The Whole Earth Catalog (WEC) was a revolutionary publication founded in 1968 by Stewart Brand, a writer, designer and countercultural icon. Subtitled “access to tools”, the catalog wasn’t merely a product guide – it was a manifesto for a growing section of the community hungry for knowledge, self-sufficiency and environmental stewardship.

Born amidst the societal upheaval of the 1960s, WEC fast garnered a cult status with those seeking an alternative to mainstream consumerism and a more intentional, interconnected way of life.

The idea for the Whole Earth Catalog came to Brand during his travels among communes and intentional communities across the United States, many of which lacked access to information about tools, techniques and resources for self-reliance. Inspired by the photographs of Earth from space that symbolised humanity’s shared home, Brand envisioned a publication that could bring diverse tools and resources to anyone, anywhere. Initially conceived as a mimeographed pamphlet, the WEC grew into a book-sized compendium of tools, books, ideas and insights designed to empower individuals and communities. Its purpose, as stated on the inside cover, was to foster a “sustainable, planet-friendly lifestyle”. Brand and his team used a decentralised approach, sourcing recommendations and reviews from contributors, creating something more akin to an interactive resource than a traditional catalog.

The Whole Earth Catalog was effectively the proto-blog.

The guiding principles of the Whole Earth Catalog echoed the broader values of the counterculture movement. Core tenets included self-sufficiency, encouraging people to take control of their lives and livelihoods by learning practical skills; decentralisation, shifting power away from large institutions and central authorities to individuals and small communities; and environmental consciousness, promoting practices that were sustainable and harmonious with nature. The catalog also championed open-ended learning, fostering intellectual curiosity by providing tools to explore diverse fields like engineering, gardening, design and philosophy. Its ethos resonated with the rise of systems thinking, which examined the interconnectedness of human life and ecological systems. It wasn't just about the tools but the empowerment and mindset needed to create a better world.

The Whole Earth Catalog published several editions between 1968 and 1972, each updated with new tools, resources, and user-contributed insights. In 1972, the Last Whole Earth Catalog earned the first National Book Award ever given to a catalog, cementing its cultural impact. Although WEC ceased publication in the late 1990s, its influence lived on, inspiring Silicon Valley technologists, environmental activists, and DIY enthusiasts.

Apple co-founder Steve Jobs famously lauded the catalog during his now-famous 2005 Stanford commencement address, calling it “Google in paperback form” and praising it for its innovative spirit and empowering message. At the very end of his speech Jobs quotes explicitly the farewell message placed on the back cover of the last 1974 edition of the WEC and makes it his own final recommendation to the students: "Stay hungry. Stay foolish."

Today, the Whole Earth Catalog is seen as both a time capsule of the 1960s counterculture and a timeless resource that championed human creativity, resilience, and our collective responsibility to steward the planet.

Thanks to San Francisco art collective Gray Area, in association with the Long Now Foundation (another Brand initiative) and host Internet Archive, curious readers can now go HERE to browse all of the old catalogs, magazines and journals … or even download entire issues free of charge.
________________________

References

wikipedia.org/wiki/Whole_Earth_Catalog
wired.com/story/whole-earth-catalog-now-online-internet-archive
theguardian.com/books/2013/may/05/stewart-brand-whole-earth-catalog
volkskrant.nl/cultuur-media/de-erfenis-van-the-whole-earth-catalog

Images

1. Whole Earth Catalogue 1968 spread. Photo credit: Debbie Bragg for Everynight Images and Alamy
2. Whole Earth Catalogue, 1969
3. Stewart Brand in 2020. Photo credit: Christopher Michel, Long Now Foundation
4. Brand and the team working on the catalog in 1971. Photo credit: Richard Drew
5. Whole Earth Catalogue spreads
6. Kevin Kelly, the editor of later WEC editions
7. Kelly's 2014 book and website Cool-Tools.org carries on the WEC tradition
8. Video: "How to live before you die" by Steve Jobs in June 2005
9. The Last Whole Earth Catalogue, 1972: "Stay hungry. Stay foolish."