The adage “Murphy’s Law” refers to the idea that anything that can go wrong will go wrong. You forget your umbrella and it will be sure to rain; your computer crashes at the worst possible moment; your worst itch is always where you can least reach it, and so on.
Similar sentiments are centuries old: E.g. Augustus D. Morgan, a British mathematician, wrote in 1866: “Whatever can happen, will happen”; Alfred Holt, an engineer, wrote in 1877: “It is found that anything that can go wrong at sea generally does go wrong sooner or later.” British stage magician Nevil Maskelyne wrote in 1908, “Everything that can go wrong will go wrong.”
But who was Murphy? And why is it his law? I’d always assumed that Murphy was either a fictional black sheep created to blame everything on, or someone from a century or more ago, much like Hobson of the “Hobson’s Choice” idiom; but Murphy’s Law comes from the 1940s aerospace era.
The “law” was coined by and named after Edward A. Murphy Jr. (b.11 January 1918; d.17 July 1990): Born in the Panama Canal Zone in 1918, he finished high school in New Jersey and eventually graduated from West Point in 1940, joining the Army Air Corps, serving in the Pacific Theatre of World War 2, and in the Korean War, reaching the rank of major. According to his obituary on findagrave.com, he is credited with design work on crew escape systems for some of the most famous experimental aircraft of the 20th century, including the F-4 Phantom, the SR-71 Blackbird, the X-15 rocket plane, and later the Apache helicopter. He also worked on safety and life support systems for NASA’s Apollo space missions. Although he was apparently chagrined by the namesake, he believed in the concept as a key to good defensive design – that one must always assume worst-case scenarios and work to counter them in thorough planning, engineering and execution of mechanical designs.
Around 1948, Murphy and his team were testing rocket sleds, which were used to test the acceleration of equipment deemed too hazardous to test in a piloted aircraft and also to test missile components without risking actual (more expensive) missiles in the testing. The saying arose when training his engineers to avoid designing missile components that could be confused one for another; he said, “If a part can be installed in more than one position, it will be incorrectly installed in the field.” Perhaps Murphy was familiar with the sentiment of those past engineers, given his background in engineering, but wherever it came from, his name was attached and, as they say, the rest is history.
Edward Aloysius Murphy Jr, in his West Point uniform
I’m fascinated by a few aspects of architecture in particular, such as doorways, knockers, unusual features such as sundials on the sides of buildings, mural paintings (here in Switzerland, these are sometimes hundreds of years old), and shop signage – you’ll see the latter even in the smallest town here.
This past summer, my husband and I rented a motorhome and travelled mostly in eastern Switzerland. I would say that 90% of my photos were of shop signs! I find that if you focus in on one topic, you’ll begin to see that thing everywhere.
Known as commercial signage or trade signs, such symbols of a shop’s products have been used as far back as ancient Egypt. As many people were illiterate, the pictorial shop sign not only advertised what was for sale in a shop but also distinguished the shops with similar items. By the mid-15th century, English laws even required shops that sold ale to hang a shop sign out; it made inspections of the quality of the ale easier. Some signs were temporary; for instance, if a woman made more ale or bread than her family could consume, she would put out a sign to sell the surplus and thus earn a bit of money. In the narrow streets of medieval towns, signs might be so large as to nearly touch the building on the other side of the lane, and they could become a hazard to passing horsemen or coachmen. By the mid-16th century, regulations were passed to limit the size of signage, and the securing of the sign to the building to avoid it endangering passersby. In Britain, hanging signs were eventually phased out in favour of what were are most familiar with – a flat sign denoting the store along the space above the front windows. But here in Switzerland, shop signage is everywhere – not just old, but also newer additions.
The development of the signs, including elements of guilds or heraldry symbols, led to competition between blacksmiths to create the most elaborate ironwork. The signs evolved from simple displays of ware to symbolic representations of a shop owner’s name or a heraldic connection or patronage of royalty (e.g. a crown). Examples might include shoemakers displaying a shoe or gilt boot, bakeries displaying bread, and haberdasheries displaying a needle and thread or a coat.
Here is just a fraction of the signs I photographed during our holidays, with brief explanations:
The building from which this sign hangs was built originally in 1664, and renovated to the current form in 1830. It was originally an inn/tavern on one side, and a forge (blacksmith) on the other. The Raven, as a tavern, took its symbol from the legend of St. Meinrad (797-861 AD); he was a hermit who rescued two young ravens from a sparrowhawk and raised them in his hut in the Finstern Wald (dark forest). In 861, he was murdered by two robbers; when they realized what they’d done, they fled to Zürich, but the crows followed them into a tavern and attacked them; the others present thought it unusual, so they took the men captive; they confessed, and were executed. The raven became a symbol of inns along a pilgrimage road; it was sometimes combined with a wine jug and bread.
