Mainstreaming Green:
9 Rules For Popularizing Purpose
With Today's Consumer.
Get ready people, it’s now hip (again) to care. But even with all the hype, there are a number of
What took so long right? Thanks to more concerned challenges and obstacles brands face when trying to
consumers, a dash of post-Katrina pondering, rising sell purpose or ‘social responsibility’ to a mainstream
prices at the pump, dependence on coal and foreign consumer. And in order for positive social change to
oil, Al Gore and the environment playing a leading occur on a massive scale, corporations, entrepreneurs,
role at the Academy Awards, and an onslaught of and marketers alike will need to become better
new product offerings; purpose-related products educated and more aware of why these current and
and services have quickly beamed their way up on prospective conscience consumers choose, buy, use,
the consumer’s radar. and even dispose of purposeful products.
You see, before we can build companies, brands, and
products that inspire a better tomorrow, we must first
take a closer look at what has and hasn’t worked up
to now.
1 © 2007 North Venture Partners, LLC
Mainstreaming Green: 9 Rules For Popularizing Purpose With Today's Consumer.
www.northvp.com www.northangels.com

Fringe Freak To Eco Chic
You may have seen the term LOHAS float across your Wal-Marts of the world pushing ‘organic’ is a great step
desk in recent years (it stands for Lifestyles of Health forward, but in order for large-scale change to happen,
and Sustainability). LOHAS consumers are those who socially-constructive companies must refine the way we
are passionate about the environment, sustainability, approach ALL consumers when selling purpose. You see,
social issues, and health, and they typically make we’re not just talking to those affluent, European sport
conscious purchasing decisions based on their social wagon consumers at the upscale mall, but we’re now
and cultural values. Or as David Brotherton, a Seattle also chatting directly with those consumers filling up
consultant in corporate responsibility describes, “The their mini-vans at the local Costco.
people who used to drive the VW bus to the co-op
are now driving the Volvo to Whole Foods.” So now’s the time for the difference-making
entrepreneurs and brands of tomorrow to begin
Over the years, we’ve given all kinds of names (some innovating and dialing in their brand voice. They
more flattering than others) to the more purpose-driven must stop trying to only create for and sell to a market
consumer: tree huggers, hippies, bohemians, cultural that mirrors themselves, as now a larger makeup of
creatives, latte activists, conscience consumers, consumers are also thirsty for change. However, before
crunchies, deep greens, cause consumers, eco-warriors, we can inspire them to make purposeful buying
environmentalists, new progressives, and now Lohasians. decisions, we must first employ the same core marketing
Whatever the clever name or acronym du jour may fundamentals that the great lifestyle brands of today
be, businesses large and small are now paying closer have used when motivating large audiences. You
to attention to this rapidly growing market, as this know, create that aspirational magnet and leave that
passionate and influential audience now makes up a mirror behind.
$228.9 billion U.S. marketplace for goods and services,
that include, but are not limited to:
Hurdles To Mass Adoption
E For Effort, N For No Thanks
• Renewable and Alternative Energies
• Natural and Organic Products and Services Businesses have been actively participating in the
• Health and Wellness purposeful (or green) space for years. While there have
• Eco-Tourism and Alternative Transportation been many products with great intentions and even the
• Green and Sustainable Building occasional breakthrough success, there have also been a
• Clean Technologies string of bombs that have ultimately fueled widespread
• Organic and Recyclable Fashion consumer reluctance to give new, more purposeful
• Socially-Responsible Goods & Services products a spin. Or in some cases, an unwillingness to
even let them improve over time.
And while $228.9 billion dollars seems remarkable and
is proof that this consumer psychographic has moved Who could forget all of those recycled paper products
away from their fringe status of the past, there’s still a before Seventh Generation hit their stride? Let’s see
lot of work left to be done if the end goal is healthy Charmin or sandpaper? Umm. How about those clunky
social growth, not just bottom line income. Having the fluorescent bulbs that flickered and flickered until they
2 © 2007 North Venture Partners, LLC
Mainstreaming Green: 9 Rules For Popularizing Purpose With Today's Consumer.
www.northvp.com www.northangels.com

