This Other Eden (Elton novel)
| Industry | Environmental technology, Consumer goods |
|---|---|
| Founder | Plastic Tolstoy |
| Products | Claustrospheres (enclosed dome-like habitats) |
This Other Eden is a satirical work by Ben Elton that promotes environmental awareness through a dystopian storyline.
Plot introduction
Set in the near future, the planet is on the brink of ecological disaster caused by human overuse of natural resources. Rather than embracing sustainable practices, the majority of people invest in "claustrospheres"—enclosed dome-like habitats designed to fully recycle resources, enabling inhabitants to survive indefinitely despite the deteriorating environment outside.
Plot summary
The narrative follows Nathan, a British author who is developing a commercial pitch for claustrospheres aimed at Plastic Tolstoy, the company's founder and lead marketing strategist. Originally sold as protection against environmental ruin, the popularity of claustrospheres wanes as ownership becomes common. Consequently, the company pivots its approach to emphasize product upgrades and persuade consumers that ecological collapse is inevitable, thereby maintaining sales momentum.
Tolstoy endorses Nathan's proposal and assigns him to collaborate with Max, a self-important actor. When Nathan half-jokingly suggests that the corporation might covertly fund eco-terrorists opposing claustrospheres, he is killed during a virtual reality session with Max. Max then teams up with Rosalie Connolly, an eco-terrorist affiliated with leader Jurgen Thor, to investigate.
Max discovers a conspiracy between Thor and Tolstoy: eco-terrorist attacks are orchestrated to generate media attention that drives claustrosphere sales. Tolstoy strategically times advertising campaigns to follow these incidents for maximum effect.
After Jurgen dies in a confrontation involving Max and Rosalie, Tolstoy leaks information about the planet's ecological failure. News outlets urge the public to retreat into claustrospheres for extended periods, sparking a mass migration known as the "rat run," which ultimately dismantles modern civilization. Paradoxically, this cessation of industrial activity halts pollution and allows Earth to begin healing.