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The Climate Catastrophe We’re All Ignoring

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The Climate Catastrophe We’re All Ignoring
Flooding in Bangladesh has submerged a third of the country. British Red Cross

By Jeremy Lent

Imagine you're driving your shiny new car too fast along a wet, curvy road. You turn a corner and realize you're heading straight for a crowd of pedestrians. If you slam on your brakes, you'd probably skid and damage your car. So you keep your foot on the accelerator, heading straight for the crowd, knowing they'll be killed and maimed, but if you keep driving fast enough no-one will be able to catch you and you might just get away scot-free.

Of course, that's monstrous behavior and I expect you'd never make that decision. But it's a decision the developed world is collectively taking in the face of the global catastrophe that will arise from climate change.


With daily headlines pivoting from the unparalleled flooding from Harvey in Houston to the devastation caused by Irma in Florida, it might seem like the U.S. has its hands full just dealing with our own climate emergencies. In the short term, that's true. Harvey is estimated to have caused $180 billion of destruction, damaging some 200,000 homes, while Irma's havoc is still being assessed.

But meanwhile, multiply the damage from Harvey and Irma a hundredfold and you'll get a feeling for the climate-related suffering taking place right now in the rest of the world. In India, Bangladesh and Nepal, an estimated 40 million people have been affected by massive flooding, with more than 1,200 deaths. More than one third of Bangladesh's land mass has been submerged. As if that's not enough, Africa has been suffering its own under-reported climate disasters, with hundreds of thousands affected by flooding in Nigeria, Niger, Congo, Sierra Leone and Uganda.

Although the regime in the White House is doing its best to ignore it, these global weather extremes are clearly exacerbated by climate change, and have been predicted by climate scientists for decades. What is so disturbing is that we're experiencing this wave of disasters at a global temperature roughly 1°C above historic norms. It's a virtual certainty that we're going to hit 1.5° before long—perhaps in the next ten years—and unless we do something drastic to transform our fossil fuel-based society, we could be hitting 2°C as early as 2036. By the end of the century—when half the babies born this year should still be alive—conservative estimates have global temperatures hitting 3.3°C above baseline, based on the commitments that formed the 2015 Paris agreement at COP21. And that's not including potentially devastating feedback effects such as methane leaking from permafrost, which could lead to temperatures way higher, causing an earth that would literally be uninhabitable for humans in many regions.

The likely effects on our civilization are dreadful to contemplate. Because most cities have grown up around oceans, half the world's population currently lives within fifteen miles of the coast. The devastation we've been seeing from flooding and storm surges offers only a hint of the impending catastrophe. In the Global South, beleaguered by massive poverty and inadequate infrastructure, cities will be overwhelmed. Reduction in river flows and falling groundwater tables will lead to widespread shortages of potable water. Flooding and landslides will disrupt electricity, sanitation and transportation systems, all of which will lead to rampant infectious disease. Meanwhile, even as these cities strain beyond breaking point, devastating droughts will cause agricultural systems to collapse, forcing millions of starving refugees into the cities from rural areas.

Eventually, even the most strident climate denialists will have to adjust to the facts raining down from the sky. Even Rush Limbaugh was forced to evacuate his Palm Beach home after claiming Irma was a conspiracy. But when they do, you can guarantee their response will be parochial. Wealthier cities will begin massive investments in building barricades, improving infrastructure, even moving to higher land, to defend themselves against the climate cataclysm. That's known in climate change circles as "adaptation." In more rational parts of the rich world, cities such as London and Rotterdam are already doing it.

However, effective adaptation isn't an option for the megacities of the Global South, which are already floundering from inadequate resources, and where hundreds of millions are forced to subsist, undernourished and vulnerable, in shanty towns. A central part of the Paris agreement, which Trump recently rejected, was a Green Climate Fund that is supposed to receive $100 billion annually by 2020 from developed countries to aid the rest of the world in mitigating and adapting to climate change. So far, only $10 billion has been pledged, $3 billion of which is the U.S. portion that Trump has vowed not to increase. It's hard to see even a small fraction of that $100 billion annual payment actually coming through.

