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Sustainable Development Goals – the grassroot barriers

11 Aug

With all the talk we do about environment protection, safe deposing of toxic substance and circular economy, this recent advertisement actually shows us how shallow the words on environment protection are and how the Corporate world would still love teach the “developing” countries and the “third world” countries what it knows best – Destruction.

This Kohler-Co-Boom-Crash-Bang advertisement makes me cry out in despair. And another by the scooter manufacturer Hero, in their latest product Hero Maestro, proudly displays the IQ of the advertisement company, whose creative could think of the story board  where a parody is made out of a rare bird watching (connecting to nature) and bringing it down to the frivolous. While the former advert is a complete anti-thesis to all  talk about austerity and balanced consumption. It is a slap on the face of the  authors and followers of the Sustainable Development, Millennium Development and the Inclusive Wealth Report. While a free world has a right to express itself and  individuals should live a life-style of their own choosing; the time for vulgar extravagance which directly impacts nature must be curbed.

That such large companies who should know better the impact of visual medium on the minds of the audience is a telling report on the rot of the human race and the failure of us collectively to educate our children and ourselves on the dangers of Climate Change and the impact of Global Warming. Before the Rio+20 summit of the UNFCCC, I had made an appeal in form on an article that the United Nations, CAN International, Green Peace International and other Climate change forums like the CIICESD, WBCSD should create advertisements to create awareness. –UNFCCC – A Little Advertisement can help save Earth.

In three days time I would be using my printer for the last time. The reason is that Lexmark the company could not create a mark of its own in India. An absolutely perfect, 5-in-one printer is junk for want of ink cartridges!  The manufacturers do not have a mechanism in place to take back goods for recycle. And with all the hype on  the mechanism for Reuse – Recycle – Renew  is just as nascent as it was when the concept dawned. No company likes to standardize products such as ink of a printer, because they want only to sell their own goods. And the government too is a mute spectator to this tamasha!

Being the LEED / GRIHA  consultant, I believe in walking the talk. Using energy-efficient products, using public transport as far as possible. In effect the Reuse – Renew – Recycle is our core practice. So I went to the store from where I had purchased it and asked if there is any exchange offer, or would they at-least take it for proper recycling. The answer was a resounding No!

Next, I went to Lamington Road, the famous electronic bazaar of Mumbai. It is from here all electronic trade for India happen. ” My friend, if you wish you can leave the printer with me”, said my friend; an electronic goods trader and repair shop owner. ” Every month I sell junk I will sell this too.” he said. However he warned me that he was doing this as a favour and I should not expect any money on it. I know he was telling the truth, I tried selling a few cellular phones I own. Having bought them at an average price of Rupees 18,000 each, the total price offered by a second sale shop was Rupees 500 ! And I bought them in the year 2010 AD!!

As you can see from my personal experience stated above, and I’m sure there would be similar resonance from like minded individuals; there is absolutely no incentive in recycling. And the rich ( who consume most) would rather destroy a perfect home to build another, rather than even pause for a minute to think about the homeless, the needy or the poor. And that is exactly why the larger corporations and the advertisement companies should all the more take the responsibility and initiative to educate the masses on the merits of recycling. And initiate actions through business forums to standardize products which is needlessly complicated.

For, example I can insert my SIM card into a tablet, a 4-G cell phone or even the 1st generation cell phone and it would work. But when it comes to brand I still choose one over the other. That perception will always stay. All said and done there is a Brand loyalty. Ask Apple or Google or Microsoft.

If Kohler is listening then here is what I would have done the advertisement –  a perfect home being dismantled and being given away to the homeless or an orphanage, while building a new one around a tap.

Yes! it’s just a tap, when one turns it provides water, and for those living in the suburbs of some of the famous megalopolis in India; foul and dirty municipal water – Not Milk and Honey. So please grow up.

And  as a LEED/ GRIHA consultant, after watching this advertisement it would be difficult to recommend the product for any Green Building project.

 

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