Clean energy efficacy: “Can’t” meets its match.

Climate solutions are not tweaks.  They’re a revolution.

Bob Doppelt at the Resource Innovation Group argues persuasively that big changes – fundamental shifts in beliefs, practices, goals, and results – require 1) dissonance (“this isn’t working”) 2) efficacy (“yes we can”), and 3) benefits (“hey, this is profitable/fun/sexy”).   These are necessary preconditions for the transition from an ecosystem of denial to a culture of responsibility.

There’s work to do on all three points.  But efficacy might be our biggest collective challenge.  Without it, we suppress dissonance and get mired in skepticism about benefits.

It’s hard to imagine how we tackle climate disruption without collective action on an unprecedented scale.  But the traditional vehicles of collective action at the national and international levels seem locked up, captured, kaput.  Congress’ epic failure to deliver a national climate policy was only partly about climate; the bigger factor was the wheels popping off the institution.  Cynicism is rampant (and justified, but useless).

Systemic collective dysfunction is a boon to defenders of fossil fuel dependence, since the clean energy revolution requires loads of collective efficacy.  They’ll never convince us that their way is better, so they have to demoralize us into believing that there is no other way.  That’s why they’re working overtime to undermine confidence in the clean energy revolution and the government’s ability to accelerate it.

Call in the efficacy brigade, intrepidly spearheaded by Climate Solutions co-founder Rhys Roth!  It’s no coincidence that he shares his initials with Rosie the Riveter.   Dude oozes efficacy.  And for the last few months, he’s been pummeling skepticism about the clean energy revolution.  Check out his review of the National Renewable Energy Lab’s Renewable Electricity Futures Study.

“You ever talk with someone who thinks you’re starry-eyed and gullible because you think a renewable energy future can work? I’ve got your answer….”  Read the rest at the Climate Solutions Journal.

One Response to Clean energy efficacy: “Can’t” meets its match.

  1. mildaykerr says:

    Excellent! Thanks… blogged here…http://bit.ly/MZ2moI

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