Here it is only just past Halloween, and already the cheering section for Christmas is getting in gear. A friend posted on Facebook that she wished Christmas music was all year long.
That touched a nerve for me. I was raised in super-multicultural NYC, but when I moved to Western Massachusetts in 1981, I felt intensely isolated in a community that at that time felt almost entirely white and Christian.
My birthday happens to fall on Christmas Eve. I will never forget going out into the streets that year trying to find a place where my wife (girlfriend, at the time) and I could eat out on my birthday. I think we ended up at a Christmas dinner for the homeless and downtrodden because no restaurants were open. It was a bitterly cold, windy evening and there had been snow a day or two before, which was already dirty and blowing around. The streets were almost deserted, except for someone driving around in a pickup truck shouting “Merry Christmas” through a megaphone when she saw one of the rare pedestrians. I felt like I’d moved to a foreign planet.
A few months later, we got involved with a group of progressive Jews that among other things, took on the cultural identity problem. Two years in a row, we organized a Jewish Cultural Festival that created a lot more visibility for us. I also started freelancing for the local paper, and made it a point to cover a number of stories of Jewish interest. Also, over time, the community became more diverse. And the pressure gradually eased.
But still, as late as 1988, I felt a need to write an op-ed that got published in several newspapers around the country over the next few years. Our local paper ran it first, under the headline, “When Christmas Becomes Oppressive.” Here’s are a few excerpts (with the then-current spellings):
Imagine for a moment that Ramadan, the Moslem holy month, is the major cultural holiday of the United States. For three months before the holiday, every radio station plays Ramadan music; the newspapers and TV are full of special Ramadan sales; and all over town are pictures and models of the Prophet Mohammed rising up to heaven.
A mosque at night. Photo by Ramzi Hashisho, freeimages.com
As a non-Moslem, you are offended by all this. But the U.S. Supreme Court has ruled that Ramadan is so much a part of our culture that even the most religious symbols associated with it have become secular. Therefore it is not a violation of church and state separation to display them even in front of government buildings…
You’ve just experienced a taste of how non-Christians experience Christmas. Christmas has been transformed from a religious holiday into a mass celebration of both commercialism and Christianity. It is ever-present, unavoidable, and total.
And the message it gives to others is, “You don’t fit in. you’re an outsider”…
Ultimately, [Chanukah] decorations are tokenism. They say, “You don’t have to be Christian to participate in this orgy of buying.”
Mind you, I’m not suggesting that anyone abandon Christmas. I have been to many of my friends’ Christmas parties and enjoyed them. But these gatherings are celebrations of a personal religious holiday in a private home. I enjoy their traditions, just as I enjoy sharing my own culture with non-Jewish friends on “Rosh Hashana or Passover. And that’s how Christmas should be celebrated—in homes and churches, not as “secular” symbols thrown into the faces of nonbelievers.
29 years later, I still think it’s great when Christians celebrate Christmas. I attend the neighborhood Christmas party every year unless I’m traveling, and I happily go to Christmas events. What I object to is the assumption that everyone is Christian, that this is a universal holiday, and that other cultures don’t count (or are tokenized with e.g. a menorah in a store window along with a dozen or more Christmas symbols). Thus, even in 2017, when I saw my friend’s post, I felt I had to respond with this comment:
Not to be the Grinch here, but as a non-Christian living in a largely Christian community, I feel very marginalized at this time of year and don’t need it to start any earlier then it does. I get annoyed when I hear Christmas music before Thanksgiving is over. I would have a higher tolerance if more Christmas music was less sappy and commercialized. Or if there were more acknowledgement of the many non-Christian holidays this time of year, including the rather minor but 8 day long holiday of Hanukkah that I celebrate. I do get happy when I hear a good old carol done in an authentic and acoustic rendition, or silly ones like Blue Christmas. But I could totally live my life happily without ever hearing Jingle Bell Rock or some of the really schmaltzy Santa stuff.
Interestingly, I haven’t felt oppressed by Christmas when I’ve spent the season in overtly Christian Latin America. Maybe some of the reason is that the music is better. Instead of sappy commercialized crap, the airwaves a full of carols and church melodies that are pleasant to the ear.
And maybe it’s also that Christianity is the official religion in those countries, and I get to visit Christianity on its own turf. But if the US celebrates the separation of church and state, why is it OK to have creches on courthouse lawns? How does that do anything other than establish a connection between Christianity and government? I raised that point in my 1988 article, and have seen nothing to change my mind.
