Author: Shel Horowitz—Green/Ethical Business Expert
A lifelong activist, profitability and marketing specialist Shel Horowitz’s mission is to fix crises like hunger, poverty, racism, war, and catastrophic climate change—by showing the business world how fixing them can make a profit. An author, international speaker, and TEDx Talker, his award-winning 10th book, Guerrilla Marketing to Heal the World, lays out a blueprint for creating and MARKETING those profitable change-making products and services. He is happy to help you craft your messaging and develop profit strategies. Learn more (and download excerpts from the book) at http://goingbeyondsustainability.com
Surveillance cameras. Photo by Pawe? Zdziarski [CC BY-SA 3.0 (http://creativecommons.org/licenses/by-sa/3.0/)]
But this is not exactly a surprise. Government spying on activists has been a thing since at least the 1920s, and the more we develop tech tools, the easier it is to spy. This article cites a spy report that sure looks to me like the Attending/Interested numbers were simply copied off a Facebook event page.
But don’t let Big Brother scare you off activism. Privacy is an illusion. If you have a bank account, credit card, driver’s license, medical record, or even a salaried job, you gave up your privacy long ago. These days, even walking down the street puts you on “candid camera.”
This doesn’t mean we shouldn’t protest intrusions on our privacy. But we have to live our lives as if we’re under constant surveillance–because we probably are.
In the 1970s, I was suspicious enough that my phone was tapped that every once in a while, I’d say things like, “FBI agents, get your pencils. I’m going to give you my recipe for three-minute chocolate mousse.” And then I’d tell them to melt chocolate chips, mix it into ricotta cheese, add cinnamon and cocoa powder, vanilla extract, and maybe a bit of rum.
To me, this was a really empowering way to handle it. It said that I was aware of the possibility that someone was listening, and that I wasn’t disclosing any sensitive information–not that I even had any–so they ay as well not bother to listen. And it brought a little humor to my day, and hopefully, to theirs.
Remember some of those unflattering names for TV in the 1960s and 70s? “Boob tube.” Idiot box.” I think these names are rooted in the neurological changes TV works on our brains, combined with the inherently passive nature of watching–AND with the low content quality that too often marks this powerful and addictive medium.
TV too often incites violence and racism. And I don’t choose to play in that sandbox. For every Mr. Rogers or Sesame Street inculcating positive values, for every National Geographic or Discovery Channel special that broadens our sense of what is possible, there are dozens of shoot-em-up adventure shows and newscasts to focus our attention on the worst parts of our society. And it’s all tied together with ads designed to make us feel inadequate because we don’t buy certain brands. As Mick Jagger sang, “He can’t be a man ’cause he doesn’t smoke/the same cigarettes as me.“
The original promise of cable TV was no ads in return for the monthly payment (1970s). But that original promise didn’t last very long! I grew up in NYC, which had seven stations on the VHF band, plus what must have been another 20 on UHF for those who had sets that could pull them in. Moving to places that had only two or three channels on the broadcast spectrum, I could see the appeal, at least for those who love TV.
TV is not an active part of my life.
We moved when I was 10 and left the big clunky ancient black-and-white TV behind. We didn’t get another one for two years–just in time to watch All In The Family. That was pretty much the only show I watched through high school. Through much of my early adult life, we didn’t even own a TV.
And when we got one, it was mostly as a video monitor, with some PBS kid shows on the side. We thought it was healthier to let our kids watch up to an hour a day of content-supervised TV than to ban it altogether and have it become alluring forbidden fruit.
A few years ago, when regular old broadcast TV was discontinued, our cable company gave us a converter box free for the first two years. We never even got it to work properly, and when the two years were up, we returned the box and eventually convinced them that we shouldn’t be paying the $10 month for a service we weren’t using. They acted deeply shocked but eventually lowered our bill. They supply both our landline phone and our broadband Internet.
