Brett sent me a link to the latest Viridian Design Note. Bruce Sterling has started to gloat, apparently "we are winning"!
We Viridians have beaten that clock. There is no need to wait for distant 2012 to declare victory in our war to make green trendy and to create "irresistible demand for a global atmosphere upgrade." Green will never get any trendier than it is this year. The atmosphere upgrade is on the way. That process won't be pretty, but it's going to happen.
The 2012 deadline for Kyoto is already a dead letter, because Kyoto was far too weak and too slow. We are going to see a series of monstrous efforts by large enterprises: private, local, state and national, to save whatever can be saved of the previous natural order. The primary motivator of this effort will be fear. The climate is changing much more quickly and more severely than anyone suspected it would. A rapid, ruthless, headlong clean-tech techno-revolution – in fact, a series of them – is the only global option with a ghost of a chance to save our smoldering planetary bacon. That's coming; it is under way.
This is my favorite bit, I think it's going to look particularly poignant in a few years ...
"Corporate Green." Get used to this. It's what's for breakfast, lunch and supper. You're going to get Corporate Green whether you like it or not. Green is is sexy as it's ever going to get, right now, 2007.
When the brown alternative begins disappearing wholesale, when that's simply unavailable and we have to live Corporate Green, then green will not be sexy. No, Green will just be what there is. Brown could not be sustained. So Brown died. Green will work better eventually, but when we first get it, the alpha- rollout of a sustainable world... man, is that ever going to suck. I own some eco-chic shoes. I had to stop wearing them because they were rotting right off of my feet. It'll be like that, okay? Only more so. We're not gonna win pretty; we are gonna win kinda ugly, frankly - but we are winning.
And I know have a new sig ... w00t!
Jump, boiling frog. Jump hard and fast. Good luck.