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MuseLetter #258 / November 2013 by
Richard Heinberg
How do we effectively
communicate an important but difficult
message, even as it appears to fall on
deaf ears? The first essay in this
month's Museletter addresses this
thorny issue, one which I face every
day in my work here at PCI, and which
will be familiar to many of you. The
second essay is a reminder that in
some places the message is getting
through and that change does happen. I
hope that you will find some hope in
my report from a recent visit to
Seoul, Korea.
The
Climate-PR Puzzle
If we hope to avert climate
apocalypse in the decades ahead, we must
make fundamental changes to industrial
society. Before those changes can be
approved and implemented, citizens and
policy makers must first come to
understand they are essential to our
survival. Public relations—the
management of the spread of information
between an individual or organization
and the public—will be an unavoidably
necessary tool in the process.
But a PR message capable of
persuading policy makers and citizens to
end society’s environmental rampage
remains elusive. In this essay I hope to
explore why an effective PR message is
so hard to formulate, and how the whole
project might be reconsidered.
Let’s start with what needs to be
conveyed. After years of research and
thought, I would summarize our dilemma
with three general conclusions:
1. Energy is the biggest
single issue facing us as a species.*
Global warming—by far the worst
environmental challenge humans have ever
confronted—results from our current
fossil-fuel energy regime, and averting
catastrophic climate change will require
us to end our reliance on coal, oil, and
natural gas. Ocean acidification is also
a consequence of burning fossil fuels,
and most other environmental crises
(like nitrogen runoff pollution and most
air pollution) can be traced to the same
source.
Therefore ending our addiction to
fossil fuels is essential if we want
future generations of humans (and
countless other species) to inherit a
habitable a planet. But these energy
sources are “unsustainable” also in a
more basic, economic sense of the term:
oil, gas, and coal are depleting,
non-renewable resources. Already,
depletion of the easy-and-cheap sources
of petroleum that drove economic growth
in the 20th century has led
to persistently high oil prices, which
are a drag on the economy. We have
picked the low-hanging fruit of the
world’s petroleum resources, and as time
goes on all sources of fossil
energy will become more financially
costly and environmentally risky to
extract. This is a big problem because
the economy is 100 percent dependent on
energy. With lots of cheap energy,
problems of all kinds are easy to solve
(running out of fresh water? Just build
a desalination plant!); when energy
becomes expensive and hard to get,
problems multiply and converge.
One way or another, whether our
concern is the environment or economic
growth, it’s mostly about energy.
_________________
*Arguably,
overpopulation is as big an issue as
our energy-climate conundrum. I’ve
chosen not to focus on it here merely
to streamline the narrative. There are
many feedbacks between population,
energy, and climate, and these deserve
discussion elsewhere.
2. We are headed toward a
(nearly) all-renewable-energy economy
one way or the other, and planning is
essential if we want to get there in
one piece.
If society is to avoid
civilization-threatening levels of
climate change, the use of fossil fuels
will have to be reduced proactively by
80-90 percent by 2050.
At the same time, despite the claims
of abundance of unconventional fuels
(shale gas, tight oil, tar sands) by the
fossil fuel industry, evidence
overwhelmingly shows that drillers are
investing increasing effort to achieve
diminishing returns.
Either way, fossil fuels are on
their way out.
Most nations have concluded that
nuclear is too costly and risky, and
supplies of uranium are limited.
That leaves renewable energy
sources—solar, wind, hydro, geothermal,
tidal, and wave power—to power the
economy of the future.
3. In the process of transition,
the ways that society uses
energy must change at least as much as
the ways society produces
energy.
Every energy source possesses a
unique set of characteristics: some
sources are more portable than others,
or more concentrated, intermittent,
scalable, diffuse, renewable,
environmentally risky, or financially
costly. We have built our current
economy to take advantage of the special
properties of fossil fuels. The
renewable energy sources that are
available to replace oil, gas, and coal
have very different characteristics and
will therefore tend to support a
different kind of economy—one that is
less mobile, more rooted in place; less
globalized, more localized; less
when-we-want-it, more
when-it’s-available; less engineered,
more organic.
