move humanity forward
DESCRIPTION
A presentation given to MBA students at CU on sustainable marketing and the work done at the FearLess Cottage.TRANSCRIPT
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MOVE HUMANITY FORWARD
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FEARLESS COTTAGE
WHAT IS SUSTAINABILITY
MARKETING FOR SUSTAINABILITY
FEARLESS PROJECTS
COMMON
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FearLess Cottage
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A BRIEF HISTORY OF POWER
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FEAR IS THE ENEMYOF CREATIVITY, INNOVATION,
HAPPINESS AND LOVE.
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WHAT DO WE HAVE TO FEAR?
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WE HAVE REACHEDTHE EDGES OF THE BUCKET,
OUR ECOSYSTEM.
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PEAK OIL,CLIMATE CHANGE,
OVER-POPULATION,OCEAN ACIDIFICATION,ECONOMIC RECESSION,
CHILDHOOD OBESITY,DEFORESTATION, ONGOING WARS,
MERCURY, CANCER,
ETC...
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THE MORE YOU LEARN ABOUT THESE ISSUES, THE MORE
YOUR WORK NEEDS TO EVOLVE.
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IT’S EASY TO GET SCAREDOR IGNORE THINGS YOUDON’T WANT TO HEAR.
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BANKSY
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THAT APPROACH HASNEVER SOLVED ANYTHING.
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ALL OF OUR BIGGEST PROBLEMS TODAY ARE MAN-MADE.
THEREFORE, THEY CAN BE
SOLVED BY MAN.
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THERE’S NOBODY ELSEBUT US.
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LIVE IN THE PAST, OR GETDOWN TO THE BUSINESS OF
IMAGINING A BETTER, SUSTAINABLE FUTURE.
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“THE BEST WAYTO PREDICT THE
FUTURE IS TO DESIGN IT.”
-BUCKMINSTER FULLER
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WHAT IS SUSTAINABILITY?
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SUSTAINABLE
GREEN
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GREEN IS OFTEN THEBEGINNING OF
THE CONVERSATION.(IT WAS FOR ME.)
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SUSTAINABILITYIS A BALANCE
OF RESOURCES
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SOCIAL(PEOPLE)
NATURAL(PLANET)
ECONOMIC(PROFIT)
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LIVING WELL TODAYWITHOUT MAKING TOMORROW SUCK.
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SOCIAL(PEOPLE)
NATURAL(PLANET)
ECONOMIC(PROFIT)YAY!
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SOCIAL(PEOPLE)
NATURAL(PLANET)
ECONOMIC(PROFIT)YAY!
Design is the glue
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CORPORATE SOCIAL RESPONSIBILITY(CSR) IS A START.
BUT IT’S NOT THE SOLUTION.
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SOCIAL(PEOPLE)
NATURAL(PLANET)
ECONOMIC(PROFIT)
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SOCIAL(PEOPLE)
NATURAL(PLANET)
ECONOMIC(PROFIT)CSR
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SOCIAL(PEOPLE)
ECONOMIC(PROFIT)
NATURAL(PLANET)
CSRMARKETING
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CSR MARKETING EXAMPLE: COCA-COLA
“ENJOY”
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CSR MARKETING EXAMPLE: COCA-COLA
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SOCIAL(PEOPLE)
ECONOMIC(PROFIT)
NATURAL(PLANET)
CSRMARKETING
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SOCIAL(PEOPLE)
ECONOMIC(PROFIT)
NATURAL(PLANET)
CSR
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SOCIAL(PEOPLE)
ECONOMIC(PROFIT)
NATURAL(PLANET)
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SOCIAL(PEOPLE)
ECONOMIC(PROFIT)
NATURAL(PLANET)
LIES
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CSR MARKETING LIES: BIG OIL
“WE AGREE”
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CSR MARKETING LIES: BIG OIL
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SOCIAL(PEOPLE)
ECONOMIC(PROFIT)
NATURAL(PLANET)
LIES
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GREENWASHING:AN INSINCERE DISPLAYOF CONCERN FOR THE
ENVIRONMENT.(AN EXAGGERATION / LIE)
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GOODWASHING:AN INSINCERE DISPLAY
OF CONCERN FOR PEOPLE.
(AN EXAGGERATION / LIE)
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EXAMPLE:“NATURAL”
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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
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MARKETING FORSUSTAINABILITY
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HONESTY MATTERS.TO CONSUMERS. TO EMPLOYEES. TO THE WORLD.
