American Gas, Fortune, Aug 1970, pg 7
The negative effects of industrial pollution on the environment have not always been known. Before the first Earth Day in 1970 and the formation of the EPA under Nixon the same year, pollution abatement was almost completely absent from the political agenda. Chemical companies and the oil industry are just two examples of sectors that contributed to pollution. In the era before environmental regulation, corporations were under few obligations to investigate long-term health and environmental effects. Rachel Carson’s 1962 book, Silent Spring, illustrates the enormous environmental consequences of an unchecked chemical industry. The 1970’s environmental legislation was extensive and included the formation of the Environmental Protection Act, The Federal Water Pollution Control Amendments of 1972, The Clean Water Act of 1977, the Clean Air Act Amendments of 1970 & 1977, and The Toxic Substances Control Act. Due to the newfound political salience and public support for pollution abatement, chemicals like DDT were banned in the 1970’s. Because legislation imposed higher operating costs on chemical and energy firms, resistance to pollution legislation was also strong in the 1970’s. Eventually, however, some corporations began finding solutions for pollution abatement and advertised their commitment to the environment.
In pre-1970 advertisements, there is little mention of pollution. The main focus is the application and effectiveness of the product. In the Shell Chemical Advertisement from 1969, for example, the chemical Dieldrin is hailed as a miracle for dealing with destructive pests. The chemical’s ability to biomagnify in food webs and cause cancer in humans is not mentioned in the advertisement either because its effects were untested, or Shell Chemical was not required to disclose such information.
By 1970, some companies catered to firms seeking pollution reduction consulting or technology. The Lockwood Greene Engineers, for example, advertise solutions for air, water, and solid pollution sources. This company is profiting by occupying the newly created niche of pollution abatement. An alternate approach from the same period is corporate resistance to legislation. The CPR Research advertisement from the same period states that, “Complying with pollution control regulations has become a multi-million-dollar problem. You need help.” The full-page ad, showcasing a dead oil-soaked duck, states that as many as 33 government agencies could take action resulting in costly pollution abatement requirements. Resisting environmental legislation was and still is viable for companies where costs of abatement are prohibitively high.
Some corporations did take a proactive approach to pollution abatement. The 1970 advertisement from the American Gas Association addresses both economic and environmental concerns. The product’s claim is to eliminate environmental pollution at a low cost. This advertisement from Fortune is a step away from the 1969 Shell ad which is solely concerned with the bottom line. Unfortunately, there is still much resistance to environmental legislation and pollution continues to be a problem.
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