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The first Earth Day email of the season arrived in my inbox in July. A tea company wanted to assure me — either three months late or nine months early — that it honored “the spirit of Earth Day every day.”
The next email came in October, letting me know that the CEO of a campsite-booking app I’d never used had spoken at a “Celebration of Half-Earth Day” (come again? Half-Earth Day?). That email was followed by another, from a music venue in Brooklyn, suggesting I observe Earth Day this year by attending “Our Planet Live In Concert.”
As April 22 approaches, the emails have become more frequent: I’ve been told to “Celebrate Earth Day with Adobe Stock”; invited to join an “Around the World” Earth Day challenge on Strava; pushed to read a frame company’s Earth Day pledges; promised my donation to the National Geographic Society will “be matched 2x — DOUBLING your impact as we celebrate Earth month”; and reminded by a pandemic-famous yoga instructor that Earth Day 2023 is “beautifully coinciding with the Lyrid Meteor Shower!”
With Saturday still days away, the onslaught is only getting started. Because Earth Day was intentionally not trademarked by its organizers when it began in 1970 — “we wanted groups to be able to take part, so we just made it public domain,” founder Denis Hayes told The Wall Street Journal last year — the week leading up to Earth Day now presents marketers with an opportunity to connect with their email subscribers. Er, I mean, to raise environmental awareness!
But come on, we all know better. Complaints about the corporate co-opting of Earth Day go back to at least 2003; these days, “it’s become fashionable for environmental journalists, myself included, to roll their eyes at the mere mention of Earth Day,” Rebecca Leber wrote for Mother Jones, going on to call April 22 “a trite, too-little-too-late rite marked more by corporate greenwashing than a recognition of the Earth’s complexity.” In fact, Earth Day-related advertising has gotten so out of hand that Hayes now says he regrets not getting that trademark (confusingly, “Earth Day Canada” is trademarked, specifically so it can prevent organizations from “shamelessly” attaching themselves to environmental causes).
Though the original Earth Day movement was explicitly antibusiness, that began to change around 1990, when AdWeek says the emphasis of the holiday “shifted from regulatory objectives to protest and pressure directed at corporate behavior.” But by telling customers to vote with their wallets, activists unintentionally gave brands an opening to “burnish [themselves] as responsible, caring stewards of the environment.” Since then, all the worst environmental offenders — from McDonald’s to Chase to ExxonMobil — have run Earth Day-related promotions, to the horror of onlooking activists.
The truth is, the only relationship most people actually have with Earth Day anymore is as a consumer.
Interest in the holiday has steadily dwindled over the past decade, even as promotions and sales keep rolling in. If you aren’t in elementary school, the likely extent of your interaction with Earth Day this year will be deleting an unopened email soliciting a donation to the Sierra Club or hawking a socially responsible nonalcoholic beer.
Perhaps part of the issue is that most holidays commemorate something that has, at least superficially, already been achieved: think Independence Day, Labor Day, or Juneteenth. Though the first Earth Day massively raised awareness of the environmental movement and is credited for the momentum behind the passage of the Clean Water Act, saving the ozone layer, and solving the problem of acid rain, there is nothing solved about climate change. As a holiday auto-entered into our phone calendars and pre-printed in our planners, though, it lacks its original urgency of a day of action and has been dulled by overexposure.
There is another way to look at it, though: that the brand opportunism around Earth Day is, in its own absurd way, actually a sign of progress. For one thing, promotions and ads are just how we celebrate things in America; there is no holiday on the calendar that can’t be used to sell a mattress. Also, it proves that appearing “green” has become unavoidably good business — so much so that even the world’s most powerful companies and biggest polluters want to be associated with the day, however disingenuously.
Buying something you don’t need is inarguably antithetical to the spirit of Earth Day; we’re not dubbing it “Greenwashing Week” for nothing. Still, the fact that Hyundai once tried to sell people a car during Earth Week, all because of the success of a 1970 environmental protest, is in its own odd and amusing and distinctly American way, a victory.
