Rebecca Solnit writes:

Personal virtue is an eternally seductive goal in progressive movements, and the climate movement is no exception. People pop up all the time to boast of their domestic arrangements or chastise others for what they eat or how they get around. The very short counterargument is that individual acts of thrift and abstinence won’t get us the huge distance we need to go in this decade. We need to exit the age of fossil fuels, reinvent our energy landscape, rethink how we do almost everything. We need collective action at every scale from local to global – and the good people already at work on all those levels need help in getting a city to commit to clean power or a state to stop fracking or a nation to end fossil-fuel subsidies. The revolution won’t happen by people staying home and being good.

But the oil companies would like you to think that’s how it works. It turns out that the concept of the “carbon footprint”, that popular measure of personal impact, was the brainchild of an advertising firm working for BP. As Mark Kaufman wrote this summer:

British Petroleum, the second largest non-state owned oil company in the world, with 18,700 gas and service stations worldwide, hired the public relations professionals Ogilvy & Mather to promote the slant that climate change is not the fault of an oil giant, but that of individuals. It’s here that British Petroleum, or BP, first promoted and soon successfully popularized the term “carbon footprint” in the early aughts. The company unveiled its “carbon footprint calculator” in 2004 so one could assess how their normal daily life – going to work, buying food, and (gasp) traveling – is largely responsible for heating the globe.

The main reason to defeat the fossil fuel corporations is that their product is destroying the planet, but their insidious propaganda, from spreading climate-change denial to pushing this climate footprint business, makes this goal even more worthwhile. [Continue reading…]