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“NO LIE CANLIVE FOREVER.”
-MLK JR.
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SOCIAL(PEOPLE)
NATURAL(PLANET)
ECONOMIC(PROFIT)YAY!
MARKETING
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HELP DESIGN SUSTAINABILITYINTO THE BUSINESS MODEL
SUSTAINABLE MARKETING PLAN STEP 1:
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TELL YOUR STORY IN ANHONEST & COMPELLING WAY.
SUSTAINABLE MARKETING PLAN STEP 2:
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TAD CARPENTER
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YES, WALMARTIS MOVING IN THIS DIRECTION.
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NOBODY’S PERFECT
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THERE IS NO “GREEN.”THERE IS NO “GOOD.”
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SUSTAINABILITY ISAN ONGOING PROCESS
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RECYCLING
ZERO WASTE
CARBON NEUTRAL
CRADLE-TO-CRADLE
ORGANIC NON-TOXICRENEWABLE
COMPOSTABLE
PERMACULTUREBIODIVERSITY
ZERO EMISSIONSEFFICIENCY
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EFFICIENCYDOING MORE WITH LESS
HEALTHINVESTMENTS NOW PAY OFF LATER
COLLABORATIONENGAGE EMPLOYEES AND CONSUMERS
STARTING POINTS:
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WHAT REALLY INFLUENCES CHANGEIN CONSUMER BEHAVIOR?
CONVENIENTCHEAP COOL
GREENER HONEST
DURABLE
HEALTHIER FUNCTIONAL
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FEAR LESSLOVE MORE
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WE ARE ALL CITIZENS.WE ARE ALL PRODUCERS.WE ARE ALL CONSUMERS.
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IN THE INFORMATION AGE,IT’S GETTING HARDER TO
HIDE THE TRUTH.
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WORK ON BEING TRANSPARENTBEFORE TRANSPARENCY
HAPPENS TO YOU.
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GREATER TRANSPARENCY+ CONSUMER DEMAND
= CHANGE
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OUR WORK IS FOCUSED ON ACTIONS WE CAN TAKETO MAKE THINGS BETTER
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BETTER FOR:
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PROJECT: NON-GMO
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PROJECT: CLIMATE REALITY
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PROJECT: CLIMATE REALITY
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PROJECT: OCCUPATIONALIST.org
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COMMONCM
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SOME BUSINESSES ARECHOOSING GREED
OVER SUSTAINABILITY.
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BUSINESS USED TO BEA MUTUALLY BENEFICIAL
EXCHANGE BETWEEN TWOOR MORE PARTIES.
NOW (FOR SOME)IT MEANS TRYING
TO TAKE ADVANTAGEOF OTHERS
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LET’S BRING BUSINESSBACK TO WHAT IT’SSUPPOSED TO BE...
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CAPITALISM AS A FORCEFOR SOCIAL GOOD
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A BRAND TO ACCELERATE POSITIVE CHANGE
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WHAT IS ASOCIAL ENTREPRENEUR?
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DO THINGS THAT MAKE OTHERS MEANINGFULLY BETTER OFF.
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MAKE PURPOSECORE TO THEIR MISSION
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STAKEHOLDERSFINANCIAL INVESTORS CONSUMERSEMPLOYEESCOMMUNITIESSOCIETYENVIRONMENTFUTURE GENERATIONS
BETTER OFFHAPPIERHEALTHIERFINANCIALLY SECUREEMPOWEREDENLIGHTENEDCONNECTEDFREE
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DO SHIT THAT MATTERS
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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.
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PEAK OIL,CLIMATE CHANGE,
OVER-POPULATION,OCEAN ACIDIFICATION,ECONOMIC RECESSION,
CHILDHOOD OBESITY,DEFORESTATION, ONGOING WARS,
MERCURY, CANCER,
ETC...
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SOME THINGS AREGETTING REALLY BAD.
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THERE WILL BE MAJORDISRUPTIONS TO OUR SOCIETY.
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BUT WITH NEW IDEAS ANDINNOVATION, OTHER THINGS
WILL GET REALLY GOOD.
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LET’S MINIMIZE THE BADAND ACCELERATE THE GOOD.
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“THE RUINS OF THE UNSUSTAINABLE ARE THE 21st CENTURY’S
FRONTIER.”-BRUCE STERLING
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MOVE HUMANITY FORWARD
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JEFF [email protected]@fearlesscottage.com
FEARLESS COTTAGE@FearLessForce facebook.com/FearLessCottagewww.fearlesscottage.com