This is sacred work.

It occurs to me how important marketing is to environmental causes. An article appeared in Wired Magazine's May 2010 issue, that explains that scientists don't understand how to get people to change their behavior despite the good job they've been doing making the case for the importance of global warming (Why Science Needs to Step Up Its PR Game). The experience with the stoves in Mexico is an excellent case in point. Activists need to sell solutions to those who need to adopt it, but environmental activists expect people to embrace solutions because they are the right thing to do. The solutions that will naturally gain momentum are those that meet the win-win criteria, and where the win for the adopter is made clear to them. This is exactly what this story illustrates. In marketing, this is called positioning. It is the alignment of a product with a consumer need. The Environmental Movement needs a good PR firm.