Message of The Lorax Co-Opted by Mazda to Push SUV: Pure Greenwash

Lorax Greenwashing by Mazda

Are Mazda and Universal Pictures true to the original message of The Lorax?

What is Mazda thinking? Dr. Suess’ The Lorax was created to introduce children to the environmental issues of the early 1970’s. The Disneyfied version from the soon-be-released film now hawks the Mazda CX-5, a compact SUV worthy of a Certified Truffula Tree Seal of Approval, mostly, we are told, (about “one billion times”) because of Mazda SkyActiv Technology.

There’s information on Mazda’s website about SkyActiv technology, with a slick intro film describing it as “innovating the emotion of motion.”

Whatever SkyActiv technology really is, it seems particularly cynical to usurp the message of the Lorax to an unsuspecting and uncritical audience made numb by a barrage of meaningless messages designed as pure greenwash. For the Lorax to grumpily (but lovably) endorse the CX-5 with the “Certified Truffula Tree Seal of Approval” is a reason to buy a Toyota Prius and feel sad for Dr. Suess.

Mazda and Universal Pictures, you oughta be ashamed of yourselves.


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