Gregg Zukowski New York Apr 26, 2010 11:35 am

As some folks may (or may not) have noticed in a recent post of mine commenting on an upcoming pedal-power cyclist vis-a-vis motor-weapon driver study, I used language that's uncommon in most fora. I bring this point up because if folks here are serious about "fostering sustainable behavior", then one of the key the bonds that bring us all together - language - must be fully revisited, vetted, and considered before engaging in new pursuits to this end.

I'm curious how professionals in this forum address the challenge of language in communicating and displaying vital or sustainable behavior. I refer not to "American" vs "French" vs "Farsi" etc, of course; I refer, instead, to the wholesale destruction of our local languages by marketers, public relations specialists, and industrialists - and the tendency for the rest of us to just go along with the transmogrifications.

For just one example: Tomato. 100 years ago, a tomato was, well, a tomato. Today, a tomato is an "organic tomato". What has taken its place in the world? The edible tomato-like substance most of us find on "supermarket" shelves, which is a red, round substance abused with applications of pesticides, herbacides, fungacides, petroleum-based "fertalizer", genetic engineering, and so on - and yet this monster is conferred with the meaningful title "tomato" by most of us nowadays, while an actual tomato must be referred to as "organic tomato".

I won't even begin in on the terms "car" or "truck" . . . suffice it to write that I'd appreciate feedback in this forum from sustainability professionals on their approach to this supreme challenge.

Regards,

Gregg Zukowski
Revolution Rickshaws, L.L.C.
United States