Cont’d E For Effort, N For No Thanks
eventually put out the same level of brightness as a night So while the sustainability issues we face on this
light (Fortunately, things have vastly improved here. If planet are extremely pressing, they still remain incredibly
futuristic to the mainstream consumer. Largely in part
you haven’t already, switch over to the ice-cream-swirl
CFLs, they’re the real deal.). Or did you or any of your because of the, “if it’s so important, why haven’t I
friends try out some of those unflattering organic fashion noticed anything yet” attitude. It probably comes as little
wearables circa 1992? Not exactly runway ready. surprise that the products that have made the biggest
strides thus far are those in which consumers can reap an
Okay, we could go on and on here, but the point is, immediate benefit; whether that’s better gas mileage with
the product examples above unfortunately stunted the a hybrid vehicle or a reduced electric bill because of
consumer’s desire to go sustainable. They left a bad taste making the switch to energy-efficient light bulbs.
in the shopper’s mouth, and as you know, once you get However, there are thousands of other remarkable,
food poisoning, it makes it awfully hard to try that same eco-friendly product offerings on the shelf, it’s just that
dish again. But things have turned the corner in recent their effects cannot be felt or noticed so instantaneously.
years, as the products have dramatically improved in
functionality, quality, and style. And now that we have So how do we sell futuristic benefits? Perhaps we should
some inventory with mainstream appeal, how do we take a look ‘outside of category’ for inspiration on how
make the consumer feel firsthand the eco-benefit the to effectively communicate to the masses. Take the diet
product provides? industry for example. Do you think if we spent 1/10th
of the time we spend marketing diets and nutritional
See No Evil, Hear No Evil, Feel No Evil? supplements aimed at reducing our consumption of fatty
One of the key drivers of changing consumer behavior foods as we did with reducing the consumption of our
has always been making the product or service connect precious resources (oil, coal, water), could we make more
on an emotional level. Make it personal. Make it meaningful progress? Or will it take even higher gasoline
relatable. You know, talk with your consumer, not prices, more rising temperatures, more droughts, and
at them. A giant obstacle purposeful brands need to more frequent black outs before the green category
overcome is their inability to connect with a mainstream becomes more personal and more relatable?
audience that simply cannot see, feel, or even imagine
the benefits that sustainable products deliver. Remember the heart smart icon that slowly found
its way onto every chain restaurant menu? You know
There’s no denying issues such as Global Warming the one, order this dish and it will reduce your risk at
are complex and often difficult for most consumers to getting heart disease. Are we heading towards a future
grasp. Because the majority of them can’t see or feel the where we will strategically place earth icons next to
immediate good their purchases are delivering (i.e. like the most eco-friendly options on every menu and price
reducing greenhouse gas emissions), it’s hard to get them list across every industry? Perhaps we can elicit our
to switch from their favorite products to a sustainable desired behavioral change by dumbing it down for the
alternative (and we haven’t even mentioned price, everyday consumer? You know, use those marketing
quality, and availability). tactics that have successfully driven awareness for
3 © 2007 North Venture Partners, LLC
Mainstreaming Green: 9 Rules For Popularizing Purpose With Today's Consumer.
www.northvp.com www.northangels.com

Cont’d See No Evil, Hear No Evil, Feel No Evil?
other causes. How about an “earth icon” shampoo, cut, One greenwashing controversy in particular has recently
and style at the salon. Anyone? surfaced its way on to countless environmental message
boards on the Web. The instigator was an article earlier
Hopefully in the not-so-distant future, all products will this year by The Economist titled, “Diesels Are The Smart
just be inherently sustainable so consumers won’t have Green Choice.” The words that ignited the firestorm of
to wrestle with or think about how and what they’re differing opinions:
purchasing. But for now unfortunately, it is what it is.
So as we look to build sustainable new businesses, we “The dirty little secret about hybrids is that their batteries
not only need to create and inspire evangelists for and extensive use of aluminum parts make them costly to
whatever sustainable products were selling, but we build in energy terms as well as financial terms. One
also need to become brand evangelists for the bigger life-cycle assessment claims that, from factory floor to
icon - - the earth itself. scrap heap, a Prius consumes more energy even than
a Hummer H3.”
Greenwashing: The Dirty Deceiving Little Secret
With all the recent buzz surrounding the state of our As you can imagine, the article generated spirited
environment, and corporations wearing the bulls eye blogger responses from both sides of the issue and
for criticism, the more we hear the term greenwashing surfaced a number of studies comparing the lifetime
being thrown around. Greenwashing is a portmanteau costs related to total energy consumption of hybrid vs.
of the words green and whitewashing. Environmentalists non-hybrid vehicles. To no surprise, most of the studies
use it to describe the act of giving a positive public had an agenda associated with them. The authors were
image (a thin coat of green paint) to environmentally free to manipulate the statistics in their favor and only
unsound practices. Corporations of course claim they are reveal the answers that their side wants to see. Shocking
promoting sustainable development and communicating
that they have become greener and more environmentally Unfortunately, all of this greenwashing leads to mass
responsible. Hey, if companies can sell more widgets by skepticism with consumers. They don’t know what or
painting them green, then we’re going to see more green who to believe anymore. Are these new products like
widgets in the market. Hybrids really ‘difference making’ and better for the
environment than a diesel vehicle? Or are these car
The question is; Does green marketing contribute to manufacturers just taking advantage of a white hot
the greening of consumer consciousness, or does it political or social opportunity to sell more cars?
encourage corporate greenwashing? Well, probably a
little of both. Examples of greenwashing can range Let’s not forget that consumers have smart ad radar
from a supermarket giving you the option of paper or and a very low tolerance for bullshit. Google has quickly
plastic to a big oil company funding studies to muddy turned all of us into private investigators. The Internet
the link between greenhouse gas emissions and global has transformed us all into unregulated citizen
climate change.
4 © 2007 North Venture Partners, LLC
Mainstreaming Green: 9 Rules For Popularizing Purpose With Today's Consumer.
www.northvp.com www.northangels.com