The Hotel Santis sign has a few symbols: The wine is an obvious reference to a tavern, pub or inn; the pine cone is an interesting addition: It was the symbol of the field sign of the Roman legion stationed in Rhaetia in 15 BC, and hence it is used as a heraldic charge (an emblem on a shield). It may have been included in this sign to proclaim a good place for soldiers to eat or sleep, or as an advertisement that it was protected under a legion or unit of the military at a time when such protection would have been welcome. The bell symbolized a pilgrimage or an invocation of guardian angels over a premises.
I think this is fairly clear – it’s a bakery!
This building is a pharmacy; the front of the building is a beautiful example of the mural painting I mentioned earlier; these panels represent the herbs and flowers used medicinally. The saying painted toward the right side reads: Vielerlei Kraut gegen Leibesnot, aber kein einzigs wider den Tod (Many herbs against bodily pain, but none against death).
This symbol denotes a carpenter’s shop.
This café sign would be clear from any stagecoach stopping for a break and horse change what could be expected inside. The figures are dressed in traditional Appenzeller clothing.
And lastly, here’s a traditional sign with a modern addition: It’s a hunting lodge, or inn that serves wild game meat. Next to it, peeking around the corner, is a figure from a toy shop.
Do you ever have those moments where you catch yourself thinking about the simplest of things in life? Things that are common to you, yet you’ve never stopped to think about why you call something by a certain term and where those words or phrases come from? I do, with alarming frequency… I guess it’s the product of a curious mind.
I have long hair; so long that, if it’s not in a braid or some other up-do, I’d be sitting on it with ease. I braid it every day and every night – otherwise, it tangles. And thus, while brushing my hair out this morning, the word tangle tangled in my tangled mind. As someone once said, my hair isn’t messy; it’s just erupting with awesomeness.
As a verb, meaning “to knit together confusedly, encumber, or enmesh”, it came into English in the mid-14th century via Old Norse þongull, meaning seaweed, from the Proto-Germanic thangul. Other Germanic languages have related words: In both Dutch and German, we find Tang (seaweed), and in Frisian we find Tung [Frisia is a cultural region that lies over the border between the Netherlands and Germany.] Looking at the image below, it’s easy to imagine a ship’s tackle becoming entangled in the tang…
Image Credit: The Norwegian Blue Forests Network
As with any useful word, it began to collect variations: The transitive sense of entrapping someone or bringing someone under one’s influence; the sense of fighting with someone; Tanglefoot was a western slang meaning strong whiskey, and tanglesome (1823), meaning complicated.
So I hope I’ve untangled the origins of this tanglesome word! Have a great, untangled week!
My husband and I were having lunch recently, and a package of Swedish crackers was on the table; I pointed to the brand name, Pågen. In English, our pronunciation of these vowels would lead us to say pagan /pæg-in/, whereas the Swedish would rather be more like /po-gen/. I just mentioned that English might have sounded similar to that before the Great Vowel Shift, which he’d never heard of (being Swiss, it’s not likely he would be familiar with this aspect of English etymology), so I promised to write a blog about it; here we go!
The term Great Vowel Shift was coined by the Danish linguist, Otto Jespersen (1860-1943), who specialised in the English language. Though the GVS is considered a single event (because of the changes being viewed as part of a chain reaction, with each vowel sound changing in a predictable way), the actual transition of English pronunciation was gradual, taking place over about 200 years, from ~1400 to ~1600. The shift began in Middle English, which was spoken from 1066 until the late 15th century – that form familiar to Geoffrey Chaucer (though his pronunciation would be unintelligible to us, his words still survive through his famous Canterbury Tales) – into Early Modern English (from the beginning of the Tudor period through to the Stuart Restoration period); Shakespeare would have been familiar with it. From there, English transitioned into Modern English in the mid-to-late 17th Century.
The main changes were that, from Middle to Early Modern English, the long vowels shortened; weef became wife, moos* became mice, beet became bite, and so on. (*The word moose entered English through Native American languages in 1610). I will also mention that in Scottish, a lot of the older vowel pronunciations still exist; house is still huus, full is homophonous with fool, etc.
