Rightwing politicians have also, instinctively, understood the importance of values in changing the political map. Margaret Thatcher famously remarked that “economics are the method; the object is to change the heart and soul.”(4) Conservatives in the United States generally avoid debating facts and figures. Instead they frame issues in ways that both appeal to and reinforce extrinsic values. Every year, through mechanisms that are rarely visible and seldom discussed, the space in which progressive ideas can flourish shrinks a little more. The progressive response to this trend has been disastrous.
Instead of confronting the shift in values, we have sought to adapt to it. Once-progressive political parties have tried to appease altered public attitudes: think of all those New Labour appeals to Middle England, which was often just a code for self-interest. In doing so they endorse and legitimise extrinsic values. Many greens and social justice campaigners have also tried to reach people by appealing to self-interest: explaining how, for example, relieving poverty in the developing world will build a market for British products, or suggesting that, by buying a hybrid car, you can impress your friends and enhance your social status. This tactic also strengthens extrinsic values, making future campaigns even less likely to succeed. Green consumerism has been a catastrophic mistake.
Common Cause proposes a simple remedy: that we stop seeking to bury our values and instead explain and champion them. Progressive campaigners, it suggests, should help to foster an understanding of the psychology which informs political change and show how it has been manipulated. They should also come together to challenge forces – particularly the advertising industry – which make us insecure and selfish.
http://www.monbiot.com/archives/2010/10/11/the-values-of-everything/#more-1289
