Ellen’s Collaboration

Video Credit : Ellen MacArthur Foundation

I can’t decide whether I’m inspired or concerned by this little film from Ellen MacArthur.

It seems to focus quite heavily on cars, and one of the collaborators is Renault.

It also talks a lot about electricity, and another one of the corporate names shown is National Grid.

And then it also talks a lot about waste, and the company that sponsored Ellen’s sail around the world was B&Q, the chain that spawned a thousand home makeovers.

None of these companies appear to want to follow the sustainability principles spelled out in the movie.

Is it just a little bit too high-brow to be talking of “closing the loop”, when most people in the world are simply concerned with finding their next meal or coasting towards their next pay cheque ?

Who is this video designed for ? What’s the intended audience and how are they being asked to respond to it ?

Tell me I’m wrong to be ever-so-slightly sceptical.

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Just what are they brewing ?

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