Green party

The Live Earth concerts taking place in eight major cities worldwide this Saturday (July 7) will make money for Al Gore's Alliance for Climate Protection, eclipse Live8 as the largest global media event ever, and raise awareness of climate change issues. However, they will not force the world to be any greener. Research shows that more awareness of climate change issues and more media coverage do not necessarily lead to behavioural change by individuals. 

Performers at the concerts would be well advised to remain upbeat on fighting climate change, for the focus of much media coverage is often 'doom and gloom' stories, which can lead to fear and apathy.  Possible solutions to global warming in general receive less attention in the media.

Greater awareness may not force individuals to change their ways, but it can lead to more pressure on governments to act.  A June Nielsen survey suggested that of those concerned about the environment, 42% thought governments should act to curb companies' emissions of carbon dioxide and other pollutants. Only 3% thought people should reduce air travel.

The performers will reach a huge audience in China and the United States, which are currently responsible for around half the world's carbon emissions.  Three of the eight concerts will be held in Brazil, China and South Africa -- 'plus-5' countries that, along with India and Mexico, are considered crucial for any progress on a post-Kyoto protocol agreement.