I can’t get it out of my head: A honkingly big Caterpillar sign that read, “JOIN US AS WE BUILD A BETTER WORLD.” The digital recruitment billboard at CES 2023 followed promos for an autonomous compactor and excavator, and proceeded another callout: “CHECK OUT OUR BIG AUTONOMOUS TRUCK ⬇.”
I did, and boy was it ever.
A “better world” could mean anything in corporate-speak, but in this case, the company is talking specifically about sustainability — and using aspirational language to distance itself from a fossil-fueled role in carving up the earth. Like Caterpillar, many of the exhibitors I saw as I walked the tech-show floor seemed to be rinsing their brands via earthly taglines, stock photos of crops and sunbeams, plastic trees and/or AstroTurf. I find this sort of thing especially distracting now that climate is my main beat, and that …
