The environmentalists market feelings not facts.

It is a telling situation when environmentalists use high dollar marketing consultants to figure out how best to sell their ideology to the average American. When facts and reality are not good enough, envro-power-brokers use slight of hand to push through their Utopian visions. Their true agenda could not be more transparent in its deceitfulness. How ironic, and condescending.

Joe Queenan reports:

The environmentalist movement has an image problem. Greens are losing the battle . . . because they continue to use antiquated, in-your-face terms like "global warming," "cap and trade," and yes even "the environment." So says a new report by ecoAmerica, a cutting-edge, Washington-based nonprofit that specializes in environmental marketing and messaging, as reported in the New York Times.

According to ecoAmerica, which has conducted rigorous, focus-group research in this area, environmentalists are taking it on the chin because politically charged terms like "global warming" conjure up images of hirsute, confrontational '60s types. "When you say 'global warming,'" Robert M. Perkowitz, ecoAmerica's president and founder, told the Times, "a certain group of Americans think that's a code word for progressive liberals, gay marriage and other such issues."

ecoAmerica recommends that environmentalists mothball the textured scientific lingo and get right down to the nitty-gritty. That means ditching excessively technical terms like "carbon dioxide" and substituting catchy phrases like "moving away from the dirty fuels of the past."

EcoAmerica also recommends jettisoning the cumbersome term "the environment" and replacing it with the infinitely more felicitous "the air we breathe, the water our children drink." The organization probably got paid tons of money for this high-level research, so its advice should not go unheeded.

http://online.wsj.com/article/SB124217566996913283.html