Mankind's responsibilities lay in its own hands

I heard a very interesting talk recently from one of the wisest men I know: Rabbi Dr Irving  Jacobs, about Genesis and the creation. It inspired me to adapt it as a piece for your own consideration when it comes to thinking about our commercial, political and social place in this world.

Today Gordon Brown announced that negotiators had 50 days to save the world from global warming and break the “impasse”.   He told the Major Economies Forum in London, which brings together 17 of the world’s biggest greenhouse gas-emitting countries, that there was “no plan B”.  World delegations meet in Copenhagen in December for talks on a new treaty.

As you may remember, the  Old Testament  starts by saying, “In the beginning G-d created heaven and earth.” It then lists the six days in which he created everything ex-nihilo.

On the first day he created light and divided the light from the darkness.
Second day, a firmament which divided the waters.
Third day, earth, seas and vegetation.
Fourth day, sun, moon, stars.
Fifth day, swarms of living creatures (insects) whales, fish and birds
Sixth day, live stock, land animals-  and then man
Seventh day – He rested.

So in the scheme of things, man came last.

Now there are two ways you can take this: either man was the pinnacle of creation – the ultimate earth-bound being – or in reality he comes even after the humble flea (day five).

In fact, even plants and trees (third day) come before man.

Returning to the issue of global warming… If our planet lost all its insects –  could it survive? Almost certainly not – after all, the smallest insect is crucial in the food chain and eco-cycle of the natural environment.

If our planet lost all its trees and plants – would it survive? Definitely not.

What if earth lost mankind itself. Would it survive? Could it cope without man’s technologies, industries,architecture and so on?

Which brings me back to Mr Brown and even Messrs. Black, White, Green and the Joneses that generally run things.

We live in a world where still too many detached commercial and political brands conceitedly believe that their long-held heritage guarantees their long-term security.

The new paradigm for brands, politicians and even perhaps society itself is to listen to and act upon what the ordinary, and perhaps to some titans of their industry and political parties consider as, just the “small and insignificant” say, feel and believe.

If not, perceptions of what today appears to be a view from the top can easily become altogether quite different.

For sometimes when our branded political and commercial leaders fall short of their responsibilities not even slick spin-doctors or strategic campaigns can redeem them.  And  its not just the electorate or shopper who loses out – but the shareholders of a far greater, yet  infinitely  more delicate and irreplaceable asset.

Here endeth the lesson – or begins it?

Jonathan Gabay

www.brandforensics.co.uk

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