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Environmentalism of the Rich$
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Peter Dauvergne

Print publication date: 2016

Print ISBN-13: 9780262034951

Published to MIT Press Scholarship Online: May 2017

DOI: 10.7551/mitpress/9780262034951.001.0001

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Mindbombing the Wealthy

Mindbombing the Wealthy

(p.113) 10 Mindbombing the Wealthy
Environmentalism of the Rich

Peter Dauvergne

The MIT Press

Despite the dangers and risks, as this chapter demonstrates some international NGOs are continuing to challenge oil, mining, and timber companies with confrontational, direct-action campaigns. Chapter 10 opens with the story of the Greenpeace campaign against oil drilling in the Arctic, once again demonstrating the courage and conviction of “eco-warriors,” to use the phrase of Greenpeace founder Bob Hunter. Yet, as this chapter also reveals, Greenpeace is increasingly turning to social media activism, employing humorous videos to call on consumers to boycott well-known brands, such as Kit Kat, Barbie, and Head & Shoulders. In response, some brand manufacturers and retailers, including Nestlé, Mattel, and Procter & Gamble, have discontinued contracts with a few suppliers (such as ones caught clearing tropical forests to produce cardboard or grow oil palm). What Greenpeace is telling consumers is a “victory,” however – such as getting Mattel to package Barbie in a different box – is revealing of how limited eco-consumerism is as a force of global environmental reform.

Keywords:   Bob Hunter, direct-action campaigns, eco-consumerism, eco-warriors, Greenpeace, mindbombing, palm oil, social media activism

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