These days, I as a Jew can walk down the streets and see many acknowledgements of Chanukah (a minor holiday in the Jewish calendar, despite its eight-day run—made important in the secular world only by its proximity to Christmas and its adoption of the custom of giving gifts). Yet, obviously, I still feel like an isolated minority. Imagine, then, how it feels to be Muslim, or Wiccan, or celebrate Kwanzaa. After all these years, the US still has to do a much better job of acknowledging and celebrating its pluralism. As militant, violent white separatists become emboldened by a president who openly ran a hate campaign, this is more urgent than ever.
I received a fund appeal from a climate-change nonprofit asking for money to put this ad on the air. I was so appalled that I sent this letter:
[Subject] THIS AD WILL DO THE OPPOSITE OF WHAT WE WANT Re: Enough tiptoeing around it
[Body] No, and here’s why: This ad shows an astonishing ignorance of the deep triggers that change or reinforce behavior. You pit an audio track that is 100% climate-denier against visuals that fail to make a connection between the catastrophes shown and climate change.
For climate skeptics, this will not only not change their mind, it will REINFORCE the idea that climate change is a hoax. They will focus on the audio. Those of us who understand that climate change is real will focus on the visuals, and will be able to make the connection that climate change worsened the storms—but we’re not the ones who need to be convinced.
As a marketer with over 40 years experience who believes strongly in the ability of marketing to create social change, I think this ad will do more harm than good and should not be released.
Please don’t run it!
We’ve known about the difference between how the brain processes the obvious and the subliminal messaging in an ad for decades. I think I learned about this when I started reading a lot of marketing books, back in the 1980s. We’ve also known about “social proof” (the idea that because other people are doing something, you should too) going back to early-20th-century advertising geniuses like John Caples and Edward Bernays.
Edward Bernays’ secretary Bertha Hunt smokes in public at Bernays’ 1927 “Torches of Freedom” march
And we’ve known about the negative impact of negative images about the environment since at least the Cialdini study of 2003 (which showed that people are more likely to litter after watching an anti-littering video showing lots of people littering) and probably much earlier. So why would any marketer script an ad like this?
We’ve also known for many years that cultural and language differences have a lot to do with any marketing piece’s success. I’ve written often about the way companies sometimes market the same product differently to different nations or subcultures, or how a company can even change up its whole product line for different markets. Here are two examples from very different industries (breakfast cereal and luxury cars) in an article I published five years ago on an Australian website.
Don’t make the mistake that Chevrolet made when it tried to market the Nova in Latin America. In Spanish, “no va” means “it doesn’t go.” Oh, and look at every possible way to break up a website or product name into separate words. Unintended consequences of a badly-chosen name are still consequences, as that link demonstrates extremely well.
Have you examined your own marketing to make sure the subliminal message, the obvious message, and the goal are all aligned? Do this right away—or contact me. I’d be happy to do it for you, at very reasonable prices. I’ve written eight books on marketing including several that won awards, were translated and republished overseas, and/or made some best-seller lists—note that I’m using social proof here ;-)—and have studied marketing for more than 30 years.
There’s one Democratic Party candidate for Congress whose annoying emails just pushed me over the edge. But the Democratic Party is routinely guilty of this, and I’ve gotten off many of the lists of their various front groups. And probably, so are the Republicans (I’m not on their lists).
As I moved a full 100 emails received in the past month from this candidate’s organization or the Democratic Party on behalf of this candidate, I noted once again the in-your-face headlines. Here are just some of the examples from just the past week, in the order I received them (spacing, emoticons, and capitalization in the originals):
Special Election RUINED
TERRIFYING prediction
this just got WORSE (Paul Ryan)
Paul Ryan = FURIOUS
please, please, PLEASE
HUGE mistake
No!!!!!!!
R U I N E D
I’m a copywriter. I know what this candidate’s team is doing, and why. I know which hot buttons they are trying to push. But just as too much of the finest food still gives you a bellyache, too much hot-button-pushing makes the mechanism seize up. I’ve received 14 separate messages since Sunday morning (I’m writing this on Tuesday morning). It feels like marketing by assault rifle.