At the same time, the sheer quantity
of energy that will be available
during the transition from fossil to
renewable sources is in doubt. While
ever-more-rapid rates of extraction of
fossil fuels powered a growing economy
during the 20th century,
society will struggle to maintain
current levels of total energy
production in the 21st, let
alone grow it to meet projected demand.
Indeed, there are credible scenarios in
which available energy could decline
significantly. And we will have to
invest a lot of the fossil energy we do
have in building post-fossil energy
infrastructure. Energy efficiency can
help along the way, but only marginally.
The global economy will almost
certainly stagnate or contract
accordingly.
There it is. It is a complicated
message. I’ve just conveyed it in 661
words punctuated by three short summary
sentences (here’s a summation of the
summation: it’s all about energy;
renewables are the future; growth is
over.) However, only readers with a lot
of prior knowledge will be able to truly
understand some of these words and
phrases. And many people who are capable
of making sense of what I’ve written
would disagree with, or dismiss, much of
it. The message faces a tough audience,
and it flies against deep-seated
interests.
Many economists and politicians
don’t buy the assertion that energy is
at the core of our species-wide survival
challenge. They think the game of human
success-or-failure revolves around
money, military power, or technological
advancement. If we toggle prices, taxes,
and interest rates; maintain proper
trade rules; invest in technology
R&D; and discourage military
challenges to the current international
order, then growth can continue
indefinitely and everything will be
fine. Climate change and resource
depletion are peripheral problems that
can be dealt with through pricing
mechanisms or regulations.
Fossil fuel companies may understand
the importance of energy, but they have
a powerful incentive to avoid acceptance
of the message that “renewables are the
future.” If humanity is headed toward an
all-renewable energy economy, then their
business has no future. The industry’s
strategy for diverting the general
public’s buy-in to conclusion 2 is to
claim that there is plenty of oil, gas,
and coal available to fuel society for
decades to come.
Some policy wonks buy “it’s all
about energy,” but are jittery about
“renewables are the future” and won’t go
anywhere near “growth is over.” A few of
these folks like to think of themselves
as environmentalists (sometimes calling
themselves “bright green”)—including the
Breakthrough Institute and writers like
Stewart Brand and Mark Lynas. A majority
of government officials are effectively
in the same camp, viewing nuclear power,
natural gas, carbon capture and storage
(“clean coal”), and further
technological innovation as pathways to
the solution of the climate crisis
without any need for curtailment of
economic growth.
Other environment-friendly folks buy
“it’s all about energy” and “renewables
are the future,” but still remain
allergic to the notion that “growth is
over.” They say we can transition to 100
percent renewable power with no
sacrifice in terms of economic growth,
comfort, or convenience. Stanford
professor Mark Jacobson
and Amory Lovins of Rocky Mountain
Institute are leaders of this chorus.
Theirs is a reassuring message, but if
it doesn’t happen to be factually true
(and there are many energy experts who
argue persuasively that it isn’t), then
it’s of limited helpfulness because it
fails to recommend the kinds or degrees
of change in energy usage that are
essential to a successful transition.
The general public tends to listen
to one or another of these groups, all
of which agree that the climate and
energy challenge of the 21st
century can be met without sacrificing
economic growth. This widespread
aversion to the “growth is over”
conclusion is entirely understandable:
during the last century, the economies
of industrial nations were engineered to
require continual growth in order to
produce jobs, returns on investments,
and increasing tax revenues to fund
government services. Conclusion 3, which
questions whether growth can continue,
is therefore deeply subversive. Nearly
everyone has an incentive to ignore or
avoid it. It’s not only objectionable to
economic conservatives, it is abhorent
to many progressives who believe
economies must continue to grow so that
the “under-developed” world can improve
standards of living.
