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I don’t want to bum everyone out on Earth Day, so I’m going to link to Joel Makower’s article in our current edition today instead.  Two decades after writing The Green Consumer, he says he’s about ready to throw in the towel.  The problem is that when it comes to waste and recycling, it hardly even matters what individuals do.  Consumers, he says, are mere pikers:

Consider what I call “A Tale of Two Circles.” Perhaps you’ve seen the bottom circle, a pie chart containing nine slices, representing the composition of the stuff we throw out — a.k.a. municipal solid waste, or MSW. It shows that paper makes up about a third of our nation’s trash, while yard waste, food scraps, and plastics each represent about 12 percent. They are followed by smaller amounts of metals, rubber, textiles, leather, glass, wood, and other materials.

The MSW pie chart is well known in environmental circles and is the grist for a range of claims and disputes. The plastics industry, for example, uses it to “prove” that plastic bags are less of an environmental problem, at least a solid waste problem, than their paper counterparts. Aluminum, wood, and glass industries use it to make their own cases. Everyone, it seems, finds some solace in the numbers.

But there’s another circle — a much, much bigger one, totaling about 10 billion tons of waste a year, or roughly 40 times the MSW pie. This circle doesn’t have an official name — indeed, it’s virtually unknown in environmental circles, and the EPA doesn’t publish it. I’ve dubbed it gross national trash, or GNT….The thinnest slice of the pie — a minuscule 2.5 percent sliver of the whole — is municipal solid waste.

Read the rest here.

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WE CAME UP SHORT.

We just wrapped up a shorter-than-normal, urgent-as-ever fundraising drive and we came up about $45,000 short of our $300,000 goal.

That means we're going to have upwards of $350,000, maybe more, to raise in online donations between now and June 30, when our fiscal year ends and we have to get to break-even. And even though there's zero cushion to miss the mark, we won't be all that in your face about our fundraising again until June.

So we urgently need this specific ask, what you're reading right now, to start bringing in more donations than it ever has. The reality, for these next few months and next few years, is that we have to start finding ways to grow our online supporter base in a big way—and we're optimistic we can keep making real headway by being real with you about this.

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And we hope you might consider pitching in before moving on to whatever it is you're about to do next. We really need to see if we'll be able to raise more with this real estate on a daily basis than we have been, so we're hoping to see a promising start.

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