I am sitting on the carpet, trying to enjoy an impotent spot of sun. All I can say is: It’s freezing!

Let’s face it, Global Warming is all the rage! It’s presence permeating inboxes, social networks, magazines, documentaries featuring once ex-political figures.

It is a crisis! I get it, thanks.

I wish that society would have long hard look at the sage teachings of William Ockham. Among which: ‘Never increase, beyond what is necessary, the number of entities required to explain anything.’ Because, when you do increase the number of entities required to explain anything, you have the global warming situation we currently experience.

Al Gore spent a lot of my time explaining the obvious. I do not disagree that Global Warming is an issue. In fact, it stands to reason. Sure, we would have had an impact on the environment, possibly a rather devastating one. No argument there, but let’s look at it in perspective, shall we?

We live in age were brands can align themselves with awareness. Basically we buy products that speak for our personality. I will spend far more than necessary on cosmetic products that are made in developing countries, are bio- degradable and are not tested on animals. In light of this, is it not at all possible that global warming can be sensationalized to turn a profit? Indeed, Al Gore has gotten some free (and rather desperately needed) publicity. Products that are eco-friendly are likely to become desired by consumers.

Let’s consider the 1980’s. What a party! The world was choc full of walking fashion disasters, smoking their cigarettes, loving their muscle cars, and spraying the world with [gasp!] aerosol. The advertising of that time was very much in line with these trends. Massive billboards and squillion dollar cigarette advertisement in magazines, newspapers, television, you name it. Advertising was centered around the care-free, shoulder pad fuelled love of drink, smoke, women and fast cars.

Today, things are slightly different. We buy bottled water, we gym, we care deeply for the environment. It is wonderful. Big capitalists like McDonalds and Steers and KFC have been cornered and reprimanded for the sugary scrap they peddle to our children. No longer is it acceptable to feed 4 year old Jonnie a happy meal, rather buy him the McDonalds cheese salad, muffin, healthy liquidized and refried mass that they call a chicken breast.

One would imagine the golden arch directors to be same faced now…rather squeamish and guilty of global obesity. But no, the horrible truth is that they have turned a profit, by realizing their mistake, and placing their products (even slightly) more in line with this global trend to increase health, clean living and profits. They and their salad peddling plans have become taken part of global norming. Basically adjusting your belt to suit a trend. A long hard look at issues such as global warming can have anyone turning a profit. All you have to do, is pick a message…and run with it.

People no longer use leaded fuel, they buy very expensive hybrid cars, they pay far more for bio-degradable anything, they recycle, they paper bag, they agree to pay for plastic bags. They do not smoke in public.

We have all normed, we have become environmentally friendly versions of ourselves. Which is great! But, on a cold winter’s morning such as this one, I have to ask, ‘what greenhouse effect?’