‘As a recent essay in Scientific

American scoffs:

“Recycling plastic is to saving the Earth what hammering a nail is to halting a falling skyscraper.” Yet the neoliberal doctrine of individual responsibility has performed its sleight-of-hand, distracting us from the real culprit. This is far from new. In the 1950s, the “Keep America Beautiful” campaign urged individuals to pick up their trash. The project was bankrolled by corporations such as Coca-Cola, Anheuser-Busch and Phillip Morris, in partnership with the public service announcement Ad Council, which coined the term “litterbug” to shame miscreants. Two decades later, a famous TV ad featured a Native American man weeping at the sight of a motorist dumping garbage. “People Start Pollution. People Can Stop It,” was the slogan. The essay in Scientific American, by Matt Wilkins, sees through such charades.’

https://www.theguardian.com/lifeandstyle/2019/jun/14/the-mindfulness-conspiracy-capitalist-spirituality