I've never really considered myself much of an environmentalist. Its not that I don't care about clean air, endangered species, or rain forests, only that so much of what I've read from self-described environmentalists tends to be anti-technology, anti-growth, and anti-free markets - basically "anti" many of the things I happen to believe are quite good for the planet overall.
Of course, those aren't the views of every environmentalist but they do seem to represent the modal view I read in the media. For many years, I've been aware of organizations like PERC which advocates for free market environmentalism. But, it was only this summer that I became aware of a related movement after a call from Michael Shellenberger who is the President of the Breakthrough Institute.
I'm not yet ready so say I'm an ecomodernist, but this certainly seems a much more attractive kind of environmentalism than I've encountered in the past.