Maybe if we didn't call it "environmentalism" but merely "being considerate of others," "picking up after yourself" or "not leaving your ugly trash for other people to dispose of," it might have more impact. When we baby boomers were children, we readily grasped that throwing things onto the pavement or out the window made the world less attractive, but then again, we had it pointed out to us, by adults who weren't afraid of making us feel bad if we dropped a candy wrapper. My first exposure to serious litter was London in the '70s, when newspapers wrapped themselves around your legs on a windy day. Is it still like that? In theory, California and, I think, the rest of the country has laws on the books with severe fines for throwing trash from your car - unfortunately, little enforced, though you'd think it would be as good a source of revenue as speeding tickets. I'd think in a small place like Orkney, where everyone is related, it would be relatively easy for peer pressure to provide enforcement, once a critical mass grasped the concept. Peggy Stone