"The latest estimations predict that by 2100 the sea level will be 65 cm higher than today."
"Plastic needs 450 years until it decomposes, but still we have produced 8,3 billion tons since 1950."
"1/3 of all vegetable we eat rely in some way on the pollination of bees."
You may ask yourself what those statements have in common. The facts are crystal clear but our society draw very little consequences. Some would even say we ignore the facts at all.
But why do we do that. You wouldn’t assume that humans are so bad in rational, fact based thinking. Especially when you consider our achievements - language, writing, the wheel, steam engines, computers, the internet,…. But actually we are. Our brains are hardwired to ignore the bad and unpleasend things and seek for good and beautiful emotions. And there are some people out there who have figured that out perfectly? Adman. Because in adverting provoking good emotions is the key to selling products. There is even an old saying: kids, animals and sex always work in advertising. And that is just because those things are synonymous with good emotions – it is as easy as that.
So, what does that mean for the survival of the bees? We live in a post fact world where facts are ignored and emotions are key. So: lets forget the importance of bees for the global value chain of fruits, vegetable and honey for a second and see them at something else: just small beautiful little animals with a personality. There is the strong and confident one, that looks so majestic with his posture. The vulnerable one that just wants to creep away. Or the three sisters: it’s so clear who the middle child is.