Cont’d Greenwashing: The Dirty Deceiving Little Secret
journalists. The successful companies of tomorrow stunt momentum and chastise someone for trying to be
must become more transparent with their customer base socially-constructive. Every little bit helps.
by talking openly and honestly about their practices.
The ones that do this best will win and the ones that The fact is we are indeed living in a greenvenient society,
continue to hide behind their giant logos and avoid the where the majority of people will only do “the good
hard questions will be exposed and ultimately rejected. thing” if it’s made extra convenient for them. We need
to recognize that a delicate balance exists between what
Perfect Doesn’t Make Practice is good for the environment and what is good for me.
Make no mistake, the entire future of the sustainability For example, if you were to take your wife’s Prius to
movement depends on consumer behaviors being the spray wash and wanted to empty the trash from
modified. Sure, corporations will hopefully continue the inside of the car (which includes some empty plastic
to invest huge dollars into making their products water bottles), most of us would toss them in the trash
more sustainable, but since consumer demand drives can three feet from the car instead of taking them home
corporations, the future of our planet rests heavily on to our recycling bin. Why? Because it’s simply more
the shoulders of Joe consumer. Yet even with numerous convenient that way.
burning issues facing our environment, only a small
portion of Joes are willing to change their consumption Now this is where it gets interesting, because an
patterns and adopt a more sustainable lifestyle. environmentalist that lives by an ‘eco-idealist’ code
would probably point out flaw after flaw in this example,
One of the reasons may be in how we’ve talked about from: 1) why are you going to a spray wash that wastes
‘social responsibility’ in the past. The term responsible ridiculous amounts of water in the first place?; to 2)
has a weird rub to it. If you’re positioning your brand why is your wife consuming bottled water instead of
as responsible does it also open it up to potential scrutiny putting filtered water into a re-useable container?; to 3)
about other aspects of your business? In addition, by we’ll give you points for driving a Prius, but we’re going
telling a consumer that they’ll be practicing social to take away double points for your family also owning
responsibility by consuming your product, you’re also a gas-guzzling ’94 Chevy Suburban.
in effect wagging your finger at them and telling that
person they’re irresponsible when they don’t. When it comes down to it, the majority of us can easily
be “out gooded” by a full-time “do gooder”, but what
Here’s a thought. How about using the term benefit comes from making people feel guilty about the
socially-constructive in lieu of socially-responsible? way they live? In the long run it only hurts the cause.
For starters, it’s more accessible and doesn’t conjure It seems that no one is safe from criticism in this
up thoughts of irresponsibility and negativity that are complex web of purpose (just ask Al Gore who in light
detrimental to the larger movement. The truth is, we of everything he’s done to stimulate environmental
sometimes just have to recognize when someone is awareness was recently attacked for his hefty home
trying to do some good and they will hopefully strive electric bill in Tennessee). If the end goal is to make
to get better each and every day. But please, let’s not sustainable living something consumers will aspire
5 © 2007 North Venture Partners, LLC
Mainstreaming Green: 9 Rules For Popularizing Purpose With Today's Consumer.
www.northvp.com www.northangels.com

Cont’d Perfect Doesn’t Make Practice
to and engage in on regular basis, we must stop benefits, it doesn’t necessarily need to be your lead
preaching full-time perfection and begin applauding communication strategy.
part-time cooperation.
To no surprise, one brand often cited for mainstream
Following Can Lead To Forgetting consumer crossover success, is biodegradable cleaning
While the growing and greening marketplace has brand Method. Ranking No. 7 on Inc. Magazines 2006
attracted throngs of new, passionate consumers, it has list of the fastest-growing privately-held companies in
also motivated a different kind of following – copycat the country, Method boasts an astounding three-year
and unimaginative brand marketers. Before businesses growth rate of 3,390.5%. Their talented team took a
can expect consumers to reach into their wallets and sign commodity household cleaner and built a unifying brand
up for the next “it” product, they must first breakthrough idea that extends through their products, their packaging
the unbelievable ‘green noise’ and visual clutter that design, their promotional materials, their corporate
exists in the space. values, all the way down to their brilliant tagline,
“People Against Dirty”. And they’ve done all of this
It doesn’t matter if you’re trying to market a sports while remaining very price competitive with the other
drink or a sports bra, all brands will have to bring some leading household brands.
much-needed innovation to the table when establishing
the look, tone, and feel for their products. Hint: the What Method did was smart. Instead of focusing
solely on the rational benefit of being environmentally
shelves at the store don’t need any more eco-friendly
responsible (eco-brand quicksand), they used sharp
brands using an expected leaf icon, an unmemorable
tagline, and an earth-toned color palette. Your product branding and marketing fundamentals to stir up the
may be remarkable on the inside, but if you don’t have emotions of the mainstream consumer (btw: one of
what it takes to excite and motivate consumers on the their founders was an ex ad agency guy). If you pick up
outside, your brand may soon be paving its own path a bottle of their all-purpose cleaner, the only purposeful
to extinction. call-out on the label is the word biodegradable in 8 point
type. Sure, there are a lot of prominent brands in this
Just as it is with other industries, the brands that create space that have gotten “it”. Whole Foods, The Body Shop,
a unique visual brand identity and voice wind up and Patagonia come to mind. But who will develop the
generating the most buzz, capture the most eyeballs, winning companies of tomorrow’s more purposeful
and generate the most cash register rings. With more and marketplace?
more eco-friendly products entering the mix, consumers
are quickly becoming immune from all of the me too, Let’s see, will it be those ‘green-only’ lifestyle zealots
environmentally-responsible messaging. They’ve also or those sharp minds that have played in the dirt on
become aware of this new type of eco-poser brand that the other side of the fence and successfully built and
slyly tries to masquerade for something they are not – launched high-profile lifestyle brands in other industries?
purposeful (remember greenwashing?). While it’s critical The choice is simple really. If our world is to ever make
to make your consumer aware of your sustainable significant progress with the adoption of new,
6 © 2007 North Venture Partners, LLC
Mainstreaming Green: 9 Rules For Popularizing Purpose With Today's Consumer.
www.northvp.com www.northangels.com

