17. The Novelty paradox

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This paradox investigates why we tend to be more enthusiastic about unproven climate solutions rather than proven ones.

Many innovative climate technologies are still in early development and far from being deployed on large scale. Meanwhile, established solutions like solar roofs and reforestation have reliably reduced carbon emissions for decades. 

Logically, you would think the focus should be on scaling up these proven methods. 

Yet, paradoxically, the opposite is true. Because these established technologies are well-understood, so are their limitations and flaws. But new technologies, having yet to be tested at scale, lack a history of failure. Plus, there’s the allure of novelty—the hope that each innovation might finally be the ultimate disruptive solution to climate change. 

Have you confronted this paradox? How have you dealt with it?

In this series, two leading authorities in carbon uncover the secrets and contradictions of an entire industry – in the most fun and engaging way. Through 32 curated Carbon Paradoxes, you'll learn everything essential about this field, starting with the tensions we must address to make environmental markets thrive.

This article is also published on carbonparadox.org. illuminem Voices is a democratic space presenting the thoughts and opinions of leading Sustainability & Energy writers, their opinions do not necessarily represent those of illuminem.