A few times a year, we go to a friend’s house or a public place to watch a presidential debate, World Series game, or other special broadcast. I think TV news is the worst kind of mind pollution and get my news from other sources–that’s been true for decades, even when I had a working set. I still read my local daily newspaper, which has great coverage of my own region and at least some coverage of the wider world. I read a ton of e-newsletters that keep me informed within my various niches, and click to interesting links on social media (which has its own positives and negatives)–yes, including some TV clips. I’ll listen to radio news and public affairs programs such as All Things Considered (NPR) and Democracy Now (Pacifica). And yes, I spend some time daily on social media.
In fact, I deeply resent being forced to watch TV news with all its shallowness and violence when I ride elevators, wait for planes or buses or trains, or use a hotel fitness room. If there’s a great skit on Saturday Night Live or a new Randy Rainbow parody, or shocking testimony implicating high government officials, I will hear about it on Facebook and watch online. I worry about the people who spend so much time watching violence disguised as news, especially if they do it right before bed, leaving the whole night for the subconscious to absorb the message that this is normal.
While I don’t duck from the unpleasant things happening, I don’t steep myself in them. I surround myself with enough positive news (through those and many other channels) to insulate me from the bad effects of soaking in negativtiy. I recommend doing that as much as possible.
What strategies do YOU use to stay focused on the change you can make rather than letting the problems paralyze you? I’d love to see your comments, below.
50 years ago today, October 15, 1969, my life changed forever. That was the day I became an activist, for real.
Yes, there was a time when as a toddler, I destroyed the cigarettes my parents’ party guests left lying around on the coffee table to protect the air quality of our apartment. Yes, there was the one-kid boycott I started that summer of 1969 of a movie theater that charged me for an adult ticket and made me sit in the children’s section (and I have still never been back to that theater). Yes, I grew up in a social change household and my mom dragged me around with her as she campaigned for Eugene McCarthy in 1968. Yes, I had already decided to become a vegetarian, although my mom had extracted a promise to wait until I stopped growing. So I was predisposed. But I wasn’t an activist yet.
But that day, I participated in the national Vietnam Moratorium Day—which is why I still remember the date—and went to my first peace rally. Alone, I walked the few blocks from our apartment building on Loring Place at Tremont Avenue to NYU’s Bronx campus (now Bronx Community College), where I listened to the speakers.
Marching at the Women’s March on Washington with my wife and children (from left: son-in-law Bobby, daughter Alana, wife Dina, me, son Rafael)
I was 12 years old, and had just started 9th grade.
One of the speakers, who was probably only about 6 years older than me, proclaimed, “The Vietnam war is an undeclared war.”
I hadn’t known that.
And with this statement, my whole world came crashing down. All my faith in the checks and balances of the American system of government that I’d learned from social studies teachers turned out to be a lie. I started questioning everything I knew.
I still show up at many demonstrations. In the photo above, I’m holding a sign that says “Patriots Protect People and Planet” that I made for that protest: the Women’s March counterinaugural on January 21, 2017. A few days later, I turned it over and wrote “Another Jew for Human Rights,” and brought it to protest the administration’s first attempt at a Muslim ban. Both sides of that sign have gotten quite a workout the past 2-3/4 years.
But I learned early that showing up at demonstrations isn’t enough.
When my carefully constructed world fell apart on that October day in 1969, I started looking for ways to make a difference. To find that path back to the democracy I’d been promised, to make sure the system worked so the next time the US went to war, it would have at least been vetted by Congress (little did I know how THAT would play out! Most American wars since then have also been undeclared.) And to work for peace.
So peace and democracy were my first causes. A few months later, the first Earth Day added the environment to my focus. Over the years, I took up many others: human rights/opposing discrimination, safe energy, affordable housing, food and transportation justice, social change journalism, dialogue across differences, and many subsets and intersections of these.
Before long, I was joining organizations, writing and publishing about social change actions (starting with articles in an alternative paper at my high school when I was 15), planning events from speakers to rallies to the safe energy “swim-in” where I gave my first TV interview dripping wet in my bathing suit, building coalitions, doing the hard work of helping to build movements–and making tons of friends, by the way. In fact, I’m going to a meeting of our Western Massachusetts Jews for Immigration Justice meeting this afternoon, where we’ll debrief a successful mass rally we held last week and plan our next steps.
