Or so Honda would have you believe. Their newest Lexus campaign hitchhikes upon positive environmental developments in the world and links them to the latest Lexus hybrids.
An ad for the campaign — built around the slogan ‘Good things are happening today’ — in this month’s Wired features four newspaper clippings. Two herald advances in environmental science, another trumpets a deal to preserve a part of the Amazon basin and the last is one of the many recent reports documenting the rise in popularity of guerilla gardening. ‘The same spirit that drives these,’ says the ad of the news reports, ‘drives these,’ meaning the new autos, one of which has a base retail price of $105,000.
Nice try. And, sure, hybrids are better than non-hybrids. But it’s a mighty jump from greening blighted urban landscapes at the cost of a pack of seeds to gathering, shipping and processing the enormous volume of materials that go into even the greenest of cars.
It reminds us, as we’ve said before, that the greenest form of consumption is to avoid consuming wherever possible.
EarthQuaker 