What the tobacco industry learned from the early days of “doctor recommended” cigarettes through to that hearing in ‘94, was that all it took to sell the idea that smoking was good for you - or at least not that bad - was a dose of misinformation combined with a perception of scientific legitimacy in questioning established research. By tossing out a reasonable sounding tidbit of information you can keep uncertainty alive in the public’s mind and thwart progress.

Which leads to the obvious conclusion that if plants need CO2 to grow, then more CO2, not less, is what the world needs now.

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They are everywhere. We can’t see them, but little by little they are destroying our way of life. But for the first time ever, they are being caught red-handed. They are greenhouse gases. And today Deutsche Bank unveiled the world’s first real-time carbon counter to measure these microscopic murderers.

Deutsche Bank’s 70-foot-tall digital billboard was unveiled today at 33rd Street and 7th Avenue in the heart of New York City. It stands right outside Madison Square Garden and Penn Station, displaying the running total of greenhouse gases in the atmosphere. Kevin Parker, Global Head of Deutsche Bank’s Asset Management division (DeAM) and a member of Deutsche Bank’s Group Executive Committee, switched on the counter at a ceremony this morning.

The belief that information acts as a catalyst for action plays the muse for the Carbon Counter’s creation. The number displayed on the scientifically-valid Counter is based on measurements that come from scientists at the Massachusetts Institute of Technology (MIT). The measurements track all long-lived greenhouse gases covered under the Kyoto and Montreal Protocols (24 gases excluding ozone and aerosols).

“It will be a huge task to bring global emissions under control and my hope is that putting this data in the public view will spur both governments and markets to move us more quickly to a low-carbon economy,” said Parker.

“The Carbon Counter is a bold new experiment in communicating climate science to the public,” said Ronald Prinn, Professor of Atmospheric Science at MIT. “With climate change in the news around the world, it is useful to have an up-to-date estimate of a single integrating number expressing the trends in the long-lived greenhouse gases contributing to that change. This number can help convey how fast these greenhouse gases are increasing, and the progress, or lack thereof, in slowing the rate of increase. The number on the Counter is based on global measurements. It shows the total estimated tonnage of these gases expressed as their equivalent amounts of carbon dioxide, with seasonal and other natural cyclical variations removed to more clearly reveal the underlying long term trends driven by human and other activity. It is indeed a number to watch.”

With carbon in the atmosphere reaching an 800,000 year high, it is indeed a number to watch. The number on the counter shows that the current quantity of long-lived greenhouse gases is 3.64 trillion metric tons. And that number is increasing by approximately 2 billion metric tons per month, a frightening amount.

“The science shows that unless this trend is addressed now there is a growing likelihood of increased warming and more severe disruptions for economies and societies,” said Parker. Scientists tend to agree with Parker. Scientists predict that if this trend continues there is an increasing probability of macro-climatic shifts that will create a self-sustaining cycle of rapid climate change.

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The process of tracking current carbon levels relies on regular measurement of long-lived greenhouse gas concentration data from equipment operated in dozens of locations around the world by the National Oceanic and Atmospheric Administration and NASA’s Advanced Global Atmospheric Gases Experiment. The total is re-calibrated every month as new data is brought in.

Because the goal of the Counter is to raise awareness and decrease carbon emissions, the Counter is carbon neutral. It uses low-risk carbon credits (CERs) to offset its energy use while the digital numbers are generated by 40,960 low-energy light emitting diodes (LEDs). It is possible track the number 24/7 at know-the-number.com and to receive Carbon Counter updates via twitter. A widget is also available for download.

In 2008 Deutsche Bank set a target to reduce its global carbon emissions by 20 percent annually and is committed to being carbon-neutral from 2013 onward.

Photo by Brandon Barrett, courtesy of Deutsche Bank

New Belgium Brewing Company already topped lists of sustainable beers.  Its reputation and practices earned Chief Branding Officer Greg Owsley a talk at last June’s Sustainable Brands Conference.  And now, the Colorado-based company has released its first sustainability report, which includes a life cycle analysis of a Fat Tire six-pack.

Triple Bottom Line

New Belgium’s sustainability report highlights what sustainable businesses call their “triple bottom line” - people, planets, and profits.  With companies from different sectors starting to embrace sustainability (e.g., Toyota and GE), New Belgium’s market share success provides more evidence for green business as good business.  The new report describes New Belgium’s ongoing and planned environmental and social initiatives, including renewable energy use, green building design, increased brewing efficiency, and a philanthropic bike festival (Tour de Fat).

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This is a guest post by Caitlin Sislin, a public interest environmental attorney in Oakland, California and founder of the Transformative Advocacy program of Women’s Earth Alliance.

Barack Obama is committed to slowing and reversing climate change. Environmentally-friendly initiatives such as green jobs are at the center of his economic stimulus plan. So it’s no surprise that Obama’s inauguration will have the smallest “footprint” of any president in history.

>>See Also: Obama Could be Just the Third President to Mention Environment in Inaugural Address

The four-plus million people expected to flood Washington, D.C. in two weeks will be treated to numerous eco-friendly perks:

• For the first time ever, the Environmental Protection Agency will advise event organizers on techniques for throwing a greener party.
• Festivities will include not one, but two carbon-neutral Green Inaugural Balls — one hosted by Al Gore.
• Organic food will be served at official events.
• Bicycle-riders will be treated to valet parking.
• Public restrooms will feature air dryers instead of paper towels.
• Many of the festivities will be lit using energy-efficient bulbs.
• All catered events at the House of Representatives will use compostable or biodegradable plates and utensils.
• A small-wind turbine display from Southwest Windpower and Mariah Power

Environmental groups will also be on hand, working to raise awareness about sustainability among the millions of event attendees. People for the Ethical Treatment of Animals will hand out used fur coats to homeless people, as well as hot chocolate with soy milk in cups that read “Thank You for Not Wearing Fur!”

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You look west to see a barren landscape, tumbleweed breezing lazily through the charred remains of a forest.  The rust laden skeleton of what used to be a city echoes the promise of a future long gone.  You are fighting out your days amidst gunfire and tribal warfare in armor composed of animal fur and long deserted hockey pads.  Ironically water isn’t the most important liquid on the planet that spins where the Earth once spun.  You begin to wash the grease smears off your face in a shallow pool…

…oh wait, am I jumping the gun here?

While our gas crises hasn’t quite reached ‘Mad Max’ proportions yet, things are close enough that the Alliance of Automobile Manufacturers will make this September “Green Check-Up Month.” After countless years of making oversized and inefficient autos, Ford and Chevy are now going to tell us how to save gas.

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