Here’s a look at just how the English vowels shifted:
Source: SlideShare
If you’ve been paying any sort of attention to English, you’ll know that our spelling is a bit chaotic; the language is full of homonyms, which are divided into either homophones (words that sound the same but have different spellings, e.g. beet and beat; bear and bare; to, too and two), or homographs (two words with differing meanings, same spellings, but not necessarily the same pronunciation: e.g. bank [of river; finance] or agape [with mouth open; love], or entrance [a way inside; to delight]) or tear [ripping; crying]. These -graphs and -phones came into English from regional dialects that were transported as migration and cultural mixing took place, and the GVS added its two pennies to the mix. Just think of the variety we have in the sounds /ea/ (bread, beat, bear, break); /oo/ (look, spool, blood); or /gh/ (through, cough, sight).
Certain factors contributed to the speed of language shift: The Black Death (1346-1353) wiped out up to 50% of Europe’s population. Stop a minute and let that sink in. What if the population of your town were reduced by half? And the next town, and the next. That single event changed the course of history on many levels; surfs could finally demand better wages wherever they ended up settling; if you lived in a town that no longer had the skills of a baker, blacksmith, or any other trade you’d depended on, you’d move to where those services existed – and jobs existed – and that meant places that had been hit the hardest by the plague and thus where everyone else was migrating, such as London. As mass movement followed the epidemic, people brought their dialects and their spellings with them. It began to converge into a new, distinct way of speaking, thinking and spelling. The geopolitical climate of the time also influenced English; England and France have been annoying each other for over a thousand years; whenever England was enamoured by all things French, they tried to emulate their pronunciations. That influence came and went; in one such moment, the pilgrims set sail for America (1620), taking a time capsule of the language with them, while England’s English continued to be influenced by French up until the French Revolution, when it quickly fell out of favour in England, though the changes had already taken place (one example is the American /k/ in schedule, closer to the original Latin, while the English say /sch/ without the /k/, which is closer to the French cedule). This factor of influence also affected differences of speech between the lower class and upper class at that time; the upper class wanted to sound more posh, more fashionable, and above all, not like the lower class.
A major contributing factor to our chaotic spelling is that ca. 1440, the Gutenberg printing technique was introduced, and by the 1470s, William Caxton had imported the invention to England; we have him to thank for Chaucer’s Canterbury Tales being known today, as that was the first book he printed in England. We also have him to thank for the influence of Chancery English (the English used by the secretariat of King Henry VI) in the standardization of the language, as he used it as his own guidelines in printing. The vowels had already begun to shift by that time; enter the written word, a rise in literacy, and you have the jumbled effects of “mid-shift” on English spelling – people began to adapt their pronunciation to the written word, so whichever form the printer used is the one that began to prevail, even though some sounds were still in transition. Like nailing down jelly. You could say that many of our odd spellings are simply a snapshot in time.
It is also important to point out that the GVS didn’t have the same influence everywhere: The main changes occurred around London, but the farther away you move from that epicentre, the less the effects on the local dialects, which still holds true today – though gradual merging has allowed people from, say, Cornwall, to understand people from Yorkshire – which wouldn’t have been the case centuries ago. Even though they can understand each other, their dialects are still distinct. I’ve already mentioned that Scots English (as opposed to Gaelic) still retains many of the longer vowels long since lost in standardized English; being so far from London, they simply ignored them. English may be taught in their schools, but Scots dialects prevail in the home and hearth. Regional dialects in English exist the world over, and though spelling and pronunciation may differ from region to region, and the language continues to be a living, breathing, growing and changing being, it’s still a language that enables the modern world to communicate, whether English is their mother tongue or not.
Dr Samuel Johnson (1709-1784) was an English poet, playwright, essayist, moralist, literary critic, sermonist, biographer, editor, and lexicographer, and his writings have lasted the test of time. He has been called “the most distinguished man of letters in English history” (The Oxford Dictionary of National Biography). His most notable work is “A Dictionary of the English Language” (1755), though he was a prolific writer in every expression of the craft.
Based on biographies by those who knew him, such as his friend, James Boswell, his mannerisms and behaviours were so well documented that a posthumous diagnosis of Tourette’s Syndrome can be attributed to him. The most famous portrait of Johnson is the one above, painted by Joshua Reynolds, with whom he founded The Literary Club in 1764. The club would meet regularly, and included members from the literary and historical disciplines; membership was by unanimous election only; if a nominee was undesirable, a member could submit a black ball (white and black balls were likely deposited in an urn to keep the vote confidential). The term “to blackball someone” arose in 1770, and it means “to exclude from a club by adverse votes”. It may have originated at this club or simply have been a general practice employed in clubs and societies around this time.
