If you think environmentalism is a new phenomenon you’d be wrong.
The seeds of the movement were planted with the writings of John Muir in the late 19th and early 20th century. But perhaps, even more so by the publication in 1854 of Henry David Thoreau’s influential masterpiece Walden.
The modern environmental movement can arguably be traced back to the publication of Rachel Carson’s classic Silent Spring in 1962.
One of the major rallying points for the eco-movement was concern for the pollution of the Great Lakes.
In the following decade, the burgeoning DIY, sustainable movement was formalized with, among other things, the publication of Stuart Brand’s classic catalog. Holism became trendy and the Hippie Geek was born.
Birth Of The Whole Earth Catalog
The Whole Earth Catalog was published originally between 1968 and 1972 (and there were occasional issues published up until 1998 too).
The WEC was a collection of articles examining the possibility of sustainable lifestyles and product reviews that would examine the possibilities of living a better life in the here and now.
Steward Brand, an American writer, best known for his public campaign to make NASA release an image of the Earth taken from outer space, took his inspiration from the image of a “whole earth”.
He believed that the world was waiting for American industrial society to re-establish industry with an ecological and social mission. He didn’t know what exactly that would look like, but he instinctively understood its importance.
His first issue of The Whole Earth Catalog was published in 1968. It was a very basic affair but over time, each issue was a substantial improvement on the one before.
The catalog was divided into seven sections: the understanding of whole systems, shelter & land use, industry & craft, community, nomadics, learning and communications.
Each section was designed to address specific problems as they were perceived by Brand and the editorial team. The whole systems section is based on the concepts of holism, or what is now commonly referred to as “wholism.”
Here’s an excerpt below from the introduction of the original Whole Earth Catalog:
The WHOLE EARTH CATALOG functions as an evaluation and access device. With it, the user should know better what is worth getting and where and how to do the getting.
An item is listed in the CATALOG if it is deemed: 1) Useful as a tool, 2) Relevant to independent education, 3) High quality or low cost, 4) Easily available by mail.
CATALOG listings are continually revised according to the experience and suggestions of CATALOG users and staff.
This approach was so powerful that it influenced a whole generation of minds.
One of the people heavily influenced by the WEC was Steve Jobs, the Apple CEO and founder, who said:
The school of thought which became Buddhist Economics was also borne out of enthusiasm for the Whole Earth Catalog.
As John Markoff, a technology writer for the New York Times, told the Guardian, the Whole Earth Catalog was “the internet before the internet. It was the book of the future. It was a web in newsprint.”
What Happened To The Whole Earth Catalog?
It’s not clear why The Whole Earth Catalog began to wind down after 1972.
Some updated versions of the catalog were published but on a very occasional basis. The final issue had on it’s back cover the message: Stay hungry. Stay foolish.
A software version and a trade paperback were launched in the 1980s and Doubleday spent over $1.4 million on the rights for the paperback!
What is probably true is that it was so far ahead of its time that the Whole Earth Catalog probably struggled to find its place in the overall publishing eco-system of that era.
As an indication of how ahead of its time it was here’s their original mission statement:
Kevin Kelley – Continuing The Dream Of The Whole Earth Catalog?
The Whole Earth Catalog project may be over, but it has spawned a few imitators along the way, in fact, it might be that all environmental blogs, magazines, etc. have some roots in the catalog.
Possibly the most authentic of these is Kevin Kelly’s cool-tools.org which reviews in the same style of the Whole Earth Catalog with a very similar mission.
The authenticity stems from the fact that Kevin was an editor for the catalog in its final years and he has a great feel for what made it special.
Whole People is dedicated to publishing the best ideas and tools for sustainable living.
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