– American’s fuelish ways may finally be changing –
In 1973, British economist E.F. Schumacher wrote the book Small is Beautiful. It challenged the myth that bigger is better and was an early adopter of the sustainability movement. Now, almost a half-century later, we still talk sustainability but struggle with implementation. Until recently, we have been back-sliding in the United States since then:
· Our houses are bigger – The average American home in 2009 had 2,065 square feet, up from about 1,400 square feet in 1970, according to the National Association of Home Builders.
· Our cars are bigger – “Vehicles Keep Inching Up and Putting on Pounds” – USA Today 2007
Why are we inexorably drawn to super sizes? What does seeking “bigger is better” do for us?
Not much:
· We consume more energy and spew excess air pollution to power our big cars and homes
· We fight wars to maintain the fossil fuel supply
· We postpone serious efforts to develop renewable energy and conservation measures
Can we do better? Yes, when we collectively want to, or have to.
Recently the down economy and the price of gasoline finally, finally, resulted in car manufacturers building and marketing more fuel-efficient cars. For the first time in decades, good gas mileage has become an important factor in a car-buying decision. Companies like Ford and GM boast about their fleet of cars that get 30 MPG or better.
Here’s one indication reported by Bloomberg Business and Financial News in July 2011 that this is happening: The Chevy Cruze
“The Cruze was the best-selling U.S. compact in July at 24,648 cars…GM has found the sweet spot in the market, pricing the Cruze at as little as $16,525, between the Corolla and the Prius, and delivering mileage of 30 mpg or more…GM produces the Cruze at its Lordstown, Ohio, plant, which employs 4,150 hourly workers and 350 salaried employees, according to the company’s website. GM added 1,200 jobs to the factory last year for a third shift.”
Fuel efficiency + increased car sales + new jobs = a promising formula that other U.S. and foreign car manufactures can replicate. Small can indeed be beautiful.
Sources: National Association of Home Builders, U.S.A Today, Bloomberg Business/Financial Journal
