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Eco Hero: Chris Smith

Esther Freeman | 25.02.11

Ecotube founder, Chris Smith, believes the internet is the key to spreading eco-awareness. Through his social media consultancy and Green Marketing forums he advocates change. And if that wasn’t enough he ran as a parliamentary candidate for the Green Party in 2010.

How would you describe yourself?
I’ve recently started referring to myself as a social activist. I don’t like using the word ‘Green’ anymore (the Green Party is an exception!) because I feel it is too vague and is often used deceitfully. A Bodyshop campaign used the term ‘Eco-Aware’ recently, and I prefer that.

What is your mission?
I see myself as an agent for change. I want to simplify the language used by the academics and specialists and make campaigning more accessible to the general public.

What's your next project?
I’m putting on another of my Green Marketing Seminars in March at the Kyocera showroom in London’s West End. This is the third one I’ve organised, looking at ethics, marketing and consumer psychology. We get a very wide mix of participants, from corporates to NGOs, and I see them as a catalyst for open discussion rather than a platform for me to go in with my own agenda.

What’s your greatest achievement?
Giving a speech for the Green Party in front of 500 people!

What green principles do you live by?
I’m very conscious of reducing my impact, within what’s reasonable in a modern society. I’m quite anal about not binning anything that can be re-used, and I collect batteries and lightbulbs. I hate seeing people leave supermarkets with hundreds of carrier bags.

Is organic important to you?
Yes, we put enough toxins in our body every day! I’d rather not buy the supermarket brand organics though, and have been known to sneakily shift the smaller branded products up to the middle shelves where people can see them – little acts of subversion!

What one thing do you wish everyone would do?
I get murderous tendencies when I see people dropping litter.

What would you like to pass on to your children?
I hope the next generation will develop a collective consciousness, and will learn from the mistakes of our generation. I think the internet will help with that.

How can we spread the green message?
By instilling a sense of individual responsibility. We need to counter the message of ‘buy more and you’ll be happy’ by helping to develop a sense of self-awareness about the effect their choices are having.

What cheers you up?
Watching Frasier! Laughing provides the counter-balance...

Who is your Eco Hero and why?
Caroline Lucas is great. She’s one of the few politicians who’s not ego-driven. For her, it’s principles not personalities, and she seems very down-to-earth.