NORTH Mindmeld
Cont’d Following Can Lead To Forgetting
remarkable eco-friendly products and services, we At North, we’ve been eavesdropping on the purposesful
need to take a page from the Methods of the world. consumer and bigger sustainable business movement for years.
In order for new sustainable companies to succeed we While it’s taken a while for these new ideas to penetrate the
must creatively sell environmental benefits by calling mainstream mindset, the non-listeners from the past are
on those that have already memorized the playbook for now at least open-minded to hearing about the future.
tapping into consumer emotion and inspiring widespread
adoption; whether that’s been for a cleaning product, In this section, we highlight a few emerging companies and
a designer sneaker company, an imported beer, or a inspirational entrepreneurs that are bringing much-needed
four-wheel drive vehicle. innovation to the market. What we like about some of the
following ideas is that they show us just how wide-open the
possibilities are in the purposesful space. Instead of following
Keys To Making The Perfect Play the map of those that came before them, these brands instead
Using Fame To Change The Game have set out to sail in uncharted waters.
These days, whether you’re scanning the rows of
magazine covers at the grocery checkout or channel
Reward Them And They May Respond
surfing on the tube, it’s pretty hard to avoid imagery of
Angelina Jolie and Brad Pitt holding one of their adopted Here’s a thought, would people pay more attention to that
children. When Newsweek recently asked Angelina about all-too-familiar piece of POS hanging in their hotel bathroom if
her not-so-low-profile humanitarian aid efforts and we gave them a decent discount on their over-priced 4-star room
countless visits to refugee camps, she responded, “If I for saving both the hotel and the earth’s expensive resources?
can draw you in a little because I'm familiar, then that's You know the message: “We are doing our part to preserve the
great. Because I know that at the end you're not looking environment and invite you to help us conserve water by using
at me, you're looking at them.\" your towels more than once. Doing so will also reduce the
amount of detergent waste that is recycled in our community.
Funny, but she sounds remarkably similar to Paul Please hang your towels up if you wish to participate in this
Newman, one of Hollywood’s first conscience celebrities water conservation program... if you choose not to participate,
and one of the more famous social entrepreneurs on the simply leave your towels on the floor.”
planet. When Newman was asked to describe what he
was doing with his line of Newman’s Own products, Don’t you wish we lived in a proactive society, where consumers
“shameless exploitation in pursuit of the common didn’t need incentive beyond “because it’s the right thing to do”
good”, he replied. Newman was definitely ahead of his in order to choose one thing over another? Well, we can all keep
time and remains an inspiration and role-model today. dreaming for that day to magically appear, or we can set out to
Over the last 23 years, the pioneering Newman has do what some new, purposeful start ups are doing and offering
donated over $150 million in profits for educational up some nice value-adds in order to stimulate change and
and charitable purposes. connect with more of a mainstream consumer.
7 How © 2007 North Venture Partners, LLC
Mainstreaming Green: 9 Rules For Popularizing Purpose With Today's Consumer.
www.northvp.com www.northangels.com

Cont’d Using Fame To Change The Game Cont’d Reward Them And They May Respond
Celebrities and entertainers have always been closely As much as the word ‘recycling’ surrounds us in our everyday
tied with various causes; whether they’re strumming lives, the participation rates remain relatively modest (in the
guitars for world hunger or telling jokes to raise money 30-33% range nationwide). So the question remains, why don’t
for Katrina victims (more on using entertainment to more people recycle? RecycleBank, which just launched in
enlighten later). These days it seems more and more Philadelphia, may be on to something - actually rewarding
celebrities are becoming more known for “for what people for throwing waste in the right receptacle. The more your
they’re passionate about” and less known for “who household recycles, the more it earns (up to $35 RecycleBank
they’re dating”. Dollars a month). All RecycleBank dollars can be redeemed at
one of 100 national and local participating retailers (the likes of
Take this year’s Academy Awards. Even when the usual Starbucks, Petco, and Whole
suspects used their airtime to push environmental Foods have already jumped
awareness (Al Gore, Leonardo DiCaprio, George Clooney, aboard). So far so good, as
Melissa Etheridge), it actually didn’t come off as making recycling rates in one Philly
a forced statement (like a Susan Sarandon moment did). neighborhood have already
It seems the passionate pleas from this years Oscar’s were jumped from 30% to 90%.
delivered in a much more approachable manner and that (recyclebank.com)
always makes it easier to digest. Also, the show went
green behind the scenes; they used recycled paper, did
an energy audit for the Kodak Theater, and even served How about paying $20 for a magazine subscription and in turn
organic food at the Governor’s Ball. having that same twenty bucks then go to the charity of your
choice? That’s precisely the offer behind Good Magazine, one
Hey, whether it’s Scarlett Johansson filling up her Prius of the latest page flippers aiming to champion change. Good,
hatchback with organic food and beauty products, which gives you the choice of selecting between 12 different
Maggie Gyllenhaal announcing she’s using organic causes (from Millennium Promise to Creative Commons to World
cloth diapers on her new baby girl, Oprah touting the Wildlife Fund) is the brainchild of its Founder Ben Goldhirsh.
benefits of energy saving light bulbs on her show, or Not sure if giving away 100% of your profits is a sustainable
Entourage star Adrian Grenier badging the fact that revenue model for a media
he’s using recycled denim to insulate the walls of his company (which also includes
Brooklyn home; there’s no denying the power and a film division called Reason
influence celebrities wield in generating and spreading Pictures), but it’s certainly a
purposeful change. transformative idea. When
asked whom his magazine is
Dave Stewart of Eurythmics fame and his company for, the ambitious Goldhirsh
Weapons of Mass Entertainment has just teamed up responds, “We’re selling this to
with Greenpeace on an initiative which is focused on people who we think give a
dreaming up new ways to mix media, art and celebrity damn.” (goodmagazine.com)
with social activism. \"If you can imagine Andy Warhol's
Factory with Greenpeace in it and me in it,\" Stewart told
8 How © 2007 North Venture Partners, LLC
Mainstreaming Green: 9 Rules For Popularizing Purpose With Today's Consumer.
www.northvp.com www.northangels.com