So, without further ado, here are 10 quotes by Dr Johnson:
“I know not, Madam, that you have a right, upon moral principles, to make your readers suffer so much.”
“I never desire to converse with a man who has written more than he has read.”
“It is better to live rich than to die rich.”
“No man will be a sailor who has contrivance enough to get himself into a jail; for being in a ship is being in a jail, with the chance of being drowned. … A man in a jail has more room, better food and commonly better company.” (Boswell’s Life of Johnson)
“The chains of habit are too weak to be felt until they are too strong to be broken.”
“The use of travelling is to regulate imagination by reality, and instead of thinking how things may be, to see them as they are.”
“Great works are performed not by strength, but by perseverance.”
“In order that all men may be taught to speak truth, it is necessary that all likewise should learn to hear it.”
“When a man knows he is to be hanged in a fortnight, it concentrates his mind wonderfully.”
“The superiority of some men is merely local. They are great because their associates are little.”
The idiom “Catch-22” comes from a book of the same title by American author Joseph Heller (1923-1999). The term originally referred to a military rule whose provisions are mutually frustrating. Heller used Catch-18 instead of Catch-22 when the first chapter of his book was originally published in 1955. He changed it by the time the entire book was published in 1961 because his publisher had already published a book that year with “18” in the title (Leon Uris’ novel, Mila 18). So in 1961, the phrase Catch-22 first appeared. It was first used figuratively in 1971 in Atlantic Monthly magazine. As far as the form goes, it is usually hyphenated and with a capital C, as that is the way Heller originally wrote it.
Since the author’s first usage of the idiom, it has taken on a life of its own: Today, its broader meaning is a paradoxical situation from which an individual cannot escape because of contradictory rules or limitations. It has also been used as a mnemonic for the symptoms of DiGeorge syndrome.
One particular quote from Heller is thought-provokingly insightful: “Everyone in my book accuses everyone else of being crazy. Frankly, I think the whole society is nuts – and the question is: What does a sane man do in an insane society?” In a way, this is perhaps an example of a Catch-22 for the sane person: If they stay in an insane society, they may lose their sanity; but by leaving such a society, they throw away any chance of bringing it back to a state of reason. Social and political polarisation are both poisons that infect society.
Throughout history, languages have come and gone; an estimated 30,000 have existed at some point in time, though currently, there are roughly 6,000 to 7,000 languages in use – and most are threatened with extinction. Think about that. The impact on the loss of cultural history, connection to ways of thinking, ways of communicating, and ways of processing information; senses of humour, and national heritages will be lost.
An example of a language nearly lost, but which is now familiar to most of us by sight, is the logogram language of Egyptian hieroglyphs. The knowledge of how to interpret the symbols had been lost for centuries, until 1799, when a stone was found near Rosetta, along the Nile Delta in Egypt; the stone was a stele with a decree issued in 196 BC; the texts carved into the stone were Ancient Egyptian (“demotic” text), hieroglyphs, and Ancient Greek. Because Greek was a known language, they could use the Rosetta stone to decipher the forgotten languages.
When we think of writing, we may think of various alphabets: Greek, Roman (of which English makes use), Norse Runes, or the logographic or ideographic languages of Asia, such as Chinese or Japanese, or the cuneiform writing of the Ancient Near East. But did you know that there have been languages based on string?
Quipu in the Museo Machu Picchu, Casa Concha, Cusco. Source: Wikipedia
The Inca people, in the region of modern Peru and Chile, used knots on an elaborate system of connected strings or cords for collecting data, keeping records, recording taxes or census records, making calendars, or for military organisation. When the Spanish Conquistadors swept through, they found numerous bundles of strings, but had no idea of their significance; they destroyed many of the quipu*, not realizing that they might have held in their hands a record of an individual’s wealth in animals or crops. [*Quipu is the Spanish spelling used in English; it is also spelled khipu or kipu.] Other cultures have also used similar concepts with knotted strings to record information, unrelated to South America; these include China, Japan, Taiwan New Zealand, Hawaii, and other parts of Polynesia.
As with most textiles, they unfortunately didn’t stand the test of time very well, and only a fraction remains today. The ancient world may have taken the concept of the quipu one step further in creating the more flexible abacus, though the latter was (and is still) used for temporary calculations, while the former was rather for recording information. Whether or not there is a historical link, both are visual tools that can be used for similar functions to a certain extent.
