Tuesday, October 30, 2007

the case for standing for something

i don't even know how to introduce mike swenson, other than letting you know his opinion matters. he just posted some great thoughts on brands and what they stand for. follow his blog here.

mike cites the PR Week/Barkley Cause Survey. it's worth downloading if you care about the good work brands can do, the whys and the hows.

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Wednesday, October 17, 2007

An argument for action

debate. arguing. politics. money. red and blue. aisle and aisle. hippies. alarmists.

i've watched this three times and believe it's the best reason we have - and most bipartisan - for taking action against global climate change. it will take 9 minutes for you to watch, so make sure you have time. it's worth it and it will make up your mind on the next step toward saving our planet.

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Thursday, August 23, 2007

PSFK calls out Delta

I walk a fine line here at the Do Better Blog. I try to post only info of the purest of heart. We all know there's a ton of "greenwashing" going on with brands right now to be part of the cool, green, kids' table. Boo on that. I'm not suggesting a witch hunt, but I am suggesting we continue to feature and laud honestly good companies compared to companies who've tacked on a green initiative because their competitors just adopted a highway. So far from the point. Anyway, I love reading PSFK (and get a lot of my truly environmental info from this source - so put 'em on your RSS reader) and tonight saw an interesting post calling out Delta's "green" efforts.

First of all, I'm really happy. Why? Because PSFK did something that I am so darn excited to see in the mainstream: a feet-to-the-fire accountability check of companies' "green" efforts. Since forming Interwoven Threads, I've tried to do as much as I can to create a sustainable company. Am I 100 percent good yet? No. But I'm working toward it. And I like the dialogue and the pressure from consumers. I invite it. It's how this green thing will get some gas (and by gas, I mean...).


PSFK questions Delta's "green" in-flight amenity kit (photo credit psfk). You know, they were pretty harsh on Delta, but I'd have started out with even a harsher criticism: When you're an airline, burning god knows how much fuel, a corn-based toothbrush isn't going to offset your carbon footprint. Don't jerk me around with an in-flight kit. I'm going to criticize your marketing dept. Promote the trees you're planting to offset your footprint. Promote your partnership with the Breast Cancer Research Fund. Give me a sapling instead of a toothbrush to, if your website is correct, symbolize the tree you are planting on my your employees' behalf. That's good stuff and it's stuff I, as a consumer, get and can get behind.

What would make me happy (and I imagine Piers, too) would be an honest account of how to do better. Something like this, printed on the in-flight bag: "We're an airline. We burn lots of fuel. But you have to get to L.A. from New York and you need to do it fast. So, we exist to aid travel. To offset the environmental implications of our industry, we're doing X. You'll see that reflected in our in-flight service and our gate experience, where we're working toward a social consciousness we believe is critical to balance our impact on the environment we all seek to preserve."

One great thing that came from the giant Web 2.o movement was transparency. It started as an edict for web behavior and has trickled into all aspects of modern business communications. Nowhere is it more beneficial to a company and appreciated by a consumer than being transparent with your environmental and social efforts. None of us are perfect. Delta, your consumers know what you're putting into the air when they buckle their belts. So face it. Be who you are. Seems like you've got a lot of good offsets going for you, none of which have anything to do with a "green" toothbrush. How do you communicate those better? How do you change the bigger picture, not just the cute kit with some nice copywriting.

It's a good day, folks. We're challenging brands. We're debating authenticity. And that is what grows efforts.

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Tuesday, August 21, 2007

Barefoot Wine, please

On the topic of companies doing better, Barefoot Wine is doing it. They've partnered with the Surfrider Foundation to identify 7 beaches to renew to a level fit for activity. The cleanups have taken place across the U.S. Their next cleanup is Sept. 1.

Have a beach you'd like to see revived? Vote here. They've also provided 10 things you can do to keep the ocean and beaches clean.

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Sunday, August 5, 2007

Shellhouse collapsible shelter



Read a blurb in the latest issue of Good Magazine on Shellhouse, an innovative effort to engage DIY-ers to create portable, foldable shelters for the homeless. First of all, these are beautifully-designed structures. Second, they are quite practical, as they fold up to be carried during the day. Shellhouse also has instructions to create (and donate) radio transmitters. I'm not 100 percent clear on the transmitters, but I'm still diggin' through the site.

Regardless, this is a wonderful project and I do hope it catches on. This issue of Good is all about design - more importantly, designing for a greater good. Shellhouse is a great example of a practical and simple design that can improve lives. For you DIY-types, might be a nice way to spend a Saturday afternoon...the materials are free and the product is fantastic.

Kudos.

