Green America: Why Environmentalism Is Hot

In the face of the coming onslaught of pollutants from a rapidly urbanizing China and India, the task of avoiding ecological disaster may seem hopeless, and some environmental scientists have, quietly, concluded that it is. But Americans are notoriously reluctant to surrender their fates to the impersonal outcomes of an equation. One by one—and together, in state and local governments and even giant corporations—they are attempting to wrest the future from the dotted lines on the graphs that point to catastrophe. The richest country in the world is also the one with the most to lose.

Environmentalism waxes and wanes in importance in American politics, but it appears to be on the upswing now. Membership in the Sierra Club is up by about a third, to 800,000, in four years, and Gallup polling data show that the number of Americans who say they worry about the environment a great deal or a fair amount increased from 62 to 77 percent between 2004 and 2006. (The 2006 poll was done in March, before the attention-getting release of Al Gore's global-warming film, An Inconvenient Truth.) Americans have come to this view by many routes, sometimes reluctantly; Carl Pope, executive director of the Sierra Club, thinks unhappiness with the Bush administration's environmental record plays a part, but many of the people NEWSWEEK spoke to for this story are Republicans. Al Gore can't convince me, but his data can convince me, venture capitalist Ray Lane remarks ruefully. Lane is a general partner in the prominent Silicon Valley firm of Kleiner Perkins Caufield & Byers, which has pledged to invest $100 million in green technology. He arrived at his position as a Republican environmentalist while pondering three trends: global warming, American dependence on foreign oil and the hypermodernization of Asian societies.