Daily Archives: March 29, 2008

Earth Hour’s compromises

Citizen reporter Katie Daubs has put together a piece on the moral complexities of tonight’s Earth Hour events. It’s centred on Ottawa, but the questions are of general application:

Organizers acknowledge that turning off the lights won’t save the world. They say their point in killing the lights for an hour is largely symbolic. But it raises the question: When you’re trying to bring new supporters to your cause, how much can you afford to compromise your message to get their attention?

Changing public opinion is daunting. Neither hard-core environmentalists nor those who oppose them are easily moved. The key demographic is the mass in the middle who could be swayed either way. Marketing experts say that asking this group to flip a few switches is a brilliantly simple way to engage them.