Many of these were just as accidental or based on a random insight as my original peace activism.
Sign by Nancy Hodge Green, used at Seabrook, 1977. Photo by Shel Horowitz.
My paths to human rights and opposing discrimination came in part from being told I was too young to count when I was an early activist, in part from my own coming out as bisexual as a 16-year-old college freshman, in part from being hired at age 22 for my one and only paid organizing job—charged with building a near-defunct Gray Panther chapter in Brooklyn (as a VISTA Volunteer with pay the first year of $82 a week in NYC!), in part from a growing awareness of disability issues as a 6-year member of Northampton’s official city Disability Committee, and in part from seeing the urban poverty all around me in the various cities I lived in as a child or during college internships—such as the ghetto neighborhood in Washington, DC I walked through on my way to work, or the one I biked through to visit my then-girlfriend (now wife of 36 years) in Brooklyn.
But it also comes from inserting myself into situations where some people might think I don’t belong—whether attending poetry gatherings in black neighborhoods or staying in Arab and Druze villages in Israel or visiting a colleague in Ramallah (Palestine).
Founding Save the Mountain was an accident of geography. I had only been living in the neighborhood we saved for just over a year when a developer announced plans to destroy it. And my work this past summer on immigration justice was also an accident.
Yet, after all these years, I am still deeply involved in those first three issues that found me: peace, the environment, and democracy. I’ve changed the way I participate—for instance, speaking to the business community on how social change and environmental healing can be profitable—but they are still very much a part of who I am.
I am grateful to that long-ago young man, and I wish I knew his name to say thank-you. I wouldn’t be the person I am today without his speech.
When I started, I was told I was too young to make change, and now, at 62, I’m beginning to hear that I’m too old, But as teen activist Emma Gonzales would say, I “call B.S.” on both claims. Like many of my friends and mentors, I expect to continue being an activist into my 90s and even 100s, if I live that long.
Greta Thunberg on the cover of GQ, with commentary by Marisa Murgatroyd (Instagram screenshot)
It attracted a lot of comments, many of them expressing thanks for a great post–but others, far too many, dissing Greta and her work. Here’s my comment, in italics.
Thanks, Marisa, for posting this. Shocking how many people are posting to tear this young woman down because she’s changing the world. She will probably grow out of her extremism but if the world is lucky, she will keep her passion. I ask every person who is putting Greta down: what have you done in HER lifetime to make the world better, and what are you doing now toward that goal? Why is it important to you to spend your good energy attacking someone who is making a difference in the only ways she knows how?
And before you attack ME for using the word, “extremism,” remember this:
This was a response to people who see her as an extremist. I used their own talking point to perhaps be listened to–to increase the chances that I might change a mind or two.
Greta is acting out of deep despair. She does sound extreme at times. But let’s remember how hard it is to act out of despair, even if you don’t have Asperger’s (as she does). Positive motivators tend to work much better. To act from a dark place in a positive way is itself remarkable. In time, she will learn (as I did) that the world can be a very positive place, and we get the fun job of making it more positive, harnessing and amplifying the trends in the good directions, doing our best to neutralize the haters and the planet-killers. And that while the pace may seem glacial, we are actually winning.
As a supporter of Elizabeth Warren’s presidential campaign (and a resident of Massachusetts who’s seen the positive impact she has had on the state she represents), I got asked to do a survey of what issues I felt were most important.
Senator Elizabeth Warren of Massachusetts
While it was tempting to check every choice, I limited myself to 12 of the 32 options.
