Not worthy our great ideas

By giving up their stretch limos for Toyota Prius, buying recycled fashion and organic food, Hollywood celebs have turned into the new environmental movement. As what Brad, Julia, Leonardo, and Hilary do sooner or later normally becomes mainstream, environmentalists would cheer the move with happiness.

But they don't. In a recent article in the Independent (subscribers only) enviromentalists say they are afraid the A-list people are doing it only because it's cool and not because they are particluarly engaged in the issues,  or informed about the real importance of protecting our environment.

This not only high-lightens the stupidity among some environmentalists. It also illustrates the bizarre view of communication so many have.

"A change in knowledge leads to a changed attitude which will turn into a changed behavior". That's a rather common position among marketers and campaigners.

Often, this position proves incorrect.

Knowledge about global warming may lead to a changed behavior like driving less, sort your garbage or invest in solar power equipment. But it may as well be the other way around - the changed behavior leads to increased knowledge. In fact quite a lot tells us it's more common the other way around or in some cases the attitude towards green issues will affect knowledge as well as behavior.

But that doesn't seem to bother the environmentalists. Because when it comes to environment and energy (and, sure, technology industries also are fairly well represented) people think you must change knowledge first. And worse - the knowledge sometimes seems to be the goal rather than the changed behavior. Learning that people are adopting their ideas on wrong premises can actually foster new communication efforts, even though the behavioral effects already is in place.

Personally I think the environmental move in Hollywood is just great and the work done from the Toyota marketers with the Prius two years ago is smashing. We always have copied the way the celebs eat, wear and look. Why wouldn't we not this time buy and behave like them.

Comments

[Magnus]

Jag håller med, alla bidrag är välkomna...

Vi vet ju fortfarande inte häller säkert hur de olika senariona ser ut häller. Däremot retar jag mig på folk som sprider anitpropaganda utan att vara de minsta insatta i vad dom påstår...

[Magnus]

(du posta samma länk 2 ggr! :) )