In an essay for Business Green, Andrew Raingold, Executive Director of the Aldersgate Group, argues that the trend towards "New Environmentalism" will only gain mass appeal if we ditch the "Environmentalism". He contends that new narratives are needed that have much wider appeal to the general public than traditional "green growth" economic frames and that empower their target audiences. At its heart, this is about a "heroic nation in a struggle for future prosperity" rather than a green "flavour enhancer" that has been largely marginalised in the national debate about growth.
Drawing on the success of the Occupy Movement in shifting the economic debate away from an obsession with public debt, Andrew argues that "we need an economy with purpose that works strategically to make Britain truly 'great' and deliver rising prosperity to its citizens... Short-term fixes and decimal changes in GDP growth will not be sufficient to get us there."
The article is part of a series of essays for a cleaner future which includes contributions from MPs, business leaders, the EU Environment Commissioner and the UK Climate Change Minister.