Business, government and social organizations rushed to find ‘suitable’ representatives of discriminated minorities (of course in the case of women it has always been a discriminated majority in North American society) to diversify their public image while avoiding any substantive reform.  Society could feel comfortable in pointing to these public images as proof that things were getting better while nothing changed.  The purpose of the token is to deflect scrutiny.  For those individuals being used it was always a moral dilemma.  For them the scam was all too apparent.  Their positions often lacked the substantial authority of their peers and were often artificial creations with little or no meaningful responsibility attached.  But their rise to even those two dimensional positions were a wedge for what dreams may come.  In the ghetto, the barrio and the kitchen their image might and did provide inspiration to countless members of their community.  To youth it signaled hope.  So even in its insipid attempt at retarding change, the token could still fulfill its higher function.  A token is good when it represents substance; it is bad when it substitutes for substance. 

Unfortunately, we see tokens substituting for substance everywhere today.  The token haute architecture and flashing electric gizmos in schools substitute for education.  Twitter and other social media substitute for real friendship for far too many people.  Corporate music, advertising, television etc. substitute for art.  Charisma and glibness substitute for political leadership.  People like Bono use activism to advance their career while enriching themselves on the suffering of the many (FYI:  U2 launders its money through a tax haven which means that the people of Ireland are poorer and Ireland has less wealth to share internationally via aid.  If you talk the talk but don’t walk the walk it is self-serving tokenism.)  President Obama rejects a single payer health care system in favour of fixing Medicare and Medicaid, the fatally flawed one-two punch of American health care.  The token allows Obama to rise to the podium and proclaim himself the messiah of health care without the political consequences of standing for what is right, the health of the American people. 

Recently my local Zehr’s store started charging 5 cents for each plastic bag used to pack a customer’s groceries.  The option was to purchase a reusable cloth bag.  My wife and I have several of these and it is a good idea.  Most tokens are good ideas.  Plastic bags don’t bio-degrade.  They are a hazard to wildlife. particularly waterfowl.  They are a landfill nightmare and should never have been introduced.  It may come as a shock to my younger readers but they did not replace paper bags until well after my marriage.  I might say here that paper would still be an environmentally friendly alternative with the use recycled paper and paper from renewable sources such as hemp.  My problem is not the charge for plastic or the idea to encourage customers to act more responsibly.  Actually I think there should be an outright ban on the use and manufacture of plastic bags.  In a way the policy the store and many others like it are pursuing is actually a token of a token.  If the store, as it should, believes that plastic bags are the scourge that they are then don’t offer the option.  Giving people the choice is just passing the ball onto the consumer instead of being assertive on saving the environment.  

But the bag replacement incentive now seizing the industry is just a marketing token.  It is a token because it does not address the serious environmental problem of our modern supermarket.  I was surprised about a year or so ago to discover that a grocery store has an exponentially larger carbon footprint than a manufacturing facility of the same size.  Looking around my Zehr’s market after my epiphany I felt incredibly stupid.  It had been staring me in the face for years and I had not seen it.  Open freezers caked on the edge with frost, ceilings 25 or 30 feet high, inefficient lighting strategies, it was all there.  My Zehr’s store is less than ten years old.  It was built after global warming had become a major political and social issue.  Environmentalism in general had become a focus of social interest and concern from species diversity to chlorofluorocarbons.  The options were there for Zehr’s and other grocery stores built at the time to act responsibly to incorporate the latest in environmental engineering.  I might not have been aware supermarkets were putrid cesspools of excessive carbon spewage but the scientists were and so corporations like Zehr’s should have.  Even so, they built another environmental catastrophe anyway.  Why?  Because they didn’t care about the environment then and they don’t now.  This current little token is a marketing ploy.  There is an industry-wide competition to out-green your competitor.  The public smiles, self-satisfied in the illusion that they are doing something for the environment while the corporations laugh and rake in the profits and the Earth weeps.

Some say ‘Well they are doing something.’  Music to the ears of the corporation who pray each day that the consumer will stand up and demand they do what is right not what is profitable.  By why would we.  We have our little token, the amorphous ‘something’ is being done.  And when our grandchildren ask why they must wear an air filtration mask to go out and why the weather patterns are so violent and erratic, we can smile self-assuredly and say ‘we did what we could we supported the tokens in the Age of Tokenism.’