And then there was an open question: “Is there anything else you’d like to share about why you’re in this fight?” This is what I wrote:
I see the two biggest challenges as peace and climate change. The US has a major role to play in both, starting with STOPPING our support for repressive governments around the world. To get there, we have to have meaningful electoral reform to secure our own democracy, meaningful gun policies that make it at least as hard to get a gun as it is to get a license to cut hair, and policies/tax codes that eliminate all subsidies for fossil and nuclear while encouraging a rapid transition to solar, wind, hydro, and other true clean renewable technologies–including a deep conservation retrofit program. I’ve been a supporter of yours since your first run in Massachusetts (where I live) and an activist for 50 years starting at age 12.
Concern for the planet—and the living things that ride “Spaceship Earth”—is good for business
One of my goals is to spring the message about regenerative, profitable business more widely. So I’m reaching out to other publications, and not just publishing on my own blog.
When I do something worth sharing here, I’ll post the link—as I’m doing here.
After the Business Roundtable, consisting of most of the US’s most powerful corporation heads, finally rejected the tired old bottom-line-is everything mentality last month, I pitched an article to GreenBiz.com on what that means for green and social change businesses. You can read it at https://www.greenbiz.com/article/how-business-roundtables-big-green-shift-creates-opportunity
Way back in 1979, I worked in a Texas bar & grill. One of my co-workers discovered she had Graves Disease/hyperthyroidism. She was put on a medication and her slightly bulging eyes and weight started to diminish.
Then she discovered she was pregnant.
[Recall that in 1979, there were no home pregnancy tests available. By the time she figured out she might be pregnant, and got into the doctor, she was maybe 2 – 2.5- months along. That’s 6 – 8.5 weeks.]
She told the doctor who was treating the thyroid, and he freaked. The medication she was taking would 100% result in a mangled fetus. He insisted she get an abortion – for the sake of her health, and her family.
My friend, a Latina, was also very very Catholic, and already had 3 children with her husband. This caused a terrible crisis for her. So she went to her priest, and told him what the doctor said. He immediately told her she couldn’t have the procedure, because it was against God.
My friend was completely wrecked by the moral and ethical challenges before her. What should she do? She understood the danger, but the priest said it was wrong. She cried all day at work.
She called her doctor and told him what the priest said. Then the doctor did something sort of amazing.
He called the priest and asked him to come to the office.
When they met, the doctor explained what was happening in my friend’s body. He showed the priest pictures of what a healthy developing fetus looked like, and what would happen to this one. And then he described, in great detail, the life my friend and her family would have. That my friend would have to quit work, and take full care of the child, for the rest of its life (caring for a medically-challenged child was even more financially and emotionally draining then than it is now).
But more, the doctor said, is that it might just kill her. Then her 3 children would be left without a mother, her husband without a wife, the parish without a devout member. And how did this serve God? How, he asked the priest, can you help her best? (He did not demand that the priest give in to the doctor’s way of thinking.)
The priest was astonished at all this information, and asked for time to go and pray. The doctor told him he encouraged him to do so, but not to take too much more time. The procedure had to be done soon.
The next day, the priest called my friend and told her he felt God wanted her to lay down the burden of the pregnancy, and that the priest himself would take her to the procedure.
And he did. And she was saved.
My friend suffered guilt and remorse and sorrow on a scale I could barely stand to watch. But with all of our love, she got through it.
If the conversation between the priest and the doctor seems unlikely to you, it is because times have changed that radically. We were on the middle path back in the 70s, where you could object to abortion, but see its necessity. When you could be pro-choice, but have an adult conversation that didn’t involve a screaming match – and therefore might change a mind.
Extremism erases rationality and damages real people. Right now, we HAVE to fight right wing pseudo-Christian extremism, because it is a toxic poison to women’s bodily autonomy. Once we can force the extremists back into the shadows, we can return to a time of the middle path, where your decision is YOURS.
Multicultural contingent at a climate march. Photo by Shel Horowitz.
You won’t normally see me starting a blog post with a bible quote, but…I’m quoting an article that quotes the Bible:
In Genesis 1 God commands humanity: “Fill the earth and subdue it. Rule over the fish in the sea and the birds in the sky and over every living creature that moves on the ground” (1:28). “Subdue” and “rule” are verbs of dominance. In Genesis 2, however, the text uses two quite different verbs. God placed the first man in the Garden “to serve it [le’ovdah] and guard it [leshomrah]” (2:15). These belong to the language of responsibility. The first term, le’ovdah, tells us that humanity is not just the master but also the servant of nature. The second, leshomrah, is the term used in later biblical legislation to specify the responsibilities of one who undertakes to guard something that is not their own.
