Martin Luther King, Jr.’s "I Have A Dream" speech is famous because it put forward an inspring, positive vision that carried a critique of a current moment within it. Imagine how history would have turned out had King given an "I Have a Nightmare" speech instead.
That’s the idea behind a new venture between Arnold Schwarzenegger and Connie Hedegaard, European Commissioner for Climate Action.
"Sustainia" is telling the story about how much better our lives would be if we move to seriously address the challenges of climate change and environmental sustainability. It shows us a positive, desirable future.
As important as Al Gore’s Inconvenient Truth has been, we’ve long thought it would have been more impactful if it created a vision of a better life through efficiency, renewables etc. rather than only painting of picture of horror and nightmare as a result of inaction.
Sustainia creators believe one of the biggest barriers to action is that opponents say we’ll have to sacrifice and live in a world that has a lower quality of life, when in fact, the opposite is true.
This June, the Rio+20 conference takes place – it’s theme is, "The Future We Want."
Sustainai offers this vision, through its website and by publishing a book, and through its award, the "Nobel Prize for Sustainable Development."
Microsoft, General Electric, Philips and TetraPak are some of the businesses that are supporting the initiative.
One of Sustainia’s suggestions is to change the language we use. Instead of using "techie" phrases like carbon neutral, photovoltaic, emissions trading, cap-and-trade and 450 PPM, they suggest phrases like energy freedom, progress, simple, smart, upgrade, improved quality and healthier beautiful.
The website says:
"Marketers know that scaring or depressing their audience simply isn’t good for business. The aim of most firms’ communications is simple: to sell. Businesses may sell a product. They may sell a service. Take a closer look and it’s likely they are selling a lifestyle. The skilled marketer is expert in promoting dreams and aspirations, with the most successful global brands being built on this idea.
A marketer would observe that the brand values of sustainability historically have been images of displaced and hungry people, forest fires, drowning polar bears and flooded villages. These are not images that motivate. Using this kind of rhetoric did not sell a lifestyle people would want to buy.
Sustainia is a lifestyle. A lifestyle with improved quality of life. And we communicate about Sustainia like professional marketers communicate about their products: A luxurious, desirable lifestyle you cannot live without.
Sustainia outlines this vision in terms of Cities, Homes, Energy and Transportation.
By 2020, This is How We Could Live – it’s not utopia, or a distant dream. Sustainia is based on facts, solutions, and readily available technologies.
In Sustainia, we will drive cooler vehicles, live in smarter houses, and eat healthier food. Our cities will be built for people, not cars. Our families will enjoy cleaner air and water.
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