“AUSTIN, TEXAS — Five years ago, energy prices were climbing, President George W. Bush declared that the United States had to break its addiction to Middle Eastern oil, and “An Inconvenient Truth” — Al Gore’s movie about climate change — hit the theaters.
Journalists spotted a trend and responded with enthusiasm. Articles about the burgeoning “green” movement proliferated. Wineries were adding solar panels, the U.S. military in Iraq wanted wind turbines, andHarvard University was installing waterless urinals. HSBC was buying carbon offsets for executives’ flights.
This type of story is now nearing extinction. Journalists are a little less wide-eyed, and a little more picky. The cutting-edge coverage today does not typically revolve around the greening of fill-in-the-blank company. Instead, topics like “Who’s not going green?” and “What are the difficulties of going green?” are being seen more frequently.”