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Following the Pleasure Principle: How to Create a Sustainable Economy That Makes Daily Life Better

For too long, environmentalists have been viewed as self-righteous killjoys demanding that everyone overhaul their wasteful habits. It's time to change that.

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Perhaps, then, the new motto for the environmental movement should be: "If it feels good, do it ... for the planet."

Jason Mark is a co-manager at San Francisco's Alemany Farm and the editor of the quarterly environmental magazine, Earth Island Journal. He is also a co-author of Building the Green Economy: Success Stories from the Grassroots.

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