But ignoring uncomfortable facts
seldom makes them go away. Often it just
makes matters worse. Back in the 1970s,
when environmental limits were first
becoming apparent, catastrophe could
have been averted with only a relatively
small course correction—a gradual
tapering of growth and a slow decline in
fossil fuel reliance. Now, only a “cold
turkey” approach will suffice. If a
critical majority of people couldn’t be
persuaded then of the need for a
gentle course correction, can they now
be talked into undertaking deliberate
change on a scale and at a speed that
might be nearly as traumatic as the
climate collision we’re trying to avoid?
To be sure, there are those who do
accept the message that “growth is
over”: most are hard-core
environmentalists or energy experts. But
this is a tiny and poorly organized
demographic. If public relations
consists of the management of
information flowing from an organization
to the public, then it surely helps to
start with an organization wealthy
enough to be able to afford to mount a
serious public relations campaign.
This is all quite discouraging, to
the point that a fourth conclusion seems
justified:
4. Managerial elites
will not be persuaded of all three
previous conclusions until it is too
late to organize a proactive energy
transition capable of sustaining the
current basic structures of industrial
society.
It may be that our inability to
voluntarily overcome our reliance on
fossil fuels is hard-wired into our DNA.
Coal, oil, and gas have offered humanity
a temporary but enormous energy subsidy.
All animals and plants deal with
temporary energy subsidies in basically
the same way: the pattern is easily
visible in the behavior of songbirds
visiting the feeder outside my office
window. They eat the seed I’ve provided
them until the feeder is empty. They
don’t save some for later or discuss the
possible impacts of their current rate
of consumption. Yes, we humans have
language and therefore the theoretical
ability to comprehend the likely
results of our current collective
behavior and alter it accordingly. We
exercise this ability in small ways,
where the costs of behavior change are
relatively trivial—enacting safety
standards for new automobiles, for
example. But where the costs of behavior
change might include a significant loss
of competitive advantage or an end to
economic growth, we tend to act like
finches.
* *
*
Does this mean that society is
headed for sudden and utter ruin, that
there is nothing we can do to improve
our prospects, and that there is
absolutely no point in attempting to use
public relations to persuade a broad
audience of the need for behavior
change?
Hardly. As Dmitry Orlov explains in
his book The Five
Stages of Collapse, there
are degrees of disorder that can unfold
as societies hit the wall. The five
stages he identifies are:
1. Financial collapse
2. Commercial collapse
3. Political collapse
4. Social collapse
5. Cultural collapse
In a recent essay he adds a sixth
stage, ecological
collapse. His book (and
essay) are worth reading in full, but
the take-away is simple: if you see that
the society around you is approaching a
period of disintegrative change, do
whatever is necessary to stop the
process before it reaches stages 4, 5,
or (heaven forbid) 6.
Partial success in societal
adaptation is better than none at all.
Something similar may be true with
regard to our public relations efforts:
messages underscoring “it’s all about
energy” and “renewables are the future”
are marginally helpful in moving society
and its leaders toward greater
understanding—even if they fail to point
to the inevitability of reductions in
energy availability and the realization
that “growth is over.”
Now add a time dimension. As Everett
Rogers pointed out in his book Diffusion
of Innovations, new ideas
and technologies are adopted in stages:
first come the innovators, then early
adopters. An early majority heralds more
widespread acceptance, which spreads
even further with the late majority. At
the far end of the bell curve come
laggards, who resist innovation the
longest. While today only a tiny portion
of the population accepts that “growth
is over,” perhaps time and circumstances
will change that. Some recent shifts in
social values and opinions (such as
public acceptance of gay marriage) have
moved from an “early adopter” to “early
majority” phase surprisingly rapidly;
perhaps energy and climate awareness
will likewise eventually overcome what
currently appears to be overwhelming
resistance.