Cont’d Using Fame To Change The Game Cont’d Reward Them And They May Respond
Reuters. “It is a hot house, a think tank.\" Sounds lofty, It would sure seem like a tall order to play in the same
not sure if it will be produce any number one hits, but purposesful sandbox as upscale, active wear brand Patagonia
let’s give it a chance to lift off before we pop its balloon. (Pata-gucci for those of you in-the-know), but don’t tell that to
For even more dish on how celebrities are using their Portland-based, active wear newbie Nau. Like the walk and talk
fame to change the game, check out the eco-celebrity Patagonia and its inspirational CEO Yvon Chouinard have been
gossip blog ecorazzi.com. delivering for years, Nau is also blending beauty, performance,
and sustainability into all of its products (all are made of recycled
With all of the celebrities jumping into the game, will material and recyclable themselves). In hopes of luring more
there be some less-than-genuine cause opportunists out consumers into its new retail home, Nau will offer up 10%
there? Of course there are, but Ed Begley Jr., one of the discount to those customers that place their orders from in-store
founding fathers of green in Tinseltown, sums it up best kiosks. The in-store Web kiosks are meant to reduce each store’s
when half-joking about Hollywood’s involvement in the ecological footprint, operating costs, and energy consumption.
movement towards a sustainable future, \"there are some (nau.com)
insincere people in this community who may have
latched onto the environment because Africa was already
taken, but,” he says, “even if you're only into this cause
for a week, at least you're doing something positive for
that week.\"
The truth is things need to change and if the folks
living under the Hollywood sign want to use their
visibility and money to create a more sustainable future,
let’s applaud them. And maybe just maybe, they’ll stop
backing purposeless ventures or theme restaurants like
the Fashion Café and Planet Hollywood. Planet
Hollywood wasn’t a bad thought, it was just that the
concept had the wrong intentions. Why not really make
it about the planet, Hollywood? Just imagine a While issues surrounding the planet and those in need are
state-of-the-art restaurant that was 100% sustainable, sometimes tough to make accessible at the retail level, a
that served organic, locally-grown food, donated 100% 30-year-old entrepreneur by the name of Blake Mycoskie figured
of their profits to renewable energy research, and instead it out by keeping it simple. If you buy a pair of his Toms Shoes at
of decorating the menus and walls with movie posters around $40/pair, Toms will also gift a pair to a deserving
and props, instead used that real estate to educate youngster in an impoverished country. Mycoskie, who got the
consumers on the state of our planet and encouraged idea for Toms (which btw stands for Shoes for Tomorrow), while
them to give a damn. Now that’s a concept worth traveling in Argentina, always thought he’d spend the first half
backing Arnie! of his life making money and the second half of his life giving it
away. With Toms he’s exceeded his expectations, as he stumbled
upon an idea that is as equally purposesful as it is profitable.
9 How © 2007 North Venture Partners, LLC
Mainstreaming Green: 9 Rules For Popularizing Purpose With Today's Consumer.
www.northvp.com www.northangels.com

Old Dogs Trying New Tricks Cont’d Reward Them And They May Respond
One way in which many established brands have been And the message of the brand seems to be working, Mycoskie has
dipping their feet in to the new purposeful pond, is by just bagged distribution deals at Urban Outfitters, Nordstrom, and
making modifications to their existing products. Instead Bloomingdale’s, and plans to begin selling in Australia, Japan,
of completely re-structuring or re-positioning their entire and Western Europe this summer. (tomsshoes.com)
company as sustainable overnight (next to impossible),
many well-known heavy hitters have recently made
some big strides when it comes to speaking to the more
purposeful consumer.
Timberland, which has routinely been ahead of their
competition in practicing corporate responsibility, just
updated the labeling on its footwear boxes to trumpet
their environmental responsibility in a fresh, engaging
manner. Packaging, which is often an overlooked
communication vehicle, can open up a number of
excellent branding opportunities. By taking the lead
from the CPG industry, they transformed the traditional
nutritional label into a communication that gives
consumers information about the shoes they are These brands are at least trying to break through by taking a
purchasing; from where it was manufactured, to how it different approach, but are we really on the cusp of trading out
was produced, to its overall impact on the environment, our mileage cards for carrying around purposesful shopping
which includes the amount of energy they used from cards? (interraproject.org) Who knows, but if some of
renewable resources. these incentive efforts are able to speak more effectively to the
mainstream, the “reward loyalty” idea of those cards can’t be
“From the inside out, our new packaging tells the story far behind. Oh, and one last thought. Before you hospitality
of who we are as a brand and conveys our commitment marketers out there go running with the idea mentioned at the
to make it better,” explained Tracy Stokes, Timberland’s top of this section, you may want to spend some additional
Senior Director of Global Brand Management. “The goal hours educating your
is to reduce Timberland's environmental impact while housekeeping staff on your
providing consumers with new information to help towel program. Because it
guide them in the purchase process, while at the same seems every time you try to
time, inspiring them to make their own positive impact,\" do the “right thing’ by not
she added. throwing your towel on the
floor, they replace your used,
Another noteworthy example of a big brand weaving hung up towel with a fresh
responsibility into their product offering is giant UK one anyway.
retailer Marks & Spencer (M&S). “Customers want good
value, but they care more than ever how food and
10 How © 2007 North Venture Partners, LLC
Mainstreaming Green: 9 Rules For Popularizing Purpose With Today's Consumer.
www.northvp.com www.northangels.com