My response mechanism seized up. I put them on the not-giving-any-more-money list and unsubscribed. The form asked for a reason, and here’s what I wrote:
I don’t like your constant-crisis approach. I just deleted 100 emails from you all screaming at me, most unopened. I’m really sick of “the Republicans are out to get us, send us money again.” And also sick of “we’re on the verge of victory, send us more money.” I wish [Candidate name] well and hope he wins, but I want the Dems and especially [Candidate name] to market to me via intelligence and not fear. I am a marketer and have run successful campaigns.
Can’ we be better than this? I want candidates who will tell me what they will do FOR their district and their country, and not just that a powerful opponent hates them.
A citizen votes. Photo by Kristen Price.
Remember: you are in someone’s email box because of the recipient’s good graces. Don’t abuse the relationship or overstay your welcome. If you annoy, you don’t get read, and eventually, you lose a subscriber. You could even find yourself blacklisted for spam.
Here are two press releases from two different NGOs responding to the same major news event (and the graphic that one of them included). I’m giving you the headline and first paragraph, and a link in each headline to read the whole thing—and then I’ll dissect them for you. Neither of these is a client and I had nothing to do with writing them—so this is purely about the lessons we can draw.
Empty podium with Presidential Seal in Yosemite National Park—included in the BSR press release
BSR regrets today’s executive order from U.S. President Donald Trump to dismantle the Clean Power Plan, a set of U.S. Environmental Protection Agency (EPA) policies that are intended to reduce the United States’ greenhouse gas emissions by 32 percent from 2005 levels and cut carbon pollution from the power sector by 30 percent by 2030. In combination with the administration’s dramatic cuts to climate programs at the EPA and U.S. State Department, this announcement undermines policies that have stimulated economic growth, consumer savings, job creation, infrastructure investment, private-sector competitiveness, and public health.
The Trump administration’s efforts to dismantle the U.S. Climate Action Plan, including withdrawing support for the Environmental Protection Agency’s Clean Power Plan, “is completely misguided and ignores the irreversible clean energy economy that is already underway, creating good-paying jobs and economic vitality in communities across the country,” Ceres President Mindy Lubber said in a statement today. Lubber served as the EPA Administrator for the New England Region in 2000.
Which did you find more effective?
Ask yourself just two questions: which worked better for you, and why? Then scroll down to see what I felt worked well and poorly about each.
While the BSR release did a better job understanding the need for rich content, with numerous links and a picture, the copy was pathetically weak. This press release:
Used a wimpy headline that doesn’t take a position
Chose a stock photo that doesn’t add anything to the reader’s understanding—why not a photo of demonstrators thanking a company for providing clean energy and good jobs?
Made a terrible verb choice in “regrets”—which makes it sound like an accident that was BSR’s faults—rather than a much more appropriate verb, like “condemns”
Buried the real story in the second paragraph, which has hard-hitting facts to make a clear case against the Executive Order:
Just 18 months ago, the U.S. federal government estimated the net economic benefits of the CPP at US$26-45 billion, with consumers set to save US$155 billion from 2020 to 2030. In addition, the CPP provides regulatory support to the clean energy economy, which, according to the U.S. Department of Energy’s Energy and Employment Report, supported more than 3 million U.S. jobs in 2016. The public health benefits are also significant. Research suggests the Clean Power Plan could prevent 3,600 premature deaths and more than 300,000 missed work and school days by cutting pollutants that contribute to soot and smog. – See more at: https://3blmedia.com/News/BSRs-Statement-US-Administration-Executive-Order-Climate-Change#sthash.qUNCeiiF.dpuf
I would have used a headline like “BSR: Trump’s Short-sighted Reversal of US Climate Change Leadership Could Cost Consumers $45 Billion and Kill 3600″—and then moved right into a bulleted list of the facts. I also would break up BSR’s long paragraphs.
This very long press release has enormous amounts of juicy content, but you’d never know it from the headline and lead. Even further down, it notes that companies investing in carbon mitigation are seeing 27% return on investment, 29% revenue increases, and 26% reduction in carbon emissions. Isn’t that a lot more newsworthy than “BSR regrets…”?
The Ceres release, while also flawed, is much better. It starts with a headline expressing a strong point of view (although we don’t know who is stating this point of view), moves into a sound bite, and finishes the first paragraph with a significant and highly relevant credential.
So what are the flaws in the Ceres document?
The release itself is pretty much all rhetoric, without the facts to back it up. BSR had the facts, but didn’t call attention to them.
There’s no link to Lubber’s complete statement (and only two links in the whole release).