Another source of inspiration is
Donella Meadows’s perennially useful
paper “ Leverage
Points: Places to Intervene in a
System.” Meadows identified twelve
leverage points (from constants and
parameters, to mindsets and paradigms,
to the power to transcend paradigms),
which she organized into a hierarchy of
relative effectiveness. If we need to
change our energy and economic systems
profoundly and quickly, we should
intervene at the level of paradigms, not
regulations and taxes.
Innovators have already teased out
the implications of Meadows’s paper and
acted on them. What’s needed, evidently,
is an attractive new paradigm that might
lead us in the direction of proactive
reduction in energy consumption. The voluntary
simplicity movement blazed that
trail back in the 1980s, and the
Transition Network has made considerably
more headway by organizing whole
communities around the task of reducing
fossil fuel consumption while relearning
pre-industrial skills and rebuilding
local economies.
Transition also emphasizes building
community resilience as an essential
strategy in adapting to our emerging
energy, economy, and climate reality.
This is because (for reasons discussed
in the first portion of this essay)
we’ve waited far too long to begin the
paradigm shift, and therefore it may not
be possible to sustain many of the
systems that currently support an
industrial mode of societal
organization. Shocks are on the way, and
we need to bounce rather than shatter.
It’s easy to see how elected leaders
could help in this vital transformation
if they were inclined to do so—for
example, by ditching GDP in favor of
Genuine Progress Indicator (GPI) or
Gross National Happiness (GNH). But most
policy makers are likely to remain in
the “late majority” or even “laggard”
categories. (For more suggestions to
electeds, see this “top 10” list
compiled by Herman Daly.)
If, like me, you’re an innovator or
early adopter, there are lots of reasons
to feel apprehensive these days. But
there is too much at stake to indulge in
the luxury of cynicism. Our job is to
keep coming up with convincing,
well-reasoned, and well-documented
arguments for change; attractive PR
messages; a compelling new paradigm; and
impressive demonstration projects—while
opposing further fossil fuel extraction,
new roads, and other things that lead
toward ecological peril. And we must do
it all with as much commitment and vigor
as if the fate of the world depended on
it.
As far as I can tell, it does.
The Seoul
Report
Did you know that Seoul, South Korea
is one of the world’s key sites for
post-growth economic re-development? No?
Neither did I, until I saw for myself.
I was pleased to be invited to give
the keynote address at a conference
titled “ Reshaping the
Way We Live,” put on by the Seoul
Youth Hub, held November 7-8. I had no
idea what to expect, and was rather
surprised when the event turned out to
be one of the most enjoyable and
eye-opening in recent memory.
First, some background on South
Korea. The nation has an export-based
industrial economy that has expanded
rapidly in recent decades; however, its
rate of growth has begun to slow and the
youth unemployment rate is now north of
22 percent. Korean politics has also
taken a worrisome turn: many citizens
dispute the legitimacy of the most recent
presidential election, which
brought to power Park Geun-hye, the
daughter of former dictator Park
Chung-hee.
Meanwhile Korea’s energy situation
could hardly be bleaker: the nation
imports essentially all its oil, natural
gas, and coal (Korea was once
self-sufficient in coal, but production
has declined dramatically). It gets some
electricity from hydropower, but there
is little room for expansion. The
country’s 23 nuclear power plants are
subject to increasing controversy since
the 2011 Fukushima catastrophe in nearby
Japan, as many Koreans fear they are now
eating radioactive fish.
The Seoul Youth Hub evidently sees
crisis as opportunity. Why else would
they ask the author of The End of
Growth to address a conference of
18-to-40 year-olds? I came to their
attention through a protracted Internet
search, but it helped that three of my
books have been translated into Korean.
Evidently the organizers weren’t shy
about conveying a sobering message.
Though I hadn’t visited their
country previously, I knew that Koreans
have a reputation for being friendly and
generous. If my experience is any gauge,
the reputation is well deserved. The
organizers put me up at a traditional Hanok
Korean guesthouse (no chairs or
television, just mats on the floor of a
beautifully constructed, floor-heated,
meticulously scrubbed little pavilion).
