Charity concerts may be well meaning, argues Lawrence Gosling, but they will continue to prove ineffective unless they accept some hard economic realities
If it's Saturday, it must be another concert to save the world.
Or at least that's how it feels of late. Thankfully there isn't another Wembley celeb-fest this Saturday and after a combination of Live Earth last Saturday, followed the next day by Metallica (I've no idea what their green credentials are like) we're finally getting a weekend off.
Yes, you guessed it - I wasn't a fan a Live Earth. But I'm not discriminating. I wasn't a fan of the previous weekend's painful musical jamboree in the new home of English football, the Diana concert.
All events like this prove is what a dubious taste in music a large number of people have. And how they are prepared to pay a lot of money to watch it.
Will Live Earth change the world? Of course not.
The arguments about the contradictions and futility of Live Earth are well known and well discussed – but there is no getting away from them.
The event is riddled with contradictions, as all events of this size are, and it is worth noting that in the 20 plus years since the original Live Aid concert, nothing has significantly changed in terms of the equal distribution of food globally - a couple of concerts are never going to change that.
What is Live Earth going to achieve towards the climate change debate?
Arguably it could even put the average individual off doing anything productive, and I suspect most businesses will just laugh.
The simple truth is the debate has to move on from it being one of moral imperative to being an economic imperative. We live in a world where capitalism is king – of generation Me. If business can make a profit from green business models and it is good for the individual's bottom line then there is a chance of tackling or solving climate change issues.
Otherwise, if it is left to likes of Madonna and others to prick the collective conscience, then we might as well forget it – and find another cause to justify a concert at Wembley.
Lawrence Gosling is the editorial director of Incisive Media.
Plastic bottles will not be allowed into Worthy Farm for 2019 festival under new waste plans
Swiss firm claims 'historic' deals mark the first time a company has been commissioned to permanently remove CO2 from the atmosphere
Could the renewables boom create new resource superpowers? Andrew Barron investigates
Square mile to benefit from innovative proposals to improve energy efficiency, boost LED use, and tackle light pollution