David Wigder

Until recently, climate change remained an abstract concept to most Americans — something that may have long-term consequences for the planet, but moving too slowly be a significant concern in their daily lives.

When it comes to the environment, consumer behavior can be inconsistent or even a bit hypocritical. Two-car families will buy a hybrid and a gas guzzling SUV. Parents will teach their kids to turn off the water while brushing, but take a few extra minutes in the shower to enjoy the peace and quiet. Somehow, we tend to overlook our own inconsistencies, while holding others accountable for their actions.

Over the past few years, we have seen the web transform from a medium that facilitates information exchange to one that enables social connections and conversation. Arguably, the recent launch of Facebook’s Timeline marks another milestone for the web, enabling a web experience more personal than ever before.

Einstein is credited with saying that “everything should be made as simple as possible, but no simpler.” Such words have renewed meaning when it comes to messaging about climate change as everything about it seems complex – its cause, its impact, and the challenges that humans face to address it.

I joined RecycleBank for many reasons, one due to an observation regarding the application of rewards in the green space. Quite simply, rewards have the potential to change consumer behavior without necessarily changing attitudes first. I first wrote about this in a 2007 blog post. Today, it remains a powerful way to expand the appeal of green.

One could argue that the green revolution really took root online with the launch of eBay. Or perhaps Craigslist. Connecting individual sellers with millions of potential buyers brought the neighborhood garage sale (or local classifieds) to the masses, and with it, the ability to extend the product lifecycle of used, yet still useful, products. As Amy Skoczlas Cole from eBay said, “The greenest product is the one that already exists.”