Even with such widespread use of these knotting records, their meaning was nearly lost, until a Harvard student, Manny Madrano, had time on his hands one summer and solved a centuries-old mystery!
For an interesting video on this topic, please click here. I hope you’ve learned something! Keep being curious about our fascinating world!
This word is doubly obscure, at least for me: Whilom (c. 1200), means having once been; former; once upon a time, erewhile, or at times past. It comes from the Old English hwilum, meaning at times, and is related to today’s while. It is doubly obscure for me because it has a similar formation to an equally obscure German word, weiland, meaning formerly, of yore. This German word is related to the modern weil, which is a false friend to the English word; the German word means because. The relation between the two is not a far stretch, as because implies that something happened in times past, once upon a time.
What do you think? Should we bring back whilom? I think, at any rate, we should start using of yore every chance we get!
The baroque town of Solothurn, though only an hour away from our home, was unfamiliar to us until my husband and I took a day trip this week. It has a beautiful historical centre and is known as the “city of elevens”: It was the 11th canton to join the Swiss Confederation; there are 11 towers in the fortification walls of the city; there are 11 churches and chapels, and 11 historical fountains throughout the city; the stairs leading up to the St. Ursus Cathedral have landings every 11 steps; the cathedral itself has 11 altars and 11 bells; the local brewery, producing an eponymous beer, is even called Oeufi – which is a Swiss dialectical word for eleven. 11:00 is the most “auspicious” time to set appointments in the town, and there is even a clock, hanging on the wall of a local bank, which is segmented into 11 hours; it has 11 cogs and 11 bells, which are chimed by a metalwork sculpture of a harlequin on the hours of 11:00, 12:00, 17:00 and 18:00. The bells chime to the tune of the city’s unofficial anthem, the Solothurner Lied.
Solothurn’s history dates back to the palaeolithic era, and its Roman era is dated to around AD 15-25; it was first mentioned in AD 219 as vico saloduro, and may have referred to a Celtic settlement, possibly meaning “Salo’s fort/stronghold”. In the Battle of Sempach, July 1386, the Habsburgs attacked Solothurn; it was a decisive Swiss victory, and even more importantly, it helped to solidify the loosely allied Swiss Confederation cantons into a more unified nation and is seen as a turning point in the growing strength of Switzerland as a nation. Today, it is largely bypassed by tourists due to its proximity to Bern, the Swiss capital, so it remains a hidden gem.
Another interesting clock is the clock tower, the “Zeitglockenturm”, a tower built in 1152 and first mentioned as a “clock tower” in 1406. If you look closely, you’ll see typical rain spouts coming off of the corners of the tower’s spire and roof, shaped like dragon’s heads. The 24-hour astronomical clock was built by Lorenz Liechti and Joachim Habrecht in 1545. The sun and moon hands both run counterclockwise; the moon makes one complete rotation every 27 days, while the sun makes one complete rotation every 365 days.
According to the Roter Turm website, there’s a humorous story connected to the upper, 12-hour clock: By 1753 the hour hand and the bells were no longer in sync; a commission contacted the watchmaker Niklaus Pfluger, reminding him of his gild’s oath, i.e. his responsibility to correct the clock. He suggested to the local government council that they add a minute hand; but minutes were not so important in the 18th century, apparently – they told him to leave it as it had always been. He took matters into his own hands (I guess it was easier to ask for forgiveness than permission…) and in 1756, he added a minute hand. He justified it as the “warning hand of God” – but he made it smaller, less noticeable than the hour hand, so on this clock, the small hand shows the minutes, not the hours.
Because the clock tower was built and added to over time, you’ll see four dates on the full image of the tower: 1411 and 2022 on the highest, 12-hour clock; and 1545 and 1883 on the central tableau; the latter dates usually refer to restorations.
The three figures in the central tableau above the clock are a knight, king, and skeleton (Death), which perform every hour: The knight holds a battleaxe in his right hand, and a sword in his left; every quarter-hour, he turns his head toward Death and strikes his breast, signifying his loyalty to the central figure, the king. On the right stands Death; in its right hand is a hourglass, which is turned on the hour, symbolizing the contradictions of life – good, bad, life, death. In the other hand is an arrow, showing that one could be struck down at any moment. On the hour, its head turns toward the knight.
