This week has been heartening as corporations and people come together to try to pull us through the national disaster caused by Covid-19 and the resultant 21-day lockdown. Billions of rands have been donated. If you for a moment forget how people accumulate wealth, often at the cost of their workers and society, then this is a hopeful moment, illustrating how South Africans can help each other.
Public relations, in turn, owes its origins to a campaign to rehabilitate the image of John D Rockefeller, after his mining company murdered striking workers and their families. In one advert, the company said: “What on Earth is a carbon footprint? Everyone in the world has one. It’s the amount of carbon dioxide emitted each year due to the energy we use. Calculate the size of the household footprint, learn how you can reduce it and how we’re reducing yours …”It is genius. BP, like other major carbon polluters, has run orchestrated campaigns that want to pin the problem of emissions on people.
But what the oil giant was actually doing is known in the climate science community as a “deflection campaign”. If individual action is seen as the key to the climate crisis, corporations aren’t the focus of regulators, activists and people who worry about their future. And it’s not just oil and gas companies doing this sort of thing; big companies that take shortcuts and pollute are expert at deflecting the attention .
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