Letter to the Editor

Adbusters Journal


Kalle Lasn's intriguing article on "rewilding the cultural environment" in volume 69 was filled with good information and insight, however it certainly leaves the reader at a critical impasse.

Lasn's got his heart in the fight, but the problem is he's in the wrong fight. A "battle for the mind" will not work. That's the same path that unsuccessful leaders throughout history have sought to promote their causes. Causes are most successfully promoted through either brute force (eg. Roman empire) or changed hearts on a massive scale (eg. the rise of Christianity, somewhat ironically at the time of Roman rule). Changing your mind might motivate you in some way, but changing your heart shifts the values of your life.

Being "not quite of this earth" (ref. First World Facismo, same volume) is exactly what should most motivate us to hold it in the highest of care. Say you're driving your new car and get in a minor accident. Sucks, but insurance will cover it, no biggie. Now say the same thing happens when your driving your friend's new car. Different feeling. The idea is that when you are entrusted with something, it gains a certain weightier value. Same goes for our planet - it doesn't belong to us.

Over-valuation of the planet earth for its own intrinsic qualities, rather than seeing it as a gift, given to us to be cared for and returned, leaves one at a dead end. True motivation for caring for something at a level that will bring meaningful change comes from love for someone outside of your own existence. Anything less - even love for the planet itself - is just selfish ambition to have a better place to exist in, while the self is here, or at best the hope of a self's progeny being guaranteed a better existence (which is really just self-perpetuation, not love).

I really, really love your magazine and where its going, although I'm probably about the furthest thing from your typical reader. I work for a massive global business consulting firm, and I happen to be an executive in my company's consumer products group. With a focus on Retail. I support the global war on terror if it means my children will have a safer world to live in, even if we got it off to a shitty, corporately driven start. I loathe the culture of shop, shop, shop, me, me, me, that we live in, and I'm an enthusiastic environmentalist. I'm a deeply reformed Presbyterian.

But you seem to promote a balanced and open attitude towards these many of these vital issues, and that's key. I hope that much of what you're pushing for you someday see. And, true to my consulting nature - I'm just trying to help you do it better, faster, more efficiently. See it as the gift it really is - then change will come.

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