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Exhausted firefighters are unlikely to catch a break just yet.
On Friday, Angelenos awoke to their first good news in three days: that the battle against the city’s unprecedented fires had finally turned in firefighters’ favor. Though the two biggest blazes — the Palisades and the Eaton — were still only single-digit contained, at 8% and 3%, respectively, it was the first sign of progress since the fires ignited and roared out of control on Tuesday.
The days ahead, though, won’t be easy. Though the Santa Ana winds dipped enough on Thursday and Friday for firefighters to establish a foothold, two upcoming wind events have forecasters and emergency management officials worried. The first will be shorter-lived, beginning on Saturday afternoon and continuing through Sunday, but “it does look significant enough where we might need additional red flag warnings,” Ryan Kittel, an L.A.-based meteorologist with the National Oceanic and Atmospheric Administration, told me. NOAA is anticipating gusts of between 35 and 50 miles per hour during that event, and at those speeds, aerial firefighting support will likely be grounded again.
A second wind event will follow that one, which is tracking to hit Monday night into Tuesday. “We’re still figuring out the exact details as far as the strength, but we’re very confident that it won’t be nearly as strong as the winds we saw on Tuesday this week,” Kittel said. “But it could be number two in the ranks of wind events that we’ve had over the last seven days.”
The associated concerns are twofold. The first is that the return of strong wind gusts will fan the blazes that firefighters are only now getting a handle on, potentially pushing the fires into new areas. But there’s another concern, too: that new fires will start.
“What we’re trying to communicate is that the environment is favorable for a fire to get really big, really fast, if one starts. We just don’t know if or where,” Kittel said.
Though the L.A. fires flared up as big as they have because of the Santa Anas, the wind’s cessation creates new risks. The Santa Anas “blow the fires towards the ocean,” Dan Reese, a veteran firefighter and the founder and president of the International Wildfire Consulting Group, told me. But when the Santa Anas subside and L.A.’s normal west-to-east winds return, they’ll push the fires back in the other direction and potentially into neighborhoods that haven’t burned yet.
“Right now, [firefighters’] challenge is what we call closing the back door, making sure that what was once the heel of the fire, or the back side of the fire, does not get up and all of a sudden become a running head the other direction,” Reese explained.
The weather is one problem, and it’s a big one. But there are other challenges, too. Firefighters are only human, and many are completely exhausted after working double shifts and doing the grueling work of defending people and structures for days on end.
There are also logistics-related challenges. Aerial firefighting is exceedingly complex and dangerous, and pilots are only allowed to fly a certain number of hours, which varies depending on whether operations are conducted during the day or at night. “Rotating those crews and keeping those crew hours balanced becomes critical, especially when you’ve got ongoing, continuous fires,” Reese pointed out.
There’s one more bit of bad news. Putting out the fires is only the first challenge. A second will come close on its heels: the mop-up.
“Maybe the fire went through a community but the houses were left standing,” Reese said. “Now all those structures and properties are at the mercy of mudslides and rain, because all of the holding capacity keeping the soil in place has now been burned off.” Soil can even become hydrophobic after exposure to intense heat, repelling water instead of absorbing it, making runoff even more severe.
But there is no rain in the forecast, and the fight against the L.A. County fires — while it’s taken a turn for the better — is far from over. Firefighters “have to deal with the disaster they’ve got right now,” Reese said. “And then they’ll deal with the secondary disasters when those occur.”
They can be an effective wildfire prevention tool — but not always.
Once the fires stop burning in Los Angeles and the city picks itself up from the rubble, the chorus of voices asking how such a disaster could have been prevented will rise. In California, the answer to that desperate query is so often “better forestry management practices,” and in particular “more controlled burns.” But that’s not always the full story, and in the case of the historically destructive L.A. fires, many experts doubt that prescribed burns and better vegetation management would have mattered much at all.
