I was in Starbucks on Saturday and this ad was playing on one of the large-screen LCD panels. My argument (and the argument of most people in favor of feedback technology) is that it helps render something invisible, visible–or, at the very least, it helps us make better sense of our routines and activities and, in this case, how these routines and activities impact the environment. Starbucks does this brilliantly, I think, by showing just how many paper cups a routine Starbucks drinker goes through a year.
See the ad in its entirety here:
