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September 2019

Post image for Care Deeply, Not Passionately

Sometime around my grade four year—1990 or so—it suddenly became very popular to talk about saving the planet.

I remember an explosion of environment-focused messaging, especially about whales, recycling, and ozone holes. It was on our classroom posters, TV shows, t-shirts, even school supplies.

But it was the tropical rainforest, at least to us fourth-graders, that became the central icon of this abstract thing adults called “the environment.” Saving the world meant saving the rainforest. We drew posters of endangered monkeys and tree frogs, with rhyming slogans at the top.

The energy felt really positive. Even things like shampoo bottles started having rainforest imagery on them, which seemed to be a good thing. Everyone was joining the fight!

What I don’t remember is when that energy went away. I didn’t decide to stop caring, but I guess I did. I don’t think it occurred to me until I saw a gag on the Simpsons, five years later, when Homer referred to “that rainforest scare a few years back.”

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