Change Agents Of Tomorrow
Cont’d Old Dogs Trying New Tricks
clothing products are made,” says M&S Chief Exec Stuart Sure the food, beverage, personal care, and clothing markets have
Rose. Well, by simply listening to their customer, M&S made some of the biggest splashes (organic, nontoxic, free-range,
has achieved some good. They recently launched their fairtrade, etc.) in the sustainable product space, but there have
Look Behind The Label program, which does a nice job also been some game-changing entrepreneurial efforts using new
of educating shoppers about its Fairtrade food and angles that have been popping up more frequently.
clothing products.
Okay, so you’re flying into LA for a three-day weekend and need
Whether it’s Nike creating less waste and using less to line up a rent-a-car. Who do you call? Hertz? Budget? Avis?
energy to manufacture their Considered line of shoes Why not try EV Rentals, the first U.S. rental car company whose
or Levi’s selling an eco line of jeans using 100% organic entire fleet consists of hybrids. Rentals run from $39/day to
cotton (they also include recycled buttons, rivets and $215/week. If you’re not sold, what if we told you that hybrid
zippers), we need to encourage these efforts of bringing vehicles qualify for the carpool lane on those crowded California
responsibility to retail. Brands like Timberland, M&S, freeways, even when you’re the only one in the car. Airport
Nike, and Levi’s have huge followings and other brands locations include; LAX, Orange County, San Diego, San
(big and small) should follow their leads. However, the Francisco, Oakland, San Jose, Phoenix, and Las Vegas.
passionate must remain patient. We can’t make “all or
nothing” demands on these large companies. We must
hail these transparent efforts and recognize their
importance in inspiring consumers, other brands, and
entrepreneurs to shift their current thought processes.
Championing Change From Within
It used to be that brands would promote socially-
constructive or environmentally-friendly efforts within
their human resources department with the sole purpose EV Rental's mission is “to provide the most technologically
of making an impression on current or prospective advanced environmental vehicles to the general public as soon as
employees. However, now those efforts are more and they are available, to educate the public and raise the awareness
more frequently aimed at gaining the support of of the benefits of driving clean-fuel cars, and create a market for
environmentalist groups and for rubbing off on clean car technology\". The company claims to have prevented
their discriminating customers. more than 100 tons of air pollution and to have passed on more
than one million dollars in fuel cost savings to its customers.
Several big corporations and their highly visible leaders Now why hasn’t this gone worldwide yet? We think it’s only a
after being pushed towards more sustainable practices by matter of time. (evrentals.com)
various activists for years, are now becoming role models
for change. One would never think of mentioning Anyone that leads with a headline that reads, “Changing The
Wal-Mart in the same breath with the Whole Foods of World One Story At A Time”, must be prepared to back it up.
the world, but to their credit the Bentonville behemoth Participant Productions Founder Jeff Skoll (former president
has made significant steps to evangelize purpose from and employee #1 at online powerhouse eBay) has backed up
11 How © 2007 North Venture Partners, LLC
Mainstreaming Green: 9 Rules For Popularizing Purpose With Today's Consumer.
www.northvp.com www.northangels.com

