I believe that at their core, people are essentially good, and have an innate desire to do the right thing. This principle has led me to conclude that there is a single origin to the worldís problems; I believe this origin to be communication. I think weíre pretty convincing communicators, but our social structure has made it attractive to communicate the wrong messages. Marketing proves this time and time again. It convinces us to smoke cigarettes, eat fast food and purchase products that destroy our environment. Effective marketing uses incite to convert wants to needs. I know because Iím a marketer, and I do it everyday. I am 24 years old, and I design the strategy that puts more lottery tickets into the hands of more Atlantic Canadians. I'm good at it, I am rewarded for it, but I donít feel better for having done it. I sell lottery tickets because it allows me to experiment with millions of marketing dollars. This experimentation has taught me the power of communication: Take a TV commercial, although often misused, at its root it is pure and powerful - In 30 seconds, a good spot has the ability to make you think, feel, and act, exactly the way the marketer planned. I donít aspire to change our social structure, I think this is unrealistic, and I donít think we have enough time. I believe that the most pressing issues facing human kind are environmental, and if we don't find the right way to communicate this fact, we'll never have the chance to address our other shortcomings. I think we need work with in our current structure and use the power of marketing to popularize environmental solutions.I want you to know that I have never studied, or worked on any environmental issues; I'm a marketer and I think I can help.