Reduce, Re-use, Re-cycle, Renew. This used to be the eco-warrior’s mantra to consumers when environmental consciousness took wings in the West, mostly in Europe. The 21^st century environmentalists, who dare to speak the truth, say that more critical than the 4 R’s is a simple word that ought to become a slogan: de-consume.

For, mere consumption has an “earth price” that goes beyond what’s on the price tag. Environmental costs come from resource extraction, manufacture, shipping and waste management. Calculated for the planet’s population, only the consumptive class of the world, it is a huge price. Collectively, all life forms will end up paying it for what a section of the human population consumes.

De-consume sounds like Mahatma Gandhi’s mantra: Live simply, so that others may simply live. Easier said than done, in urban settings where economies are built on consumption and demand. Then, how about green consumerism? Despite the brouhaha, it hasn’t taken off in the West; green products constitute barely 10-12 per cent of all markets. Besides, environmentalists scoff at the idea that green consumerism can help Planet Earth because consumerism is, indeed, the affliction; turning it “green” won’t make much difference.

How does an urban upper-middle-class consumer start getting eco-conscious? Here are the first few steps:

#   De-consume, de-consume: It means you pare down. Consciously examine your needs and indulgences, see what can be ticked off those lists. Then, prune your shopping lists. It’s not that hard once you get into the de-consume mode. If your modest-sized complex decides to “de-consume” aerated water for a week, it still saves that much groundwater (manufacture), plastic (packaging) and fuel (transport).

#   Small choices go a long way:  They could be large-sized life choices or pint-sized lifestyle choices. Either way, you make a difference. For instance, you can choose how much water your family can use in a day and stick by that, or you can choose to use public transport x times a week if not always, you can control the amount of environmentally harmful substances used around the house, you can banish styrofoam products, or use bay leaves, cucumber slices, garlic to keep away cockroaches instead of aerosol chemical sprays. When an ace actress travels from Mumbai to London to get her teeth fixed, she makes a choice – an environmentally disastrous one.

#   Watch what you eat: For those can afford it, the world’s produce can be on their dining tables. If you are one of them, pause and ask: is the earth-price reflected on the price-tag? It never is. The Slow Food movement, organic food movement, locally-produced food movement sometimes called The 100-mile-Diet (you consume what’s grown 100 miles around where you live) are catching people’s fancy. In Mumbai and Delhi, 100 miles would put nothing on your table but surely you can ask if really you need that avocado, kiwi fruit or Chinese apples every morning, or that box of caviar this month, or special mushrooms imported halfway around the globe. Our bazaars are full of stuff that pleases the palate, does little for the environment.

#   Watch your foot-print:  How you travel determines your carbon footprint. This footprint is increasing in size and frequency around the world. Some travel you cannot avoid but you can think: can I use public transport, or walk, or cycle; can I buy a dual-fuel car, can I persuade companies to think hybrid cars, can I keep one instead of two cars, can I car-pool, can I seat at least two others going my direction, can I campaign to make all transport more fuel-efficient, can I avoid criss-crossing the country on work, or worse for a party. And if you are an Ambani or in that league, think: do I really need a fleet of personal jets, helicopters to get from the airport to south Mumbai home, do I need to gift my wife a jet plane. Across, the world, the rich leave a larger footprint but that doesn’t mean the rest of us shouldn’t watch ours.

#   Eco-map your house and backyard: Make an environmental check-list in and around the house. What are the toxics used and can they be replaced: lead-based paints, aerosol cans, toxic pesticides, a range of washing-cleaning chemicals are some examples that have natural alternatives that grandmas can help with. Then, look for water and power consumption: opt for bucket-bath over shower-bath, fix all leaks and drips, install low-flush toilets (one can save enough water a day for three bucket-baths), use buckets rather than hoses for car-wash and watering plants, insulate water-pipes, turn off all main switches, try to cool down/warm house naturally so you use less air-conditioning/heater, use ceiling fans in place of air-conditioners as far as possible, use washing machine with only full load, reduce number of appliances plugged in, and of course, ensure that all appliances are energy-efficient.

#   Return to the 4 R’s : It is, indeed, a time-tested mantra and the rock solid foundation of environmentally sound practices. Apply each one to all aspects of your life and make them work: what you eat, how you live, what you wear, what and how you play, what you grow and what you give others. Close the loop, buy re-cycled stuff when you can. Use less paper, water, fuel. Environmentalists suggest teaching children early the meaning and relevance of the 4R’s. Impress upon their school to follow the mantra. Speak to people in your neighbourhood, friends and acquaintances about any of this.

Every time you spend a rupee, you vote for or against the environment. It’s not a democracy, so we don’t have to wait for 51% vote. Even a rupee counts.

Smruti Koppikar, senior journalist, writes for OUTLOOK newsmagazine and teaches journalism in Mumbai. She has completed two international Fellowships in environment and development issues.

This article is from the June 7, 2008 issue of OUTLOOK.  We will be happy to forward your comments and feedback to the writer. - Ed