In an Earth Day issue of Time magazine (April 26/ May3 2021), we have an advertisement from the RJ Reynolds (or Reynolds American) tobacco company “Natural” American Spirits proclaiming “in more ways than one, bees are worthy of our love.” Yes, we ought to love the bees, and smoke cigarettes made by BAT (the owner of Reynolds), the #2 largest tobacco company on earth. This is what we call “bee washing,” and companies use it because it works.
In my recently published paper “Colony Collapse and the Global Swarm to save the Bees: Sacred Relations with Bees in Film and Literature” I discuss how such instances of beewashing work, and why we are attracted to these pollinators, and why creating (and then abusing) a spiritual connection with bees comes so naturally.
“Beewashing” is using “save the bees” pleas to sell more product.
It resonates with people because for some odd reason, just like early Christian monks organized their monastery on the beehive, we know deep down that the fate of the bees and our fates are intertwined. As Einstein quipped, if bees disappear from the earth, humanity soon follows.
My paper looks beyond the rational reasons for why humans seem to be so captivated by bees – why we are willing to act for them, despite their puny size and relatively difficult to anthropomorphize characteristics (charismatic microfauna, they have been called).
I look at the documentary #QueenoftheSun and novel #FifthSacredThing by Starhawk as depictions of human-bee interspecies relationships based on love & reciprocity as indicative of the spiritual undergirding driving our defense of bees, and suggest such goodwill travels to other contexts. I conclude that connecting with people’s more theological and cosmological orientations is a successful way to motivate falling in love with the earth again, and attending to those aspects of the world deemed expendable in meeting our needs through industrial means. Such care and connection is not without it’s own illusions and perils, but remains an inextricable thread to solving our global climate crisis of meaning as well as material mattering.