Picture this: It’s the night of any red carpet event; let’s say the Golden Globes. Paparazzi cameras are flashing left and right as A-list celebrities continue to arrive. The next car, a Prius hybrid, pulls up to the red carpet and Cameron Diaz steps out in a beautiful organic gown, custom-made just for her, no doubt. For those of you whose invitation, like mine, seems to have gotten lost in the mail, what’s the first word that comes to mind to describe this lifestyle? Glamorous? Superficial? Extravagant? But what about environmentalist? Or eco-friendly? The last two make up the image that Environmental Media Association hopes to sell us as we watch the coverage of the event on television.

The EMA is a nonprofit organization devoted to raising environmental awareness through television, film, and music. They encourage celebrities to live eco-friendly lifestyles, hoping that their fans will follow in their footsteps. When first visiting their website, you can tell that their target audience is obviously teenagers and young adults, those who stereotypically idolize celebrities. The main page is complete with photos of celebrity activists like Cameron Diaz and Gwyneth Paltrow, a blurb about the EMA awards show, and links to pages about the organization’s programs.

Another example is Bono, the lead singer of the band U2, and a supporter of the environmental movement. For a concert performed in Italy, he spent $1,700 to fly his hat—only his hat—first class from London.mala

From the home page, there’s a link to “eco-tips from Cameron Diaz, Gwyneth Paltrow, Amy Smart, R.E.M. and more”; it takes you to a page describing “Gen E,” or Generation Environment, the youngest generation of Hollywood stars who actively promote environmentalism. On the page, they describe the actions of some of these celebrities, such as making public service announcements and wearing an organic outfit to a red carpet event. For example, one of the EMA board members, DJ AM, “ditched his gas-guzzling car for a new Lexus Hybrid.” While all of these actions are great, none of the “tips” on this page are very realistic for the average American. With all of their fame and fortune, celebrities are able to buy hybrid cars and have a designer dress made of organic materials created for them, but to them these things are hardly sacrifices. I know I, for one, cannot afford to buy a brand new car every payday, let alone a hybrid Lexus, and purchasing designer clothes is simply not an option.

On their website the EMA praises dozens of stars for their efforts in the green movement, yet they fail to mention what many of these efforts are. In fact, many celebrities have been criticized for being hypocritical. Take Leonardo diCaprio, for example. According to an article by Lucy Siegle in The Guardian, Leo has been promoting environmentalism for years, driving a hybrid Prius and starring in short films for his eco-website. Yet, like many A-listers, he flies all around the world in his own private jet, which contributes vastly to air pollution. Another example is Bono, the lead singer of the band U2, and a supporter of the environmental movement. For a concert performed in Italy, he spent $1,700 to fly his hat—only his hat—first class from London. That seems a bit excessive for someone who’s portrayed as an eco-friendly role model.

As it says on their website, the Environmental Media Association’s mission is to “mobilize the entertainment industry in a global effort to educate people about environmental issues and inspire them into action.” But, before celebrities can really influence the public, they must practice what they preach. Often it seems as if young celebrities are only supporting this movement for show. If they haven’t really changed their own lifestyle, we will see right through their green-tinted surface to their material lifestyle, and won’t be inclined to follow their lead. Why should we? The EMA wants these celebrities to be our role models, to motivate us to join the green movement, yet they haven’t really done so themselves. Going green is more than just playing another role in a movie. It’s more than memorizing lines and acting out scenes. It’s more than making eco-friendly purchases and appearing at a movie premiere. Going green is changing your lifestyle in every way you can for the betterment of the environment. To be role models in this movement, celebrities must truly go green, both in front of the camera and behind the scenes. It is only then that they truly can motivate the rest of us to change our colors as well.