Don't Push Mainstream off the Green Bandwagon

I read a tweet ( RT rocknrod The dirty tricks behind local-washing: How national corporations are co-opting the idea of "local"... ) that led me to Indyweek.com for that post on Localism. I think this is an article worth reading. With a caveat. Read the reader comments, and this post, too. And tell me what you think.

I agree with most of the comments: very good in-depth reporting and awareness raising. I am, however, sensitive to the fact that there are a LOT of buzzwords -- greenwashing, astroturfing -- and labels incorporated into the article...and a proposal that we create yet ANOTHER label ("independently owned.")

I'm not opposed to creating clear and transparent descriptions, but I also know -- as evidenced by one of the earliest reader comments -- there is already massive consumer confusion. It's bad enough that we don't have consistent certification programs for green businesses and services, so it's easy to stake a claim and risk being accused of "greenwashing." But I try to minimize use of that word because the fact is, among mainstream consumers, there's still a TON of education and action that has to happen to get the majority on a green path.
We don't want to add to the cynicsm and give mainstream a chance to fall OFF the green bandwagon before we get them on it.

Just as Adam Werbach of Saatchi & Saatchi S is a proponent of moving the sustainability* movement description towards the word BLUE to be more encompassing of the issues, LOCAL is another issue that falls under that category. Do we need to keep chunking things out? What about when "Independently Owned" soon becomes besmirched by the "Home Gardened" crowd or the "Virtual Workers Creating Less Carbon" (me.)? We run the risk of alienating people with too much pressure on politically correct labeling before we've had a chance to educate them in general about simple steps to take at the very least. Again, I'm a big fan of the content and intention...just hoping we can put emphasis on action vs labeling.

I remain perhaps a Pollyanna in promoting my mantra that every step is a good step... even if it is a corporation using marketing to move the ball forward...for NOW. Let's start the skewering AFTER we've saved the world!

*Sustainability: Not robbing the future of resources for today's business practices (Think adherance to triple bottom line people (fair trade, etc.), planet (eco-conscious) AND profit.)

Networking with networks about networking

My blog has always reflected my cross-section of marketing and green work experiences with some personal passions thrown in. More and more those experiences have included social media as I ramp up both my presence and that of my clients in that space. A cross-section -- or lack of -- was never more apparent than at The Cable Show (see #CS09 at search.twitter.com) this year.

It's easy to feel "eco-centric," as I describe my environmental focus, and think that, say EVERYONE knows the meaning of the word "sustainability" these days. But it ain't necessarily so. And when you focus on media and spend time in the SOCIAL network space, it's easy to believe that PROGRAMMING networks would know their way around a Tweetdeck or a follower, too. But you know what they say about the word "ASSUME."

(Reminder - This is a key time to ramp up your knowledge and your efforts since it takes time to build a presence. Give us a call now about letting Sheryl and me (@mossappeal) help. And I must say my overview workshop on Social Media Marketing for Business has gotten rave reviews!)

So I was impressed when Moss Appeal alliance partner, "Marketing Maven" Sheryl Victor, wrote a post today that did a great job summing up our experience at the Cable Show, and probably that of many others who were not tied to a booth. You should read her take on Broadband Nation for good first hand objective observations -- especially as a returning CS alumni after some years away. But her paragraph about Social Media awareness in the cable arena particular really has me jazzed, since we talked to a lot of folks there about tapping our expertise in the Social Media space:

"Social Media is very much in its embryonic stage in most of the Cable industry. Which actually, I was a little surprised at. From a B2B perspective, a colleague and myself were in a panel about 360 Degree marketing. Ann Cowan from CTAM was moderating the panel. When the panelists were asked if they were using Social Networks or Media, you could hear a pin drop…except from the folks at A&E. Mark Garner spoke to their program around the show Hammer, with MC Hammer. Hallmark spoke to how they were dipping their toe, and TV Guide wasn’t using Social Media at all. Then Ann asked if anyone in the audience was tweeting….and out of close to 200 people, only 2 hands went up. Mine and my colleague’s. It actually was incredibly surprising to me. This room was filled with Marketers listening to Marketers. It was just a testament to me how the space is still very much new and uncharted, but is ripe with opportunity!"Sheryl Victor under, Savvy Strategy - Business Development, Marketing and Social Media

Looking good on the Red and Green Carpet

A week or so ago I had the opportunity to meet one of my favorite designers and pro-social champ, Kenneth Cole. Since it launched I've kept a link to his fantastic blog, Awearness, on the resources page of my site, and now his compilation book of celeb effort in the social responsibility space is out and I got to go to the shindig.

