During the Black Fridaya powerful visual protest was staged in Berlin: on the facade of the Amazon Tower The inscription appeared “The Wrong Amazon Is Burning“(“The Amazon “wrong is burning“, Playing on the ambivalence of the word Amazon). A direct and provocative message, which combines environmental activism, social criticism and urban art to report two parallel crises: The destruction of the Amazon Forest and Amazon’s business practicese-commerce giant.
The projection, part of the global campaign “Make Amazon Pay“, Wanted to highlight thehypocrisy of modern consumerism. While millions of people frantically acquire discounted products, the other “Amazon” – the one in Brazil – burns.
The Avoid firesoften linked to agricultural expansion and breeding, they destroy vital ecosystemsrelease huge quantities of co₂ and put the survival of indigenous populations and an invaluable biodiversity.
The new Amazon headquarters became the highest building in Berlin
Meanwhile in Berlin the new Amazon headquarters, Alta 140 metershas become thehighest building in the city. It rises in a neighborhood where most of the historic buildings do not exceed five floors. The construction raised strong environmental and urban planning criticisms: increase in traffic, exponential growth of rentals (now too 27 € per square meter), loss of the urban landscape and even a reduction of the rare sunny spacesso precious in the Berlin climate.
This symbolic contradiction – Between the natural Amazon that is consumed and the company Amazon that expands – it is at the center of the protest. It is not only an ecological, but also ethical question. Large companies, with their hyper-effective logistical chains and aggressive sales, often they hide precarious working conditions, exploitation of employees and an unsustainable economic model.
The Black Fridaytoday global phenomenon, has become the emblem of a system that pushes us to consume more than we needat the expense of the collective well -being and the health of the planet. But there is another way: conscious consumption, climatic justice And solidarity with workers. Resisting the temptation of discounts means recovering a healthier relationship with the world around us. Stopping to buy compulsively is a first step towards a more fair, sustainable and human society.
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