue to swell. There's not enough natural resilience to absorb our
wastes and provide immunity; not enough climatic stability,
psychological stamina, cheap energy, timber, or potable water, either. A
primary goal in the new era will be maturity rather than growth. In
their most mature, climax stages, biological systems have learned how to
optimize diversity, resourcefulness, and resilience, weaving
partnerships among species to make use of each scrap of resource. As a
subset of nature, so should we. To create an affordable economy, the
Holy Grail should not be unlimited growth but maturity, like a
well-practiced, flawless concerto or a basketball team whose plays are
perfectly executed. The players don't need to be bigger to win games, just better.
It seems that a majority of Americans don't yet understand that there
are too many transactions, too much "throughput" for biological systems
to remain stable. More consumption isn't the answer to our economic
challenges; it's where the problems began. Every single day, the global
economy extracts the volumetric equivalent of about 112 Empire State
Buildings from the earth, disrupting the nests, seedbeds, roots, and
hunting grounds of gazillions of living things--our planet's real wealth,
which provides clean air and water, flood control, pest control,
pollination, renewable energy, fertile topsoil, and climatic stability.
When natural systems degrade, life becomes more expensive.
One of the most powerful points of intervention is social: the
definition of "success." In the new normal, we won't consider
individuals and cultures successful unless daily life is rich in
discretionary time, trust, health, social connection, and meaning. Yet,
in a recent Gallup survey of 150 countries, the U.S. ranked at the
bottom, below 145 other countries in overall stress - just
ahead of Iraq and Afghanistan. If the quest for material wealth is
bankrupting nature and filling us with anxiety, why don't we just change
the goal? Stepping outside the box into a brand new paradigm may be
the most effective lever of all.
Right now, our economy is all about plunder--destroy nature and make
money. It must become about preserving nature as a way of making money.
The restoration of nature should be our overall mission for the
remainder of this century. We already see remarkable results from
approaches like marine reserves, where fishing is temporarily banned.
After a New England snapper fishery was protected for a number of
years, the local population of snapper increased 40-fold, and as supply
went up, prices came down. Yet old-normal federal subsidies for fishing,
farming, and forestry encourage depletion of resources like fish,
water, soil, and old growth trees, because they reward yield and neglect
to protect the source of that yield. Instead of subsidizing
farmers based on quantity of yield, our money will be better spent
rewarding maintenance of soil and diversity of species. Protecting
natural resilience avoids environmental and social costs that make life
more expensive, such as erosion, pesticide and fertilizer pollution, and
loss of rural communities.
If we look at other systems that support our current way of life, we
see many opportunities to create a truly affordable economy, in which we
could work less and play more. For example, if we avoid energy losses
in America's millions of buildings--with better insulation, windows,
appliances and fixtures--energy experts document more than a trillion
dollars in savings. We can finance these improvements as much with
information as capital, because they provide a continuing stream of
avoided costs, or "negawatts."
The redesign of America's suburbs can also make life less expensive.
By changing zoning laws to permit restaurants and hardware stores, by
growing gardens rather than lawns, by establishing neighborhood
vanpools, shared power sources, and recycling systems, by creating town
centers that supply what local residents need, we avoid the need for
relentless economic expansion by meeting needs directly. Dysfunctional
systems are not affordable.
The way we make and consume products offers a universe of
opportunity, too. High on our hit list are reductions in unnecessary
packaging and air travel, excessive meat consumption, glossy green
lawns, and food waste (the average household throws away 14% of what
they buy). Flagship American industries like cement and steel are only
half as efficient as the global state of the art. In the case of steel
making, we miss an opportunity to convert to high-efficiency electric
arc furnaces because they use recycled steel, and our recycling rate for
steel is a dismal 60%. In the new economy, recycling will become a
ritualized, standard practice, embedded in design and policy, so less
costly extraction is required.
We can have much greater quality and durability in our products if we
stage a cultural revolution of "consumer disobedience." Maybe our motto
can be "fewer things but better." With fewer things, we'll be happier
in smaller, less expensive houses, and as a society, we can convert much
of our expansive housing stock to multi-family dwellings.
We currently spend $900 per capita to be shelled with unsolicited
advertising, embedded in the cost of products and services. A culture
that is less consumer-driven will tolerate less advertising and less
debt. And less debt means less interest on the debt.
Close to half of the diseases Americans suffer are preventable with
improvements in diet, exercise, and stress reduction. For example, we
spend $150 billion annually to treat diabetes and $120 billion on
obesity. Many of these ailments are symptoms of the way we live. For
example, one economist suggests that the huge gap between rich and poor
in America is creating unprecedented stress. Our unaffordable economy is
making us sick. We are a nation on the edge of a nervous breakdown. We
consume two-thirds of the world's anti-depressants as we battle for
position in the economy. Why not just declare a cease-fire with the
Joneses we've been trying to keep up with? We've bought into the notion
that if we're not wealthy, we're not good enough, which creates
horrible stress and anxiety. Why not become citizens again, creating
employee-owned businesses and member-owned credit unions that can reduce
both killer stress and unnecessary expenses? (Credit unions save $8
billion a year in interest on loans because they are non-profit) Why not
invest in community bonds, portfolios and banks and make living returns on our investments?
