A U.S. butter company dedicated to the metric system.
Metric units, first devised by the French Academy of Sciences during the French revolution, was based on the natural world. For example, a meter was defined as one 10-millionth of the distance from the North Pole to the equator; degree Celsius was based on the freezing and boiling points of water; one kilogram was defined by the mass of a cubic decimeter of water, and so on. The imperial units, in contrast, were arbitrarily defined. What’s more, metric was based on the decimal system and powers of ten, it uses prefixes for multiples and sub-multiples, its units are related 1:1 so that conversion factors are unnecessary. In the real world, this meant ease of use and flexible applications.
For most Americans, at the end of the day, a switch to metric feels like an annoying and inconvenient process. But this could change. And it starts with butter.
Grand Scope National Strategy
Past attempts of U.S. metrification have failed in part because of the lack of voluntary participation. We all inherently prefer what we are used to. People resist change. It’s in the best of us. Additionally, during the two world wars and the cold war thereafter, the U.S. has built up a large number of manufacturing plants, all of which could feel too valuable to give up. But in the interconnected global society that we live in now, we should critically ask what makes more sense? And more importantly what makes more sense for the future?
The aim of this "Choose Metric" campaign is in essence trying to make the metric an enticing of a pill as possible for America; to turn the medicine into a treat.
The goal is not only to educate the US public about metric, but also, perhaps more importantly, to make people feel like they are making a better lifestyle choice by using metric; to make people want to use metric even if there was no law mandating its use. When people truly accept metric and want to use metric, infrastructure will accommodate, and laws will follow. That said, public education on the real benefits of using the metric system will certainly be a critical part of the campaign, especially long-term.