David Attenborough is a familiar face on our screens and has been for decades. His new book and program strike to the heart of the consumer society.
He tells us to use less, waste nothing and the subtext is buy organic.
This morning when he was featured on the Beeb there was a shot of battery chickens in the background.
Factory farming started to provide cheaper food for our ever increasing population. As a "baby boomer" I, my generation and susequent ones are to blame.
That was the time to get up and speak about the effect this would have on the planet. It was just not on the agenda at that time.
It is very easy to be wise after the event.
The longer the event goes on the harder it becomes to reverse, never mind stop.
I guestimate here. I think that up to 75% of the worlds population live either in the poverty gap or a smidgeon above it.
These people waste nothing. They do not consume vast amounts of power.
They do not fill their cars (they simply don't have the money) with Kilos of food and then bin a large percentage at the end of the week.
They do not buy clothes and household goods on a regular basis just to consign them to landfill when the fashion changes. In fact they probably shop second hand when they absolutely have to, thus helping the environment.
In MY opinion most, if not all, of the rhetoric needs to be directed at the (roughly) 25% of the worlds population who have the money to throw around.
The "jet set" with air travel, the fashionistas with revolving wardrobe doors, the shoppers who buy ever increasing volumes of everything from food to cosmetics and jettison it just to make room for more.
These are the people who should be targeted, after all if you cannot afford a leopardskin coat you are not responsible for the reduced population.
Equally if you cannot afford to buy organic free range food to feed your family you have to buy the cheaper alternative. You are not responsible for factory farming.
I am off the soap box now, but will keep it handy.
I just wanted to add that I did not mention the middle ground. All of us who may or may not be rich but have the means and the ability to stretch our money wisely. We already waste nothing, make do and mend and repurpose as much as possible. Some of us are firmly in the perceived poverty belt, although you would never know it, and some of are in the wealthy belt but do not flaunt or waste it. I know that it is wrong to generalise but there is not enough room here to be specific. Gosh, that sounds like a cop out. Sorry, but I had a strong reaction to being preached at by someone who has never had to make do or go without and would probably not recognise the Benefit Trap if he fell in it. I do still admire him, he is a stand alone man, head and shoulders above many others of his ilk.