"classics of Change"

This book analyses how the environmental movement has developed three overarching narratives that co-exist and compete within it. The first is the narrative of green progress, which has been prominent from the start in environmentalist thought and which is today expressed in the idea of sustainable development and in eco-modernism. The second is the apocalyptic narrative, which urges us to act in order to avert a future catastrophe and which rose to prominence with Rachel Carson and other classics of post-war environmentalism and experienced a renaissance with the climate activism of the 2000s. The third is the postapocalyptic narrative according to which catastrophe is already an unavoidable fact. The centrepiece of the book is its discussion of the postapocalyptic narrative, which has become influential in the recent decade, especially in the wake of the disillusionment following the failed climate summit in Copenhagen 2009.

Ernest Dichter is famous as one of the founding fathers of motivational research. In applying the social sciences to a variety of problems, Dichter emphasized new approaches to problem solving, advertising, politics, and selling, and issues of social significance such as urban renewal, productivity, and drug addiction. As an author and corporate adviser, he used psychoanalytic theory and depth interviewing to uncover unconsciously held attitudes and beliefs.