Perspectives

"For every complex problem, there is an answer that is clear, simple, and wrong." H.L. Menken.

Make My Money Matter hits a home run with some irresponsibly fabulous advertising! I genuinely congratulate Lucky Generals, it's an excellent piece of work, and alas, Mencken aptly captures its nature.

The campaign deserves praise for its screaming success, gaining traction across from The Guardian to GB News, via HuffPost and even the Bracknell News. It's brilliant content, so I doff my cap. I commend any attempt to stimulate discussion on the pressing issue of transitioning from fossil fuels, but I also hope that not that many people take their advice before considering the full consequences.

In their zeal to advocate for change, Make My Money Matter have perhaps fallen into Mencken's trap of oversimplification.

There is broad consensus on the need to move away from fossil fuels, yet the campaign overlooks a critical aspect: the profound integration of these fuels in our daily lives.

Fossil fuels are not just about energy; as Loughborough University research shows, everyday items like nail varnish remover and shampoo often originate from them​​. This complexity is often underappreciated.

An abrupt end to the funding of fossil fuels, as suggested by the campaign, could result in consequences more severe than the worst-case climate change scenarios. It's a situation where the proposed solution might exacerbate rather than alleviate the problem.

As we adapt to a low-carbon future, fossil fuels still play a crucial role in mitigating the effects of climate change. Rushing to simple, clear, and wrong solutions, as Mencken warned, leads us nowhere.

The consequences of an abrupt halt in fossil fuel funding could be dire: energy shortages, economic disruptions, and a negative impact on industries and everyday products that rely on these fuels​​.

This raises a question about the campaign: is it driven by heartfelt naivety or a form of cynical recklessness to promote a brand with appealing, yet possibly dangerously misleading taglines?

Or, as happens a lot, am I overthinking this?

I believe navigating the path to a sustainable future with a nuanced understanding of the complexities involved is crucial. I know that's not popular with politicians or activist groups, I know it's not sexy, and I know it runs the risk of being deliberately misinterpreted. I also know that standing in the middle of the road gets you run-over. But the subject of climate change and how to respond will be the question of our generation, and I think it's worth the risk. The transition must happen. But it also must be gradual, informed, and technologically supported to ensure we can take people with us and we don't replace one set of problems with another.

There is however one thing I do absolutely agree with Oblivia Coalmine on: that wind turbines are not a ubiquitous long-term answer. Now, can someone pass me my tin hat please.