Earth Century
April 20th, 2011
I have been writing this blog for more than five years. Particularly in the first three years, I wrote a number of columns on energy, peak oil, electric cars, alternative and renewable forms of energy and conservation. I wrote early and often about how humanity, and the United States in particular, would in the future need to completely alter its view of energy and the use of resources.
One consequence of those columns was that I was increasingly regarded as a “thought shaper” in the world of energy, the environment and all things “green.” This resulted in me being invited to attend and speak at conferences about the energy and green future of America. In addition, people and companies began sending me press releases about new and innovative products, new research and new conferences. This in and of itself was good, as it helped me stay current on innovation in the area of energy and sustainability.
Unfortunately, two other things occurred in relation to this ever-increasing in-bound flow of PR and news items. First, the awareness of my blog increased the amount of less-than-relevant information I received when the “greenmailing” of America exploded. Second, entities felt that they could earn points by making announcement on or around Earth Day.
Now, I am the first person to say that anything that creates alternative and renewable sources of energy, increases sustainability, changes thinking on use of resources and opens up thinking for this new century on how we will manage to all live on Spaceship Earth should be embraced. However, starting somewhere in mid-March, I began to get an increasing number of emails touting new announcements tied into Earth Day. Would I like to interview so and so in preparation for Earth Day? Would I like to consider writing about this LEED-certified new building technique for Earth Day? Would I like to profile this new energy company that will be revealing a new method of utilizing algae for Earth Day? Enough, people! No! No! No!
Don’t you get it, folks? Step outside your obsessive promotion and your completely antiquated view of Earth Day as a meaningful event. It is no longer about you and the cool stuff you are doing for Earth Day. Earth Day was a brilliant concept to raise awareness about all things environmental. When it first occurred in 1970, I embraced it as a way to highlight the need for us to change our thinking about the environment and the planet. Flowing from the first Whole Earth photograph and the catalogue of the same name, it was a wonderful event to support. However, it is time to retire Earth Day, for it has served its purpose.
Don’t tell me what you are going to do or announce on Earth Day. Commit to doing it every day, every week, every month, and every year. It is no longer a Day. This is Earth Decade, as it will be between now and 2020 when we will either alter our direction or suffer dire consequences. This 10-year period is incredibly critical to changing thinking, behavior, policy and creating breakthrough innovation in the areas of energy and sustainability. Send me a press release on what you are committing to do for the next 10 years. Now that would be something of interest.
In a column dated 01-01-10, I called 2010-2020 the Transformation Decade. That column took off, and I have since delivered numerous speeches on the topic. The definition of transformation is “a change in nature, character, shape or form.” This is the decade when humanity and most of its institutions will change in nature, character, shape and form.
All aspects of energy use and resource use will be transformed in this decade. We will also create a new long-term view of human life on Spaceship Earth. In many ways – as I often speak about – 2010-2020 will be the first full decade of human thought about the 21st century, as we have powered into this 21st century with 20th century legacy thinking.
The 21st century will be the Earth Century. It will be during this century that humanity faces the reality of whether it wants to destroy itself and much of what exists on this magnificent planet or not. Assuming we make essential course corrections, future historians will write about the Earth Century as a turning point in human history.
So folks, stop getting excited about Earth Day. Retire that thinking and refocus on the next 90 years of the Earth Century.
April 20th, 2011 at 10:41 am
Great column David about the difference between an Earth Day mentality vs. a true attitude of wanting to do something right.
The thing that comes to mind is how “enviromentally concious” BP became after the oil-spill.
Hope it changes the mind of one CEO out there.
April 20th, 2011 at 11:24 am
Your observation that, ‘All aspects of energy use and resource use will be transformed in this decade,’ and your preceding definition of transformation are the present realities that we continue to slumber over.
Personal/corporate responsibility over self-promotion and investment over consumption perspectives are now required, not elective, courses. The dichotomy is that the exchange will bring about improved personal circumstances and satisfaction. ‘Do the right thing’ echoes evermore.
Thank you for the voice you bring to this important wake up call.
May 1st, 2011 at 11:15 am
Hi David,
My dad sent me your site. He saw you speak at a PMI conference. I am finding some interesting things here on your site. On our site, we intentionally didn’t post anything about Earth Day for the exact reason you state here. It’s not about a day. It’s about changing everything.
Having recently been in Cambodia, I can tell you that there are some serious consequences to producing waste products (wrappers, etc.) without changing people’s thinking about what to do with that junk. People literally just throw wrappers and old plastic everywhere. The highways throughout the country are disgustingly littered, and the beach, while beautiful, was a place we were afraid to walk barefoot for the trash we might be stepping on.
While I am hopeful for the change, I also feel often like there is an insurmountable wall in the form of large companies drilling for more and more, and banking institutions taking more and more of the value out of the currencies of the world, ultimately robbing people of their personal profits for the gain and protection of themselves and the old way of thinking. It will be an era of clashes, I predict.
How do you think individuals can protect themselves through the age of turmoil we are entering, which comes with the necessary shift in thinking?
Warmest,
Jonathan Kraft
May 1st, 2011 at 11:17 am
And, since you asked, for the next ten years, I am committed to helping people connect with information and actions, to help them in making choices for themselves and their families which work in harmony with the natural processes of our planet.
May 1st, 2011 at 12:08 pm
Jonathan-
Thank you for your thoughtful comment. It is often a bit overwhelming when looking at all the powerful forces of greed and ignorance that continue to push us to the abyss of environmental cataclysm. That said I do think that in the next ten years there will be a big shift. Hence the name The Shift Age.
I think that you need to be adaptable mobile and use the accelerating electronic connectivity to influence thought and emotions. There will be great volatility so being liquid and mobile in this new global age makes sense. That is my plan.
Thank you and thank your dad for me!
David
June 11th, 2011 at 10:56 am
And, since you asked, for the next ten years, I am committed to helping people connect with information and actions, to help them in making choices for themselves and their families which work in harmony with the natural processes of our planet.
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April 17th, 2012 at 9:23 am
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