Cont’d Championing Change From Within Cont’d Change Agents Of Tomorrow
within. They’ve been working with Conservation that statement and then some since assembling an all-star team
International to help shape ambitious goals for slicing of entertainment executives back in 2004. Together his team has
and dicing their total energy consumption. Wal-Mart, built an environment to ‘foster
which is the largest private purchaser of electricity in storytelling that engages the
the U.S., has put forth an aggressive plan to reduce audience, generates awareness
energy demands in all of its facilities by 30% in the of topical and interesting issues
next ten years. and inspires individuals to
take action.’
Speaking of Whole Foods, they’ve just become the
biggest corporate user of wind power in the country.
They inked a two-year contract with Renewable Choice Even if you’re not familiar with Participant as a brand name,
Energy to purchase 458,000 megawatt-hours of wind you’ve surely heard of some of the titles coming out of their
energy credits. That’s enough to cover energy use for offices in the last three years: Fast Food Nation, Murderball,
all of its stores, bakeries, distribution centers, regional Syriana, And Good Night, And Good Luck, as well as last year’s
offices, and corporate headquarters in Austin. This effort global warming eye-opener, An Inconvenient Truth. As we know,
has also led to a consumer-facing promotional partnership, films have the power to move and amass quite a following. With
where customers can purchase $15 wind power cards that big of an audience in tow, we look forward to Participant
(basically renewable energy credits) right along with their launching even more brand initiatives aimed around inspiring
yoga mag and Burt’s Bees lip balm at check out. consumer action. (participantproductions.com)
“Right now, the main benefit is public relations,\" said Lastly, we have to mention this category-shifting, entrepreneurial
Andrew Aulisi, Senior Associate at the nonprofit World idea coming out of the Netherlands. Enviu, an international non-
Resources Institute. “For a company like Whole Foods, profit organization for young entrepreneurs, is working together
which has a particular kind of clientele, I can imagine with an architectural firm to create a truly Sustainable Dance
this is an important way they relate to their customers.\" Club. At the core of the idea is an energy-generating dance floor
that will offset the club’s energy consumption. In addition, the
On the technology front, both Nokia and Dell are leading toilets will flush with rainwater, the walls will change color as
the way for doing away with toxic chemicals and have reaction to temperature changes, and they’ll have a rooftop garden.
set measures for eliminating polyvinyl chloride (PVC)
and other harmful substances from their current and
future product lines. And companies like Clif Bar and
Google are offering their employees $5,000 towards the
purchase of a hybrid. Clif Bar is even offering $2,500
toward the lease of a vehicle that obtains a partial zero
emissions vehicle emissions rating of at least 45 mpg. If you were having trouble thinking outside the expected box and
You can read about more future-looking companies making sustainability attractive and cost-effective, you may just
participation in these types of vehicle programs at want to order a glass of what they’re drinking over in
Rotterdam. This is cool. (sustainabledanceclub.com)
hybridcenter.org.
12 How © 2007 North Venture Partners, LLC
Mainstreaming Green: 9 Rules For Popularizing Purpose With Today's Consumer.
www.northvp.com www.northangels.com

Cont’d Championing Change From Within
Want to talk about other organizations with loyal Case, on the other hand is looking to revolutionize the
followings, even religious groups have joined the health and wellness industry by trading out his familiar
ecological movement. The national organization “you’ve got mail” days for the more empowering “you’re
Coalition on the Environment and Jewish Life is now in control” rallying cry. RevolutionHealth.com, using the
sponsoring a drive to install efficient compact-florescent collective “social wisdom” of its users, offers more than
light bulbs. No Joke here, their pitch: “How Many Jews 125 free tools and online services that help people live
Does It Take to Change a Light Bulb?” Mazal Tov! healthier – from losing weight to determining what an
ailment might be to tracking one’s overall health
In addition, we would be doing this section a disservice progress.
if we didn’t mention the likes of Buffet, Gates, Branson,
Case, and Doerr when talking about charismatic leaders “RevolutionHealth.com is not just another health site –
championing change by donning the hat of a Cause we are working to build the online destination where
Capitalist. While all these men are well-known and you can ‘take action’ to improve your health or your
respected for devoting a large chunk of their time and family’s health. It’s time to use the power of the Internet
money to philanthropic causes, they’ve recently stepped to reform health care with a ‘people-powered’ approach
up their efforts to bring an even greater sense of urgency to health - giving parents, patients, and caregivers all
to the purposeful movement. the tools they need to manage their health care needs
and live healthier lives,” said Case.
Branson, who also heads up Virgin Unite (virginunite.com),
Virgin's independent charitable arm designed to drive The encouraging signs coming out of all of this,
entrepreneurial approaches to social and environmental it seems as if the corporate world, entrepreneurs,
issues, says that he’ll contribute an estimated $3 billion in and environmentalists are now teaming up to work
personal profits over the next 10 years to develop energy constructively together. Everyone’s coming around
sources that do not contribute to global warming. to the idea that business has the innovation chops
“Our generation has inherited an incredibly beautiful and entrepreneurial flair to solve problems in ways
world from our parents and they from their parents,” that government regulation will never match. The more
said the maverick entrepreneur. “It is in our hands these companies, investors, and business leaders tackle
whether our children and their children inherit the same issues like sustainability and health care, the more
world. We must not be the generation responsible for benefit they will ultimately see from a customer
irreversibly damaging the environment.” relation’s perspective, from profit potential, and
from moving that purposeful needle.
In addition, Branson announced earlier in the year that
he’s offering a $25 million prize for scientists who find However, we must be realistic. These issues are not
a way to help save the planet from the effects of climate going to be solved, cured, or reversed by a handful of
change by removing at least a billion tons of carbon thoughtful billionaires. It’s going to take our collective
dioxide a year from the Earth's atmosphere. thinking and effort to right this (mother) ship.
13 © 2007 North Venture Partners, LLC
Mainstreaming Green: 9 Rules For Popularizing Purpose With Today's Consumer.
www.northvp.com www.northangels.com

