Inside 'The Story of Stuff'

If you're like most Americans, you have a lot of stuff. Jeans, MP3 players, kitchen gadgets, DVDs, shoes, TVs, kids' toys, T-shirts, cell phones, sports equipment ... you know, stuff.

We buy it all the time, in stores and online. We're the shopping-ist country on the planet. And our government wants us to shop more to boost the economy -- that's why some of us are getting rebate checks in May. Stores can't wait to help us spend that money too.

While we see the shiny, new gadgets in our hands and the growing clutter in our homes, what we don't see is the series of events that created that stuff and brought it to us. Sustainability expert Annie Leonard has traveled to over 30 countries and looked at factories and dumps. She's investigated the waste we export back to the Third World.

All this experience lead her to create the short film The Story of Stuff, which she launched online in December 2007.

With clever animations and straightforward talk, Leonard makes huge economic concepts approachable. She explains how the things we buy in the store are made from often-toxic chemicals and how factories use up natural resources and harm local communities. Leonard even points out that America's consumer culture is a relatively new phenomenon, created by post-World-War-II economists.

When I interviewed Leonard recently, she admitted that the movie happened because, "I realized I was too deep into this that I couldn't talk about it like normal people talk about it." Fellow activists challenged her to explain these issues so that they could understand her and maybe even so the rest of the world could too.

But Leonard says, "I was not making it to convert anyone, and I was not making it for the general public who was totally new to these ideas. I was making it for my peers who were familiar with these ideas but who didn't see the connections and the systemic nature of the problems."

Still, in four months on the Web, the movie topped 2.5 million views, and in March, it won the SXSW Interactive Award as an educational resource.

She's been surprised by the interest the film's received. Leonard put it online, "because we wanted to make it free. We're not doing it to make money. And we never expected that many people to watch it!"

In response to the buzz, she's also made DVDs available to those without high-speed net access. "We've distributed 6,000 DVDs to Third World countries, to India, China, Russia, Taiwan, and places are using them in their outreach programs," Leonard notes. "Public schools in the U.S., Native American reservations, churches have all asked for DVDs. We give discounts to anyone who asks." Sponsors like Ben & Jerry's have helped her small team support these efforts.

While the film doesn't prescribe specific actions to solve the problems it exposes, Leonard does suggest that we tackle an area we feel strongly about.

"One of the things I think is so important is rebuilding our sense of communities and a sense of engagement," Leonard says. "I think our greatest sense of joy in our lives is from coming together around a shared interest, whether it’s a book club or getting a bike lane in your town."

To encourage this kind of involvement, each section of the movie has a tab at the top of the website with a "Learn More" link. For example, click on "Consumption" if you want a sampling of groups dedicated to helping consumers be more sustainable. Or check the full list of recommended resources.

Deeper involvement is key. She's a little critical of a '10 simple steps' approach to changing the world. "It's better to change the structure and system so that the default is the right thing," Leonard advocates.

"I think the individual actions are absolutely important, but we shouldn't confuse that with political actions," she continues. "We should always choose the least toxic, most socially responsible option possible. But not because that'll bring about change -- it simply brings our day-to-day actions into congruence with our real values."

The 'grumpies' who comment on the movie often say that "they get the problem, they get the personal cost, the cost to happiness, but they don't know how to unplug from the system," Leonard explains.

"People express concern that if we reduce our consumption how will it affect our economy?" she adds. "This is a valid concern. If we seriously transform our society, it'll involve a lot of hard work. We need to be intentional, strategic, and figure it out. Let's start planning ahead instead of kicking and screaming until the last second."

In this case, knowledge really is power. "The more we can see the connections between these issues," she says, "we can be more transformative, instead of tinkering at the margins."

'The Story of Stuff' is making those connections happen. Leonard has received more than 20,000 emails from people all over the world -- and the vast majority have been very positive. She may not have set out to change minds, but she is. One comment was from "an SUV-driving, die-hard Republican who emailed and had just never considered any of this."

Schools from elementary level through college are using the movie. A fourth-grader in the Midwest saw the film and emailed saying it was "awesome" with lots of smileys. An Oxford professor used it his class.

Watch the movie, and you may not look at your own stuff the same way again.