You can guilt-trip me and you can moralize and you can gloom-and-doom about it, but there are probably certain behaviors I have that I’m just not going to change. But if you presented me with solutions ... if we can figure out ways to reduce my impact—that I can afford—great! I’m going to do them ... I don’t necessarily think that’s a good thing, but I think that this is the reality and there are probably hundreds of millions of Americans who feel like I do. I’m a lazy environmentalist.”—Josh DorfmanRead ON, to read more in an interview with Dorfman.
And thus was born the brand that has spawned a blog, a (now defunct) radio show, two books (and counting), a Sundance Channel Green television series that premieres tonight at 9 p.m.-—and a ray of hope for couch potatoes everywhere.
But the man known as the Lazy Environmentalist is certainly no sloth himself. In fact, Josh Dorfman has been so busy writing and researching and talking and filming that he’s hardly had time to devote to his first green venture, a high-end sustainable furniture store called Vivavi.
It was a coworker from Vivavi, actually, that prompted Dorfman’s first use of the “lazy environmentalist” phrase, when he was accused of not being an environmentalist at all (despite his sustainable shop) because of bad habits like long, hot showers. (Which he still refuses to give up—they help him think, OK?)
Now Dorfman is dedicated to cutting out the typical green-minded guilt-trip crap and helping people find eco-solutions that not only fit their lifestyles but improve them. He’s still coming to terms with what kind of role he’s playing in this movement, but says maybe he’s less journalist/media personality and more “change agent.” Change that sticks, that is, and spurs more change—because it just makes sense.