The Science of Buzzwords
Green buzzwords are nothing new anymore. Words like eco-friendly, renewable and sustainable have almost become jargon that makes up a different and separate language altogether.
As soon as the average American hears any one of those words, an auto-tune process kicks in. Unfortunately, surveys indicate that it’s more a matter of tuning out, than what it is one of tuning in.
The real question is what people tend to associate these buzzwords with. Is it a matter of acknowledging that a green lifestyle will translate to better and longer lives? Or does the average American associate green with more expensive living?
A very interesting dynamic develops whenever any set of circumstances attracts circumstance-specific buzzwords. Many studies have been conducted in order to try and ascertain whether the tuning-out process has anything to do with the actual jargon, or whether it is as a result of the idea that the jargon represents.
Some buzzwords really do resonate with American consumers, and these are effective. Others are not that effective, presumably because people assume these words to mean one thing, based purely on assumption, when in actual fact they mean something completely different.
Some common misconceptions about what concepts actually mean, included the following:
Recycling – many consumers indicated that they assumed that products made out of recycled products were automatically 100% recyclable. This is not true at all.
Many consumers believe that climate change is real, but they do not necessarily believe that they themselves are in any way contributing to the activities that bring about climate change. Green may have evolved from being a fringe idea into the mainstream, but this does not necessarily imply that people understand what living green really means.
Folly of Misinformation
Another troubling thought is the fact that many Americans have a complete misconception about where America’s energy actually comes from. The average American, when asked what percentage of power is gleaned from wind and solar energy technology, will estimate the figure at roughly 20% – 11% from solar power, and 9% from wind power.
The reality of the situation is that solar energy represents 1% and wind makes up for a measly 2%. What’s more, America’s US Energy Information Administration estimates that in five year’s time from now, solar will have remained unchanged, and wind will have improved only slightly, to 3%.
It’s very clear that the average American holds an overly optimistic idea about sustainable energy and the extent to which it is being implemented in the country. Strange as what the idea may sound at first, this may not be a bad thing. It’s commonly accepted that success breeds success. The more American citizens believe that sustainable energy is viable, the more they will continue to support the idea because nobody likes to fight a losing battle.
On the other hand, not recognising the weight of the problem may result in the matter not enjoying the levels of urgency that are required in order to really come up with workable solutions.
Americans have become a truly liberal breed, in everything from the causes they support to their preferences as far as an online betting company is concerned. Liberation from out dated ideas is always a good thing, and if anything, it should make a difference here too.