# Upon Further Review By:: [[Brian Heath]] 2022-10-09 I heard the other day that the carbon footprint idea was popularized by a British Petroleum (BP) advertising campaign. You might wonder why BP, a fossil fuel company, would advertise such a thing. It seems counter to their profit motive. If everyone knew the environmental issues related to carbon, wouldn't more people try to eliminate, or at least minimize, their use of fossil fuels? For some, the answer is yes, but for many others, the answer is no. If you are the kind of person who believes that you can make a difference in the face of overwhelming odds, you are likely to hear the message of carbon as a call to action. Regardless of the size of the problem, the fight is worth fighting. You start recycling, installing solar panels, and planting trees. You are willing to invest and sacrifice to achieve a greater good. However, if you are the kind of person who doesn't believe an individual can make a difference when facing insurmountable odds, you are likely to hear the message of carbon as a lost cause. Why fight a battle you can't win? Trust in the universe to figure things out. Meanwhile, you'll focus on fighting another battle. For marketers and public relations, the question is whether world view one or world view two is better for the client. If world view two is better, make the problem as massive as possible so more people give up. If world view one is better, emphasize how every person can make a difference in solving the problem. Both perspectives are paramount in many human stories, myths, and belief systems. The point is not to advocate for or against the carbon problem. The point is to highlight one aspect of how metrics and messaging can change the way we act and behave if we live an unexamined [[life]]. The next time you run across a metric or message, take a moment to analyze the situation. Why is this being presented to you? You might find something interesting about yourself and your community as you attempt to answer this question. Then you can make your path forward. #### Related Items [[Marketing]] [[Analytics]] [[Living]] [[Metrics]]