Controlled burns are intentionally set and supervised by land managers to clear out excess fuels such as shrubs, trees, and logs to reduce wildfire risk. Many habitats also require fire to thrive, and so ensuring they burn in a controlled manner is a win-win for natural ecosystems and the man-made environment. But controlled burns also pose a series of challenges. For one, complex permitting processes and restrictions around when and where burns are allowed can deter agencies from attempting them. Community backlash is also an issue, as residents are often concerned about air quality as well as the possibility of the prescribed fires spiraling out of control. Land management agencies also worry about the liability risks of a controlled burn getting out of hand.
Many of the state’s largest and most destructive fires — including the Camp Fire in 2018, lightning complex fires in 2020, and Dixie Fire in 2021 — started in forests, and would therefore have likely been severely curtailed had the state done more controlled burns. According to ProPublica, anywhere between 4.4 million and 11.8 million acres used to burn annually in prehistoric California. By 2017, overzealous fire suppression efforts driven by regulatory barriers and short-term risk aversion had caused that number to drop to 13,000 acres. While the state has increased the amount of prescribed fire in recent years, the backlog of fuel is enormous.
But the L.A. fires didn’t start or spread in a forest. The largest blaze, in the Pacific Palisades neighborhood, ignited in a chaparral environment full of shrubs that have been growing for about 50 years. Jon Keeley, a research scientist with the U.S. Geological Survey and an adjunct professor at the University of California, said that’s not enough time for this particular environment to build up an “unnatural accumulation of fuels.”
“That's well within the historical fire frequency for that landscape,” Keeley told my colleague, Emily Pontecorvo, for her reporting on what started the fires. Generally, he said, these chaparral environments should burn every 30 to 130 years, with coastal areas like Pacific Palisades falling on the longer end of that spectrum. “Fuels are not really the issue in these big fires — it's the extreme winds. You can do prescription burning in chaparral and have essentially no impact on Santa Ana wind-driven fires.”
We still don’t know what ignited the L.A. fires, and thus whether a human, utility, or other mysterious source is to blame. But the combination of factors that led to the blazes — wet periods that allowed for abundant vegetation growth followed by drought and intensely powerful winds — are simply a perilously bad combination. Firebreaks, strips of land where vegetation is reduced or removed, can often prove helpful, and they do exist in the L.A. hillsides. But as Matthew Hurteau, a professor at the University of New Mexico and director of the Center for Fire Resilient Ecosystems and Society, told me bluntly, “When you have 100-mile-an-hour winds pushing fire, there's not a hell of a lot that's going to stop it.”
Hurteau told me that he thinks of the primary drivers of destructive fires as a triangle, with fuels, climate, and the built environment representing the three points. “We're definitely on the built environment, climate side of that triangle for these particular fires around Los Angeles,” Hurteau explained, meaning that the wildland-urban interface combined with drought and winds are the primary culprits. But in more heavily forested, mountainous areas of Northern California, “you get the climate and fuels side of the triangle,” Hurteau said.
Embers can travel impressive distances in the wind, as evidenced by footage of past fires jumping expansive freeways in Southern California. So, as Hurteau put it, “short of mowing whole hillsides down to nothing and keeping them that way,” there’s little vegetation management work to be done at the wildland-urban interface, where houses bump up against undeveloped lands.
Not everyone agrees, though. When I spoke to Susan Prichard, a fire ecologist and research scientist at the University of Washington School of Environmental and Forest Sciences, she told me that while prescribed burns close to suburban areas can be contentious and challenging, citizens can do a lot on their own to manage fuel risk. “Neighborhoods can come together and do the appropriate fuel reduction in and around their homes, and that makes a huge difference in wildfires,” she told me. “Landscaping in and around homes matters, even if you have 100-mile-an-hour winds with a lot of embers.”
