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Advertising Overview - Ben and Jerry's

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“Made of something better.” This is the slogan adopted in 2013 by the the prominent ice cream manufacturer “Ben and Jerry's”. It speaks to a growing movement, one that is in many ways an offshoot of the Counter culture an era long bygone now but the impact this moment in the unfolding of modern history would give rise to a methodology of existence. That if taken seriously would have far reaching implications to this day. “Sustainability” is an idea based on the following principle: Everything that we need for our survival and prosperity is linked either directly or indirectly to our environment, biosphere or, for a lack of a term not yet know by this author, our entire planet. The goal is to cultivate conditions in which humans and nature can exist cohesively with the end result to preserve our planet for our selves and future generations, as well as our fellow carbon based denizens so that there may be a future to look forward to. Sustainability provides a framework on which we can reshape human society. Nearly 40 years ago today the groundbreaking academic work, and perhaps one of the most widely read works on environmentalism, was published. Commissioned by the Club of Rome an international think tank seeks to “ identify the most crucial problems which will determine the future of humanity through integrated and forward-looking analysis; to evaluate alternative scenarios for the future and to assess risks, choices and opportunities; to develop and propose practical solutions to the challenges identified; to communicate the new insights and knowledge derived from this analysis to decision-makers in the public and private sectors and also to the general public and to stimulate public debate and effective action to improve the prospects for the future”(Club of Rome). This publication would become know as The Limts of Growth, written in 1972. The Limits of Growth was put forth by MIT researchers whose work entailed the use of the World3. World3 was, and still is, a way to model large systems inside a computer simulation of the interconnected relationships between population, industrial growth, food production and limits in the ecosystems of the Earth. These simulations modeled the consequences of our (human species) synergy with the Earth. The group using the World3 model developed and analyzed 12 scenarios that showed different possible paths for the Earth's future,environmental outcomes of world development over 2 centuries from 1900 to 2100. The World3 scenarios explored how population growth and the amount of natural resources used by a civilization interacted to impose limits to the growth of the engines of economics and industry. The book in 1972 show a world in “overshoot” so far as to find ourselves in a situation where we are using our resources beyond the carrying capacity of the planet. The authors of the The Limits of Growth state “we are interested only in the broad behavior modes of the population-capital system. By behavior modes we mean the tendencies of the variables in the system (population or pollution, for example) to change as time progresses. A variable may increase, decrease,

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