Yet it's the developed world that created this climate mess in the first place. With just 15 percent of the world's population, developed countries have been responsible for 58 percent of human-caused greenhouse gases. All that fossil fuel energy is what permitted them to industrialize and thus become "developed," to the point that they're now consuming 80 percent of the world's resources, leaving the poorest three billion in the Global South to survive on less than $2 per day. That doesn't leave much change for climate adaptation.

That's why the inadequate response of the rich world to climate disruption is like that driver choosing to plunge straight into the crowd rather than swerving and risk damaging their shiny new car. What would it take to put the brakes on in time to avoid climate catastrophe?

There is hopeful news about the spectacular rise of renewables, surprising experts with the speed with which they are replacing fossil fuels around the world. But while that's an essential part of a solution, modern renewables still account for just 10 percent of global energy production, which in turn contributes no more than 25 percent of total greenhouse emissions. Halting the slide to disaster requires something far more extensive: a complete transformation of our current economic system.

After Pearl Harbor, when the U.S. faced an existential threat, President Roosevelt announced a military production plan to Congress and the American people that seemed unachievable. Yet, not only did the country meet those plans, it overshot them as a result of the wholesale transformation of society towards a single goal. This kind of mobilization is what would be required today to avoid the worst outcomes of climate change: a Climate Mobilization.

In this case, though, it's a different kind of mobilization that's required. The threat we're facing comes, not from enemies at war with us, but from the results of an economic system designed to exploit the earth and the most vulnerable humans living on it at an ever-increasing pace. As long as we measure ourselves and others by how much we consume, we're complicit in fueling the global system that's rapaciously devouring the earth.

The good news is that there's a short window of time when a fundamental shift in our economic, social and political priorities could still prevent global catastrophe. Alternative economic models exist that offer ways to conduct commerce sustainably. Ultimately, a flourishing future requires moving away from the growth-based, consumption-obsessed values of global capitalism, and toward a quality-oriented approach that could allow all of us to live on the earth in dignity. It's even possible to draw down much of the carbon that's already been emitted—the potential is there but it requires a choice to be made: a shift in our society's values toward caring for others alive right now, and for future generations.

Will there be enough collective willpower to act and transform our society before it's too late? That depends on the lessons learned from Harvey, Irma and the climate disasters still to come. Suppose, as you're racing toward that crowd in the road, that you managed to brake in time, get out of the car and join them. And then imagine your surprise when you discover the road you were speeding on came to an abrupt end around the next curve and was leading you directly off the precipice. Ultimately, the climate catastrophe we're ignoring will become all humanity's catastrophe unless we start acting on it now.

Reposted with permission from our media associate Common Dreams.

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In early October, Britain's Prince William teamed up with conservationist David Attenborough to launch the Earthshot Prize, a new award for environmentalist innovation. The Earthshot brands itself the "most prestigious global environment prize in history."

The world-famous wildlife broadcaster and his royal sidekick appear to have played an active role in the prize's inception, and media coverage has focused largely on them as the faces of the campaign.

But the pair are only the frontmen of a much larger movement which has been in development for several years. In addition to a panel of experts who will decide on the winners, the prize's formation took advice from the World Wildlife Fund, Greenpeace and the Jack Ma Foundation.

With more and more global attention on the climate crisis, celebrity endorsement of environmental causes has become more common. But why do environmental causes recruit famous faces for their campaigns? And what difference can it make?

'Count Me In'

"We need celebrities to reach those people who we cannot reach ourselves," says Sarah Marchildon from the United Nations Climate Change secretariat (UNFCCC) in Bonn, Germany.

Marchildon is a proponent of the use of celebrities to raise awareness of environmental causes. In addition to promoting a selection of climate ambassadors who represent the UN on sustainability issues, Marchildon's team has produced videos with well-known narrators from the entertainment world: among them, Morgan Freeman and Mark Ruffalo.

"We choose celebrities who have a lifestyle where they are already talking about these issues," Marchildon explains.

"Sometimes they reach out to us themselves, as David Attenborough did recently. And then they can promote the videos on their own social channels which reach more people than we do — for example, if they have 20 million followers and we have 750,000."

