Despite what you might think about the Beijing Olympics, the fact that one of the world's biggest polluters is hosting the "Green" Olympics has not escaped the attention of many a cynical critic.
Yet, rather than focus on this, I would like to draw your attention to notion that shame really does work to change behaviour.
For about two decades a well-known North American travel company has offered the sports enthusiast the ultimate trip: flight, accomodation, sporting event and extras all under one umbrella. You can well imagine Olympics are a boon for this type of company. This year, however, this company (who shall remain nameless, so I am not accused of promotion or slander) is offering another perk: 40,000 lbs of TerraPass carbon offset credits.
I am not saying this company is worthy of shame (that requires analysis by credentials that I do not hold) -- what I am saying is that this company is responding to theories within behaviourial finances -- go where the market is...and the market is fickle.
At the moment green is in. Everything and anything that can attach their name to green, sustainable or ethical initiatives are doing so in droves. This change in corporate behaviour highlights all the important work environmentalists have done over the last four decades; it also highlights the importance of critical mass.
If we get enough people concerned about a topic (whether it's taxes, air pollution, pesticides on our lawn, or the latest violent flick) and business will try to capitalize on that interest.
I am not saying this a negative aspect of our 'free'-market economy.
What I am saying is that it is a predictable aspect of our economy (and an aspect activists and corporations have coopted for years).
Still, there is a powerful aspect to a groundswell movement -- millions of people supporting just one cause. It's even more amazing when those people are not the average activist, protestor, supporter or believer of socio-economic and environmental issues -- and, let's face it, most sports enthusiasts are not. Yet, a vast majority of these enthusiasts who will brave the wrath of supporting the Chinese Olympics are doing so in a more proactive manner (even if there is an argument that carbon off-setting is a greenwash)...and that means that years of shaming and blaming have come out to provide alternatives to our actions. That's growth...and I'm all over that
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