–Rabbi Lord Jonathan Sacks
The Jewish year divides the Old Testament into weekly portions that stay the same year after year.
Joe knew I would like it. He didn’t know I’d be fascinated enough to write a whole blog post about it. I will share my takeaways from this article–but let me provide some personal background first.
My Back Story
I was a convert of the very first Earth Day, back in 1970, when I was 13. By 1971, I had joined my first two environmental advocacy organizations (one in my neighborhood, the other at my high school). That activism (and the lifestyle choices that support it) have been a strong part of my life ever since.
But my motivations back then were entirely secular. Three years earlier, my mom and dad had split up, and both parents had stopped being religious. I had moved from a yeshiva (religious school) with half the day in Hebrew to the regular public school. And as someone who’d not only been very frustrated with the many social and activity limits of Orthodox Judaism but who independently had questioned the existence of God by age 9, I welcomed those confusing changes in my life.
It was only many years later that I began to make space for a sense of faith. My image of God is very different from the classic image of the old man with a beard, throwing lightning. I don’t consider myself religious–but I can’t truthfully call myself an atheist.
In 2017, I began a process of reading major religious texts, starting with the Five Books of Moses, then continuing through the Four Gospels of the New Testament and now the Qur’an (Koran). So I’ve read Deuteronomy fairly recently. Of those nine books of the Old and New Testaments, I found Deuteronomy the most tiresome and challenging by far. It is largely a regurgitation in Moses’s voice of Leviticus and Numbers. As my secular side perceived it, it was a collection of random rules that made no sense in the modern world and maybe not much sense in the ancient world either.
Putting the Parsha in Context
But Rabbi Sacks reaches back from the week’s Deuteronomy 16:18-21:9 parsha (“Shoftim”) to the second chapter of Genesis, to show how the sages over these centuries have placed the commandment not to destroy your enemy‘s natural resources during a siege into a broader context of planetary stewardship, and even planetary healing.
The Sages, though, saw in this command something more than a detail in the laws of war. They saw it as a binyan av, a specific example of a more general principle. They called this the rule of bal tashchit, the prohibition against needless destruction of any kind. This is how Maimonides summarises it: “Not only does this apply to trees, but also whoever breaks vessels or tears garments, destroys a building, blocks a wellspring of water, or destructively wastes food, transgresses the command of bal tashchit.”[1] This is the halachic basis of an ethic of ecological responsibility.
Lessons and Takeaways
Specifics in the Torah (and by extrapolation, other holy texts from other traditions) can be extrapolated to determine sweeping codes of social behavior/social responsibility.
The texts support an earth-friendly interpretation that provides defense against the argument that the Bible commands us to subdue the earth and its other inhabitants.
More than that, if we take these texts as the word of God, we are commanded to treat the earth as God’s creation, to treat it with great respect, and to maintain its abundance and its health for future generations.
Given this imperative and the rapidly-closing window to solve the climate crisis, if we agree with #3, we have to support a political and business structure that encourages action. Presently, we face not only a global climate crisis (which I believe is still solvable through a combination of innovation and regulation), but a bunch of governments around the world, from the US to Brazil to the Philippines, that are actively attacking measures to preserve the environment (and, not coincidentally, attacking human rights at the same time). Just as Pope Francis’s climate encyclical provided impetus within the Catholic community, Rabbi Sachs’s interpretation can perhaps light a nonpolluting, non-carbon fire among religious Jews and even among Evangelicals (who of course see the Old Testament as part of the Word of God).
The planet can’t speak up in front of a legislature or at the UN. So let’s get some movement going to get leaders who will speak on its behalf!
