Much has been said about the liberal, progressive mindset of the state of California. Well, the state that has set the environmental standards for the rest of the country, and the
world, is now about to face a real test of its beliefs, right where it hurts: in the wallet. The initial results don’t bode well.
Welcome to cap and trade. Essentially,
this is a stock market for pollution, where the government sets an overall emissions standard that all polluters must adhere to. Individual polluters are, however, free to purchase carbon credits
– or earn them for good performance – thus enabling them to stay within their limits. Up to now, this program was enforced only for industries. Now, it’s coming to a source very
close to you and especially dear to Californians — your car. Next year, C&T will extend to transportation fuels. Oil companies will be charged an assessment up front and in turn will pass
that along to the consumer, In other words, it will hit you right between the eyes as you idle in front of the pump at your gas station.
This is the kind of highly noticeable
and universal price hike that gives politicians nightmares. And already, there are rumblings in Sacramento, even among Democrats. There are some very real concerns for various assemblymen, especially
those from poor districts, that do need to be addressed. But let’s leave rebates and support for the economically disadvantaged to the policy makers. This is an important move towards reducing
emissions, in a way that harnesses market forces. We need to make sure that skittish politicians don’t scuttle a promising program that could be a beacon for other states and countries. So how
can we employ brand marketing insights and strategies to provide a countervailing force?
It starts with taking back control of the conversation, by re-branding the entire effort.
Already, many law-makers are calling it a “hidden gas tax.” But what if you called it the “Clean Air Vote”? “Beach Preservation Fund”? “Forest Fire
Fighter”? The embarrassment of riches that make California one of the most desirable places to live in the world are under threat. Linking this price increase directly to them will probably not
take all the sting out of the increased prices, given our remarkably short-term brains, but it will hurt less. And give us a tangible sense of what our money is buying, by quantifying the benefits of
reduced emissions, in ways we can all understand and rally around. Enough with the metric tons of CO2 and particulate matter. California is experiencing its worst drought ever. Let’s
make this about keeping the water flowing.
In fact, why stop there? There’s no pain that a little ego massage can’t fix. If it hurts to pay more for gas,
let’s give out visible recognitions – bumper stickers that say “My 10 cents for clean air,” or our version of Livestrong or the pink ribbon. These campaigns and so many others
have shown us the power of badging. During World War II, citizens of the U.S. and the UK were urged to tighten their belt for the good of the nation and buy war bonds. They responded en masse, happily
embracing hardship for a higher cause. Let’s find that cause in our children and their future.
Next, fight back. Find a big enemy – the corporations, who benefit
way more than you do from a repeal of the cap and trade system. Make this about them. Shame them into doing their part, by celebrating the small steps each one of us is taking. Hey, if a family of
four making $80k a year can pony up for the environment, the Fortune 500 can, too.
And finally, mobilize your supporters. As all brands know, you don’t need to make
everyone like you if you have a vociferous group that loves you. In this case, that group is obvious – our children. Mobilize them in the Green Army, get them talking to their parents and using
social media to make this the biggest, most righteous cause of the year. Which it is.
Of course, even as we take these steps, there’s a simple utilitarian campaign the
government can conduct, showing us simple ways to reduce energy costs in other ways – car-pooling, driving better, using less heat and so on. Incentivize those behaviors and you may well find
that the net effect of cap and trade is to put money back in your pocket. Which would be the perfect win-win.
Whether you live here or not, raise your voice for cap and trade. Keep
California Golden. It’s good for the world.