This article first appeared in our ‘Love is all we need’ issue of My Green Pod Magazine, published on 14 February 2022. Click here to subscribe to our digital edition and get each issue delivered straight to your inbox
When you’ve obsessed about climate change for many years, the almost daily apathy is borderline intolerable. Why don’t they get it? Why won’t they act?
Those who watch the Fully Charged Show and read My Green Pod care more than most, but beyond those bubbles there is a strong sense that the average person is disengaged.
As communicators it’s our job to persuade people that ‘another way’ is indeed possible, but our experiences around COP26 felt like several buckets of cold water in the face.
Time to get smart
In advance of our electric trip to Glasgow, we aired two specially commissioned pieces of content – #StopBurningStuff and Talking About Our Generation.
From a viewership perspective the latter, in particular, performed poorly.
While the ratings for these episodes were high, and the praise received was fulsome, far fewer members of our audience watched these episodes than would watch an episode on electric cars.
This was a depressing reminder that if we are expecting humanity to act en masse to abate the climate catastrophe, we might be waiting an awfully long time. Time that people – especially in the subcontinent – simply do not have.
There are two options, then: give up or get smart.
The biggest gift we’ll get
Having promoted cleaner, greener energy for two decades, I can say with absolute certainty that electric cars are the biggest gift that we will ever get.
They represent the greatest opportunity to change minds and to get people to engage with energy.
I should say at this point that we believe in smaller, lighter, longer-lasting, more shareable and critically far fewer cars, but they must be battery electric.