The important point about losing competitive advantage to China is all the way down at the bottom of the release.
Being political can be a very good thing for a business—look what it’s done for Ben & Jerry’s. I believe that social/environmental responsibility is what made B&Js a player with 40% or more of the superpremium ice cream market. Without it, it would be just another among the hundreds of minor players with slivers of market share. Many other companies have also benefitted by their strong stands, including Patagonia, The Body Shop, Interface (flooring company), and many others.
But there has to be a good match between audience and messages.
Which is what makes Budweiser’s “Born the Hard Way” Superbowl ad so surprising, almost shocking.
The football-adoring working-class male Bud drinker (a big part of their audience) is one of the demographics most likely to have voted for DT. Many voters in that demographic had enough comfort with the anti-immigrant rhetoric and action that they cast that vote, even if their motivations were on other issues (such as believing that DT would create more jobs). In other words, this ad could anger a large segment of Bud’s core market. Taking that risk is an act of courage.
Budweiser bottle (photo credit Paul Fris)
Those out in the streets for immigrant rights who are not themselves immigrants or the children of immigrants probably skew rather heavily toward craft beer. I don’t think as great a percentage of them will be going for Bud, Coors (BTW, heavily associated in the 1970s with right-wing causes, before it merged with Molson), or any other industrial beer. It’s also worth pointing out that Islam is a no-alcohol religion (though that commandment is not always followed). So Anheuser-Busch is being quite courageous. If right wing elements (or DT himself) call a boycott, it’s going to be hard to get those who support their position to also support their beer.
I speak out of my own tastes here. I am delighted that Bud took this stand. The company says this ad was prepared in October, before the anti-immigrant candidate eked out his Electoral College victory. That may be. But that also left them two months following the election to decide not to run it. Going forward raises my respect for A-B. But until an American Bud tastes as good as the incredible Czech Budwar (originated by the same family), I still won’t want to drink it. I might talk about them in my speeches or even invest in the company, but I’m not likely to be a customer, let alone a brand loyalist.
Wouldn’t you love to be a fly on the wall when A-B discusses this commercial at its next high-level strategic marketing meetings?
If you like to study Superbowl ads, BTW, here’s a reel of someone’s choices for the top 10 of this year. (My comments are underneath the video.)
https://www.youtube.com/watch?v=XF3wOrWBKjc
The “Born the Hard Way” Bud ad didn’t make the cut, though another Bud ad did. I don’t know who curated this, but I don’t share that person’s sensibility. As a group, I found them disjointed, way too violent, and for the most part not focused on selling (other than the McDonald’s “Big Mac for That”). Why does Mercedes spend 3/4 of their ad on a play fight among motorcyclists in a bar? Why was it such a struggle to even make the connection between the Humpty Dumpty ad and the product that less than half an hour after watching, I can’t even remember what the ad was for? Considering how many millions of dollars go into producing and airing each of these ads, it just makes me scratch my head. Is this really a successful marketing strategy?
Despite many commitments around the holidays, several client projects, and all the time-consuming organizing work I’ve been putting in since the election, I’ve been constantly, actively promoting, promoting, promoting both my personal brand and my latest book, Guerrilla Marketing to Heal the World (published in April).
Learn more about the powerful new book Guerrilla Marketing to Heal the World
I will keep promoting it for a long time, but right now as its life as a “new” book (current-year copyright) is ending, I’ve been pushing especially hard. This is some of what I’ve been up to:
Wrote and distributed a press release November 9 (as soon as I knew the election results) on how social entrepreneurs can still thrive under a Trump presidency
Wrote a letter to his campaign making the business case for keeping the Paris climate accord (no answer from his people, but I modified it slightly and got it published on GreenBiz.com)
Arranged to submit a guest blog and started writing it
Got myself cited/quoted in at least five other published articles in November and December, including Entrepreneur, Realtor.com, and Huffington Post—most of these because I actively go after journalists looking for story sources; I pitched 32 journalists in December and 20 (a more typical number) in November
Secured two new reviews and one minor award (the first for this book—making it the 7th of my 10 books to win at least one award and/or be republished in a foreign country)
Scheduled interviews on a telesummit and four more podcasts in the next few weeks
Continued fleshing out my role as co-host of a new weekly radio/podcast show, which I expect to get rolling in the spring
Applied for several speaking gigs and am on the shortlist for at least two
Expanded my personal network with several get-acquainted calls
Finished the 3rd (and likely final) draft of a corporate sponsorship proposal I’ve been working on all fall, and began looking for a researcher to generate the email addresses I need to distribute it to about 200 companies mentioned favorably in Guerrilla Marketing to Heal the World
And how have you been building your career this holiday season?