Savings like these are possible not because we are "cutting back,"
but because we're tuning up our value system, getting rid of waste,
creating and adopting more sensible ways of getting things done. Rather
than mandating 100,000 hours of work and commuting per lifetime, a more
affordable lifestyle enables each citizen to work less and pay closer
attention to things that really matter, like the health of our families,
communities, and the environment.
Of course we can't do these things individually. It's an agreement,
and the whole culture needs to say, "Enough! Now we must serve the
economy instead of expecting the economy to serve us."
CB: In "The New Normal," you have another section that is my
personal favorite and that we could spend all day on called "The 12
Paradigm Principles." As you know, I've written a book entitled Sacred Demise: Walking The Spiritual Path of Industrial Civilization's Collapse, and my new book is Navigating The Coming Chaos: A Handbook For Inner Transition.
One of the reasons I wanted to interview you has to do with something
you say in the first paradigm principle which is: "The challenges we
face are not just technical--they are social, biological, political, and
even spiritual challenges."
So with that in mind, what do you think needs to happen
spiritually and emotionally for humankind to embrace these 12
principles? Can you spell that out specifically for our readers and tell
us a little bit about what that would look like? Some of it may be
pleasant to think about, and some of it may not be pretty.
It's been said that we humans don't usually make major changes when
we see the light--we also need to feel the heat. That convergence is
well underway, but many of the changes we are making are not visible.
They are not about flashy new technologies or innovative policies, and
they are not about "doing without." You could say they are more about
"doing within."
Changes of heart and mind have often created social tsunamis -
almost-instant transitions to a new way of seeing the world (like a
school of fish reversing direction). In turn, this renaissance leads to
changes in technology, policy, and behavior. When that happens, we ask
ourselves, "Why didn't we make these changes sooner? They're far more
sensible, comfortable and equitable than we thought they would be. It's
just the way we do it now."
But this cultural epiphany can't take place unless we are willing to
leave our comfort zones, and unless we recycle some familiar assumptions
that are no longer useful. For example, that the environment is inside
the economy. That people are only worth what they are paid. That
economic growth of any kind is always good. That one country can teach
another how not to kill, by killing them.
We have experienced a mini-Golden Era since World War II. Many of our challenges have been solved (or at least apparently
solved) with technological innovations that have increased labor and
land productivity. However, we now face challenges of a different
nature; technology is not the limiting factor of productivity--resources
are. Deeper wells can't pump water that's no longer there, and larger
boats and nets can't harvest more fish when fish populations have been
wiped out. Since we can't change certain biological and geological
realities, we need to change ourselves instead. As in Elisabeth
Kubler-Ross's progression towards the acceptance of death or tragedy, we
need to move through denial, anger, bargaining, and depression and
accept that the game is different now.
We need to rethink what we are trying to accomplish as a species, and
what we truly want to do with our time. Do we really want to let
technology guide human evolution ever further into a blind, lifeless
alley, or do we want to choose only technologies that enhance our
humanity? Now is the time for ecology-based design that lets us
participate with our hands and minds, that lets us produce what we need
the way bees produce honey: without harming the flower.
New systems of accounting will track productivity in terms of
quality, not just quantity. For example, exemplary companies now track
tons of cement or sheets of paper produced per unit of energy (not
just per dollar invested). Similarly, to evaluate the overall
productivity of farming, the new metrics will track the nutritional
value of the food and the health of the farms it came from, not simply
bushels of grain or pounds of beef.
If we are to save our civilization, all human activity should be
based on meeting needs, fully, rather than creating marketable but
superfluous wants. A sustainable economy maximizes the productivity of
resources in addition to people. When we maximize the productivity of
people, we use fewer people, but we have more people than there are
jobs. Basically we are using less and less of what we have more of
(people) and more and more of what we have less of (resources). That
kind of economy just doesn't make sense. Why not move toward full
employment of a part-time workforce, giving us enough income to
thrive in an affordable, secure economy and also have enough time for
living? It seems obvious that we could very quickly reduce the high
unemployment rate by making workweeks shorter and sharing the work, as
Germany has done successfully. To fund public services and
infrastructure, why not finesse an American political stalemate by
cutting taxes on income and levying taxes on fossil fuels and pollution?
These are some of the paradigm principles that guide the discussion in The New Normal.
More than ever before, we need to rely on intuition and instinct to
challenge the stranglehold of institutions. Wouldn't it be fascinating
to come back in a few hundred years to see if we stopped the stampede in
time?
CB: Thank you David for taking time to answer my questions and thereby give us a powerful and inspiring vision of a new normal.
David Wann is a writer, speaker, and filmmaker on
the subject of sustainable design and sustainable lifestyles. He's now
completed a trilogy of books about culture shift: Affluenza, Simple Prosperity, and his most recent book, The New Normal. This interview draws largely from material in The New Normal. He lives in Golden, Colorado in a cohousing neighborhood he helped design. To find out more, visit www.davewann.com.
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