Tag: sustainability

By Posted on Posted in Abundance and Prosperity, Energy & Sustainability, People Helping People, Politics, Protests and Crackdowns, Social and Economic Justice Tagged with , , ,

I love this! Recognizing that they need to be part of the solution and not just the agitation, permaculture experts have started some deep green initiatives including graywater recycling–at Zuccotti Park in lower Manhattan, home to the original Occupy Wall Street demonstration/encampment.

Once again, the protests remind me of the remarkable communities we had during the Seabrook occupation and our subsequent incarceration at various national guard armories, back in 1977.

Note: if they can do permaculture in an impermanent camp in a city park, we should be able to do it all over the country and the world in our permanent dwellings.

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By Posted on Posted in Abundance and Prosperity, Corporate Social Responsibility, Energy & Sustainability, Green Marketing Tagged with , , ,

One of the most exciting things about the green movement lately is the way it’s become so mainstream. After some 40 years in this movement, I am deeply gratified that every company I can think of is taking steps toward sustainability. Some, like Marks & Spencer in the UK and believe it or not, Walmart in the US (and worldwide)—a company not exactly swarming with treehuggers—have practically made it into a religion.

In my talks and interviews, I almost always mention Walmart, because that company is heavily driven by the profit motive—and has found it extremely profitable to lower expenses by paying attention to sustainability, and at the same time create new profit centers. For instance, Walmart is selling truckloads of organic food to people who would never set foot in a Whole Foods. While I still have many other issues with the company, ranging from labor practices and supplier policies to siting and closed-store-reuse, on sustainabiity, I have only praise.

And if  bottom-line-driven, NON-treehugger company like Walmart can build a green path to prosperity, what holds the rest of us back?

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By Posted on Posted in Demographics/Psychographics, Diversity, Energy & Sustainability, People Helping People, Shel's Personal Life Tagged with , , , , , , ,

I have lived in a housing project of 55,000 people in New York City—so insignificant in the city’s eyes that we didn’t even have a subway stop; we had to bus or walk a mile to one of two different trains, one of which could have easily been extended a mile over Interstate 95. In all, I lived in New York City for about 20 years, including birth to 16. In my early 20s, I lived in four of the five boroughs: Bronx, Manhattan, Queens, and Brooklyn.

At the other extreme, for the past 12+ years, I’ve lived on a working farm in a village of about 200 within Hadley, Massachusetts—a town of 4753 people—part of Hampshire County, whose 20 “cities” and towns within 545 square miles increased over the past decade to 152,251. (City, as Massachusetts defines it, refers to a municipality administered by a mayor and council rather than Selectboard and Town Meeting, and has nothing to do with population.) And I actually serve on an official town land-use committee, where we wrestle constantly with shaping the future of our town.

New York City’s five densely populated boroughs comprise just under 305 square miles, and hold 8,391,881 residents. You could move NYC to my county and still have almost half the land area left —maybe to grow enough food for all those residents. My county has 1/55 as many people as NYC, spread out over 1.78 times as much land.

Between the time I first lived outside of New York, in 1973, and settled in Hampshire County, in 1981, I lived in various cities and towns ranging from under 5000 to 1,688,210. All of these communities can offer sustainability wisdom from which other places can learn—either by doing it right, or by doing it wrong (so much so that I could write a book on this—maybe I will, some day). Here are a few of the insights:

