Selling Climate Change: Should Perrier Profit From Global Warming?
Perhaps by now you’ve heard that Perrier, the sparkling water company, has come up with a way to fix climate change. Ring the bells. Bang the drums.
You’re probably wondering what the idea is. Are the people of Perrier campaigning to end subsidies to oil companies worldwide?
No. Are they encouraging people to drive less, buy less stuff, and stop pillaging Planet Earth?
Ha! More recycling? Please.
The company’s plan is to send a lithe young woman into space to pour some sparkling water on the sun. Yes. That’s the plan.
Well, OK, not seriously—but they made a commercial about it. Because the sun is the problem, and putting it out is the solution.
Earth to Perrier, it’s 2012 calling. The record-setting heatwaves, droughts, fires, and storms are only going to get worse. No one knows exactly what will happen, but people generally agree that there will be disruptions to our supplies of food and water, not to mention changes to our habitats. There will be other consequences we haven’t predicted. Climate change isn’t a marketing gimmick, and shouldn’t be used as way to sell more stuff.
Because global warming is caused by general overconsumption, most advertising makes climate change worse, if indirectly.
Read the rest of this article about climate change advertising over at UTNE.