Symbolism Matters
I’m very heartened by the news that President Obama is going to re-install solar panels on the White House, a whole quarter of a century since Ronald Reagan removed those put up by Jimmy Carter in 1979. Symbolism, yes, but symbolism matters. Remember PM David Cameron’s husky hugging back in 2006? Or his somewhat bumpy attempt to install a domestic wind turbine a year later? I was cynical at the time, but these were core parts of Cameron’s ultimately successful attempt to decontaminate the Conservative Party’s brand and make it electable again. In fact, he could do with some more symbolism now to back up his claim that his will be the “greenest Government ever” – there is plenty of work going on in the background, but we could do with something more tangible to chew on.
Like politicians, green business leaders have got to be seen to walk the talk. The message must go out to all stakeholders, both within and without the organisation – we mean green business. Some of this effort will undoubtedly be symbolic in nature to represent the wider programme.
There are two types of green symbolism:
1. Positive symbolism: being seen to embrace the new;
2. Negative symbolism: being seen to reject the old.
You can’t do 1 without doing 2. Having a Prius in your driveway is worthless as a symbol if it is overshadowed by a colossal SUV. These things matter.
1 Comment
Leave your reply.