Originally posted on CleanTechnica
Climate change is a challenge unlike any other ever faced by humanity. It is the slow creep of change starting as a result of actions taken by humanity, building industries that helped hoist us out of thousands of years of toil into decades of technology-enabled prosperity.
But that prosperity exacted a toll that amassed into a series of inconvenient realities that have begun to confront humanity in ways we never could have imagined. Further complicating an already unenviable scenario, the fortunes extracted from the earth were redirected on humanity to intentionally obfuscate the truth, to intentionally introduce doubt to the equation.
These “Merchants of Doubt” had vast funds at their disposal and leveraged past experience to skillfully muddy the waters of truth, converting millions over to the opposition. These factually challenged fellows fight for the old way. They fight for antiquated methods and gladly embrace the blindfolds that keep them in the dark.
The great iron of the climate change challenge is that the solutions humanity needs to leverage to reduce emissions at a rate necessary to avert catastrophic climate change already exist. We can generate power in renewable, sustainable ways that are more than sufficient to provide for our current needs and even well into the future.
Electric personal transport, mass transit, and bulk commerce solutions exist and are already being deployed around the globe. Adding insult to injury, many of these technologies are cost competitive with legacy power generation and transportation solutions today, without government subsidies. Change, it turns out, is not easy.
Distilling the problem down to the core issues and pairing them up with respective potential solutions has already been done for many cities, states, and even whole nations.
The missing technological development is not, in fact, another clean technology. We don’t need another 10% efficiency improvement in photovoltaic solar panels or another 200 miles of range in electric cars or even lower-cost lithium-ion batteries for cheaper grid-scale battery installations.
What we need is to get clear on the facts. As President Obama recently stated in an interview with Bill Maher, because of this obfuscation, “people have difficulty now just sorting out what’s true and what’s not.” With the explosion of social media over the last 5–10 years, the way people get their news … and the facts that it should contain … has radically changed.
Now, one zinger headline on a clickbait article or picture with a catchy caption can provide a critical mental linkage that reinforces a social or political bias subconsciously. What’s scary is that, as the 2016 US election proved, the facts don’t even matter too much. You read that right — it doesn’t matter if the article, headline, or picture is true.
We latch onto them and share them out to our friends and the echo chamber effect continues. Obama triaged the struggle to communicate the facts, asking “How do we create a space where truth gets eyeballs?” He closed the segment with the summary problem statement: “Let’s agree on facts then argue about means after that.”
Ultimately, this single item — developing and leveraging technology to communicate the facts to the public in a way that is universally accepted — is the largest challenge facing climate change. The day we can communicate truths and facts to the public in a way that’s meaningful and believable is the day the masses will start working in earnest to make the required changes to avert catastrophic climate change.
We already have the technical solutions we need to solve the problem. But it’s all for naught if the people don’t take action.
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