Why is 350 the most important number in the world? In what way are the world’s leaders deciding the future of the earth in Copenhagen this December? And despite Bill McKibben’s brilliance and his Deep Economy being one of my all-time favorite books, why did I leave his keynote address at the Muddy Boot Festival here in Portland last night a bit frustrated?
350 is shorthand for a survivable climate. Our atmosphere, the one that keeps us (and all other creatures) alive in this surprisingly delicate world, can safely contain only 350 parts per million of carbon dioxide. We’re already at 390, which is why glaciers are disappearing and global warming is progressing so much faster than scientists had predicted just two years ago.
In December, world leaders are meeting in Copenhagen to decide on carbon emissions policies (carbon emissions are the main cause of global warming). The U.S. has 4% of the world’s population, yet produces 25% of its carbon emissions, more per person than any other country. To date, we’ve done essentially nothing to contain ourselves (remember Kyoto, for example?).
The 350 movement, 350.org, is organizing an international day of climate action on October 24. Tens of thousands of people in 111 countries will do all manner of public demonstrations on October 24 — to create a highly specific expectation of the Copenhagen conference. That expectation is policies that will bring carbon dioxide down to a maximum of 350 parts per million.
Carbon emissions have indeed got to be regulated by governments to avert planetary disaster; the reductions will not happen voluntarily. And public pressure can influence top leaders. For example, Mr. McKibben reports that Barack Obama and Hillary Clinton while running for president last year both made their energy policies more climate-friendly as a direct result of public demonstrations concerning global warming. But here is my frustration:
Lacking in Mr. McKibben’s message and the otherwise excellent 350.org website is the truth that 350 means the business world and all our lives taking a sharp turn in the road. The burning of the coal and oil that create the carbon emissions is extremely profitable (think Exxon, for instance) and also makes our lives in the developed world much easier than they’d otherwise be (think traveling long distances at will, and using electricity unthinkingly).
For instance, I did not hear the word ‘sacrifice’ once in Mr. McKibben’s keynote, nor the phrase “smaller profits for businesses”. Governments are afraid to regulate carbon emissions because of these challenges: big oil and big coal are addicted to big profits, and the average citizen is addicted to cheap fossil fuels. World leaders are afraid they’ll get voted out of power if they create 350-friendly policies. We have to convince them that we’re willing to be the change that 350 represents, that we’re willing to contain our carbon footprints.
Getting carbon dioxide down to 350 parts per million will mean a sharp turn from business as usual. It means leading more disciplined lives, as nations, businesses, communities and households. If 350 is the most important number in the world, willingness to break our addiction to cheap fossil fuels is the most important message in the world.

Appreciate this consideration of McKibben. For two years when ‘Deep Economy’ was published, I spent a lot of time telling people this is a MUST read…
Indeed, nobody wants to really utter the word ‘Sacrifice.’ Or that what we are really facing is a true ‘Contraction’ economy, and not just a depression, or recession. And it is sad that elected people fear more for their positions than reality of our failing planet.
What I feel that we have to embrace, is that we are now in a ‘Transition’ economy. Which means that some major redefining of our dreams, from fantasy based to reality based. As you know, real happiness will only arrive by the latter, collaborative dream.
Anyway, change and adaptation. What a cosmic concept.
Speaking of radical business model change, just came across this amazing outside the box look from TED, at change and creative solutions that literally puts the ‘OLD’ business model on its head…
Change is happening, and thanks to the internet, this time it will not get buried…
http://www.ted.com/talks/dan_pink_on_motivation.html
Humans aren’t long for this world. The Earth has a way of self-cleaning the rubish and regenerating.
If humans survive and you think you will be one of them, you are most likely living in another dream.