Nearly all food provided during my stay
was also traditional, and included a
Buddhist temple meal with multiple
courses of artistically crafted
vegetarian morsels. Suffice it to say
that I felt well taken care of and had a
splendid time.
Now to the conference itself. Except
for the opening keynote and a final
wrap-up, the sessions were workshops led
by eight collaborative groups (including
ones from Hong Kong and Japan), each of
which is a youth-led organization
engaged in social innovation. You can
find a list of participating groups at the
conference website. The subjects
explored ranged from cheese-making to
innovations in democratic
decision-making; in effect, it amounted
to a multi-track laboratory for young
people to explore adaptive responses to
economic contraction.
Surprisingly, the event was free to
the participants. The City of Seoul
footed the bill, thanks to Mayor Park
Won-soon (more about him in a moment).
The Seoul Youth Hub is a project of
the Seoul Metropolitan Government, and
its mandate is to help young people
“design a future society” by providing a
place where they can share and resolve
their problems, experiment with a
sharing economy, and “discuss specific
policies regarding various agendas such
as work-labor, housing, life safety net,
business creation, youth politics,” and
more. The Hub is also intended as a
model and a networking center for
similar projects throughout Asia. I
highly recommend watching this short
video.
The venue for the conference was the
Youth Hub’s headquarters, which features
movable walls, furniture made of
recycled building materials, open and
shared office spaces, informal dormitory
nooks, a café, and learning
co-laboratories. Altogether, there was
far more going on here than I could take
in during the two days of the
conference, much less describe in a
couple of paragraphs.
On the evening of the first day of
the conference I met Mayor Park at his
offices in City Hall,
a twisty new steel-and-glass structure
whose ground floor is devoted to
citizen-led social innovation projects.
Copies of The End of Growth were
on the Mayor’s meeting room table. Using
an interpreter, we got right to it: he
had clearly read the book and asked
intelligent questions about it. What
would I recommend that he and the City
of Seoul do to prepare for the end of
economic growth? It was a stunning
question, given the circumstances, and
he appeared eager to consider whatever
suggestions I might offer. I started
rattling off a laundry list of
ideas—supporting farmers’ markets,
community gardens, and other staples of
a local food system; discouraging cars
while encouraging bicycling and public
transport; raising energy building
standards to the Passive House level;
staging more cultural events to increase
the happiness quotient among citizens.
When I finished, he recited examples of
how he and the City have already begun
doing nearly every one of these things.
He was saying, in effect, “ Check, check, check.
Come on, what else have you got? Please
tell me, and I’ll see if we can do it!”
I suggested he find a way for the City
to help bring Transition
to Seoul (there are currently two
official Transition Initiatives in
Japan, none in Korea). He promised to do
just that.
Whoa, I thought. Who is this
guy? I looked up his Wikipedia
listing later that night. Before
becoming Mayor in 2011, Park Won-soon
had a 30-year career as a human rights
and social justice activist and spent
four months in prison for some of these
activities. In recent years he developed
a chain of nonprofit “ Beautiful
Stores,” which collect donations
of used items, repair them if needed,
and sell them to raise money for the
social enterprise movement. There are
now over a hundred of these stores
throughout Korea.
Hard to believe this man is the
elected leader of the largest city
proper in the world, with a population
of over 10 million.
The organizers of the Youth Hub
conference think the world of Mayor
Park, and I can understand why. I’ve
seen a lot of hopeful post-growth
initiatives in a lot of places—usually
citizen-led and modest in scale; never
have I seen such visionary, intelligent
leadership at the municipal government
level within so large a city.
This is a country with a hard future
ahead. Challenges with energy, the
economy, and the environment are lining
up (not to mention ever-present tensions
with North Korea). Yet if efforts led by
Mayor Park and the Seoul Youth Hub
manage to flourish, things may go much
better than they otherwise would.
Perhaps other cities can begin to find
inspiration here.
For a helpful overview of the food
sovereignty movement in South Korea, see
this article
from Foreign Policy in Focus.
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