Altering the future of the planet starts with a new perspective - Yahoo Finance

Paid for by Polestar

As cars have transformed the way people live, emissions have transformed the planet.

This juxtaposition — technology can help enhance society and can also damage the planet — represents the critical crossroads society faces. The damage that technological advances have wrought on the planet is apparent. But technology can also provide a way forward.

Today, technological advances have brought solutions that can potentially minimize further damage and create pathways toward a healthier, more sustainable society. Right now, electrification and other carbon-neutral modifications are already a reality in the automotive sphere. But as carbon neutrality goals have become more of a priority worldwide, it’s become equally critical that consumers prioritize sustainability in their individual choices.

That’s why Polestar, an electric performance car brand, isn't only committing to a carbon neutral goal in it's production process. It's shifting the way consumers think about their individual role in the planet's future. “With this campaign we recognize that we are part of the problem, but also that we have the power to turn things around,” says Åsa Borg, Head of Marketing for Polestar. “We believe that sustainable is the new premium and work relentlessly to minimize the negative environmental impact of our cars, as we design towards zero.”

In Polestar's latest brand campaign, you won't find performance stats or action shots. Instead, Polestar expanded their focus on the humanity that connects all of us to each other and the planet through a minute-long video featuring space-eye views of Earth, narrated by Karen Nyberg, a former US astronaut with two space missions and a total of 180 days in space. By doing so, Polestar hopes to help shift people’s perceptions and focus on the small shifts they can make — including switching to electric vehicles — that could have a net positive on the future of our planet.

When consumer behavior meets "the overview effect"

In space, many astronauts say they experience a psychological phenomenon called “the overview effect.” This occurs when they look down at Earth — tiny, marble-like, home — hanging within space and makes them consider both the intricacy and fragility of existence on the planet we call home. Nyberg experienced it during her missions and believes that the overview effect is possible even for non-astronauts — and critical for the future of our world.

“Looking at Earth from space, you realize that there are no real boundaries,” Nyberg says. “Everything is interconnected. [...] Each and every part is important, and it is all limited. Unlike when I lived in space, there are no cargo vehicles bringing replenishments to Earth. We need to preserve and nurture what we have here now."

Nyberg says that this perspective immediately changed the way she lived her life, and she hopes that sharing her experience will help others understand that small shifts can lead to big impact. “The more people that start taking small steps, the more impactful we can all be. In our home, I am more mindful about our waste, especially when it comes to food. I try to buy only what we will eat and use,” she says. “We compost our scraps. We recycle. We use less plastic and are always looking for ways to further reduce the amount of plastic that we use. We use insulation in our home that reduces our electricity needs and costs. We use LED light bulbs. We transitioned to hybrid vehicles and then to electric vehicles. Small steps add up.”

How sustainability starts with an open mind

For sustainability to become the default behavior for consumers, the concept needs to move beyond a buzzword. After all, much of the technology that can lead our society to sustainability is already available, or is very close to a reality. As the shift leads to adoption, Polestar is spotlighting the why behind sustainability. Because change isn’t only driven by technology. It’s driven by a change in perception.

From Polestar:

Polestar is determined to improve the society we live in, using design and tech to accelerate the change to sustainable, electric mobility. And With minimalistic design, innovative technology and materials, and hybrid powertrain, it offers a unique driving experience. To learn more about Polestar, click here.

This article was paid for by Polestar and created by Yahoo Creative Studios. The Yahoo Finance editorial staff did not participate in the creation of this content.

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