Traces how cheap energy led to the mechanization of agriculture and subsequent changes in US values due to the unbridled marketing of consumer goods.

1. Energy, Climate Change & Values NESEA Conference Joel N. Gordes Environmental Energy Solutions [email_address] “ Dedicated to Executing Ideas, Not Killing Them!” March 12, 2008 Seaport Trade Center Boston, MA

2. NESEA is a registered provider with the American Institute of Architects Continuing Education Systems. Credit earned on completion of this program will be recorded to CES Records for AIA members. Certificates of Completion for non-AIA members are available on request. This program is registered with the AIA/CES for continuing professional education. As such, it does not include content that may be deemed or construed to be an approval or endorsement by the AIA of any material of construction or any method or manner of handling, using, distributing, or dealing in any material or product. Questions related to specific materials, methods, and services will be addressed at the conclusion of this presentation.

3. Learning Objectives Why are we what we are today? In what ways have we changed over time? Why have we changed? What might be the effect on climate change? Do we need to change again? Or not? How Can Marketing be Mobilized to Help?

4. January & June 07 Polls by the Pew Center

5. The Hartford Courant. 11/18/07

6. The Hartford Courant. 11/18/07

7. The Hartford Courant. 11/18/07 Climate Change is Not Even in the First Tier of Concerns?

8. Time Magazine4/9/2007 and ScienceAug. 2005 Vol. 305

9. The Carbon Wedges Paper DOES Speak to Lifestyle Changes in One Place This May, By Necessity, Become a More Significant Part of the Solutions

10. “… this is a technical problem; we are good at technical problems. We want to help enable Americans to move beyond falatism and really embrace this civilizational challenge.” Eban Goldstein, Project Director Focus the Nation (a national teach-in on climate change) BUT Is Climate Change Merely a Technical Problem? The Hartford Courant 1/15/08

11. Leandre & Gretchen Poissan “ Agriculture underlies every other aspect of global economics, a fundamental fact ignored by virtually all economists ...” “ All Human civilization…has been made possible by surpluses in agriculture... to liberate some people from total commitment to supplying their own food…But we’ve been operating on a deficit agriculture, expending twelve calories of fossil fuel energy for every calorie returned as food.” Why Are We What We Are ? Solar Peasants. Peg Boyles. Country Journal. Jan. 1981. pp. 37-41 .

12. C.R. Frink, More Food From Fewer Acres Food & Social Policy CT Humanities Council 1978 “ When the Continental Congress convened in 1776, our population had grown to about 2.5 million, but 2.4 million still lived on farms and nearly all of them helped work the land.” 96% Were Farmers

13. C.R. Frink, More Food From Fewer Acres Food & Social Policy CT Humanities Council 1978

14. The Old World War I Ditty Was Almost Right On

18. Simultaneously, Other Changes Were Occurring

20. Tradition Directed Iron Eyes Cody Was Able to Interject Tradition-Directed Messages Into an “Other-Directed” World With Some Degree of Success (Woodsy Owl, However, Was Not as Successful)

21. Cultural Shock Can Have Negative Effects

22. And Can Lead to Social Upheavals Tehran, Iran-1971-Culture Shock Photo by Joel N. Gordes

24. Inner Directed

26. What Makes This Funny? A Tradition Directed Person in an Other-Directed World?

27. Circle of Consumerism Industry Marketing Self Worth Instant Gratification Convenience “ Winning” “ Firstness” Perfectionism Consumerism Obsolescence Waste Disposal The Economy

31. Only in a Throw-Away Society Can You Find a “Permanent Sliding Safety Cap” on a “Disposable Razor” Makes You Feel Good That There is Some Permanence in Life. Examine Our Language

32. How can You “Improve” and be “Original”?

34. Maybe the Most Worthless Product of the Millennium

35. It’s Hidden Messages for the 1980’s [You need that dress ‘cause you don’t have much else.] [You’re a lousy cook, so don’t even try.] [Regardless of these shortcomings, he’ll love you forever] [Better buy TWO, just to make sure!]

36. It’s Back and It’s the Same Slinky Dress!

37. Great Messages for the Kids Too

38. Your Domestic Oil is Here Consumerism May Force a Societal Point of No Return

39. Your Oil at Work! Worth Fighting For?

40. And Let US Be Honest About It, We are Seeing an Epidemic of Greenwashing TerraChoice Environmental Marketing.

41. Questions? Joel N. Gordes Environmental Energy Solutions (860) 561-0566 [email_address] Now, Onward to Our “ White Hat” Marketers Who Will Offer Solutions This concludes the American Institute of Architects Continuing Education Systems Program TerraChoice Environmental Marketing .