  • Vibrant neighborhoods require mixed use. In every city I’ve ever lived in, the exciting neighborhoods are those where people live, work, play, and shop in close proximity. The best US examples I know are Northampton and Amherst, MA, New York’s Upper West Side and Park Slope, and the Fox Point area of Providence. Much of Europe uses this model, and European cities are highly livable.
  • Car-centered cultures adversely affect quality of life. Strong mass transit usually enhances it. In New York City (where a car is a liability), commuting time on public transit is productive. People read, write, get through their e-mail, walk a few blocks to their destination, and don’t feel like they’ve wasted the time. Sometimes they even build friendships with the people they see every day on their commute. In Hadley, the shopping district is suburban-style, with big malls and strip malls along a state highway. Almost no one lives on that road, and it’s not a place for cultural events, other than movies. While the largest food stores actually do provide chances to hang out a bit with neighbors (all arriving in separate cars), having a brief chat with an acquaintance you run into in the produce aisle is not the same kind of community building as you can get in a cafe or a bookstore.
  • A corollary: planning must take into account the existing transportation patterns. Mass-transit thinking can’t just be grafted onto a car-oriented culture, and car-oriented thinking won’t work in crowded urban areas. Those patterns can change over time, but it’s a slow process.
  • A real community transcends ethnic and cultural differences. My current neighborhood of Hockanum  Village has a number of families that have been on the same land for 200 years or more. Some of them trace their lineage to the Mayflower. The whole neighborhood gets together every year for a Christmas party that attracts former residents from as far as Florida, and sometimes a summer picnic along the river. A few neighbors gather at the local coffee shop for breakfast once a week. I could knock on any door in the neighborhood with a request, and people would try to help me.
  • Cities lend themselves well to centralized renewable energy collection—but this potential to make a big difference in climate change and oil dependency has barely been tapped. Instead, many centrally heated buildings in New York are overheated to the point where tenants need to open windows on cold winter days, and that’s crazy.
  • Cities could supply a significant portion of their own food, but again, this potential is not tapped much.
  • Farmers and gardeners understand the food cycle. They know what it’s like to grow food for themselves, their families, and their livestock. They’ve seen crop failure. They pay close attention to weather patterns. Localism is not a theoretical construct; it’s an everyday reality.
  • Homeowners and farmers notice details and patterns, so, for instance, they anticipate and address maintenance issues before they become failures. They don’t expect anyone else to do things for them, though they might ask for help on a big project. Tenants (especially in urban areas) are much less likely to have this attitude.
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By Posted on Posted in Energy & Sustainability, Events, Green Business, Green Marketing, Publishing, Shel's Personal Life Tagged with , , , , , , , , , ,

I have only half an hour left of being 53. It seems a good time to reflect on the whirlwind year I’ve had. Professionally, a lot has gone right for me this year.

First, of course, this has been my initial year as a Guerrilla Marketing author, and the publishing world is definitely nicer to authors who have hitched their wagon to a star. The folks at Wiley have been far more collaborative and helpful than many authors experience with their big NYC publishers, and certainly more so than Simon & Schuster was with me all those years ago. I’ve been promoting the book constantly all year long, and the publisher and even Amazon have also worked on that goal. And as a result of all that effort, Guerrilla Marketing Goes Green has been on the Environmental category bestseller list for at least 11 of the last 12 months—we’re not sure about March—and was #1 in the category for part of April and May. Even cooler—within three weeks of publication, a Google search for the exact phrase “Guerrilla Marketing Goes Green” brought up 1,070,000 hits—far more than I’ve ever seen for anything else I’ve been involved with. Some of those pages have come down since, but as of today, it’s still quite respectable at 551,000. And a search for my name peaked last month at 119,000, nearly double the previous high point of 62 or 64,000.

Because of the new book, I’ve also done quite a bit of speaking this year, including my first international appearance (at an international PR conference in Davos, Switzerland, home of the World Social Forum and World Economic Forum. This was a different event, but in the same venue, and it felt pretty trippy to be speaking from the same building that the likes of Bill Clinton and Warren Buffett speak from. And when you write a book called Guerrilla Marketing Goes Green, you have automatic “chops” in both the green community and the marketing world—which is great, since the book really looks at the intersection of profitability and sustainability. I’ve spoken and exhibited at quite a few green events this year (ranging from the mellow, outdoor SolarFest in Vermont to the huge Green America/Global Exchange Green Festival in the Washington, DC Convention Center) and made numerous great contacts.

And I discovered, particularly when doing media interviews, that I really do know quite a bit about going green, on a much deeper level than just “made from recycled materials” stuff. I was very pleased with the quality of some of the more than 100 interviews I did this year, finding that a number of the journalists went a lot deeper than others I’ve experienced in the past—and I was able to take them deeper still. I’m not saying this to brag, but because I didn’t actually realize how much I do know about many substantive issues around sustainability until I started answering so many great questions about it.

Part 2 will discuss the most exciting part of my year: a way to get the message in front of a much wider audience. Stay tuned.

