Most people advocating solutions to climate change are technical or policy types, not marketers. Yet much of what we’re trying to do is to market new approaches to the public at large. Is there something marketers can teach us about how to go about reducing carbon emissions?
Tuesday’s US national elections changed little, except to put the brakes on further efforts by the Trump Administration to deal with climate change, such as by bailing out failing coal and nuclear plants. In many ways, it just replicated the 2010 election, which put the brakes on President Obama’s Administration and set the stage for the 2014 recapture of the Senate by Republicans.
Now that most of us have come to realize that climate change will not be reversed in our lifetimes, we’ve turned to the next new thing: dealing with it. Rather than embracing doomsday scenarios, our remarkable economic system is beginning to realize that there’s real profit in dealing with the potential impacts of climate change. Of course there are potentially real and massive losses in NOT dealing with these same impacts.
The one book the green building movement needs to read...
Reinventing Green Building is a unique insider’s critique of why certified green buildings are failing to provide large-scale carbon reduction. It is a potent vision for the future that the green building industry needs NOW.