I have been a fan of your since you took office. However, after following your Facebook link to the Planned Parenthood funding survey, I have to say I felt tricked, deceived, and betrayed.
I’ve used this blog to call out unethical marketing from various companies over the years. And even though you and I share many political views (including a strong commitment to women’s rights)—I have to call you out on this.
The initial question that led to the dead end
I had no problem with the initial one-question survey. But then I opted in to the follow-up questions.
First, as a survey instrument, the questions were useless. Each had only a yes or no option, written in language that showed a clear bias toward one answer. Yes, you’ll be able to prepare a press release that could cite a number like 95 percent of respondents—but it’s meaningless. You’d be laughed off the page, or worse, publicly shamed, by journalists who bother to look at the source data.
Second, after I checked off my answers and tried to submit, my phone took me to a page demanding money. I say demanding rather than asking, because there was no way out except by giving money. My submit button was refused when I left the field blank and refused again when I put in a zero. And when I exited the page without contributing, it tried to post to my Facebook page that I had just contributed to you. I have no way of knowing if my responses were actually counted—but I can tell you I did not appreciate being trapped and manipulated like this.
I don’t have a problem being asked for money at the end of a survey, when it’s my choice whether to give or not. But this felt like a shakedown, quite frankly. It left a very bad taste.
I would find this unacceptable from any politician and any charity. But since you were “the very first member of Congress to put her official daily schedule, personal financial disclosure and federal earmark requests online” and cited by The New York Times for your commitment to transparency, I find this an especially bitter pill.
As a marketer, I am saddened to see you resorting to Trumpian tactics based in dishonesty and lack of transparency. You’re better than this. In Michelle Obama’s famous line, “When they go low, we go high.”
Sincerely,
Shel Horowitz, marketing strategist and copywriter
As someone who is decidedly NOT a fan of the annual Black Friday shopping orgy—and who participates instead in celebrating Buy Nothing Day (like Black Friday, always on the day after US Thanksgiving), I just love this!
Patagonia had pledged to donate all of its worldwide online and offline revenues on Black Friday to environmental causes.
The outdoor clothing maker previously announced it would donate 100 percent of its global retail and online sales on Black Friday. It says it expected to reach $2 million in sales, but instead generated five times more. Patagonia says the fundraiser “attracted thousands who have never purchased anything from Patagonia before.”
Mind you, that’s not the profits from its $10 million in sales. It’s the whole amount, the gross revenue. Nothing set aside for product costs, operating costs, or anything else. I hope this generates many loyal new customers and lifelong fans. May the company’s generosity be a source of continued abundance, and maybe next year they can repeat and do even better.
All I can say is BRAVO and WOW!
Personally, I’ve been a fan of Patagonia for decades. I even profile the company in my latest book, Guerrilla Marketing to Heal the World. I didn’t happen to hear about this ahead, but might have actually moved from participating in Buy Nothing Day to making an online Black Friday purchase to support the environment. That would not have felt like the crass commercialism that seems to fill every moment of airspace in November and December, and feels especially extreme on Black Friday.
If you don’t think customer service is part of marketing—and maybe the most important part—this post is must reading for you.
Old movie theater marquee. Photo by Marcus Buckner.
Great Service Builds a Business
Great customer service builds long-term customers, relationships, and ambassadors for your brand! Just ask Nordstrom. They surely don’t compete on price.
Ask Southwest Airlines, which made its original reputation on low prices but now is known for exemplary service in an industry that generally treats its customers like crap. Many times, I’ve actually paid a bit more to fly Southwest, because I know I can check bags for free and—more importantly—change my ticket if there’s an issue.
Southwest earned my loyalty by saving an expensive cruise vacation that was about to go up in smoke when our airport closed for a snowstorm and we weren’t going to make our connection to the cruise ship. Southwest cheerfully if perplexedly let us shift to the following day in a different city, so we could board at the ship’s first port-of-call.
These days, I go to the Southwest website first, and only check discount travel sites if I can’t get a good flight there. Have I told people they should fly Southwest? You betcha. I just told you and a few thousand others, in fact.