On the throne between these two figures is the king: In his right hand is a sceptre, which he lifts on the hour. His jaw moves in rhythm with the hour hand, and his beard represents wisdom. However, notice that he’s wearing red and white fool’s garb: If the king does not rule with wisdom and the humour of a fool, his reign will become a tyranny. It tells us that life should have moments of both wisdom and a jester’s humour.
While Death announces the hours, the king swings his sceptre. At the same time, Death nods with each stroke and confirms the relentless passing of the hours. The king with his fool’s garb reminds us of the memento mori. When death or illness reigns, even the power of a wise king can do little (Solothurn was hit by the plague, e.g. in 1348). Though the Freudian era banished death from contact with the living in many Western cultures, death personified as a skeleton is still a symbol seen in many countries around the world. Having death constantly before your eyes encourages you to savour each moment of life.
I hope you’ve enjoyed this brief glimpse into a beautiful city with an ancient history!
Most English-speaking people have heard the term whitewashing: Literally, it means to paint a surface with a diluted white paint to lighten the surface and conceal blemishes. Figuratively, it means to downplay the negative aspects by emphasizing the positive ones of a person, event, or situation.
Greenwashing is a term related to environmental issues: It is the deliberate dissemination of a false or misleading impression of environmentally friendly practices used to conceal or obscure damaging practices.
Blackwashing is the use of public campaigns and advertising funded by the coal industry to draw attention away from environmentally unsustainable practices or to justify exclusion from carbon taxes.
Bluewashing is to tout a business or organization’s commitment to social responsibility while using this perception for public relations and economic gain; to present a humanitarian front while obscuring actual practices.
Redwashing is the practice of a state, organization, political party, politician or company presenting itself as progressive and concerned about social equality and justice, in order to use this perception for public relations or economic gain.
There are other colours of X-washing, but they all stem from greed: In marketing, these tactics are a way to charge customers more, because the higher price leads people to think, in connection with the misleading information or imagery, that the extra money spent is going to a good cause, e.g. schools for the workers’ children or working children, when in fact it’s likely going toward a CEO’s yacht.
On holiday recently, we’d forgotten to bring towels from home into the motorhome, so we went into a houseware store; I thought the towels would be a bit more expensive than another store I usually buy our towels from, but it was a whopping 50.- per towel more! On each towel was a tag; here’s the translation (the company name withheld):
“Cotton (name)® Made in green, inspiring confidence. Tested for polluting ingredients and sustainably produced according to (name)® guidelines. The label “made in green” gives you the assurance that this textile product has been made by pollutant-free materials in environmentally friendly factories in protected and socially acceptable work environments.”
Nowhere is it mentioned where this product was made; their testing agency, for accountability, is them. Inspires confidence? On what grounds? Price? Notice that they don’t claim to have passed those tests or what they were testing exactly, nor do they state what their guidelines were supposed to be.
These schemes prey on first-world people’s sense of guilt, or of wanting to pay a bit extra to help those less privileged. Yet their concept of “environmentally friendly factories in protected and socially acceptable work environments” might have nothing to do with your or my concepts – would the company’s execs be willing to work in those factories? I doubt it. This is also an example of bluewashing.
An E-Talk was given to show the marketing tactics in connection with the foods we eat. The disclosures made in the short talk are enough to leave the audience in stunned silence. I challenge you to watch the video (less than 7 minutes long) here. Marketing’s most effective, secret weapon is you. They bank on willful ignorance (the avoidance of making undesirable decisions or taking actions that accurate information might prompt).
All of these wash-tactics boil down to hogwash. So the next time you find yourself looking at the claims of a label, or seeing the sunny kitchen in a perfect home with perfect families on a commercial, take a moment to challenge what you’re reading or seeing, and use your purchasing power wisely. Research; see if the company is on any blacklist by organisations that actually care (WEF, Greenpeace, or any from a long list of NGOs). Search the topic online – there are a lot of informative articles out there with practical tips for making informed decisions. Here’s a website for checking a brand’s ratings: https://directory.goodonyou.eco/. If you find that a company is making bogus claims, stop buying their products; make the effort to blow the whistle on them – social media can be a positive tool in that aspect.
This brings us back to that secret weapon of marketers, our willful ignorance: The tragic factor in all of these tactics is that, like water, humans usually choose the path of least resistance… least effort… least active involvement, least time required; and so willful ignorance prevails. However, since we’re making an average of 35,000 decisions a day anyway, (automatic, habitual, emotional, stress-related, worry-related, or environment-related) let’s neutralise that ignorance one wise, informed choice at a time.
Stephanie Huesler 