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Thursday, August 2, 2007

Europe beatin' the pants off U.S. for Ethical Fasion

Andrew passed an article my way, via Marketing Daily, on the gap between European and American consumption of ethical fashion. Europe, is much farther along that our fair country when it comes to purchasing clothing (and goods) that adhere to a variety of socially-responsible standards. From organic material to fair trade certification, the popularity level is high.

The difference could be based on the U.S.'s lagging adoption of fair trade and a lack of oversight by a third party. Might be driven, also, by mindset. If you simply look at what TransFair has done to raising awareness in the food and beverage market in the U.S., it's clear that third-party endorsements not only provide additional brand recognition during purchase opportunities, but aid in raising the overall awareness level.

I do think that the article paints a more dire picture of Americans' awareness level for ethical clothing than is fair to build a soapbox upon. We're doing better. And as mainstream designers continue to incorporate fair trade products and practices into popular lines, the awareness will only grow. Additionally, American consumers are embracing the green/sustainable/ethical buzzwords and turning them into buying practices. We may be lagging behind Europe, but we're making progress. And that's encouraging.

Resources:
TransFair
Business for Social Responsibility

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Friday, July 6, 2007

the problem with water


while on vacation in Angel Fire, NM this week, i was able to catch up on some reading, including this month's Fast Company. in addition to an engaging feature on Al Gore (and his many pursuits), the magazine has a great article on the bottled water industry. you can access it in its entirety, as well as a few great blog posts/conversation threads associated. it's worth a read for anyone concerned about the origin of their beverages, environmental impact and social inequities related to such a simple product.

and while water is essential to life, and considered by most to be a right not deserving a second though, water - and bottled water in particular - is at the center of some of our world's biggest problems. the good news is, some simple life-change steps can make a big impact not just in your corner of the world, but our larger planet. so what's so bad about water?
1) increased consumption of bottled water has increased the threat of waste and pollution within the environment.
2) water continues to be one of the most poignant social inequities. while many of us waste water like it's our job, much of the world goes without clean (or available) water on a daily basis (one in six, actually). Fiji water's own backyard contains more than half a million Fijians who do not have clean water to drink.

what can you do? here are some very simple steps toward a better beverage:
1) carry a reusable bottle. i prefer my creatively-stickered Nalgene bottle and my dented Sigg bottle I've had for years. carrying a reusable bottle not only helps you avoid purchasing single bottles (and possibly discarding them in the trash), but it encourages increased water consumption - your body will love you!
2) drink tap water. i'm at fault for this one..but i'm coming around. across the US and most major international cities, tap water is highly tested (oftentimes more so than bottled) and even contains minerals that some filtered water strips away. one of the best ways to get into this habit is to fill a reusable jug or pitcher with tap water and throw it into the fridge for future use. it's refreshingly cold, and tricks your mind a bit.
3) recycle. if you're going to use PET bottles, just toss them into the recycling bin, instead of the trash. almost 80 percent of plastic bottles end up in the landfill. that's a scary-high number, and one that takes little effort to reduce through simple responsibility.
4) avoid buying major-brand water. your local grocery store has refillable water kiosks, brimming with local filtered water. buying bulk can save the amount of waste, but it also helps you avoid being part of corporations that conduct business with little to no responsibility.

i'm the first to admit i have a long way to go in being more responsible with my water consumption, but i'm taking steps. Nalgene's "Refill Not Ladfill" campaign has some great ways to take that first step and good links for finding out more about this issue.

back to my vacation (because i just can't seem to re-acclimate myself yet)...water was a major part of our week. from providing refreshment to our almost continous outdoor activities to being the centerpiece of beauty during hikes and sightseeing, i left New Mexico wanting to do a better job of conserving consumable and natural water. here are a few pictures from our hike up Wheeler Peak, NM's tallest mountain. if these don't make you want to advocate for our environment...



as we took a lakeside break before the final approach to the summit, i sat next to the clear water and remembered a statement from Patagonia's Yvon Chouinard, in which he told of always drinking straight from the streams and lakes he fished/hiked/played around and thought about how sad it is that we're so far from that opportunity now. and i was thankful that my CamelBak and multiple bottles were filled with the water i required to get through the hike.

happy Friday, all. raise your reusable bottles in a toast to the weekend.

cheers.

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Friday, June 29, 2007

Kona Biketown Africa

I've been following Bicycling Magazine's Biketown program for a while - it's an incredibly simple example of doing little things (donating a bike to someone who doesn't have one) to transform a life. Some of the recipients use their new bike to ride to a job, some find a new way to exercise, and some just rediscover the joy of wheeling around like a kid again. The flip side, is a heightened awareness for cycling. Win-win.

Read an article on WorldChanging this morning featuring Bicycling Magazine's partnered with Kona bikes to create Kona Biketown Africa. Kudos to both the magazine and Kona for taking on this need and finding a relevant way to make a change.

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