MOVE HUMANITY FORWARD

FEARLESS COTTAGE

WHAT IS SUSTAINABILITY

MARKETING FOR SUSTAINABILITY

FEARLESS PROJECTS

COMMON

FearLess Cottage

A BRIEF HISTORY OF POWER

FEAR IS THE ENEMYOF CREATIVITY, INNOVATION,

HAPPINESS AND LOVE.

WHAT DO WE HAVE TO FEAR?

WE HAVE REACHEDTHE EDGES OF THE BUCKET,

OUR ECOSYSTEM.

PEAK OIL,CLIMATE CHANGE,

OVER-POPULATION,OCEAN ACIDIFICATION,ECONOMIC RECESSION,

CHILDHOOD OBESITY,DEFORESTATION, ONGOING WARS,

MERCURY, CANCER,

ETC...

THE MORE YOU LEARN ABOUT THESE ISSUES, THE MORE

YOUR WORK NEEDS TO EVOLVE.

IT’S EASY TO GET SCAREDOR IGNORE THINGS YOUDON’T WANT TO HEAR.

BANKSY

THAT APPROACH HASNEVER SOLVED ANYTHING.

ALL OF OUR BIGGEST PROBLEMS TODAY ARE MAN-MADE.

THEREFORE, THEY CAN BE

SOLVED BY MAN.

THERE’S NOBODY ELSEBUT US.

LIVE IN THE PAST, OR GETDOWN TO THE BUSINESS OF

IMAGINING A BETTER, SUSTAINABLE FUTURE.

“THE BEST WAYTO PREDICT THE

FUTURE IS TO DESIGN IT.”

-BUCKMINSTER FULLER

WHAT IS SUSTAINABILITY?

SUSTAINABLE

GREEN

GREEN IS OFTEN THEBEGINNING OF

THE CONVERSATION.(IT WAS FOR ME.)

www.storyofstuff.comTHE STORY OF STUFF

SUSTAINABILITYIS A BALANCE

OF RESOURCES

SOCIAL(PEOPLE)

NATURAL(PLANET)

ECONOMIC(PROFIT)

LIVING WELL TODAYWITHOUT MAKING TOMORROW SUCK.

SOCIAL(PEOPLE)

NATURAL(PLANET)

ECONOMIC(PROFIT)YAY!

SOCIAL(PEOPLE)

NATURAL(PLANET)

ECONOMIC(PROFIT)YAY!

Design is the glue

CORPORATE SOCIAL RESPONSIBILITY(CSR) IS A START.

BUT IT’S NOT THE SOLUTION.

SOCIAL(PEOPLE)

NATURAL(PLANET)

ECONOMIC(PROFIT)

SOCIAL(PEOPLE)

NATURAL(PLANET)

ECONOMIC(PROFIT)CSR

SOCIAL(PEOPLE)

ECONOMIC(PROFIT)

NATURAL(PLANET)

CSRMARKETING

CSR MARKETING EXAMPLE: COCA-COLA

“ENJOY”

CSR MARKETING EXAMPLE: COCA-COLA

SOCIAL(PEOPLE)

ECONOMIC(PROFIT)

NATURAL(PLANET)

CSRMARKETING

SOCIAL(PEOPLE)

ECONOMIC(PROFIT)

NATURAL(PLANET)

CSR

SOCIAL(PEOPLE)

ECONOMIC(PROFIT)

NATURAL(PLANET)

SOCIAL(PEOPLE)

ECONOMIC(PROFIT)

NATURAL(PLANET)

LIES

CSR MARKETING LIES: BIG OIL

“WE AGREE”

CSR MARKETING LIES: BIG OIL

SOCIAL(PEOPLE)

ECONOMIC(PROFIT)

NATURAL(PLANET)

LIES

GREENWASHING:AN INSINCERE DISPLAYOF CONCERN FOR THE

ENVIRONMENT.(AN EXAGGERATION / LIE)

GOODWASHING:AN INSINCERE DISPLAY

OF CONCERN FOR PEOPLE.

(AN EXAGGERATION / LIE)

EXAMPLE:“NATURAL”

ORGANICYESYESYESYESYESYESYESYESYES

“NATURAL”NONONONONONONONONO

NO TOXIC PESTICIDES/HERBICIDESNO ANTIBIOTICSNO GROWTH HORMONESGMO-FREEANIMAL WELFARE REQUIREMENTSAUDIT TRAIL FROM FARM TO TABLECERTIFICATION REQUIREDCOWS REQUIRED TO BE ON PASTURELEGAL RESTRICTION ON MATERIALS

MARKETING FORSUSTAINABILITY

HONESTY MATTERS.TO CONSUMERS. TO EMPLOYEES. TO THE WORLD.

