usion and delay
Marketing is a general term for action. Marketers create conditions that will allow people to achieve their goals, and satisfy their needs.
Since 1950, however, marketers have taken a different approach. To create confusion, doubt and, most importantly, delay.
In 1954, when faced with peer-reviewed research that showed smoking was a cause of lung cancer, the tobacco industry shocked pundits and called for further research.
The “more research” tactic is brilliant, if not evil. This tactic is appealing to those who are devoted to science, since it encourages more research. It also appeals to those who wish the status quo remained unchanged (since it suggests later).
This playbook has been used repeatedly. Faced with reality, large companies simply stall. They’ve learned that they can stall a problem for a long time if it is chronic, complex and nuanced.
We choose not to understand. We would rather pretend we can wait. We’re willing to accept that perhaps, further research will surprise us.
The stalling tactic works as long as the people do not understand.
I was able to understand the climate change crisis after working for more than a decade as a volunteer on The Carbon Almanac with hundreds of people. It’s not just the weather (for 10 days in a line, Phoenix )… has been over 119°F) but also the climate. It is clear that thirty years ago was the ideal time to act, but we only have a few more.
It’s easy for people to get confused, but understanding is not difficult. The almanac has it all.
Shell’s new CEO announced just now that the company will be redoubling their efforts to produce more fossil fuels. There’s short-term money to be made. Because the public isn’t aware.
It’s hard to change anything until we fully understand.
Understanding is not beyond our grasp.
