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How The Charger Can Beat The Nozzle

How the Charger Can Beat the Nozzle

charger v nozzleLast year, Americans consumed 385 million gallons of gasoline a day, more than in 2014.   Despite the broader selection of good electric cars, U.S. sales of electric cars declined from 2014 to 2015 to less than 0.6% of total cars sold, while sales of gas-powered cars and SUVs set records.  President Obama’s 2011 goal of 1 million electric cars on the road by 2015 fell short by more than 600,000 vehicles.

As long as there is strong consumer demand for gasoline and gasoline-powered cars, oil producers and gasoline refiners will continue drilling for oil and refining gasoline and enjoying consistent profits and popular support while doing so.

By contrast, sustained and consistent reduction in the demand for gasoline will eventually cause oil production and gasoline refining operations to grind to a halt, regardless of what Congress or Shell Oil decide.

How can a major reduction in consumer demand for gasoline be brought about?

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CLIMATE POLITICS BLOCKED BUT CONSUMER CONSCIOUSNESS OPEN

nueromarketingThe 2014 midterm results assure that legislative progress won’t be made on key climate issues until 2017 at the earliest.  Republican majorities hostile to carbon pricing and other carbon-control legislation will be firmly in control of both houses of Congress.  Climate-denier Sen. James Inhofe will be the new chair of the Senate Environment and Public Works Committee.  President Obama and the Democrats in Congress will be fighting desperate rearguard battles simply to maintain regulations on coal-fired power plants, block development of the Keystone XL pipeline, and defend other important climate-related laws and regulations. So what are Americans deeply concerned about the climate crisis to do?  Obviously, biding time for two years and hoping that a new pro-climate president and Congress take control in 2017 is not an option.   Rather, the climate crisis requires that we push ahead with even greater urgency the movement to decrease CO2 emissions, despite conventional political channels being blocked. One area where enormous progress can be made now is changing consumer perception of gasoline and other fossil fuels.  Consumers have not been pushed to change their carbon habits—habits that by some estimates account for 71% of all carbon burned in the U.S.   Buying gas, using fossil fuel-powered electricity, and other environmentally destructive routines of daily life are poorly understood and go unchallenged and unquestioned by both consumers and the broader society.

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Is it Time to Send in the Clowns?

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How can deeply ingrained civic habits be changed?  How can the pessimism inherent in collective action problems be overcome?

Antanas Mockus, upon becoming mayor of Bogota, Colombia in 1995, confronted Bogota’s epidemic levels of traffic fatalities with a unique blend of statistical analysis, street and performance art, and civic education.  Statistical analysis told Mockus that the key to reducing traffic deaths (and improving traffic circulation) was getting drivers to stop before reaching crosswalks and getting pedestrians to only cross in crosswalks.   Rather than hiring legions of traffic police to write tickets to drivers and pedestrians who violated these norms, Mockus hired 40 made-up street mimes to stop cars and buses from entering crosswalks, and to poke fun at offenders of crosswalk rules.  The streets became a massive stage for lighthearted education about traffic norms, with jay-walkers,  crowds on the street, and the mimes all engaged in the performance, and television and other media drawn to the spectacle and amplifying its message. Bogota pedestrians and motorists adopted the norms promoted by the mimes, and traffic deaths began to fall, successes widely reported by the media. The mimes proved so successful that Bogota’s ranks of mimes increased to 400, and traffic deaths in the city plunged by more than 50%.

The injection of mimes into Bogota’s traffic mess has become a famous example of “cultural acupuncture”–a shot of art/culture used to change behavior and heal social problems.

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