Words can illuminate. Words can mislead. Words matter.
That’s one reason why I’m intrigued by Douglas Gayeton’s videos, books and “information artworks,” all of which are part of a vast and sprawling series called The Lexicon of Sustainability. They’re designed to help people separate what’s b.s. from what’s real in the world of sustainability.
Gayeton’s focus, so far, has been on food, and that’s smart. Nowhere is there more confusion about what’s sustainable, and what’s not, than in the supermarket — where claims like “all natural” and “multigrain” and “no sugar added” hide as much as they reveal.
I wrote a story about Gayeton the other day for Guardian Sustainable Business. Here’s how it begins:
Art has long inspired environmental activism. The photographer Ansel Adams, whose iconic black-and-white images of the American west helped to build support for the US National Park Service, served on the board of the Sierra Club for 37 years, working closely with David Brower, the club’s first executive director.
So it’s fitting that The Lexicon of Sustainability, a collection of artworks and short films by Douglas Gayeton that are designed to educate and activate people, have come to the David Brower Center, the nerve center of green business and environmental activism in Brower’s hometown of Berkeley.
Gayeton’s Lexicon of Sustainability artworks and films are based on a simple premise, he said. He explained that people can’t be expected to live “greener” lives, or act on behalf of the planet, until they better understand the language of sustainability. “Remember,” the films say, “your words can change the world.” This first series of works exploresfood and farming; future series will explain water and climate.
“The term sustainability has been totally debased,” Gayeton told me. “You can find sustainable shoes. You can find sustainable soda. Anything can be sustainable. People have hijacked the term. My wife and I thought, ‘Why not take it back?
The best way to understand what Gayeton is up to is to check out his artworks or watch one of his films. here’s one about eggs that told me things I didn’t know. The film is courtesy of PBS.org and you can read the rest of my story here.