The colour of this web site represents the Sunset on Oil and the Sunrise for the new Post-Carbon economy. In order to connect with the mainstream we don't use a 'traditional' set of words or concepts. Hence you don't see the words 'green', 'habitat', 'environment', 'ecology', 'conservation', 'nature', etc., on this web site. We choose more mainstream terms such as 'economics', 'food-supply', 'ethical', 'invest', 'price', etc. Post-Carbon Living is simply not about the traditional minority view of resource depletion. We go beyond the old ideas of preserving wildlife and make a direct connection between the choices we make and the near-future for US. Our view is that environmentalism has been both a massive success and a colossal failure. It raised awareness and won every battle - yet still lost the war. Despite galvanising a mass-movement, the late 20th Century saw the rise neo-liberal economic policies the triumphed short-term private profit over the long-term collective well-being. Environmentalism has been identified with the Political Left Wing - and worse. It has traditionally used emotive arguments over economic facts. It depleted itself by fighting a thousand battles over the preservation of every possible species and every wildlife habitat. The public grew weary of these million micro-causes that they simply stopped caring and stopped responding. So, when it came time to save humanity, from itself, environmentalism was a spent force. Indeed, this is not an environmental problem at all. It is ours. Environmentalists self-marginalised themselves by caring too much for the small issues whilst missing the bigger picture. When a genuine threat emerged to human existence no one was listening. The boy had cried wolf just too many times. For those who were left listening they just shrugged and thought "it is a problem for the environmentalists to sort out". Or maybe the Government. This leaves us wallowing in an ocean of apathy if the changes required are collective, social and cultural in an era when the individual is king. The "new Environmentalism" must reject the old paradigms. The modern "environmentalist" must embrace the free market yet reject disaster capitalism (and learn the difference between the two). They must find new clothes to wear and find new words to speak. The platitudes and clichés of the past are no good any more. The stereotypes have done too much damage. Yet still they persist. Generations of "conservatives" have grown up with a distrust of "conservation". An entire cultural paradigm developed where the masters of the universe no longer had to care about the environment because the only messages they heard were from pink-commie subversives - and they were not to be trusted. It is time to start caring again. And believing. Not because it is fashionable or this year's lifestyle choice. No, this is not a choice. The time to care has been thrust upon us. We will all rise to the challenge. Or suffer the consequences. | 
