Today I Don't Care About the Planet (Because It's Too Darn Hot Outside)

Today was definitely a day that I wished that I had a car- this wish had popped up a few days ago too when I was accidentally locked out of my apartment due to fault of my own.

We reached a record scorcher and even tonight at ten to eleven PM it's still pretty hot outside.

And I craved the 2010 Honda Insight that I've been researching in my spare time the past few days. It appears to be a better deal than the Toyota Prius and as a secretly neurotic energy nerd I am concerned about the potential for peak oil, and the increased demand (ahh more econ!) from other countries that will increase the price we have to pay here in the States. I wished, even if I was/am still living in my current place, that I could get into my personal chariot, crank the A/C and grab hold of my American right to drive myself down to the end of the block if desired.

Alas, I sweltered under the heat, wondering at what degree does rubber melt as I was wearing my favorite flip flops.

I know that I'm getting that itch to get up and go, which rears its head every two years. And one of the best ways to get away is to take yourself in a personal automobile, an option I currently do not possess. Though I am seriously considering signing up for a Zip car membership.

But this car fever made me think about how does one reach the person who has a car, loves their car and has no desire to give up their car? Especially to drive it to the corner grocery to pick up their 24-pack of unnecessary bottled water. Seriously?! We all lived without bottled water for millennia. Now I have people ask me if I want a bottle like do I want to know the cure for cancer?

I have also come to realize that looking at a lot of this through the lens of economics (admittedly often in its idealized form- there are no needs, only demands as there are substitutes everywhere kind of thinking) is very helpful.

What incentives will people respond to?

For example, no one buys those spiral CFL light bulbs because they're "cool"-the purchaser or the lightbulb. They do it because buying them will shave a few cents off their electric bill over the long haul.

Some of us may claim more altruistic reasons "I love the planet!" Yeah, but you love money more. We all do. Economists want us to put our money where our mouth is (that which we are willing to sacrifice in order to obtain something that we perceive has greater personal value than what we currently possess- oh my gosh it sunk in and stayed!)

I've been very thinking a lot about how to foster and encourage permanent social change. There is a very interesting group based in England called Futerra that deals with this concept. http://www.futerra.co.uk/

And while they have an office in New York I'd love to spread the gospel around the U.S. To quote the immortal Clash, "London calling from the underground!"