FMI claims that the American public does not understand the metric system and is not demanding metric products. I think there is some truth to this claim. Although the U.S. public has taken to metric soft drinks (and hard drinks, too) , it remains to be seen if the average U.S. shopper understands, upon inspection, how, for example, a 1 L bottle relates to a 500 mL bottle or a 750 mL bottle. Now, you and I on this list laugh at such a statement, because we have made this understanding of metric units as instinctive as cents relate to dollars. But FMI is talking about the average consumer who, under the FPLA amendment, suddenly will be faced with labeling, shelf tags, and advertising in metric units only, and will have to make a purchase based upon metric-only labeling. Its point that numerous questions will be handed to store personnel is a valid one (I speak here from personal experience as a retail pharmacist over the years, when any consumer-product issue comes up from behind and taps the public on the shoulder) .
We must face the fact that Americans are generally not taught or oriented to using, and comparing, metric units. Buying a 2 L bottle of Coke is one thing, but really processing that measurement information is another. Does the average shopper know that 2 L = 2000 mL, and can (s)he yet quickly and easily relate a 2 L bottle to a 250 mL bottle? I don't think so. I say we need to work to change that. We who extol the advantages of metric need to educate our fellow Americans on features, and the virtues the metric system. This just isn't common knowledge yet in America. Developing a plan for consumer metric education is going to be a top priority for me at USMA in the coming months. We can accomplish two things with mass consumer education: to reduce any possible public confusion over metric units, and also to sell the decimal advantage of metric. Paul Trusten, R.Ph. Public Relations Director U.S. Metric Association, Inc. www.metric.org 3609 Caldera Blvd. Apt. 122 Midland TX 79707-2872 US +1(432)528-7724 trus...@grandecom.net