Enlighten With Entertainment
Let’s see, first there was Live Aid in 1985, which time they’re only focused on the entertainment –
opened the world’s eyes to the famine issues in Africa, right message, wrong time).
then Willie Nelson and John Cougar Mellencamp
Singer-songwriter Jack Johnson has inspired a slew of
organized Farm Aid to raise awareness and money for
artists from the Dixie Chicks to Pearl Jam to Cold Play
family farmers. Comic Relief, A Tribute To Heroes benefit
as well as music festivals like Bonnaroo to begin putting
after the attacks on 9/11, the benefit for Hurricane
on more eco-friendly shows. Johnson who put on one
Katrina victims, Live 8, the list goes on and on.
of the first carbon-neutral tours, teamed up with other
businesses to donate a portion of his tour sales to
Whatever the issue, artists and entertainers have a
environmental causes, as he teamed up with the
long history of putting on benefit concerts or charitable
organization 1% For The Planet. The tour also ran all
events for causes that matter to them. By joining forces
of their buses and trucks on bio-diesel fuel. Now more
with other like-minded entertainers, these events have
and more artists seem to be joining the movement to
always been a powerful tool for drawing attention to an
reduce their carbon footprint and bring attention to
immediate humanitarian crisis and generating massive
the bigger issue of climate change.
awareness for a specific cause.
This summer, all eyes (and ears) will be on Live Earth –
While many of these efforts seem to garner a lot of
The Concerts For A Climate In Crisis. This revolutionary
media hype, attract A-list talents, and raise significant
effort hopes to inspire two billion sets of eyeballs with its
funds, are they mere causal marketing “one-offs” that
motivating message. Live Earth, which takes center stage
consumers buy, listen, and discard or are they powerful
on 7/7/07, will feature seven separate concerts on all
vehicles for establishing a commitment to long-term
seven continents (not sure who’s getting the Antarctica
change? There’s no question that entertainers and
gig) and is being spearheaded by The Alliance For
musicians have passionate and loyal followings and can
Climate Protection and you guessed it, its chair and
attract huge crowds, but it seems that in order to inspire
former veep, Al Gore.
massive change, it will clearly take bringing more
innovation and new thinking to the plug and play
\"We have to get the message of urgency and hope out,\"
“concert for a cause” formula.
Gore expressed. \"In order to solve the climate crisis, we
have to reach billions of people. The climate crisis will
In recent years, there have been a few new spins on
only be stopped by an unprecedented and sustained
the old concept. Boost Mobile RockCorps is concept
global movement.\"
that makes the consumer do their part before the actual
concert. In order to get a ticket to the show, you must
The artists themselves (over 100 committed at the time of
first put in at least four hours of volunteering in your
this writing), are also psyched up for the worldwide event
community. This is a great way to generate awareness
being produced by Control Room (same crew responsible
and ignite consumer involvement prior to the main
for bringing the world Live 8 on AOL). Tom Chaplin, lead
event, rather than just handing the concert goer some
singer of the band Keane was the first to sign up to
educational literature once they’re in the gate (by that
14 © 2007 North Venture Partners, LLC
Mainstreaming Green: 9 Rules For Popularizing Purpose With Today's Consumer.
www.northvp.com www.northangels.com

9 Rules To Live By
Enlighten With Entertainment
participate. “This is something we feel very strongly 1. Innovate Your Approach.
about so we want to help get this message to as many From what you’re offering to how you’re selling it, to
people as possible. The idea of these concerts is to where you’re saying it. Hey, if you’re number one tactic
create a tipping-point, a trigger to start a whole new for creating mainstream awareness and action in this
way of thinking about our relationship with the world,” space is sending street teams out to organic grocery
said Chaplin. stores with clip boards and free t-shirts, please go back
to the whiteboard and push yourself to innovate.
Here’s to tipping, triggering AND transforming…
2. Feed The Early Birds.
We’ve talked a lot about how to the target the
Making Purpose A Natural Reflex mainstream consumer, but don’t forget to the use the
influential circles of your early adopters (including
Wikipedia describes a reflex action or reflex as a
appropriate celebs). Where and when appropriate, these
biological control system linking stimulus to response.
tastemakers still have huge pull and can be extremely
Reflexes can be built-in or learned. They define a
beneficial in changing the consumption behaviors of
conditioned reflex as involving the modification of
the bigger flock.
a reflex action in response to experience (learning).
A stimulus that produces a simple reflex response
3. Quit Hatin’.
becomes linked with another, possibly unrelated,
We can’t express this enough. Stop attacking people that
stimulus. For example, a dog may salivate (a reflex
are a lighter shade of green than you. Consumers don’t
action) when it sees its owner remove a can-opener
respond well to criticism. Quit preaching and expecting
from a drawer because it has learned to associate that
perfection. Highlight the good they have the ability to
stimulus with the stimulus of being fed.
make, not the bad they will cause by not participating.
Okay, where are we going? In order to make purposeful
4. Exercise Patience.
consumption a natural consumer reflex, we must first
This is a courtship, not a one-night stand. First, get them
put out the necessary stimulus in bulk (accessible
to be more comfortable with the process of thinking
products and approachable messaging). Changing hearts,
constructively about their shopping choices. Sure, we’d
minds, and consumer behavior is no easy to task.
like to make it Earth Day everyday, but this is going to
Communicating a sense of urgency at the same time
take some time to sink in.
is even harder. In order to make the mainstream herd
care enough to alter their lifestyle, the entrepreneurs
and marketers of tomorrow must not rely on others to
do the heavy lifting. If we all unite and use our minds,
products, money, and messaging to awaken and
stimulate consumer consciousness, we can begin to
create that natural reflex; and shift the scales in the
planet’s favor at the same time.
15 © 2007 North Venture Partners, LLC
Mainstreaming Green: 9 Rules For Popularizing Purpose With Today's Consumer.
www.northvp.com www.northangels.com

Cont’d 9 Rules To Live By
5. Psst. Listen Closely. 9. