Branding the Earth: Selling Earth system science in the United States, 1983-1988

Abstract

As part of its efforts to find new relevance in the early 1980s, NASA formed the Earth System Sciences Committee (ESSC) to develop a large-scale Earth science research program that would use satellites and computer modeling to study the planet as an integrated system with interconnections between the land, air, water, and biota. Called Earth system science (ESS), the project was conceived on the scale of the U.S. moon missions. Like the Apollo program, it would need enormous government funding to implement. Yet, the project was proposed just as government science funding was contracting. Conscious of the changing political economy of science, the ESSC attempted to build scientific, political, and public support for its project by using promotional techniques akin to the branding efforts more commonly identified in corporate marketing that were themselves changing in scope and importance in the 1980s. These techniques formed part of the ESSC’s broader management strategy to promote ESS. The ESS brand was developed around the ideals of an interconnected ‘Earth system’, the significance of interdisciplinary research, and environmental concern. Though ESS failed to gain widespread traction, an unintended consequence of this branding was the communication and entrenchment of the concept of the ‘Earth system’. Today, this concept provides crucial theoretical scaffolding that unifies interdisciplinary Earth science research, including climate change science.