Subjected to a heavy dose of this pitch, I found it fascinating to learn that Ford has decided that in order to preserve its F-150 stud vehicle's market share, the truck needs to become more fuel efficient. And that in order to accomplish this feat, the company is going to make new models of the truck 700 pounds lighter by replacing its steel body with aluminum. Only, according to reporter Craig Trudell, the automaker doesn't much want to advertise this innovative break with automotive tradition.
I think what's going on here is representative of how this country will go about coming to grips with climate change. Established institutions -- the automakers, insurers of property, even utilities -- have begun to grasp that their future success is going to depend on adaptation to a changing climate. They aren't going to want talk about this, to engage in the ideological battle over global warming. But the more functional ones will take incremental measures to ensure their own survival. They'll evolve.
These measures probably aren't enough. The changes human societies have set in motion are too vast to be met by the smarter elements in an anarchic market. But all of us need to be flexible enough to look at where we might find allies in the climate crisis in unusual places. This challenge needs everyone's best energies.