Mikael Colville-Andersen takes us on a fascinating journey through the history of bicycle advertising:
I have called environmentalism the greatest marketing flop in the history of homo sapiens. Just look at the past 40 odd years of focus on awareness and yet there are few people on the planet who are living the environmentalist dream. I lament that fact. It’s not hard, however, to see why it happened and continues to happen. There are few humans who react positively to sanctimonious finger wagging from sub-cultural groups that look down their nose at anyone who doesn’t adhere to their holy quest. Canadian writer Chris Turner describes it brilliantly in his book The Geography of Hope.
Unfortunately, so much bicycle advocacy seems to be inspired by the same messaging techniques. That whole goofy focus on “green”, saving the planet, reducing emissions, blah blah blah. If this line of guilt tripping hasn’t worked for the past 40+ years, it’s hardly going to kick in now, is it? Look at the marketing that people are subjected to 24/7 on all media platforms. Shiny, positive, professional. The bike geeks should stay the hell away from any form of advertising. Their sub-cultural approach is a failed one.