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« Green Police Redux | Main | Announcing The Build2Sustain Podcast »
Monday
Feb082010

The Green Police Are Coming to Get You

DateMonday, February 8, 2010 at 11:15PM

In case you missed it Audi ran ad some are calling controversial during the Superbowl this past weekend. Watch Below:

Honestly, I found the ad funny. The Green Police have a certain Paul Blart quality to them that I can't quite find offensive. That was my reaction of the moment. The content of the ad itself didn't strike me as offensive, as someone who considers themselves part of the green movement, I've recognized the overzealousness of some in the green community. I was able to laugh at the incandescent light bulb guy being dragged to his car. Eventually, the game came back on and I forgot about it. Then I got to thinking about it, then I got worried, very worried. 

Upon rewatching the ad, I realized that the "green police" aren't as mall cop I thought-more like all powerful goon squad. They are oppressive, they are frightening, and they are intruding on your personal life in Big Brother-style ways. What's worse is the humor I found in this ad didn't come from where I located it...I thought it was an ironic statement on the ineffectiveness of green legislation (solidifying my status as green dork), but reading the comment page on YouTube, or trolling the internet for commentary the vast majority of people who watched, even those who watched with me during the Superbowl found the ad funny because this is exactly how the green movement makes them feel. The ad played into what many (most?) Americans seem to feel every day. That a group of eggheads want to outlaw basic tenants of American life. That choice is being restricted everyday by a band of Segway-riding eco-facists and that there is no escape. (Unless of course you buy a deisel Audi)

It would be easy to throw up our hands and say "well this was the cynical act of a car company looking to push product." OK perhaps, but there's more to it than that.

When you want a person or a group of people to take on a policy or take certain actions (go somewhere) there are two methods you can employ. The first, you can push them, which in short hand says:

What you've been doing is wrong! It's harmful, and it needs to stop!

If the party in question is relatively weak (some puppies, small children, and politicians are good examples) they will back down. If they aren't weak (say 50% or more of the American populous.) Then a different strategy is called for.

That strategy is basically to get the party in question to arrive at choice you want by convincing them it was their idea in the first place. There is no good short hand for this kind of methodology. It involves a process of showing how "green" options really can be better options, and perhaps some innovation. On green choices being better choices. My entire apartment uses CFL lamps. If you came in you'd never notice, why? I buy good ones and I use them with shades in decent lamps-no visible swirlies, nice color, less electricity. When it comes up in conversation the first thing people say is "I didn't even realize." That's selling someone on a solution without trying.

Now on innovation-I cannot for the life of me figure out why our two choices at the grocery store are so bad. The environmentally horrendous (but oh so convenient) plastic bag or the eco-friendly (but difficult to carry) paper bag. Can no one out there invent a paper bag that is easier to carry? If such a paper bag 2.0 existed consumers would use it, they'd forget about plastic bags, and that would be one debate settled. They would arrive at the "better" choice all on there own...no pushing required.

The same is true in the built environment. For the record, I am in favor of stronger regulations when it comes to energy code. I also recognize that such regulation leads to a push/push back scenario. We saw it in the EU when the incandescent light bulb began it's phase out (see my previous article "How to get the Incandescent Ban Right"), and we'll continue to see it as legacy technologies are substituted for new ones. People want to feel that they have a choice not that the green police are choosing for them.

That will be the challenge for marketing teams across the green industry. It's time to end the guilt trip. It's time to respect consumer choice...and make the green choice the preferable one. Otherewise, we're inviting a riot between the public and the Green Police.

 

 

 

 

 

 

AuthorJames Bedell | Comment14 Comments |
tagged , , , in

Reader Comments (14)

Excellent post.

I saw the "Green Police" ad and thought it was funny but with serious undertones.

The "Green Movement" does carry a reputation of being heavy-handed...consumers want, need, and deserve choice. After all, it's their money that fuels market growth and mandating how they use their own scarce resources (cash) will never be a popular option.

Your point is well made. I believe we're beginning to see a groundswell shift from "threatened mandate" to "sensible choice" as it relates to sustainable business and your efforts at Build2Sustain reflect this on the whole.

Let's keep the momentum going in favor of "sensible choice", encourage value as part of the sustainable shift...and watch as the wins pile up for consumers, businesses, energy independence, the environment and future generations of consumers (our kids)

Thanks for posting this.

February 9, 2010 | Unregistered CommenterMike Hines (@eXapath)

There is nothing more American than the fear that choices and freedom are being taken away. We have a historical track record with that. Change is scary, and the most prolific human response is always to resist it. People don't like being preached, harassed, or harangued about green anymore than they do about religion. I agree with you that the conversation needs to be less confrontational, less everything all at once. We need to be innovative and come up with green solutions that perform better than the traditional product and sell them on those merits. And recognize that change is gradual-it always has been.

February 9, 2010 | Unregistered CommenterRaquel

Saw "green police" in room with sustainably-minded folk who thought it depicted them as intolerant zealots

February 9, 2010 | Unregistered Commenter@rattlethemarket

I think it's incredibly dumb and counterproductive... the reason to change business as usual and do things in an eco friendly way is to create a BETTER QUALITY of LIFE and a healthy future for the generations to come... NOT to create a Police State!

You wouldn't be drinking out of a Styrofoam Cup if we were smart enough to not to manufacture them, and to do things differently... All of the INTELLIGENT CHANGES in the way we use and mange our resources and our waste are easy once people understand them and get behind them...

One of the BIGGEST POINTS many people are missing is that the POSITIVE SHIFTS we make in the simple ways we go about our day will create MORE PROSPERITY without destroying the ecosystem that supports our survival.

February 9, 2010 | Unregistered CommenterRussell

I had a mixed reaction when I saw it too. One the one hand, it was really well done and pretty funny. On the other, the message was disturbing.

Ultimate success in this arena means encouraging people to make a choice as opposed to force feeding sustainability on people. Building consensus and support through helping people see and weigh better choices is how you get people to engage in the same type of decisions on their own and move the market. We see in our DC region that areas using carrots to encourage green building have done a whole lot better at more rapidly moving the market that the ones starting to impose sticks.

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