I just watched one of the most inspiring talks I’ve ever seen Al Gore make. I find it interesting the way he connects design into the whole global warming problem at the very end. Great design (both mechanical and graphical) is the solution to our problems. Solutions need to work and be graceful at the same time. No one is going to install solar panels if they cover their entire backyard with ugly, black plastic. No one is going to drive a hydrogen car if it is ugly, or only goes 30 miles before refueling, or if you need to drive 50 miles just to refuel.
I believe Fluid can help in solving global warming, not just by recycling and energy conservation at the office (which we already do), but by inspiring others through great design to take action. Awareness is the tool that will make the real difference, and great design can make messaging effective and sticky.