It had to happen...Less Green for More Green

Yesterday I got a solicitation in email to purchase the new study from Natural Marketing Institute on the Mainstreaming of Sustainability.

 It has been nine years since NMI conducted the first... research study on the Lifestyles Of Health And Sustainability (LOHAS) marketplace. In 2002, only a few companies were talking about sustainability. [Now] most Fortune 100 companies have C-level sustainability staff and have infused sustainability throughout the organization so that it is everyone's responsibility to consider the environmental and social impacts of their products and operations.

Today I received an solicitation in email to purchase a Green Deal of the day.  Now, I'm a big fan of Groupon, LivingSocial, ideeli, you name it.  I know, I know: higher consumption... but less gas when buying daily deals online vs at brick and mortars! But check out the Green Deal rationale, which makes sense to ME:

You want that big coupon for that local restaurant or that online retailer that makes you call all your friends because you can't believe what an amazing deal you just got.  But you don't want to get great savings at the expense of your commitment to taking care of people and the planet.

Now you can get a great deal AND support the companies who share your values.

  So, I love that now, instead of all our early cries about mainstream companies jumping on the green bandwagon, now the green guys are going mainstream.  At this point, I'm all for things moving both ways, and finding a good, green middle ground. 

Conscious Caretaking

My brother and his family recently had to say goodbye to their cat, Lilah. I was really impressed with the conscientious and caring approach they took:

Poor Lilah had had a sudden decline, had stopped eating and was facing an uncomfortable time. My niece spent her entire spring break from college by the cat's side as opposed to beachside. Betsy, my sister-in-law, solicited help and support by reaching out to her community of friends and family via an email asking if anyone had advice on putting a pet down. This was her way of sharing the news and asking for help in a way that did not disturb or make people uncomfortable -- but a way that also let them know she was facing a tough time in case they wanted to reach out. She was surprised by the outpouring of support and thoughts her fairly straightforward email elicited.

One person in Betsy's extended circle of friends turned out to be a vet who knew of another vet who made housecalls and would actually put the animal to sleep at home. They didn't even realize that in-home pet euthansia was possible, so thank the world of social networking again. Lilah hated going to the vet, or even in a carrier. My brother said he could just point a finger at the carrier and Lilah would bolt from the room. So, they were able to avoid adding to her misery by avoiding a ride to a clinic.

On her final day, the whole family spent time with their pet, taking portraits and created a kind of sanctuary on the back porch with a terry covered set up for Lilah. They all gathered around and had a comforting hand on her as she was put under.

The final loving touch? Lilah's ashes will be returned to them in a seed-embedded biodegrable box which will bloom with flowers in their backyard. Ashes to ashes. Or, as one site guides, "Be a Tree."

Fueling Disney

In a recent blog, I wrote about a terrific documentary, FUEL, and what I'd learned from it about biofuels.

Yesterday Disney released its most comprehensive corporate responsibility report ever, and in the section on the environment, I saw this:

They are running their little theme park trains on vegetable biodiesel! Go Disney. They also list "Long-Term Goal #7" as:

Inform, empower and activate employees, business partners and consumers to take positive action for the environment Through the years, Disney's environmental efforts have touched the lives of millions of people directly and indirectly. Going forward, we will seek not just to build awareness but to empower and activate employees, business associates and consumers to take positive action for the environment.

It's really key to green from the inside out. Educating employees will make them aware, and influence the changes they make and home, which will educate and influence their families, which will educate and influence friends....and so on. And as we ramp up that eco-education on an ONGOING basis (this is not a static situation), we'll ramp up a new generation of eco-evangelists. And they'll tell two friends, and they'll tell two friends..... (Loved that Breck commercial.)

To get started, bring me in to do an eco-education seminar and/or produce ongoing internal green communications!

pre-Fatigue Fatigue

I'm worried. The more we see and hear the green message, the greater the chance for the planet-killjoys to circle the wagons with cries of "it's a trend!"

Last night I attended a mainstream networking event. Instead of the usual pats on back and looks of intrigue from most people who hear I have Moss Appeal Green, a couple of clearly conservative fellows in the finance and real estate worlds actually challenged me to a little eco-duel. ("Come on, E.B. ...Isn't "green marketing" just trying to get companies to look like they're doing stuff?" or "This won't make any difference," "it's a passing phase," etc.)

I believe I won. I think a "trend" or "fad" is based on sizzle, not meat or merit. We have no choice but to embrace this and get used to the need for substantive change.

But they are getting tired of hearing eco-this and sustainable that. I think that is the good news and the bad news. Per my previous comments, I think when we get tired of hearing the message is when it may finally be sinking in. But miles to go before we sleep.

Green doyenne, Jacquie Ottman, fought back a little in today's Sustainable Brands Weekly newsletter in a blurb on "green fatigue." See that, and my supporting comment, below it.
And don't give up on us yet!

Putting it in Green Perspective, Pt. 1

Reuters had a story on Thursday about a study, vetted by the EPA, that confirmed the impact an individual household can have by simply opting to receive and pay bills online vs. paper statements and checks.

The average U.S. household receives about 19 bills and statements and makes about seven payments by paper each month. Apparently, by switching to electronic bills, and payments, "the average American household would save 6.6 pounds of paper a year, save 0.08 trees, and not produce 171 pounds of greenhouse gases -- the equivalent of driving 169 miles." The great thing about this article is twofold: it confirmed that individual acts DO make a difference, and it QUANTIFIED things in a pretty tangible way.

Now, for some people, it may still be hard to grasp what 6.6 pounds of paper a year feels like, or the impact of 171 pounds of greenhouse gases. But luckily the article goes on to describe it even more clearly with help from the Pay It Green Alliance, of banks and others who have teamed up to encourage electronic statements and payments.

The Alliance, formed in November of '07, has a terrific page on their site with facts that were also quoted in the Reuters article. And THESE are the examples that really help you wrap your brain around the impact little old you can make. For example: They put that 171 pounds of greenhouse gas in other understandable quantities like:

• The emissions avoided by not consuming 8.8 gallons of gasoline
• Planting 2 tree seedlings and allowing them to grow for 10 years
• Preserving 24 square feet of forestland.

I could save 24 sq feet of forestland...and the $100 a year or so in postage on mailing bills at the same time? Cool!

And then they gross it up for you for what that equates to if 20% of US Households paid bills electronically, which would mean greenhouse gas reduction the same as:

• Taking 325,722 cars off the road
• The emissions avoided by not consuming 200 million gallons of gasoline
• Planting 45.6 million tree seedlings and allowing them to grow for 10 years
• Preserving 12,405 acres of forestland

I always work to create "benefit-based" green or mainstream marketing programs for my clients, thinking about the WIFM -- the "What's in it for Me" -- that the end-user would care about. By putting themselves in the shoes of the average American, who has been hearing all this "green " this and "eco" that but is tempted to not participate because s/he is just one person, it's this kind of information that personalizes it and really shows exactly "What's in it for EVERYONE."

PS: A great book that takes this concept to the next level is The Green Book.