Prichard recommends residents work with their neighbors to remove burnable vegetation and organic waste, and to get rid of so-called “ember traps” such as double fencing that can route fires straight to homes. Prichard pointed to research by Crystal Kolden, a “pyrogeographer” and associate professor at the University of California Merced, whose work focuses on understanding wildfire intersections with the human environment. Kolden has argued that proper vegetation management could have greatly lessened the impact of the L.A. fires. As she recently wrote on Bluesky, “These places will see fire again. I have no doubt. But I also know that you can rebuild and manage the land so that next time the houses won't burn down. I've seen it work.”
Keeley pointed to the 2017 Thomas Fire in Ventura and Santa Barbara Counties, however, as an example of the futility of firebreaks and prescribed burns in extreme situations. That fire also ignited outside of what’s normally considered fire season, in December. “There were thousands of acres that had been prescribed burned near the eastern edge of that fire perimeter in the decade prior to ignition,” Keeley explained to Emily. “Once that fire was ignited, the winds were so powerful it just blew the embers right across the prescribed burn area and resulted in one of the largest wildfires that we've had in Southern California.”
Kolden, however, reads the Thomas Fire as a more optimistic story. As she wrote in a case report on the fire published in 2019, “Despite the extreme wind conditions and interviewee estimates of potentially hundreds of homes being consumed, only seven primary residences were destroyed by the Thomas Fire, and firefighters indicated that pre-fire mitigation activities played a clear, central role in the outcomes observed.” While the paper didn’t focus on controlled burns, mitigation activities discussed include reducing vegetation around homes and roads, as well as common-sense actions such as increasing community planning and preparedness, public education around fire safety, and arguably most importantly, adopting and enforcing fire-resistant building codes.
So while blaming decades of forestry mismanagement for major fires is frequently accurate, in Southern California the villains in this narrative can be trickier to pin down. Is it the fault of the winds? The droughts? The humans who want to live in beautiful but acutely fire-prone areas? The planning agencies that allow people to fulfill those risky dreams?
Prichard still maintains that counties and the state government can be doing a whole lot more to encourage fuel reduction. “That might not be prescribed burning, that might actually be ongoing mastication of some of the really big chaparral, so that It's not possible for really tall, developed, even senescent vegetation — meaning having a lot of dead material in it — to burn that big right next to homes.”
From Hurteau’s perspective though, far and away the most effective solution would be simply building structures to be much more fire-resilient than they are today. “Society has chosen to build into a very flammable environment,” Hurteau put it. California’s population has increased over 160% since the 1950’s, far outpacing the country overall and pushing development further and further out into areas that border forests, chaparral, and grasslands. “As people rebuild after what's going to be great tragedy, how do you reenvision the built environment so that this becomes less likely to occur in the future?”
Almost no city in the country is destroyed more often than Los Angeles. America’s second-biggest city has been flattened, shaken, invaded, subsumed by lava, and calved off into the sea dozens of times on screen over the years; as the filmmaker and critic Thom Andersen has said, “Hollywood destroys Los Angeles because it’s there.”
But, understandably, when this destruction leaps from Netflix to a newscast, it’s an entirely different horror to behold. The L.A. County fires have now collectively burned an area more than twice the size of Manhattan; more than 10,000 businesses and homes that were standing last weekend are now ash. Officially, 10 people have died, but emergency managers have warned the public to brace for more. “It looks like an atomic bomb dropped in these areas. I don’t expect good news, and we’re not looking forward to those numbers,” Los Angeles County Sheriff Robert Luna said in a late Thursday press conference.
