In his blockbuster best seller of 2008, “Hot, Flat, and Crowded” Tom Friedman describes “the astonishing expansion of the world’s middle class through globalization” which challenges our planet’s capacity to provide for the basic elements of food, air and water.  Simply, the rest of the world wants what we have and they want it now. 

Less walking:

China is now the number one car market in the world.  First time buyers account for 70% of purchases in China.  On the other hand, the auto fleet in the United States is shrinking. For the first time since World War II, more used cars were scrapped than new cars sold in 2009. 

More talking:

The number of mobile phone subscriptions worldwide is projected to reach 5 billion this year.  Ten years ago only 10% of Russians had a cell phone.  Today there are more Russian cell phone accounts than there are Russians.

Looking and feeling marvelous:

In five years toothpaste consumption in India has increased by over 40%.  Cosmetics maker Avon Products saw Latin American sales rise 29 percent while North American sales fell 7 percent during the most recent quarter.  South Korea is the leading consumer of Spam outside to the United States.  Over 40 percent of the Spam sold in South Korea is in the form of gifts and it is the only country in the world that sells Spam in boxed gift sets.

OK.  The Spam item is silly, but the point is that there are significant changes in global consumption which are happening at an alarming rate.  The politicized arguments about global warming have become distractions to the indisputable fact that a larger global population is consuming at an ever expanding rate.  On this we all agree.  The solutions which address this all consuming consumption are the same as those put forth to address global warming.  Let us focus on those truths we all support and acknowledge that this planet is not too big to be permanently ruined by man.

Understanding the concepts of clean technology finally gives you the chance to use every math, science and economics course you struggled through.  In many respects it is like learning a new language.  Hot, Flat and Crowded by Thomas Friedman and The Omnivore’s Dilemma by Michael Pollan are two great reads which provide the building blocks of knowledge for much of clean technology. 

If you have found your way to this blog, you probably have read Friedman’s book.  Subtitled “Why We Need a Green Revolution – and How It Can Renew America”, Hot Flat and Crowded pinpoints where we are and, in Friedman’s mind, where we should be going.  Go to Amazon.  Buy the book.  If you already own it, buy copies to give to your smart friends.  It’s less than $10.

The Omnivore’s Dilemma is an enlightened dissertation about everything we eat.  Pertinent to the understanding of clean technology is the first 119 pages about the industrialization of agriculture and the dominant position of corn in our economy and diet.  It’s also less than $10.  Read it and buy it for your smart friends who eat.

Both of these books are huge bestsellers for a reason.  Let us know what other books should be on our list to read and give.

AMAZON Link to Hot, Flat, and Crowded: Why We Need a Green Revolution–and How It Can Renew America

AMAZON Link to The Omnivore’s Dilemma: A Natural History of Four Meals