mark of class distinction. It should be considered a mark of stellar ignorance to be unaware of the source of one's electric power. Solar and wind power should be sold as premiums available to particularly affluent and savvy consumers. It should be considered the stigma of the crass proletarian to foul the air every time one turns on a light switch.

Environmental awareness is currently an annoying burden to the consumer, who must spend his and her time gazing at plastic recycling labels, washing the garbage and so on. Better information environments can make the invisible visible, however, and this can lead to a swift re-evaluation of previously invisible public ills.

If one had, for instance, a pair of computerized designer sunglasses that revealed the unspeakable swirl of airborne combustion products over the typical autobahn, it would be immediately obvious that clean air is a luxury. Infrasound, ultrasound and sound pollution monitors would make silence a luxury. Monitor taps with intelligent water analysis in real-time would make pure water a luxury. Lack of mutagens in one's home would become a luxury.

Freedom from interruption and time to think is a luxury; personal attention is luxury; genuine neighborhood security is also very much to be valued. Social attitudes can and should be changed by the addition of cogent information to situations where invisible costs have long been silently exported into the environment. Make the invisible visible. Don't sell warnings. Sell awareness.

The fact that we are living in an unprecedently old society, a society top-heavy with the aged, offers great opportunity. Long-term thinking is a useful and worthwhile effort well suited to the proclivities of old people.

Clearly if our efforts do not work for old people (a large and growing fraction of the G-7 populace) then they will not work at all. Old people tend to be