Climate Conviction at What Price?
Newsweek Europe|June 14, 2024
Fifty years ago experts doubted Americans would pay to save the environment. Only some of their fears are still true
ANNA SKINNER
Climate Conviction at What Price?

IN 1972, NEWSWEEK PUBLISHED A COVER story warning the world about the need to clean up the Earth. A little more than 50 years later, some of those warnings are still being issued and ignored.

When the article was first published on June 12, 1972, the environment was at the top of many Americans' minds. The Environmental Protection Agency was not yet two years old, the third Earth Day had just been celebrated, and a slew of federal policies with promises to protect the environment were beginning to take hold. What came next was decades of progress chartered by those early labors.

President Joe Biden has a lofty aspiration of reducing U.S. emissions by up to 52 percent in 2030, achieving a carbon pollution-free power sector by 2035 and a net zero emissions economy by 2050.

However, some experts argue that Biden's goals are only that-aspirational-and that more change is needed if the U.S. hopes to make a real difference.

Some Prioritize Sustainability

A half century ago, experts doubted Americans would be willing to pay more money and disrupt their lives to help save the planet, according to the 1972 Newsweek report. They also wondered if company sustainability efforts would help build brand loyalty.

"Yet even with environmentalism an established fact of American life, many experts are beginning to wonder just how far the public-not business or government-is willing to go," the Newsweek report said. "For whether he likes the notion or not, the consumer will pay the lion's share of the tab for a cleaner environment, either in higher prices, higher taxes or more likely-both."

Time has shown that they needn't have worried on either front: modern Americans are more than willing to change their ways to save the environment.

This story is from the June 14, 2024 edition of Newsweek Europe.

Start your 7-day Magzter GOLD free trial to access thousands of curated premium stories, and 9,000+ magazines and newspapers.

This story is from the June 14, 2024 edition of Newsweek Europe.

Start your 7-day Magzter GOLD free trial to access thousands of curated premium stories, and 9,000+ magazines and newspapers.

MORE STORIES FROM NEWSWEEK EUROPEView All
Ray Romano
Newsweek Europe

Ray Romano

THE MAJOR THING ABOUT NETFLIX'S NO GOOD DEED THAT APPEALED TO Ray Romano was that it was unlike anything he'd done before.

time-read
2 mins  |
December 27, 2024
Has J.K. Rowling Won the Culture War?
Newsweek Europe

Has J.K. Rowling Won the Culture War?

After years of backlash over trans issues, the Harry Potter author has received major business backing

time-read
7 mins  |
December 27, 2024
'This Murder Is a Symbol of the Times'
Newsweek Europe

'This Murder Is a Symbol of the Times'

Conservatives and liberals agree on the state of the health care industry following the killing of Brian Thompson

time-read
4 mins  |
December 27, 2024
The Defense Industry's Fight With ESG
Newsweek Europe

The Defense Industry's Fight With ESG

EUROPEAN DEFENSE COMPANIES, ESPECIALLY smaller businesses, are being blocked from investment they sorely need by sustainability rules, a senior NATO official and several industry figures have said.

time-read
9 mins  |
December 27, 2024
Nothin' Lasts Forever
Newsweek Europe

Nothin' Lasts Forever

Taylor Swift's Eras Tour' ends its record-breaking run..

time-read
3 mins  |
December 27, 2024
SPY IN THE SKY
Newsweek Europe

SPY IN THE SKY

CHINA FACES ACCUSATIONS of ESPIONAGE and WEAPONIZING OUTER SPACE as it BUILDS a NEW OBSERVATORY in CHILE critics say WILL BE USED for MILITARY PURPOSES

time-read
10+ mins  |
December 27, 2024
Margo Martindale
Newsweek Europe

Margo Martindale

\"WHO KNEW THAT A BARREL OF MAPLE SYRUP IS WORTH MORE THAN A barrel of oil?\"

time-read
2 mins  |
December 20, 2024
Malala Yousafzai
Newsweek Europe

Malala Yousafzai

\"AFGHANISTAN IS THE ONLY COUNTRY IN THE world where girls are banned from access to education and women are limited from work.\"

time-read
1 min  |
December 20, 2024
In the Eyes of the Law
Newsweek Europe

In the Eyes of the Law

Jude Law is unrecognizable as an FBI agent on the trail of aneo-Naziterrorist group in real-crime drama The Order

time-read
4 mins  |
December 20, 2024
AMERICA'S Most Responsible Companies 2025
Newsweek Europe

AMERICA'S Most Responsible Companies 2025

IN THE FACE OF ISSUES LIKE CLIMATE CHANGE and wage inequality, consumers care about the impact of the businesses they interact with and companies are responding.

time-read
2 mins  |
December 20, 2024