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This is the first in a series of occasional posts I’m writing to grow an idea I’m calling “Deep Accountability.”

Currently, fossil fuel industry lobbyists, flacks, allied pundits, and government officials are far too comfortable dismissing concerns about what their pollution does to other people. In their minds, it’s a big country, there’s plenty to use, and pollution is no big deal as long as it creates problems forother people. Permanently contaminate water tables with gas drilling’s fracking fluids? Just cart in water for those other people.

The problem is, we really don’t have a big enough country to trash it like we’ve been doing. In fact, we can’t afford to trash it much more at all. But fossil guys operating with a time horizon of a quarterly earnings report or an election cycle can still nurse the illusion that the status quo is OK. That’s because the effects are still falling on just a few other people. They think anyone who speaks up about the problem must be silly, wimpy, unpatriotic, or not living in “the real world.”

With global pollutions trend lines escalating in the wrong direction, it’s pretty clear that by the time the fossil guys wake up to the realities of what they’re doing to the rest of us, it will very likely be too late to reverse the damage. According to some experts, it might be already.

Simply put, it’s been too easy for the pro-pollution crowd to ignore the realities of what they are advocating. The accountability-free zone needs to end.

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Peabody Energy seemed to have a terrible, horrible, no good, very bad day yesterday as they started to receive curious phone calls from consumers asking just how many Justin Beiber inhalers they were planning on giving away, and how courageous it was that a coal company was stepping up to acknowledge the role that pollution from their coal plants makes people sick, especially kids with asthma. Alas, the PR team at Peabody was quite confused on both accounts.

Around 9:00 am eastern time, a new “market-friendly public health initiative” hit journalists’ email inboxes announcing the launch of Coal Cares™, a campaign from Peabody Energy that would give away free novelty-themed inhaler actuators and also generously offer a $10-off coupon for the actual asthma medication, but only if you lived within 200 miles of a coal plant (news flash, you probably do).

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This weekend in Washington DC, thousands will descend upon the Walter E. Washington Convention Center for Power Shift 2011. A veritable boot camp of movement building, it will bring together the leaders of the so-called “youth” movement to converge on finding solutions to effectively fight climate change, ensure a clean energy future, and finally displace the entrenched dirty energy industries.

The jam-packed agenda includes keynote addresses from Al Gore, Bill McKibben, and EPA administrator Lisa Jackson along with a plethora of workshops, meetings, and trainings planned from morning until night each day of the conference, culminating in a day of action on Monday the 18th in which attendees will take direct action against major polluters and also participate in citizen visits to Congressional offices.

With climate threats posed by hydrofracking and unconventional gas production booming across the US, the Canadian tar sands  and dangerous proposed pipelines, and the coal and oil industries stubbornly fighting to keep their dirty energy subsidies, we definitely have our work cut out for us.

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Americans want deficits cut , and there is a new set of leaders in Congress who committed themselves last year to cutting wasteful government spending. And, while over 70 percent of Americans are unaware how much of their money is given in welfare checks to highly profitable dirty energy companies, when they find out, only 8 percent want it to stay that way.

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In the United States and beyond, governments are praising the “clean, plentiful fuel” that is natural gas, and tout it as a viable alternative to oil and coal.  According to Abrahm Lustgarten at ProPublica, its advocates are calling natural gas a step toward a greener energy future due to the fact, they assert, that natural gas produces 50 percent less greenhouse gases than coal. 

Josh Fox’s critically-acclaimed documentary Gasland tells quite a different story about the natural gas industry and its extraction process, called hydraulic fracturing, or fracking.  As he journeys across the United States, he discovers the devastating environmental and health impacts of humans and animals in close proximity to gas wells, and realizes that the so-called “Saudi Arabia of natural gas” is causing more pain than it is worth.

After the release of Fox’s documentary, an oil and gas lobby group calling itself “Energy In-Depth” launched a public relations offensive against the film (apparently they didn’t like the footage of people lighting their tap water on fire).  As it turns out, the website of the lobby group was registered to a Washington, DC public relations firm called FD Americas Public Affairs (formerly FD Dittus Communications) whose clients included oil and gas lobby groups including the American Energy Alliance, run by former Republican staffers Eric Creighton, Kevin Kennedy and Laura Henderson.

Today, when Fox’s documentary was nominated for an Academy Award for best documentary feature, a major energy trade association weighed in on Gasland’s nomination.  The industry group, the America’s Natural Gas Alliance argues on its website that “for our nation’s economy” we must make greater use of the “Saudi Arabia of Natural Gas” for the sake of the environment and economy.