I love getting away from it all. Leaving all the pressures of modern living behind and getting out on the hills, travelling under my own steam, sleeping under the stars and carrying everything I need – ergonomically designed rucksack, super-lightweight tent, Polartac fleece and hat, Goretex jacket and trousers, vibram-soled boots, laminated maps, LED headlamp torch, iPhone with GPS etc.

Hardly back to nature is it, with all those hi-tech fabrics and gizmos? Of course I could choose to go wearing ‘traditional’ outdoor clothing (tweed, animal skins?), take nothing with a battery, and try and hunt and gather my own food, but frankly I’d rather be comfortable.

When people ask why environmental concerns are not taken more seriously by the general public, at least part of the answer is that many environmental ‘solutions’ presented to them are in the form of pious hairshirt austerity, or are presented as such. And the vast majority of people simply don’t want to give up the comforts of modern life – can you blame them? Have you ever seen an advert that says “buy our shoes, they’re less comfortable, uglier and more expensive than our competitors!”? For good reason…

Unfortunately many of the spokespeople for the ‘green movement’ doesn’t understand this – they simply rant about how people “don’t get it”. The spiritual benefits of austerity may appeal to a minority, but asking people to give up on the joys of modern living is never going to get traction with the masses.

That’s not to say certain ‘austerity’ measures can’t be sold in a positive way:

• Insulate your house: lower bills, fewer draughts, more comfort!
• Cycle to work: get your exercise en route, save on parking, gym membership and time!
• Low energy lightbulbs: lower bills, longer lasting than incandescent!
• Second hand books/music/clothes: indulge in the pleasure of hunting for an obscure gem!

But what really works is products and services which are eco-friendly AND highly desirable. Buying MP3 music, ebooks and using movies on demand are all much greener than their physical equivalents – and much more convenient.  When I interviewed Peter White, Global Sustainability Director of Procter & Gamble, for The Green Executive, he told me that P&G weren’t interested in the green niche, they wanted to sell green to the mainstream consumer – so they had to compete on performance, price AND planet – no compromises. Wise words.