Here in Australia we have a well known ex-sportsman called Glenn McGrath.
Glenn is promoting a carbon offset program via Landcare Australia.
That’s great – using his profile to help a good cause.
But here’s the thing – Glenn drives a Hummer.
Yep, a Hummer. The gas guzzling, planet destroying monstrosity of a car.
- Glenn has no credibility to promote carbon offset programs.
- He doesn’t fit the program.
- He’s not authentic or credible in any way when he talks about carbon offsets because of this.
He’s not ‘keeping it real’.
And it’s all because of perception – the Hummer is perceived as a gas guzzling, planet destroying car by many. I’m not sure if that’s entirely true, but that’s the perception.