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From a peak production of 6 million barrels a day (mbd) and crude oil exports of 5.7 mbd in 1974, Iran in 2014 was struggling even to produce 3.00 mbd with net exports down to 1.00 mbd. And if the current trend continues, Iran could cease to remain an oil exporter altogether by 2030. For the last fifteen years Iran has failed miserably to achieve its OPEC production quota of 4 mbd.
The decline in Iran’s oil exports over the last few years was not solely due to tighter sanctions but mainly to fast-depleting old oilfields whose reservoirs were damaged in the 1970s from excessive production under the Shah. Since then Iran has never had the chance to repair its damaged oil industry what with war with Iraq from 1980-1988 followed by stringent sanctions because of its nuclear programme.
INFO MAGAZINE - SEPTEMBER 2015
THE BUSINESS OF CLIMATE CHANGE
Back in 1990, as the green movement first gained critical mass amongst consumers, I was involved in the development of an advertising campaign in the UK and Germany. The TV spot did not show any glossy product shots, but simply a sequence of beautiful natural and animal scenes against a soundtrack of Louis Armstrong singing ‘What a Wonderful World’. At the end, a voice-over informed viewers that cars from Vauxhall and Opel would be fitted with catalytic converters at no extra cost (rivals were charging extra for these). The campaign was an enormous success, winning a Gold EFFIE Award that year for marketing effectiveness. Vauxhall and Opel’s brand image improved dramatically and the public bought their cars in record numbers.
Since then, it has become rather less straightforward to influence consumer attitudes and behaviour.
A mixture of general apathy, changing government priorities and frustration over “greenwash” has left the public confused and uncertain about their personal roles in limiting climate change. Moreover, surely as long as the US keeps guzzling gas and China keeps burning coal, there’s little an individual citizen can do?