A Certain Shade of Green
This was another Atticus Award entry, that I wrote beginning of 2008. WPP’s Atticus Awards honour original thinking in communications services and are open exclusively to professionals working in WPP companies. Each year, extracts from the winning and other outstanding entries are published in the Atticus Journal. One of the annual categories is the Atticus Under-30 essay, which covers a specific topic each year. In that year it was:
AS THE WORLD WAKES UP TO THE PERILS OF EXCESS CONSUMPTION, IS THE MARKETING DISCIPLINE CONDEMNED TO BE PRINCIPAL VILLAIN?
A CERTAIN SHADE OF GREEN by Achim Schauerte
What exactly are the perils of excess consumption? The concept of excess or over-consumption basically puts population density in relation to per capita consumption. The so called ecological footprint of societies and nations does not so much depend on the number of people but rather on their lifestyle and in which way this lifestyle leaves it‘s mark on this planet.
And these marks are alarming indeed. Over-consumption is the main cause for global warming as consumption goes along with the combustion of energy (in form of fossil fuels). By including unecological production methods, the transport of materials and post-consumer waste we end up with a really terrifying balance sheet. At least since Al Gore telling us the ‚Inconvenient Truth‘ we should be aware of the perils of global warming and therefore excess-consumption…