Abstract

We think Hall (2013) is correct in arguing that the environmental movement needs a stronger narrative and believe that such a narrative requires significant nuance. Hall rightly recognizes the importance of appropriately framing the current narratives appealed to by the environmental movement. They are too simplistic and, as such, misleading. The optimistic frames tend to ignore the real losses people experience in trying to live greener lifestyles. The ‘doom and gloom’ frames are apt to foster a sense of hopelessness rather than motivate change. However a stronger narrative, as we think Hall would agree, requires that the more qualitative, multifaceted, and mutable nature of value be considered.