The paper analyzes the failure of the ecology/environmental movement to develop into a social movement and to generate a mass following. The movement has had difficulty not only in organizing collective behavior but also in maintaining the necessary momentum to change into a full-fledged social movement. Obvious reasons are that ecologists conflict with pressure groups, big business, and capitalistic industries. Also, the mode of thinking in the United States is characterized by the frontier mentality. People do not accept the fact that environmental deterioration is irreversible; many point to the possibility of a technological breakthrough and suggest that great American know-how pulls us out of any crisis. In addition, society has institutionalized the idea of growth. To change this type of thinking requires strong leadership and a committed, active followership. One of the major problems is that the ecology/environmental movement is preceived as fragmented and unable to coalesce its own common interests. Finally, the media, although not antagonistic, do not appear to support the movement because it is not perceived as leading to a positive change of society. Its goals are perceived as unattainable or attainable only with a great deal of sacrifice and participation in the movement is in the form of leisure time, disposable income activities. (Author/KC)