The mind gropes for an explanation for this horror — and lands in bizarre places. Much has been made in the past few days of the rampant proliferation of conspiracy theories and rumors about the fires, ranging from the believable to the totally absurd. Alex Jones has claimed the fires are part of a “globalist plot to wage economic warfare and deindustrialize the U.S.” (a theory incoming government official Elon Musk endorsed as “true”). Libs of TikTok and others have said that the Los Angeles Fire Department’s hiring practices emphasizing diversity have left it strapped for personnel to fight the wildfires (Musk endorsed this one, too). President-elect Donald Trump has blamed California Gov. Gavin Newsom for the well-publicized occurrence of dry fire hydrants, citing a “water declaration resolution” that supposedly limited firefighters’ access to water, even though such a thing doesn’t exist. Still others have taken to TikTok to spread claims that the fires were intentionally started to burn rapper and producer Sean “Diddy” Combs’ property and hide criminal evidence that could be used to support sex trafficking and racketeering charges against him (another lie). Mel Gibson even used the disaster as an opportunity to share his thoughts about climate change on The Joe Rogan Podcast (spoiler alert: he doesn’t think it’s real), even as his house in Malibu burned to the ground.
“We need some kind of explanation psychologically, especially if you’re not accustomed to that kind of thing happening,” Margaret Orr Hoeflich, a misinformation scholar, told me of how conspiracy theories spring up during disasters. She added that much of the rhetoric she’s seen — like that some cabal set the fires intentionally — has been used to “explain” other similar disasters, including the wildfire in Lahaina in 2023. (“The Diddy one is really unique,” she allowed.)
It’s convenient to call this the coping mechanism of loons, bad actors, the far right, or people who want to promote a political agenda disingenuously, but left-leaning thinkers aren’t exempt. Posts blaming ChatGPT make important points about AI technologies’ energy and water use, but the fires aren’t “because” of ChatGPT.
I’ve also seen the fires blamed on “forest management,” although the landscape around L.A. isn’t trees; it’s shrubland. “This kind of environment isn’t typically exposed to low intensity, deep, frequent fires creeping through the understory, like many dry forests of the Sierra Nevadas or even Eastern Oregon and Washington,” where the U.S. Forest Service’s history of fire has created the conditions for the high-intensity megafires of today, Max Moritz, a cooperative extension wildfire specialist at U.C. Santa Barbara’s Bren School of Environmental Science and Management, told me earlier this week. The shrublands around L.A., rather, “naturally have long-interval, high-intensity, stand-replacing fires” — that is, fires that level almost all vegetation in an area before new growth begins.
The fires in L.A. are extreme not so much because the landscape hasn’t been managed properly (not to mention that prescribed burns in the steep hillsides and suburbs are challenging and huge liabilities), but rather because we’ve built neighborhoods into a wildland that has burned before and will burn again. But unless your algorithm is tuned to the frequency of climate and weather models, you won’t necessarily find this more complicated narrative on social media.
We should also be precise in how we talk about climate change in relation to the fires. It’s true the fires have an excess of dry vegetative fuels after a wet winter and spring, which germinated lots of new green shoots, followed by a hot, dry summer and delayed start to the rainy season, which burned them to a crisp — classic “see-sawing” between extremes that you can expect to see as the planet warms. But droughts don’t always have a strong climate change signal, and wildfires can be tricky to attribute to global warming definitively. Were the Los Angeles fires exacerbated by our decades of burning fossil fuels? It is pretty safe to say so! But right-wing narratives aren’t the only ones that benefit from an exaggerated posture of certainty.
To state what is hopefully obvious: Being overly confident in attributing a disaster to climate change is not equivalent to denying the reality of climate change, the latter being very much more wrong and destructive than the former. But it’s also true overall that humans, as a species, don’t like ambiguity. Though the careful work of uncovering causes and attributing them can take years, it’s natural to look for simple answers that confirm our worldviews or give us people to blame — especially in the face of a disaster that is so unbelievably awful and doesn’t have a clear end. If there’s a role for the creative mind during all of this, it’s not in jumping to logical extremes; it’s in looking forward, ambitiously and aggressively, to how we can rebuild and live better.
“There’s a lot of finger-pointing going around, and I would just try to emphasize that this is a really complex problem,” Faith Kearns, a water and wildfire researcher at Arizona State University, told me this week. “We have lots of different responsible parties. To me, what has happened requires more of a rethink than a blame game.”