It’s surprising that a political proposal so radical could be taken seriously, but it is 2019 after all. On February 7 the “Green New Deal” was released by Rep Alexandria Ocasio-Cortez and Sen Ed Markey. Moderates and conservatives have written it off as a foolish attempt at virtue signaling. Even some liberals have expressed disbelief in the “GND,” but nearly all of the Democrat presidential candidates have declared unwavering support. What has fascinated me most has been analyzing how supporters have marketed the proposal in order to give it credibility. Lets take a deeper look into the branding of the Green New Deal.

The Nuts & Bolts

The core purpose of the Green New Deal is to transition the United States into using 100% renewable energy. Specific proposals relating to its eco-friendly nature include eliminating “non-essential personal transport” and largely replacing air travel with high speed railways. A carbon tax would also take effect, as would a complete end to fossil fuels and nuclear energy.

Along with these “green” aspects to the deal, there are other ultra-progressive features attached. Proposals to nationalize education and healthcare are included along with the abolition of I.C.E (Immigration and Customs Enforcement). Another key aspect is a guaranteed income proposal which includes the now infamous “economic security for all whom are unable or unwilling to work”, although Ocasio-Cortez has walked back that claim. Some conservatives have gone as far as to say this would be a full-totalitarian government takeover. You can decide for yourself whether or not you agree with that.

Even those who approve of the GND should acknowledge how extreme it is, but its worth noting that some elements of its launch softened its image. Even its name includes components that make it sound more appealing to the public.

The Power of the Color Green

The color green carries a positive message when used in design. It generally represents nature or renewal and in the past century has become associated with environmental awareness. By using the color green in the name of the Green New Deal, not only did its creators reinforce their priority of climate policy, but they also attached subconscious positive associations. The title alone implies that its ideas will bring progress to America and that it looks to the future with hope. That would be “judging a book by its cover’, but its not hard to imagine people getting that impression.

I am not sure if this was an intentional maneuver, but labeling it a GREEN New Deal also distracts from the other extreme policies in the resolution that are unrelated to the environment. Although politically-minded people will still examine the deal as a whole, many in the general public will hear the title and associate it only with climate policy, not realizing how vast the implications would be.