That shift is sweeping up countless teens and young men and women, turning them into a generation of earth-hourers and flick-offers.  It’s a good thing, but why does everyone do it?  Not everyone who participates likes doing it.  I’m sure a lot of people think it’s a pain in the ass.

The shift that’s occurring is caused partly by celebrity endorsements.  Young celebrities advocate groups like Global Cool and as a result people feel inspired to help out.

It’s like clothes.  You see a celebrity wearing a cool shirt or you see them stuffing things into a cool bag and automatically you yearn for it.

Environmental problems are sparking a cultural change, it’s obvious.  The change is taking place among Generation Y (and some of Generation X) because they are the generation of the future.

Ads target this generation.  The ads make you feel guilty for not turning your lights off when you leave your house.  They tell you that you are the world’s last hope for survival.

While you ARE a monster (like the ads imply) for leaving your lights on when you aren’t home, leaving the tap on while you’re brushing your teeth or not turning your lights off for one hour straight hour per year, why do you do it?

Do you really care about the environment or do you help because it’s an obligation or a responsibility?

Does it even matter?  If doing something results in something that is beneficial to society, does it matter what the motives are?

I don’t think it does.  If you reduce your carbon emissions because Sienna Miller says so and not because it will help our environment, it doesn’t matter.

All that matters is you do it.