This year's e-mails (proposing a one-day "gas out" in May 2007) is yet another recasting of similar messages that have been circulating since 1999. All of them are reminders that "protest" schemes that don't cost the participants any inconvenience, hardship, or money remain the most popular, despite their ineffectiveness. A one-day "gas out" was proposed in 1999, and a three-day-long event was called for in 2000, but both drew little active participation and had no real effect on retail gasoline prices.
The recycling of the same campaign in subsequent years hasn't drawn enough interest to even be considered newsworthy.
The premise behind all these messages is inherently flawed, because consumers' not buying gasoline on one particular day doesn't affect oil companies at all. The "gas out" scheme doesn't call upon people to use less gasoline, but simply to shift their date of purchase and buy gas a day earlier or later than they usually would The very same amount of gasoline is sold either way, so oil companies don't lose any money.
By definition, a boycott involves the doing without of something, with the renunciation of the boycotted product held up as tangible proof to those who supply the commodity that consumers are prepared to do without it unless changes are made. What the "gas out" calls for isn't consumers' swearing off using or buying gasoline, even for a short time, but simply shifting their purchases by a couple of days at most. Because the "gas out" doesn't call on consumers to make a sacrifice by actually giving up something, the threat it poses is a hollow one.
Not buying gas on a designated day may make people feel a bit better about things by providing them a chance to vent their anger at higher gasoline prices, but the action won't have any real impact on retail prices. An effective protest would involve something like organizing people to forswear the use of their cars on specified days, an act that could effectively demonstrate the reality of the threat that if gasoline prices stayed high, American consumers were prepared to move to carpooling and public transportation for the long term. Simply changing the day one buys gas, however, imparts no such threat, because nothing is being done without.
Moreover, the primary potential effect of the type of boycott proposed in the "gas out" messages is to hurt those at the very end of the oil-to-gasoline chain: the independent service station operators, who have the least say in setting gasoline prices. (Independents are at the mercy of a very volatile oil market and operate on thin profit margins, and even a single day's disruption of supply or demand can wipe out many days' worth of hard-earned profits.) As such, the "gas out" is a punch on the nose delivered to the wrong person.
Either apathy or an outbreak of common sense has made previous "gas outs" non-events with very low levels of participation, as documented by these snippets of news accounts from across North America:
Friday's gasoline boycott was an effort that sputtered, coughed, then died. Motorists continued to fill up gas-guzzling sport-utility vehicles and trucks alongside smaller vehicles despite a one-day protest aimed to pressure oil companies to lower gas prices.
Although a gasoline boycott that began as an electronic mail campaign kept some drivers nationwide away from the pump, dealers say they saw little, if any, effect on their traffic.
In Seattle, there were so many cars waiting to get into
Texaco station ... yesterday afternoon that it caused a backup five cars deep into right-hand lane.
Reports indicated few motorists paid attention to a nationwide boycott touted initially by Internet e-mail and later by word of mouth.
A planned nationwide boycott protesting the high price of gasoline didn't have much effect on local gas stations.
"We were expecting something substantial," said Mark Johnson, the owner of a Chevron station. "We haven't really noticed much of a difference."
Irving stations in sunny Halifax said the boycott had no effect on business.
"It's been busy as a bugger here," said Bruce Riley, manager of one station. "We haven't been busier in the last two weeks," added the manager at another Halifax outlet.
Gas stations reported "busier than ever" conditions at the pumps on the day of The Great Internet Gas-Out.
Gasoline is a fungible, global commodity, its price subject to the ordinary forces of supply and demand. No amount of consumer gimmickry and showmanship will lower its price in the long run; only a significant, ongoing reduction in demand will accomplish that goal. Unfortunately, for many people achieving that goal would mean cutting down on their driving or opting for less desirable economy cars over less fuel-efficient models, solutions they find unappealing.
An event like a "gas out" can sometimes do some good by calling attention to a cause and sending a message. In this case, though, the only message being sent is: "We consumers are so desperate for gasoline that we can't even do without it for a few days to demonstrate our dissatisfaction with its cost." What supplier is going to respond to a message like that by lowering its prices? Those who really want to send a "message" to oil suppliers should try not buying any gasoline for several months in a row.
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