Why waste oil burning it when we can use it to make things?

The cost of <em>not</em> switching to renewables.

Grist's David Roberts highlights a really important piece of research by the World Future Council, examining the non-climate-change-related cost of not switching to renewables.

The reasoning is simple: fossil fuels can be burned to make energy, or used as a raw material (e.g. for production of plastics). Every barrel of oil we burn for energy is therefore a barrel which we can't use as a raw material. Thus:

Their burning — whenever they could have been replaced by renewables — is costly capital destruction.

The report concludes that the "future usage loss" resulting from current consumption is between $3.2trn and $3.4trn a year.

Roberts writes that "the exact numbers here are, like numbers in all economic modeling, probably going to turn out to be wrong," and he's definitely right. At first glance, the most important thing absent from the initial paper is no discussion of the difference between present and future value.

This isn't just the problem that resources worth $3.2trn at today's prices might not be worth that at tomorrow's; its also that rigorous economic analysis always discounts the future.

Consider it this way: if you had the option to be paid £100 now or £100 in a year, you would clearly choose the former. The money in the future is less valuable, even though it is nominally the same amount. That's partially because people want things now, of course; but it's also because if you took the £100 now and put it in a savings account, it would be worth more than £100 in 12 month's time. (And let's not even begin on the discussions of how new technology will change the value of fossil fuels as raw materials in ways we can't begin to predict. How will things change, for instance, if conductive plastics take off?)

The same thinking needs to be applied to the question of the "destruction" of potential resources. Their value today — and thus the degree to which they ought to encourage us to switch to renewables — is lower the further into the future we are going to use them.

But really, the discussion of the actual value is slightly moot. Unless we're doing a massive overview of the costs of climate change mitigation — a second Stern report — then we can't properly weigh those costs against all the others. What we can say is that this is an under-discussed benefit of switching to renewable technology sooner rather than later, and of promoting climate change prevention rather than mitigation.

Incidentally, the research also provides a counter-point to the claim that it's not safe to leave fossil fuels in the ground. That's the argument that:

If we build enough renewable energy capacity to supply our entire system, there are still fossil fuels ready to burn. The people who built the renewable capacity may not want to burn them – but what about the next government? Or the next generation?

One option is to prevent future irresponsibility by burning fossil fuels today but with carbon capture and storage, ensuring that the carbon goes back underground. But another option is to switch to renewables and then continue using the fossil fuels for material production, locking up carbon not in vaults underground but in plastics.

In that analysis, even landfills get an image rehabilitation. They become gigantic carbon sinks, encouraging further use of fossil fuels as raw materials, removing more and more potential atmospheric carbon from circulation. There's hope for everyone yet.

Photograph: Getty Images

Alex Hern is a technology reporter for the Guardian. He was formerly staff writer at the New Statesman. You should follow Alex on Twitter.

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Harmful gender stereotypes in ads have real impact – so we're challenging them

The ASA must make sure future generations don't recoil at our commercials.

July’s been quite the month for gender in the news. From Jodie Whittaker’s casting in Doctor Who, to trains “so simple even women can drive them”, to how much the Beeb pays its female talent, gender issues have dominated. 

You might think it was an appropriate time for the Advertising Standards Authority (ASA) to launch our own contribution to the debate, Depictions, Perceptions and Harm: a report on gender stereotypes in advertising, the result of more than a year’s careful scrutiny of the evidence base.

Our report makes the case that, while most ads (and the businesses behind them) are getting it right when it comes to avoiding damaging gender stereotypes, the evidence suggests that some could do with reigning it in a little. Specifically, it argues that some ads can contribute to real world harms in the way they portray gender roles and characteristics.

We’re not talking here about ads that show a woman doing the cleaning or a man the DIY. It would be most odd if advertisers couldn’t depict a woman doing the family shop or a man mowing the lawn. Ads cannot be divorced from reality.

What we’re talking about is ads that go significantly further by, for example, suggesting through their content and context that it’s a mum’s sole duty to tidy up after her family, who’ve just trashed the house. Or that an activity or career is inappropriate for a girl because it’s the preserve of men. Or that boys are not “proper” boys if they’re not strong and stoical. Or that men are hopeless at simple parental or household tasks because they’re, well...men.

Advertising is only a small contributor to gender stereotyping, but a contributor it is. And there’s ever greater recognition of the harms that can result from gender stereotyping. Put simply, gender stereotypes can lead us to have a narrower sense of ourselves – how we can behave, who we can be, the opportunities we can take, the decisions we can make. And they can lead other people to have a narrower sense of us too. 

That can affect individuals, whatever their gender. It can affect the economy: we have a shortage of engineers in this country, in part, says the UK’s National Academy of Engineering, because many women don’t see it as a career for them. And it can affect our society as a whole.

Many businesses get this already. A few weeks ago, UN Women and Unilever announced the global launch of Unstereotype Alliance, with some of the world’s biggest companies, including Proctor & Gamble, Mars, Diageo, Facebook and Google signing up. Advertising agencies like JWT and UM have very recently published their own research, further shining the spotlight on gender stereotyping in advertising. 

At the ASA, we see our UK work as a complement to an increasingly global response to the issue. And we’re doing it with broad support from the UK advertising industry: the Committees of Advertising Practice (CAP) – the industry bodies which author the UK Advertising Codes that we administer – have been very closely involved in our work and will now flesh out the standards we need to help advertisers stay on the right side of the line.

Needless to say, our report has attracted a fair amount of comment. And commentators have made some interesting and important arguments. Take my “ads cannot be divorced from reality” point above. Clearly we – the UK advertising regulator - must take into account the way things are, but what should we do if, for example, an ad is reflecting a part of society as it is now, but that part is not fair and equal? 

The ad might simply be mirroring the way things are, but at a time when many people in our society, including through public policy and equality laws, are trying to mould it into something different. If we reign in the more extreme examples, are we being social engineers? Or are we simply taking a small step in redressing the imbalance in a society where the drip, drip, drip of gender stereotyping over many years has, itself, been social engineering. And social engineering which, ironically, has left us with too few engineers.

Read more: Why new rules on gender stereotyping in ads benefit men, too

The report gave news outlets a chance to run plenty of well-known ads from yesteryear. Fairy Liquid, Shake 'n' Vac and some real “even a woman can open it”-type horrors from decades ago. For some, that was an opportunity to make the point that ads really were sexist back then, but everything’s fine on the gender stereotyping front today. That argument shows a real lack of imagination. 

History has not stopped. If we’re looking back at ads of 50 years ago and marvelling at how we thought they were OK back then, despite knowing they were products of their time, won’t our children and grandchildren be doing exactly the same thing in 50 years’ time? What “norms” now will seem antiquated and unpleasant in the future? We think the evidence points to some portrayals of gender roles and characteristics being precisely such norms, excused by some today on the basis that that’s just the way it is.

Our report signals that change is coming. CAP will now work on the standards so we can pin down the rules and official guidance. We don’t want to catch advertisers out, so we and CAP will work hard to provide as much advice and training as we can, so they can get their ads right in the first place. And from next year, we at the ASA will make sure those standards are followed, taking care that our regulation is balanced and wholly respectful of the public’s desire to continue to see creative ads that are relevant, entertaining and informative. 

You won’t see a sea-change in the ads that appear, but we hope to smooth some of the rougher edges. This is a small but important step in making sure modern society is better represented in ads.

Guy Parker is CEO of the ASA