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The Cost of Cool: Consumerism and Youth

Adam Werbach
December 11, 2001

Adam Werbach, 28, is one of the best-known environmentalists of his generation. Rolling Stone Magazine describes him as, "a fixture on lists of the most influential Americans under 30." At age 23, Adam was elected National President of the Sierra Club. During his term, the Sierra Club helped protect more than 2 million acres of land. Using the mantra "Reach out, don't preach in" Werbach was a tireless campaigner for grassroots activism and media outreach for the Sierra Club.˜

Currently, he is the President and co-founder of Act Now Productions. He consults and produces video projects for environmental organizations and Cable TV networks. He hosts the environmental news magazine the Thin Green Line on the US-based Outdoor Life Network, to tell what he calls, "the greatest stories never told." The show reaches 20 million households each week with stories of environmentalists who serve as the thin green line protecting the earth from destruction.

He created Care for Kosovo, the first ever downloadable benefit album, featuring bands like Pearl Jam, the Beastie Boys and Alanis Morrisette. For this project, the Professional Marketing Association of America gave Act Now Productions the award for the best cause-related global marketing program of 2000.

A regular guest on ABC's Politically Incorrect, Werbach has been featured in most major publications. He serves on numerous boards, including common Cause (campaign finance reform), the Milarepa Fund (Tibetan independence), and the Stern Grove Festival.