In the older days, whether selling detergents, applicances or food products, marketers often used the slogan: “new and improved!” to con consumers and to boost sales. The German online DIE WELT reports that companies have changed their marketing slogans to make their business more profitable and sustainable. The new slogan used to pitch products today is:
Almost every conceivable company is jumping on the enviro-bandwagon and claiming their products or services are “sustainable” and thus good for the planet, no matter if it’s an automaker, coal power plant, or an investment instrument. The “sustainable” product is better and safer for the environment. The movement indeed is religious. DIE WELT writes:
You can now invest sustainably, and even fight dandruff in a sustainable way.”
Well, I turned off the light in the room next door, and so now I’m blogging sustainably. In fact I just changed the slogan of my blog. I’m the first climate blogger to blog more sustainably – the world’s most sustainable climate science blogger. Blog here! Going to any other climate sicence blog means you’ll be ruining the planet.
Misuse of the word
As DIE WELT writes, not everyone is amused about companies slapping the “sustainable” slogan on the packaging of their products, and claim it borders on false advertising in many cases. (Not me. I really am blogging with the light off and drinking tap water). Author Ulrich Grober has written a book on the history of sustainability, and is quoted by Die Welt:
Indeed even oil companies like BP use the word “sustainable“ in their annual reports. ‘Recently in Switzerland the most “sustainable” autobahn of all time was inaugurated“, says Grober. it clouds the meaning of the word.’ “
Experts say the word “sustainable” is now being used so often and so incorrectly that it has virtually lost all its original meaning. Sociologist Klaus Kraemer says the word “sustainability is now being used in political debates as the ultimate moral argument. “Whatever is sustainable is not to be questioned.”
Use of the word “sustainable” is dangerous
The term being misused is one thing. But using the word for the purpose of marketing may be “dangerous”, says chemist Michael Braungart. Die Welt quotes Braungart:
The concept is backwards-looking and puts the brakes on creativity because it is connected with feelings of guilt.”
I agree with that. If you don’t buy a product that is labelled as “sustainable”, then you are someone who is harming the planet, and so you ought to feel bad about it. That’s how a religion works. So in the end, I think there is going to be a backlash with respect to this blind sustainability movement. The whole thing is rather Medieval. Back to the Dark Ages.
Educated consumers really ought to feel insulted
How do I feel when I see the “sustainable” slogan being targeted at me? Of course it annoys the hell out of me because I feel the seller of the “sustainable” product assumes that I’m actually stupid enough to believe all the CO2 nonsense. I’m insulted that they’d treat me like that. I’m not a blind zealot in a cult. It’s a slogan that maybe works well with morons, dupes and religious greens. But it certainly isn’t a way to communicate with people who think for themselves.
The enviro-sustainable hacks and bosses behind this movement don’t even believe it themselves. See how they jetset all over the world and live lavish lives while raking it in as duped consumers gobble it up. To the half-witted believers out there – wake up – you’re being duped by this utter nonsense.
To my loyal readers, please do not think that I’m targeting you with my new slogan. I know you don’t believe the CO2/sustainability crap. The new blog slogan is aimed solely at other people, like dana1981.
(PS: Actually I have the lights on – and it’s daytime.)