And of course, we’ve experienced hundreds of similar temper tantrums going back throughout this chaotic self-dealing administration, into the campaign, and even years before that. He betrays allies, cozies up to dictators, breaks treaties and agreements, attempts to grab unlimited power, and pouts very publicly when he doesn’t get his way. He seems unable to even make a sympathy call without trying to make it all about him.
In a private citizen, this level of immaturity might be amusing. But in the “leader of the Free World,” it’s downright scary. You don’t want to see tantrums in a man who has access to nuclear weapons!
Even the Republicans ought to have had enough long ago. Do they think that kowtowing will advance their agenda? Appeasement didn’t work for Neville Chamberlain against Hitler, and it isn’t working for the American people either.
Congress, do your duty! You’ve had cause to impeach since the day he took office while still violating the Emoluments Clauses, and he keeps building new reasons to impeach. If you don’t like that route, how about the 25th Amendment, Section 4 of which provides for removal for incompetence/insanity/inability to carry out duties of office?
Lately, my inbox is full of courses to market via Facebook Messenger.
I actually hit reply to one that began, “What if you could use FB Messenger to make up to $2,500 a week… in your spare time?”:
What if we could have ONE communication channel that doesn’t get polluted by marketers trying to hijack it? There is no refuge anymore! I remember when the only things in my inbox were things I wanted. I remember when I didn’t get blasted with texts from companies that don’t even know me. I am a marketer, and I understand the need to reach out. But damn it, we need some spaces where we’re not getting marketed to.
I do get it. Every time someone invents a great new communication tool, someone else invents a way to sneak marketing messages past the gatekeeper. And then someone else invents some protection. And usually, someone else invents a way to overcome that block.
Postal mail begat bulk mail, which begat opening mail over the recycle bin, which begat postcards and envelope teasers. Telephones begat outbound call centers, which begat caller ID, which begat robocalls with spoofed IDs. Email begat spam, which begat spam filters, which begat messages crafted to go around them, which begat Google’s Promotions and Social folders (which severely impacted legitimate newsletter publishers and didn’t seem to hurt the spammers much).
It’s an arms race. The Cold War in all your inboxes. Ads in toilet stalls. Digital ads on billboards changing every few seconds. Ads on the frame around the taxi rates placard on the divider between the front and back seats in a cab.
But here’s the thing: all of these intrusive methods are dinosaur-marketing. Seth Godin told us 20 years ago about permission marketing.
Seth Godin. Photo by Jill Greenberg. Courtesy of Seth Godin.
Seth has permission to be in MY mailbox. His daily blog shows up every day. I actually open and read every column for his useful information and fresh perspectives. Often, he offers a program or product—but it’s in context .
Seth walks his talk. And I buy from him occasionally. (I also sometimes share or email him comments. That, plus writing a great book, got him to endorse my 10th book, Guerrilla Marketing to Heal the World.)
You don’t win customers by shouting louder; you win them by being relevant and helpful, and using the technology intelligently:
Instead of random texting, text your own customers who’ve given you their mobile numbers as they show up within a mile of you, with friendly, helpful information about today’s cool event (yes, geotexting exists)
Instead of using robocalls to make deceptive offers, use them to notify your customer base of important news, like a weather-related school closing or a construction delay on a major artery
If your Facebook page uses the automated FB Messenger feature, send links to your FAQ and three most popular or useful pages on your own website—but also make sure you have a human being reading the inbound messages and responding quickly. And figure out a way to only send that autoresponder the first time you get a PM from any specific person.
So here’s MY soft-sell pitch at the end of this useful (I hope) content: if you need help developing non-intrusive, welcomed marketing, drop me a line or give me a call. Especially if your business or product/service/idea contributes to environmental and social good.
![Surveillance cameras. Photo by Pawe? Zdziarski [CC BY-SA 3.0 (http://creativecommons.org/licenses/by-sa/3.0/)]](https://greenandprofitable.com/wp-content/uploads/2019/11/1024px-Surveillance_video_cameras_Gdynia-Wikipedia-300x225.jpg)