I have to say, it was pretty cool to be at the book party, rubbing shoulders with Diane von Furstenberg and Rosario Dawson, but I was a spontaneous guest of my friend Jack, from that other great site, CSRWire.com, so I was not exactly dressed red-carpet ready. But I threw my shoulders back and put my best foot forward only to have the first person I met be Peter G, president of Bruno Magli shoes. Luckily, he actually complimented my Steve Madden boots.

Then I met the lovely and very nice Starley Murray who slipped me one of her mini mint lip glosses, which is actually part of her "red carpet" line. More important, I learned that most of the celebs and people there are all doing their parts, to greater or lesser degrees, to give back, including Starley, who helps women put their best FACES forward with image classes and donates part of her proceeds to domestic violence prevention. Their mantra is:

"We believe that Image is more than what you wear; Image is how you represent yourself in life."

(PS: There are lots of companies who do good and lots of good companies that are organic. Let me know if you want a download on how sustainability is a subset of corporate social responsibility. For example, if you want a good organic/sustainably cosmetic line also check out Josie Moran Cosmetics.)

At least I WAS wearing my favorite Kenneth Cole watch, which I ungracefully basically shoved in the poor man's face and said, "I LOVE this. And I know I'm not your mother, but I'm PROUD of you!" He kind of sheepishly smiled, trapped in the corner next to effusive me. He does so much, though, I couldn't help but "kvell."

But I embarrassed myself even more when I complimented Stanley Tucci for his terrific talent, when I heard myself also then compliment the good job he did on his body. But come on...didn't you see him in "Frankie and Johnny..." on Broadway?

We all do what we can.

Blue Green?

In the May 5th issue of AdAge, Adam Werbach wants to shift focus to a new BLUE movement to embrace more consumer comfort and eradicate the growing consumer green fatigue:

"Blue is a platform for sustainability that goes beyond the deep, beautiful green of environmentalism. Green puts the planet at the center of the dialogue; blue puts people -- consumers and shoppers -- at the center."

This is a head-spinning topic, and while Werbach makes some worthy points, I hope the dialog doesn't obfuscate the objectives:
In other words...We've gotta get going here!


One article commenter makes a good point:

"If fatigue is prevalent among some circles, it's because we have yet to offer the consumer clarity. Throwing in new terms or words such as "blue" doesn't help move us closer to a common understanding. I would hesitate to guess the average person wouldn't have any idea what "blue" means."

The heads of Corporate Social Responsibility from Discovery, Amex and Price Waterhouse Cooper spoke at a terrific panel discussion from the IABC last week. But the first part of the panel had to do with what the heck we should be calling CSR: Corporate Citizenship? Corporate Philanthropy? Cause Branding? I know that clear communication is key to getting the message out there...and we'd like to be able to have a phrase that we can all refer to for common ground. Like, say, "Green." It's just easier, even if, say, "Green" is a subset of social responsibility.


(FYI: If you are practicing social responsibility as a company, you're most likely going to INCLUDE "sustainable" actions, like not polluting and using up virgin forests for your paper needs. BUT social responsibility ALSO means you're looking out for your workers and being a good corporate citizen by doing things like supporting the local library or whathaveyou. So "green" is a subset -- a PART of doing good overall. If you want more, contact me and I'll share some pages from my eco-education deck.)


Back to my point, since I let the words get in my way: I worry that debating the phrasing too much can get in the way of action. "Pay no attention to the man behind the curtain!" As a marketer, I'm all about proper positioning to get a clear and effective message out there.

But, to borrow from that company with a swoosh, let's "Just Do It" already!