The Jordan Paradox

Back in the day, everyone wanted to BE LIKE MIKE. But consuming the products he promoted on TV didn’t turn us all into professional athletes. Not surprising. I sketched the “Jordan Paradox” to illustrate a point about environmental technologies.

Most of us environmental advocates are still acting surprised that technological efficiencies do not deliver meaningful impact reductions. When technology gets more efficient, but overall resource use still rises we call it the “Jevons Paradox.” But this is not paradoxical. A growth society uses efficiency to deliver more products and services to more people, without regard for total environmental impact.

Just like MJ’s commercials, efficiency offers increased sales, but promises nothing for overall performance.