An Authority in the Field

Being an authority in sustainability is not as important as being able to lead others to walk a sustainable path.  For example, there are 831 scientist appointed to the 5th climate assessment panel for the Intergovernmental Panel on Climate Change (IPCC).  While that sounds rather impressive, and it is, it does not make the knowledge sharer impressive- this is more to the point.

There is a certain benevolence among the community truly committed to growing the number of people actively participating in climate initiatives and efforts.  It seems sometimes that the real expertise manifests in behavior; it is not necessarily the expert that convinces people, but the persuader that is most successful.  Think about advertising, the woman in the skimpy shirt and panties, the man with the low cut jeans; they are no expert in manufacturing jeans or even health and fitness, but you listen to their message- buy these jeans dammit and you will look good like me.  And what happens, millions of people go out and make their purchase on a most unreliable source.

So with 831 experts in their field, why is it so difficult to move a society closer to climate consciousness?  We are creatures of habit and comfort.  This may be one of the human conditions that plagues us the worst, certainly among the top ten.  In fact when is the last time you watch or responded to the stock market rising or falling.  Heck we have so much belief in the stock market, not a day goes by where we are persuaded to believe that our day is not complete without us determine based on some"one", else's opinion, that the world economy is going to collapse because the some country's market dropped 1%.

Now imagine if we gave that much weight to the environment.  What would happen if we responded to a 1% change in the ecosystem, the way we do when the financial markets shift.  We might think very differently about the Amazon Rain Forest.  Such a shift in our behavior might result in a cataclysmic shift in our decision making.

In a recent article in Time Magazine, Ecuador want to be paid not to destroy the rain forest in their geographic area.  It is a very interesting article, but more importantly it is forces us to take a real hard look at externalities (assessing a value to attributes we over look). I would say that the world could probably come up with $3.6 billion dollars to protect the rain forest for 13 years- seems like a pretty good value.  As a matter of fact, I think I going to reach into my pocket right now and that spare $3 billion I have just sitting around.  All joking aside, why is it we have hordes of people telling us the significance of climate issues and our response is less than admirable?  Comfort is a likely answer.

We have got to work harder to do more to persuade others to act more responsibly.  Maybe it is more time out of our day, more money, better yet, more individual innovation that will help move people's stale thinking about climate extremes.  And whatever you do, don't try to scare people into being more responsible, they will just shut down and that won't do anyone or anything any good.  Let's go back to the sexy women and men of advertising; it is not often that you feel threatened by their ads, they can be down right persuasive.  Employ similar techniques, at least in principle.  No need to start stripping down, though some women in the Ukraine, have been known to take advocacy to such a level somewhat successfully.  Hmmm, perhaps the tides are changing.

Good fortune to all!