Crappy Service Kills a Brand
Yet no amount of (expensive) marketing will undo bad customer service. This is something I talk about in many of my books, including the most recent, Guerrilla Marketing to Heal the World.
I have boycotted a number of businesses that treated me shabbily—including the movie theater in the New York City neighborhood I grew up in that sold my 12-year-old self a full-price adult ticket and made me sit in the children’s section. I have not been back in the 47 years since—because I felt wronged and discriminated against.
But the worst was our local Toyota dealership. We had a long and extended bad interaction with them that culminated in a phone call, “you have 24 hours to get your car out of our lot—and by the way, the engine is in pieces in the trunk.”
Not only did I write a five-page complaint letter with full documentation to the VP of customer relations for Toyota USA (which gave a too-little-too-late form-letter make-good offer a full year later), not only did I never buy as much as a tube of touch-up paint from that dealer for the rest of their career and was not sorry when they closed—but the next time I went car shopping, I didn’t even seriously consider Toyota and bought a competing brand. That was the first time I bought a car not built or designed by Toyota since 1981; they threw away decades of strong brand loyalty. Over the 30 years or so that likely remained in my car-buying lifetime at that moment, they probably cost themselves well into the six figures.
And no amount of expensive advertising will counter the disconnect if you don’t walk your talk, even if it’s not a customer service issue. If you have a sign posted in your store noting that you’ve empowered your employees to solve customer issues, as the late Blockbuster Video did, that should actually be the policy. It wasn’t for Blockbuster, in my personal experience. And they’re gone.
And these days, a frustrated customer doesn’t just tell ten friends. I just read recently that Dave Carroll’s video, “United Breaks Guitars”—seen by nearly 17 million people—actually lowered the airline’s stock price. The video also garnered tons of mainstream media coverage (including CBS and CNN), many new fans for Carroll and his band, the Sons of Maxwell, and even a book contract (the book—big surprise—is called United Breaks Guitars. And think about all those “companysucks.com” websites out there damaging brands.
In Guerrilla Marketing to Heal the World, I cite an auto-industry study that only 40 percent repurchase. So it’s up to you to turn satisfaction first into delighted amazement, and then into loyalty, and finally into ambassadorship for your brand?
Timothy Keiningham and Terry Varva, authors ofThe Customer Delight Principle: Exceeding Customers’ Expectations for Bottom-Line Success, point out that marketing’s primary role is to communicate “the wants, needs, and expectations of current and potential customers,” [emphasis mine] so the business can “create and distribute products or services that more closely address and answer these inherent needs.” If meeting the needs of current customers doesn’t encompass customer service, you’re in trouble.
Please share your customer service successes and disasters (either as a vendor or a s a customer) in the comments section, below.
I have noticed that many successful startups are advertising that they donate x% of their profit to someone in need or they help someone have a better life,etc. What do you think is the importance of such messages to gain initial traction and how does it help grow the company?
By the time I saw the post, several other people had jumped in to tell him that social entrepreneurship isn’t just a marketing trick. It must be genuine.
How some people view the world—Opportunity for businesses that genuinely care
I agree, but there’s more. Here’s what I wrote:
Yes, social giving has to be genuine–motivated not by marketing but by sincerely helping the world–but if you’re doing that, you gain huge marketing advantage if you handle it right.
Keep in mind: charitable give-backs are NOT the only model. I’m rather a fan of creating products, services, and business cultures that directly *and profitably* turn hunger and poverty into sufficiency, war into peace, and catastrophic climate change into planetary balance. In fact, in my latest book, Guerrilla Marketing to Heal the World–which is focused on this aspect–charity givebacks account for part of one chapter out of 22 chapters. In my speaking and consulting, I help companies actually develop these kinds of approaches. You can get a very quick early-stage introduction by spending 15 minutes with my TEDx talk, “Impossible is a Dare” https://www.ted.com/tedx/events/11809 (click on “event videos”)–but recognize that this was 2 years ago and the work has evolved a lot since then.
All other things (such as price, quality, convenience) being comparable, consumers “vote with their feet” to support ethical, green, socially conscious companies. So you, as a startup, have the chance to look at the skills, interests, and wider goals within your company…create products and services that match these skills, interests, and goals with wider goals like the Big Four I mentioned at the beginning…and market them effectively to both green and nongreen markets (which has to be done differently, as I discuss in the book). But please, do it with good intentions! (I can help, BTW.)