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By Posted on Posted in Energy & Sustainability Tagged with , , , ,

Judging by my life this week, the environmental movement is on a growth path:

  • Today, I leave for New York City, where I’ll be speaking tomorrow at the Go Green Expo—I’m speaking at 12:30 and then signing copies of my newest book, Guerrilla Marketing Goes Green.. Organizers are expecting 8000 people over the course of three days and the speakers roster includes Mariel Hemingway and Ed Begley, Jr. (Friday admission is free to people in business. If you’d like to attend the other two days for $10 instead of $25, use the promotional code NYSPEAKER.)
  • Yesterday, a man from Greece whom I met when we both spoke at a conference in Switzerland got me invited to speak at a conference in Romania. 20 years ago, such a conference would never have happened in that country.
  • Earlier in the week, I received news that a Turkish rights to republish Guerrilla Marketing Goes Green were sold (joining the Italian and audio rights that were already sold)
  • I’m in active negotiation to speak at two other large environmental events expected to attract thousands of people.

    • This is amazing growth for a movement that was still somewhat marginal even as recently as 2003. In 1980, a big environmental event like GoGreenExpo in New York would have been in someplace like the 92nd Street Y or New York University, and would have been expected to attract maybe 2000 people—if they did a really good job on publicity and didn’t charge admission.

    The other thing that’s changed in 20 years is the technology. It’s so much easier to go Green now, and you get a lot more for your money. Design improvements in alternative energy systems, as well as growing demand, have made a difference. It’s a very good time to go Green.

    And if you run a business that’s going Green and want to take full marketing advantage of your commitment, or if you’d like to make your business more green, you really should pick up a copy of the book. It costs less than $15 at some of the online discounters, and you get $2600 worth of extra goodies if you register your purchase at https://guerrillamarketinggoesgreen.com/bonuses

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    By Posted on Posted in Abundance and Prosperity, Energy & Sustainability, People Helping People, Uncategorized Tagged with , , , ,

    It must have been somewhere around 1986, in the early days of my business, that I first encountered the work of Paul and Sarah Edwards, gurus to the home-based business sector that was just beginning to take off back then. I’ve been home-based since I founded my company in 1981, so their message resonated.

    I’ve been corresponding with Paul recently, and am very excited by something they’re into now: Offering the “Elm Street” economy as an alternative to both Wall Street and Main Street.

    Elm Street, in most communities, is typically in a residential neighborhood. In Northampton, Massachusetts (the closest Elm Street to my house), it’s a graceful, tree-lined boulevard of large Victorian-era homes.

    As Paul and Sarah Edwards describe it, an Elm Street economy is also firmly rooted in sustainability, at multiple levels:

    It’s a local economy, composed of locally-owned and locally-financed enterprises, industries, and independent practitioners who are invested in bringing long-term well-being to all living there, including nature. It’s focus is on working together to create dependable, environmentally sustainable way of life that bring basic services, products, and resilience back to our local communities.

    Local Economy
    Be it in a city neighborhood, a suburban sub-division, a small town or rural community, the Elm Street Economy is coming to life. It may look a little different from locale to locale, with urban Elm Street communities growing food on rooftops instead of backyards, for example, but wherever they might be located, they can flourish due to values and characteristics symbolized in this logo.

    • Local production of food, renewable energy and goods.

    • Local development of commerce, government and culture.

    • Reduction of consumption while improving environmental and social
    concerns.

    • Being an exemplary working model for other communities when the effects
    of decline of the existing economy and our natural resources becomes more
    intense.

    In short, very much aligned with the values I’ve been espousing for years, in this blog, in my books, in my speeches, and elsewhere.
    The Edwards’ vision of the Elm Street economy, and their analysis, go far deeper than what I’ve quoted here. Go and read it.

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    By Posted on Posted in Business Ethics, Energy & Sustainability Tagged with , , , ,

    Since John Wiley & Sons is publishing my next book, Guerrilla Marketing Goes Green: Winning Strategies to Improve Your Profits and Your Planet (co-authored with Jay Conrad Levinson), I was very pleased this morning to discover a press release about its first sustainability/responsibility report.

    Wiley’s press release includes ten accomplishments for the fiscal year just ended, addressing everything from responsibly sourced paper and lower paper consumption to carbon control to social outreach in its headquarters town of Hoboken, New Jersey–and eight goals for the current year, focused on broadening its impact beyond its own corporate borders.

