There is a well-known television series that perfectly explains the advertising industry (and American society in the 1950s): ‘Mad Men’. In the first chapter, the company Lucky Strike goes to the advertising agency with the need to rethink its message, for a society that already resonated with the first echoes of the harmful effects of tobacco. “What’s so special about your product?” asks an ad executive. “Nothing, all tobacco is made the same way: the tobacco is roasted, it follows the process…” replies a member of the company. And that’s where the main character turns on the light. “It’s toasted” (It’s toasted), he says. That should be the distinguishing message. Is all tobacco burnt? Yes, but no one else says it: “Lucky Strike is roasted, the rest – unhealthy.” This famous dialogue perfectly illustrates the importance of defining frames of reference when dealing with a reality. The structure of the story is the key to convincing the masses: the same thing happens with the environment or politics, and a good example of this phenomenon can be found in the ecocide of the Mar Menor. For this reason, those responsible seem more aware of the story than of the solution. Stories can be constructed in many ways: with labels, questions or statements. Podemos, during his first social ascent, incessantly repeated the concept of “caste” to define his opponents, to which they replied, “I am not caste.” Although they seemed to be defending themselves, the goal had already been achieved: they fell into the trap of speaking within the frame of reference initially established by Pablo Iglesias’ party. For example, let’s go back to the subject of the lagoon. No one (or very few) would dare claim that they are against ‘responsible’ farming to provide healthy, quality food and add value to the regional economy. But the frame of reference in which the discussion takes place is different. This was shown to us by Abraham Telles, one of the engineers, accountants and lawyers with whom we formed an advanced research group in Santiago de Chile, specialized in sustainable business, whose starting point was the review of the scientific literature related to ecocide. Mar Menor, on the basis of which it can be confirmed that what happened on the coast of Murcia is still the chronicle of a death foretold. Abraham is an entrepreneur: he has opened a restaurant in Patagonia, more precisely in the town of Cochamó, which means ‘where the waters meet’. There, more than 27 companies have requested the purchase of water rights to produce energy, an issue that has been opposed by the public. This is the case of the Spanish company Endesa, which previously renounced its rights to the Puelo River, due to the unfeasibility of the projects due to the lack of support from the local community. In addition, increasing production from salmon farms – influenced by the Argentine province of Tierra del Fuego’s ban on industrial salmon farming – is driving pollution of the river to unsustainable levels. Abraham wants to see his country grow and develop, but not at any price. Therefore, it wants to mobilize civil and institutional society in the area to bet on a market of responsible entrepreneurs, through circular economy initiatives and sustainable investments. Tourism activity has already reached Cochamó and is growing, and Abraham reads the experience of the Mar Menor with fear, fearing that the overpopulation will cause irreparable damage to the ecosystem. Not resigned, he developed a conscious tourism development initiative, which includes circular gastronomy, inclusive hotels and architecture, and a focus on outdoor activities, training and support of the different actors. Certainly, many will reject his proposals because the discussion today revolves around a different framework: they will tell him that he rejects capitalism, progress, that he is against foreign investment and job creation. In this false dilemma, he has only hope that the Chilean authorities will listen to him, and that a part of society today aware and committed to a sustainable future will join him in carrying out his initiative. Knowing that history does not deserve to be repeated twice, and knowing the case of the Mar Menor, he knows that the end of large-scale tourism exploitation is not a happy ending. In our Region, we are immersed in the municipal and regional elections of 28-M. Looking at the election campaign, it seems that our political leaders are living with their backs to reality: effects of climate change, change in business paradigm from the linear economy to the circular economy, the European commitment to the green transition and sustainable companies. etc. . An unfairness.
Source: La Verdad


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