This morning I saw a circus training hottie wearing a tight black T-shirt with BIODIESEL written on it in silver bling sequins. This, I thought, is how you combat global warming.
Several friends have written to me about my piece on Gore’s Sustainable Electricity Challenge, trying to answer the question of how you make climate change mitigation sexy. One person argued that it’s all about associations. When people think of oil they need to think of black goo, the agony of war, evildoers and open sores. When they think of sustainability they should imagine pretty young people, green trees, crystal waterfalls and shining futures. This idea of associations is at the core of classic marketing and public relations techniques. Hence, the Biodiesel Hottie.
I mentioned this to a friend and he instantly translated the central meaning: “preventing the collapse of civilization gives me a boner!”
Well, yes. That is sort of what a hot body in biodiesel bling says. From this ridiculousness he argued that real social change had to include deep education at the primary and secondary school level. I agree completely — but we still need marketing, because, near as I can tell, people don’t actually base the vast majority of their opinions on critical thinking. This should not be shocking.