Ethics Considerations for Membership in a Green Marketers Association, Part 2: Behavior

Posted on Posted in Corporate Social Responsibility, Energy & Sustainability, International Association of Green Marketers Tagged with , ,

Yesterday’s post dealt with measuring accomplishment to qualify for membership in the International Association of Earth-Conscious Marketers; today’s is about behavior.

Negative Screens (WHAT AM I LEAVING OUT? Please leave your thoughts in the comments section)

  • At least two years without working on any project promoting nuclear power, wood-fired large-scale biomass, offshore oil drilling, highly polluting technologies, smoking, chemical-based agriculture, checkerboard-style sprawl development
  • No active involvement for at least five years in specific projects that violate clean air and water standards (according to government regulators and courts)
  • Commitment never to use “greenwashing” techniques to make an environmentally unhealthy product or company appear to be eco-conscious, and a pledge not to engage in marketing that knowingly makes false statements, and haven’t engaged in that kind of marketing for at least two years.

    Positive Screen
    NOTE (added in response to a private comment): I don’t expect people to meet ALL of these criteria—but somewhere around 25 or 30 percent seems reasonable. And the minimum of one I suggest in the next sentence certainly seems achievable.

    Personal commitment to reduce energy consumption, water use, and waste generation in your own life, expressed through one or more of the following, documentable on request:

  • Directly responsible for or participated extensively in installation of non-fossil-fuel, non-nuclear energy generation (e.g., solar, wind, hydro, geothermal) at your home or workplace
  • Use a vehicle that is powered partially or fully by non-fossil sources
  • Commute to work at least half the time by bicycle, public transit, carpool, or walking—or work from home
  • Garden organically
  • Obtain 20 percent or more of your food or 10 percent of your overall needs from producers within 100 miles
  • Taken specific steps to reduce household or workplace energy (fossil and/or nuclear) or water consumption by at least 20 percent compared to typical use by a comparably sized household
  • Purchase carbon offsets

    Enforcement
    Prospective members will be asked to document their accomplishments, and to voluntarily affirm that they meet the behavior standards. Violation of membership standards, falsification of the application, or making intentionally false claims about any aspect of membership qualification is grounds for termination of membership and forfeit of any money paid in to the organization.

    If this organization sounds like something you’d like to be part of, please leave your e-mail address on the “coming soon” website I’ve set up—or leave a comment below and fill in your e-mail address.

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    About

    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