98
MOVE HUMANITY FORWARD
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.)
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
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 [email protected]@fearlesscottage.com
FEARLESS COTTAGE@FearLessForce facebook.com/FearLessCottagewww.fearlesscottage.com