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    By Posted on Posted in Abundance and Prosperity, Energy & Sustainability, Uncategorized Tagged with , ,

    I think this is soooo cool! Bicycles are already an incredibly liberating, essentially nonpolluting technology. Now someone in Africa has found a way to use native bamboo as a bicycle-building material. Sustainable, renewable, widely available, and with potentially an enormous impact.

    How great would it be if this were widely adopted?

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    By Posted on Posted in Abundance and Prosperity, Business Ethics, Energy & Sustainability, People Helping People, Social and Economic Justice Tagged with , , ,

    When are sustainability measures real, and when are they a counterproductive waste of time and money?

    That was one of a several very interesting questions posed by Dean Cycon, CEO of Dean’s Beans and award-winning author of Javatrekker: Dispatches from the World of Fair Trade Coffee (Chelsea Green, 2007).

    Dean’s Beans uses only organic fair-trade coffee and cocoa, typically pays farmers well above the fair-trade minimum while still keeping consumer prices very affordable, and reinvests substantial profits into locally governed sustainability/economic development projects in the communities that supply his coffee. He’s also perhaps the business person with the highest integrity that I’ve ever encountered.

    Not surprisingly, his revenues and profits have grown every year, despite the recession.

    In a speech to small business owners in Massachusetts, Cycon described how he had decided not to invest thousands of dollars in a more eco-friendly liner for disposable coffee cups, that in a year would keep about a basketball’s worth of plastic out of the landfill on a year’s volume of 100,000 cups. It didn’t make either economic or environmental sense, he said.

    On the flip side, Cycon was asked to be the organic coffee supplier when Keurig introduced its wildly popular single-serve coffee makers. He looked at the machine, was disturbed by the large amount of plastic that would be consumed, and suggested to the engineers that they redesign it more sustainably, replacing the disposable plastic containers with biodegradable ones made of the same thick paper used to make egg cartons. When the company declined, he refused to supply the coffee, a decision that cost him millions of dollars, but which still feels like the right decision to him. He’s actually looking to develop a competing model that would be more eco-friendly.

    Cycon has also been an agent of change within the coffee industry, challenging companies like Starbucks and Green Mountain to up their percentage of fair-trade sources, and to make much larger donations to village sustainability programs in the coffee lands: $10 million to his $10,000, in one case.
    On the fair trade issue, he points out that if a large coffee roaster sources four percent from fair-trade co-ops, that could mean 96 out of every 100 farmers are not making a living wage.

    His challenge to business in general? Bring CSR and sustainability “deeply into your business” as an integral part of decision-making, and don’t just tack it on at the end. With that attitude, Cycon believes companies can influence their vendors, their customers, and other stakeholders to take many more sustainability steps: from convincing UPS to use biodiesel trucks in the fleet to biodegradable paper from their label supplier.

    Award-winning author of Principled Profit: Marketing That Puts People First and seven other books, Shel Horowitz writes and speaks on driving success through environmental sustainability, business ethics, cooperation (even with competitors), attitude, and extreme service. He is the founder of the international Business Ethics Pledge.

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    By Posted on Posted in Business Ethics, Energy & Sustainability, Publishing Tagged with , , , , ,

    In 2002, when I was writing my award-winning sixth book, Principled Profit: Marketing That Puts People First, a lot of the ideas in it were way out in front of the pack. Not a lot of people were talking about corporate environmental sustainability, and pretty much no one was talking about success through business ethics.

    I spent a lot of time this weekend editing the manuscript for my eighth book, Guerrilla Marketing Goes Green (which will be published about a year from now by Wiley, and co-authored with the legendary Jay Conrad Levinson). And I was struck once again by how much these issues have moved into the general discourse. It’s so easy to find sources now! Everyone’s talking about sustainability, and business ethics has a lot more street cred than it used to.

    Of course, no one ever really knows what takes a radical idea and pushes it to become a trend–but I like to think that my work, and particularly the Business Ethics Pledge campaign I started in 2004, has at least something to do with the shift. The whole idea of that campaign is to move the ideas through a small number of influencers and create a “tipping point” within society. We certainly haven’t reached the tipping point yet, but I think we might be seeing some of the early rumbles.

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