Earth Hour Flips the Switch
If you didn't note Earth Hour last year, chances are that you will tomorrow. Tomorrow evening, as the clock ticks toward 8:30 P.M. local time, people, businesses and monuments around the world will dim their non-essential lights for an hour to auspiciously observe the growing global awareness of climate change.
This is the third year of Earth Hour, which is an initiative of the World Wildlife Fund (WWF). In 2007, it took place only in Sydney, Australia; in 2008, 400 cities around the world participated. Tomorrow, more than 2800 municipalities in 84 countries are expected to dim their lights, including Cairo, Egypt, which will lower the lights shining on the Great Pyramids at Giza, and the Eiffel Tower in Paris. McDonald's is going to lower the lights on its golden arches in 500 locations. The lights will dim (but not go out) on Broadway. Here in Chicago, the skyscraper that houses the AMA offices will shut off its recognizeable--and power-draining--top light, as well.
Power companies, such Commonwealth Edison in Chicago, are lending financial support to the initiatives. At first thought, it didn't make much sense to me. But on second thought, what better support does the Earth Day initiative have than that of companies that will lose a few bucks if people start cutting back? Chicago's participation falls under ComEd's parent company's Exelon 2020 effort toward energy efficiency and environmental programs. The Chicago effort for Earth Hour is also supported by the WWF, the City of Chicago and Leo Burnett (which explains how all those Earth Hour posters blanketing downtown got prime ad placement!).
All of these efforts ride the rising tide of sustainability, eco-awareness and the movement toward grassroots consumer action. Earth Hour isn't only in the purview of big brands though. It is accessible to all businesses, large and small, to promote sensitivity to environmental issues. Is your business participating?
