In 1988 a Wide Use Campaign was introduced by republican senator, Mark Hatfield. The Wide Use Campaign supported unrestricted access to timber and other resources. Wise Use activists exploited the population’s fear of job and property security loss. The Campaign placed a barrier between workers and environmentalists. The Wide Use Campaign used bumper stickers, phone-ins and faxes to promote their views. Wise Use and Republicans kicked off anti-environmentalism.
The recession that began in 1990 enhanced anti-green and pro-industry views. A group called Alliance for America was created with 125 anti-environment and pro-industry groups. In 1994, the US did not pass a Biodiversity Treaty.  Another group that was created in the 90’s was called Earth Day Alternatives. They were also counter-environmentalists. This group labelled environmentalists as “anti-human” and extremists.  The Earth Day Alternative group promoted three things. They aimed to privatise resources for exploitation, advocate pollution to be permitted as trade between companies, to discredit environmental science. Heritage was a group that was also created with a laissez-faire approach toward the environment. 
Anti-environmentalists were motivated by the fact that the ICI created deceptive green advertising.