Earth hour was a global event, at least one that lasted for about an hour. It was for corporations and people like you and I who have a heart to reduce our environmental debt, but fail so because turning off the light for an hour is all we can do. It was for corporations to embrace propaganda, a credit for backing this cause. It was an environmental publicity stunt. It was a voluntary act of change. What Earth Hour isn’t is to inflict change on those who merely do not believe in a human component in environmental degradation. Those who rather leave the lights on or turn on more lights as a dark parody. It isn’t a permanent reduction in resource demand, let alone a reduction at all. It isn’t a definite solution.

What Earth Hour is however is an event that caused a mere 5 to 10 percent reduction in electric demands throughout the world, for about an hour. It is an event that brought together people and cultures from all over the world for a cause that is of their concern. It is a checkpoint for our society, for people like you and I, to embrace in long term actions to reduce environmental debt. It is a short breath of relief to our environment, and the slightest delay to our environmental collapse. It is an event to question why these acts of interest does not occur as a social norm and under one’s own discretion. It isn’t hard to do.

1. saveourclimate, Flickr.
2. Cities go dark to mark Earth Hour, CNN.

“80% of consumers want to buy energy efficient light bulbs; in 2006 only 6% of light bulbs sold were CFL.”

“54% of consumers could not name a company who supplied renewable or “green” energy.”

“80% of Americans are concerned about energy efficiency; only a few turn off their computers at night.”

These are some of the statistics released by a recent EcoPinion survey demonstrating the lack of influence of green branding. In fact it seems that the resonance of green products and services return to global corporations who are often critiqued about their environmental obligations. They are able to provide false resolutions through marketing and corporate branding, so called “greenwashing”. “Consumers largely have a neutral, wait-and-see stance on company commitments and leadership on renewable energy, energy efficiency and the environment.” This merely reflects the fact that, though consumers like you and I are aware and conscious about our green obligations in the shared biosphere, little is often done to withdraw from the capitalist rabbit hole that has engulfed our culture and society. The corporations and the market should cater for the needs of the consumer, rather than pushing irrelevant and tactless branding that deceives our perception of our actual demand. Be invited to share a mutual commitment for our environmental health.

1. treehugger » ecoalign.