The Future is coming. Are you ready? (Sep, 1979)
The Future is coming. Are you ready?
There are some marvelous benefits ahead for mankind. But along with every benefit will come a whole new set of problems.
Champion is a forward-looking forest products company. We plant seeds for a living. Seeds that take up to 50 years to become mature trees. Therefore, we think a lot about the future of the forest. And, of the people who will be around to buy our products in the years to come.
So, during the coming year, in magazine ads like this, we will be discussing some of the potential cultural and sociological impact of future technology and change on our generation, and the generations to come—to help you make intelligent choices.
You might say, we’re planting seeds of thought for tomorrow.
The Future is coming. Are you ready?
In 1926, the man whose invention ultimately led to the development of the TV tube said: …commercially and financially I consider [television] an impossibility, a development of which we need waste little time dreaming.”
And in 1945, a famous American naval officer said: “That is the biggest fool thing we’ve ever done…the [atomic] bomb will never go off, and I speak as an expert on explosives.”
And in 1948, a respected science magazine said: “Landing and moving around the moon offers so many serious problems for human beings that it may take science another two hundred years to lick them.”
Obviously, no matter what you may hear to the contrary, the future is coming. And soon.
And with it will come incredible change in i our lives and in the lives of our children and grandchildren.This ever-compacting future, with its vast and incredible technological innovation raises some perplexing questions that are important to address now, so as to avoid what futurist author Alvin Toffler calls Future shock.”
As a company whose entire being is based on the tree, a renewable resource that takes from 25 to 50 years to mature, we have always been particularly concerned about the prospects of future generations of forests and of future generations of people. (It is a sobering thought that not many of us in the company will be alive when the forests we are preparing for the future right now are ready for harvesting.) To state it simply, as one of our top executives said recently in a speech, “Out of enlightened self-interest. Champion is a company with its roots planted firmly in the future.”
So it seems only natural for us to raise some of the problems and opportunities that futurists foresee for the coming generations. And to discuss some of the choices that will have to be made.
In the future, in magazine pages like this, we will be looking at issues like Access to Life Extension, the Social Implications of Changing Family Forms, the Effects of Over-Crowding, Communications and Culture in the Future, Social Values and Market Economics, Environmental Planning and Resource Allocation, Growth and Alternatives to Growth, and other issues that will impact the generations to come.
And as futurists foresee new problems, we will bring them to these pages too.
If you believe that the world of tomorrow should not be left to chance, send for a free copy of a brochure about the critical issues we face in the future and a bibliography for further reading. Write: Champion International Corporation, Box 200, Stamford, Connecticut 06921.
Champion, a forest products company with its roots planted firmly in the future.
We are in the forest products business. We plant trees and harvest trees. We make wood and paper. And we make things out of wood and paper.
Because we make our living from the forest, our success depends, in one way or another, on the future.
These are our operating divisions that are planning for the future:
CHAMPION BUILDING PRODUCTS
CHAMPION PACKAGING (HOERNER WALDORF)
Champion International Corporation
Planting seeds for the future