Thursday, November 20, 2008
My buddy English sent me a great article examining the Ad Council's "Keep America Beautiful" campaign as it shifted American's focus away from the question of whether disposable packaging should exist, to simply how to 'properly' dispose of it, thus ushering in the age of disposable everything.
here's the gist:
"The packaging industry justifies disposables as a response to consumer
demand: buyers wanted convenience; packagers simply provided it. But
that’s not exactly true. Consumers had to be trained to be wasteful.
Part of this re-education involved forestalling any debate over the
wisdom of creating disposables in the first place, replacing it with an
emphasis on “proper” disposal. Keep America Beautiful led this
refocusing on the symptoms rather than the system....At the same time,
the container industry lobbied hard behind the scenes. In 1957, with
little fanfare, Vermont’s senate caved to the pressure and declined to
renew its reusable bottle law. In 1960, the year Keep America Beautiful
teamed up with the Ad Council, disposables delivered just 3 percent of
the soft-drink market. By 1966, it was 12 percent, and growing fast. As
was the Ad Council. By then it was the world’s biggest advertiser."