In this blog post, we examine the essence of global warming and the direction of innovation needed to solve it through Friedman’s insights.
We frequently encounter issues like the greenhouse effect, extreme weather, and global warming through various media outlets these days, and these terms are no longer unfamiliar. However, it seems we still lack a deep understanding of the severity of the ‘global warming problem’ and its solutions.
Hearing news that many islands in the South Pacific are disappearing due to rising sea levels, and that countless people suffer from extreme weather like torrential rains and heatwaves, we feel sorrow. Yet, we also feel relieved that our country is not among the affected regions. And we don’t think about it any further.
The situation is not much different regarding green (eco-friendly) energy technology. While we believe green energy will be responsible for our future, the prevailing opinion is that this future is still far off—perhaps around the time humanity sets foot on Mars—and that it is unrealistic to expect much now. Furthermore, since it is difficult to generate direct profits in this field at the present time, investment in research remains minimal.
Thus, while we know about global warming, we fail to grasp how urgent it truly is. It’s akin to knowing countless species go extinct daily yet remaining unaware that humanity could be next.
So, is global warming really that serious a problem?
Technological advancement has globalized the entire planet, rendering national borders increasingly meaningless. Consequently, the culture of the superpower, the United States, has become universal across the globe, leading to an increase in people pursuing the American way of life. The American way of life means ‘decorating homes in the American style, driving American cars, eating American fast food, and producing the same level of waste as Americans’. This leads to massive consumption, energy use, and large-scale waste generation. The author refers to this situation as the ‘American disease’ and points out that the spread of this American disease is accelerating global warming. The world is becoming flat (globalization), crowded (population growth), and hot (global warming).
The author considers the role of the U.S. government in this context to be critically important. (Here, we should substitute the U.S. government with the Korean government to apply this to our own situation.) He argues that if the government provides strong incentives for green policies, allowing the market forces that have driven America to function effectively, countless young people dreaming of becoming millionaires will propose various ideas, and even more investors will provide funding. Just as Bill Gates and Steve Jobs, who wore jeans and T-shirts and ate McDonald’s hamburgers, became pioneers and driving forces of the IT revolution, some young person might lead the green revolution. Or an alert CEO could transform a small local company into the market cap leader.
Friedman repeatedly emphasizes the importance of government-level action because he believes green policies must unfold like a ‘revolution’. The direction of such a revolution could be envisioned as follows.
First, the convergence of IT (Information Technology) and ET (Energy Technology). While many people worldwide already act for energy conservation and environmental protection—taking short showers, practicing fuel-efficient driving, or turning off a single light at home—more fundamental and innovative solutions are needed. One such solution is the energy internet. The energy internet signifies the convergence of IT and ET, enabling all energy systems in every household to communicate with information systems.
In the Energy Internet era, installing an energy set-top box in every home—similar to a cable TV set-top box—will optimize energy consumption. This energy set-top box, equipped with a microprocessor, measures the power consumption of all household electrical appliances and switches them to power-saving mode when not in use. Meanwhile, electricity suppliers can offer diverse pricing plans, similar to those provided by mobile phone service providers today, to encourage customers to save on electricity bills.
Second, pricing policies for green energy technologies. Government policies are essential for innovative energy strategies, including the energy internet and renewable energy. Renewable energy, which currently lacks the commercial viability of fossil fuels, requires sustained government support. Regulations on fossil fuels should also be implemented to encourage energy consumers to switch to renewable sources.
To overcome the lobbying power of oil companies backed by massive capital, prevent the collapse of our planet, and secure leadership in the next green world, policies and regulations for green energy technologies must be established. Furthermore, companies must also keep pace with changes in government policy by developing technologies and expanding business ventures focused on renewable energy and energy efficiency.
It seems the time has come to approach the environment with reason, not just emotion. Merely marveling at nature’s beauty while traveling, or feeling gratitude for its benevolence like the tree that gave everything to a boy, is insufficient. We cannot just cry while watching ‘The Tears of Polar Bears’. We have already destroyed far too much of the environment. We must now view nature and the environment not as external effects of life, but as life itself. This is because it is a matter directly connected to our very existence.
The valuable lessons I gained from this book are that we must approach the environment rationally, and that as an engineering student dealing with science and technology, such technology must aim for something beyond mere profit generation (the Green Revolution).
