Posts Tagged ‘greenhouse gases’

The accidental benefit of higher gasoline prices

There’s going green. And then there’s saving green. We’re seeing the difference now as gasoline prices climb over $4 per gallon. 

In the post-“Inconvenient Truth” era, many Americans are finding ways to drive less or volunteering to trade in their gas guzzlers for gas sippers to do their part for the environment. That’s going green. Lately, people are selling gas hogs and driving less for a different reason. To save green. Whether the motivation is to save the environment or to save money, the results are the same: fewer gallons of gas consumed and fewer greenhouse gases emitted. 

But the environmental benefit rarely gets mentioned when reporters cover the broader economic and personal financial costs of expensive gasoline. As much as it pains me to say it, an economist quoted in the New York Times is probably right when he says:

“Al Gore came out with a movie called ‘An Inconvenient Truth’ in 2006, when Hummer sales were still good. The inconvenient truth, in fact, is that prices are what matter. With gas prices soaring, Gore is going to get his collapse in Hummer sales, not because people went green, but because they wouldn’t spend the extra green to buy the gas.” 

 

My hunch is a lot of Americans have wanted to do the right thing for our warming climate by downsizing their automobiles, but have waited for financial incentives. When gas was closer to $3, the incentive wasn’t great enough. At $4 and climbing, it is.

Sustainability marketers should take note. There are a certain number of eco-minded customers who choose the environment over saving money. But most customers are guided by their pocketbooks and probably always will be. In the case of gasoline, they find ways to consume less, so they can save money. Period. The environmental benefit is unintentional or, at best, icing on the cake. 

Not that enviros should be complaining that Americans drove 4.3 percent fewer miles in March 2008 than March 2007. We’d just all feel a lot better if we knew environmental values, more than economic reactions, explained the drop. Maybe then, we’d trust that Americans are serious about fighting climate change. 

Share

Recession or no, climate change can’t be put on hold

Here’s a silver lining in the existing or pending US recession: Chances are consumption and production will slow, meaning less fossil fuel expended and fewer greenhouse gases emitted. Feel better? I didn’t think so. None of us wants to see the inevitable wrenching loss of jobs, income and personal security that comes during a major economic slowdown.

The attention of government and business leaders, as well as the public, is increasingly fixed on the economy. And while that’s understandable, every other public concern will likely take a back seat to the economy. Including climate change. America, the largest source of CO2 emissions in the world, will be telling the world that we can only afford to focus on climate change as long as our economy is growing (and spewing growing amounts of CO2).

The effects of a recession are painfully real. I started my career in the early 1980s when Oregon was in the midst of a miserable recession — depression, really. I was fortunate to find a job. Some of my friends, meanwhile, lost their homes. Earlier this decade, I felt the tech implosion in a very personal way. The marketing business I co-founded lost half of our revenue in just a couple months in 2001. Within a year we had laid off nearly half our staff. It doesn’t get much worse than that as an employer.

For those of us who believe global warming is real and human-caused, this recession — if that’s what we’re in — poses a vexing question: Can we or how do we keep the very real concerns of recession from overwhelming the equally real threats of climate change?

We may be entering a very nasty period of job and income loss for millions of Americans — and perhaps for many others around the globe dependent upon our economy. A recession is one of those clear and present dangers experienced at the personal level. It’s difficult to think about much else when you’re faced with the prospect of losing your livelihood or your home.

And yet, climate change is no less urgent of a matter than the health of the US economy. The UN Human Development Report 2007/2008 calls climate change “the greatest challenge humankind has ever faced.” Its authors warn:

(Climate change) is still a preventable crisis — but only just. The world has less than a decade to change course. No issue merits more urgent attention — or more immediate action.

Try telling that to someone who’s lost his or her job or home. Or to the political candidate who can’t get the words “It’s the economy, stupid” out of his or her head. To them, global warming is a faraway worry. Unfortunately, it’s not. When we get through this recession — and we will, as history shows — the issue of climate change will still be with us. Every year our political leaders back burner the issue draws us that much closer to irreversible harm. As the UN report makes clear, “The world’s poor will suffer the earliest and most damaging impacts.” They have no political voice in America. And neither do future generations.

If the world is going to avoid the worst of global warming, America and Americans must be completely engaged and leading the way. We’re about to find out whether we’re up to the challenge.

Share