I can’t quite remember what the ad was about – but I was struck by the images, and mostly what I felt watching. The outdoors, a person reaching out for a fruit, in a tree. My reaction was, sweet! . . . and boredom. It failed to grab me. I stopped to think, and wondered, is that how I feel, genuinely, with nature imbued narrative, usually? And my response was, yes . . . and maybe others are too?
Contrast this with the excitement from my friend, after he had just come from watching the Waste=Food documentary:
When I heard him talk about the Chinese story, and also Nike’s revolutionary process for making eco-friendly shoes, I wanted to learn more.
In the search for a more sustainable world, we humans may be more impressed by stories of our own ingeniosity, than nature’s goodness. Technology, creativity, and news seem like a potent recipe for effective green communication, worth using over, and over again. Not so, bucolic scenes, and the romanticization of our natural world.