“I’ve often wondered how the media would respond when eco-apocalypsestruck. I pictured the news programmes producing brief, sensational reports, while failing to explain why it was happening or how it might be stopped. Then they would ask their financial correspondents how the disaster affected share prices, before turning to the sport. As you can probably tell, I don’t have an ocean of faith in the industry for which I work. What I did not expect was that they would ignore it”…Some plantation companies, prompted by customers, have promised to stop destroying rainforest. Government officials have responded angrily, arguing that such restraint impedes the country’s development. That smoke blotting out the nation, which has already cost it some $30bn? That, apparently, is development.Governments ignore issues when the media inores them…And the media ignores them because … well, there’s a question with a thousand answers, many of which involve power. But one reason is the complete failure of perspective in a de-skilled industry dominated by corporate press releases, photo ops and fashion shoots, where everyone seems to be waiting for everyone else to take a lead. The media makes a collective non-decision to treat this catastrophe as a non-issue, and we all carry on as if it’s not happening…Is there any other industry that serves its customers so badly?