Economic Recovery

Fishermen paddle off Kennedy Island in the remote Western Province of the Solomon IslandsPhoto: AFP

Can't help but notice all the shifts from ecological distress getting drowned out as usual to economic "recovery" hopes.

If we truly "recover" does this mean a "return" to indifference and head-down profit-raking?

Or can a new healthier economic climate built on greater global sensitivity come forward?

My other concern is how marketing (and our clients) will stop flirting with all things green but instead rear back to aspirational ascendency tactics. So far, I see little evidence of the recession's effects leading towards rethinking any old marketing values or suggesting radical cuts or true shifts. Most messaging seems more like hunkering down, hoisting the "sale" flags and waiting for the markets to rebound and no longer have to cut profits to stay alive.

This perhaps is the most worrying potential trend of all, that we aren't able to think beyond our pocket books when the economy shifts, no matter the carbon load in our atmosphere. So many people can't fathom the existence and plight of other people who live in areas of the planet where oceans, drinking water and food supplies are already at the brink.

And yes, I remain optimistic. I still offer solutions, answers and options to any who will consider them.