Environmental groups focused on their own domestic markets are also taking this approach. One Germany-based organization that uses celebrities in campaigns is the German Zero NGO. Set up in 2019, it advocates for a climate-neutral Germany by 2035.

German Zero produced a video in March 2020 introducing the campaign with "66 celebrities" that supported the campaign, among them Deutschland 83 actor Jonas Nay and former professional footballer Andre Schürrle. They solicit support as well as financial contributions from viewers.

"Count me in," they say, pointing toward the camera. "You too?"

"We are incredibly grateful for the VIPs in our videos," says German Zero spokeswoman Eva-Maria McCormack.

Assessing Success Is Complex

But quantifying the effectiveness of celebrity endorsement of campaigns is not a straightforward process.

"In order to measure effectiveness, first of all you need to define what is meant by success," says Alegria Olmedo, a researcher at the Zoology Department at the University of Oxford.

Olmedo is the author of a study looking at a range of campaigns concerning pangolin consumption, fronted by local and Western celebrities, in Vietnam and China. But she says her biggest stumbling block was knowing how to measure a campaign's success.

"You need a clear theory of change," explains Olmedo. "Have the celebrities actually helped in achieving the campaign's goals? And how do you quantify these goals? Maybe it is increased donations or higher engagement with a cause."

A popular campaign in China in recent years saw famous chefs Zhao Danian and Shu Yi pledge to abstain from cooking endangered wildlife. While the pledge achieved widespread recognition, both Olmedo and Marchildon say it's difficult to know whether it made any difference to people's actions.

"In life we see a thousand messages every day, and it is very hard to pinpoint whether one campaign has actually made a difference in people's behavior," she explains.

Awareness Is Not Enough

Many campaigns that feature celebrities focus on raising awareness rather than on concrete action — which, for researcher Olmedo, raises a further problem in identifying effectiveness.

"Reach should never be a success outcome," she says. "Many campaigns say they reached a certain number of people on social media. But there has been a lot of research that shows that simply giving people information does not mean they are actually going to remember it or act upon it."

But anecdotal evidence from campaigns may suggest reach can make an active difference.

"Our VIP video is by far the most watched on our social media channels," McCormack from German Zero says. "People respond to it very directly. A lot of volunteers of all ages heard about us through that video."

However, some marketing studies have shown that celebrity endorsement of a cause or product can distract from the issue itself, as people only remember the person, not the content of what they were saying.

Choosing the Right Celebrity

Celebrity choice is also very important. Campaigns that use famous faces are often aiming to appeal to members of the public who do not necessarily follow green issues.

For certain campaigns with clear target audiences, choosing a climate scientist or well-known environmentalist rather than a celebrity could be more appealing — Attenborough is a classic example. For others, images and videos involving cute animals may be more likely to get a message heard than attaching a famous face.

"We choose celebrities who have a lifestyle where they are already talking about these issues," says Marchildon from the UN. "You need figures with credibility."

McCormack cites the example of Katharine Hayhoe, an environmental scientist who is also an evangelical Christian. In the southern United States, Hayhoe has become a celebrity in her own right, appealing to an audience that might not normally be interested in the messages of climate scientists.

But as soon as you get a celebrity involved, campaigns also put themselves at risk of the whims of that celebrity. Prince William and younger members of the royal family have come under fire in recent years for alleged hypocrisy for their backing of environmental campaigns while simultaneously using private jets to fly around the world.

But Does It Really Work?

While environmental campaigns hope that endorsement from well-known figures can boost a campaign, there is little research to back this up.

"The biggest finding [from my study] was that we were unable to produce any evidence that shows that celebrity endorsement of environmental causes makes any difference," says Olmedo.

This will come as a blow to many campaigns that have invested time and effort into relationships with celebrity ambassadors. But for many, the personal message that many celebrities offer in videos like that produced by German Zero and campaigns like the Earthshot Prize are what counts.

The research may not prove this conclusively — but if the public believes a person they respect deeply personally cares about an important issue, they are perhaps more likely to care too.

"I personally believe in the power this can have," says Marchildon. "And if having a celebrity involved can get a single 16-year-old future leader thinking about environmentalist issues — that is enough."

Reposted with permission from DW.

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