Face it, you’re simply not doing your part to end human-created climate change… at least, that’s the view of many politicians, climate alarmists, climate scientists, non-climate scientists, and, apparently, advertising executives.
To help you get on the band wagon, Aaron Hall, Group director of naming at global brand strategy firm Siegel+Gale is trying to come up with some new names that might grab your attention and motivate you to take action.
Hall is a professional “namer” who works with companies to create attention-getting names for products and services. In an article for AdAge, he writes that the old names for human-induce climate issues just don’t work.
Global warming gets thrown out the window when the weather turns cold. Plus, as Hall mentions, there are times when it gets colder. That led people to “climate change,” which lost its punch because most people agree the climate changes. The fight is about why, how much, and what, if anything, people can or should do about it. Clearly that’s not going to work. According to Hall, we need fighting words.
We need a name or phrase that everyone on the planet can grasp or to which they can relate. The words need to be understandable to regular “folks” who don’t go for all that scientific jargon. He and his team put their heads together, and came up with a few alternatives.
On the short list are Global Meltdown, Global Melting, Climate Chaos, and Climate Collapse, Boiling Point, Melting Point, Scorched Earth, Emission Critical, Planet Critical, Pre-Extinction, The Great Collapse, and Earth Shattering.
They’re great terms for his purpose, but Hall seems to be missing a key issue for many people. The words imply abrupt and unsustainable conditions, akin to the end of life as we know it, when that’s not what people see happening around them. Who will people believe, an ad man creating new terms, or their own eyes?