“NO LIE CANLIVE FOREVER.”

-MLK JR.

SOCIAL(PEOPLE)

NATURAL(PLANET)

ECONOMIC(PROFIT)YAY!

MARKETING

HELP DESIGN SUSTAINABILITYINTO THE BUSINESS MODEL

SUSTAINABLE MARKETING PLAN STEP 1:

TELL YOUR STORY IN ANHONEST & COMPELLING WAY.

SUSTAINABLE MARKETING PLAN STEP 2:

TAD CARPENTER

YES, WALMARTIS MOVING IN THIS DIRECTION.

NOBODY’S PERFECT

THERE IS NO “GREEN.”THERE IS NO “GOOD.”

SUSTAINABILITY ISAN ONGOING PROCESS

RECYCLING

ZERO WASTE

CARBON NEUTRAL

CRADLE-TO-CRADLE

ORGANIC NON-TOXICRENEWABLE

COMPOSTABLE

PERMACULTUREBIODIVERSITY

ZERO EMISSIONSEFFICIENCY

EFFICIENCYDOING MORE WITH LESS

HEALTHINVESTMENTS NOW PAY OFF LATER

COLLABORATIONENGAGE EMPLOYEES AND CONSUMERS

STARTING POINTS:

WHAT REALLY INFLUENCES CHANGEIN CONSUMER BEHAVIOR?

CONVENIENTCHEAP COOL

GREENER HONEST

DURABLE

HEALTHIER FUNCTIONAL

FEAR LESSLOVE MORE

WE ARE ALL CITIZENS.WE ARE ALL PRODUCERS.WE ARE ALL CONSUMERS.

IN THE INFORMATION AGE,IT’S GETTING HARDER TO

HIDE THE TRUTH.

WORK ON BEING TRANSPARENTBEFORE TRANSPARENCY

HAPPENS TO YOU.

GREATER TRANSPARENCY+ CONSUMER DEMAND

= CHANGE

OUR WORK IS FOCUSED ON ACTIONS WE CAN TAKETO MAKE THINGS BETTER

BETTER FOR:

PROJECT: NON-GMO

PROJECT: CLIMATE REALITY

PROJECT: CLIMATE REALITY

PROJECT: OCCUPATIONALIST.org

PROJECT: OCCUPATIONALIST.org

COMMONCM

SOME BUSINESSES ARECHOOSING GREED

OVER SUSTAINABILITY.

BUSINESS USED TO BEA MUTUALLY BENEFICIAL

EXCHANGE BETWEEN TWOOR MORE PARTIES.

NOW (FOR SOME)IT MEANS TRYING

TO TAKE ADVANTAGEOF OTHERS

LET’S BRING BUSINESSBACK TO WHAT IT’SSUPPOSED TO BE...

CAPITALISM AS A FORCEFOR SOCIAL GOOD

A BRAND TO ACCELERATE POSITIVE CHANGE

WHAT IS ASOCIAL ENTREPRENEUR?

DO THINGS THAT MAKE OTHERS MEANINGFULLY BETTER OFF.

MAKE PURPOSECORE TO THEIR MISSION

STAKEHOLDERSFINANCIAL INVESTORS CONSUMERSEMPLOYEESCOMMUNITIESSOCIETYENVIRONMENTFUTURE GENERATIONS

BETTER OFFHAPPIERHEALTHIERFINANCIALLY SECUREEMPOWEREDENLIGHTENEDCONNECTEDFREE

DO SHIT THAT MATTERS

THE WORK THAT’S THE MOST REWARDINGISN’T WHAT MAKES THE MOST MONEY.

IT’S THE WORK THAT’S ALIGNED WITHYOUR VALUES AND YOUR PASSION.

PEAK OIL,CLIMATE CHANGE,

OVER-POPULATION,OCEAN ACIDIFICATION,ECONOMIC RECESSION,

CHILDHOOD OBESITY,DEFORESTATION, ONGOING WARS,

MERCURY, CANCER,

ETC...

SOME THINGS AREGETTING REALLY BAD.

THERE WILL BE MAJORDISRUPTIONS TO OUR SOCIETY.

BUT WITH NEW IDEAS ANDINNOVATION, OTHER THINGS

WILL GET REALLY GOOD.

LET’S MINIMIZE THE BADAND ACCELERATE THE GOOD.

“THE RUINS OF THE UNSUSTAINABLE ARE THE 21st CENTURY’S

FRONTIER.”-BRUCE STERLING

MOVE HUMANITY FORWARD

JEFF OETH@jeffoethjeff.o@fearlesscottage.com

FEARLESS COTTAGE@FearLessForce facebook.com/FearLessCottagewww.fearlesscottage.com