In 1972, the Club of Rome published Limits to Growth, a book that gave a tremendous boost to the environmental movement that had taken root in the '60s. It also shocked the business and political worlds, and caused an uproar in the scientific community with its computer modeling, its discussion of exponential versus geometric trends, and its positive and negative “feedback loops.”
Some of the assumptions of the computer modeling were mushy, some of the conclusions of the scientists were wrong (or at least not properly hedged), and some of the notions in the book have been either misunderstood or misstated by critics. But the basic structure of the computer model (called World3) and the premises of the book are as valuable today as they were 35 years ago: If we don’t curb our population, our industrial growth, our pollution, our demand for food production, and our assault on natural resources, we will reach a point where Earth can no longer support us. Well before then, the planet will cease to be a decent place to live.
This is all by way of posting an ad from the January 1978 issue of National Geographic. The ad is from ARCO (Atlantic Richfield) which is now owned by BP. The text says this:
Last night we got the bad news. I had this class assignment to monitor my family’s use of energy at home for a week. We got an F.
Tuesday night my brother watched the same two-hour movie on his TV set that we were watching in the living room. Not too smart. Thursday Mom ran an entire dishwashing cycle for three cups, two plates, a knife, and three little spoons. That’s a lot of electricity and hot water down the drain.
Dad drives twenty eight miles back and forth to work. Alone. When two men he works with live right nearby. They could carpool and save about a thousand gallons of gas a year. And me. I’m guilty too. I went out and left the radio blaring in my room all Saturday morning. Dummy. So last night at the dinner table we all agreed to do everything we could to conserve energy. Faster showers. Lower thermostats. Fuller cars. It’s a fact that this country’s using up energy faster than we produce it. I read where we may run out of oil – forever – in 30 years. Pretty scary. Unless every person in every house on every block does his part, the future looks pretty dim.
I’m getting more and more concerned about the future. Because that’s where I’m going to be.
What have we learned in 30 years, now with the putridly huge SUVs on the road, the MacMansions, the frantic habits of consumption, the corporate sleaze to cook the books to fake the worth to feed the greed, the mugging of the land, the straining of the sea, and the perfect plastic packaging?
Plus ça change, plus c’est la même chose.
~ Doug Logan, New Energy Watch





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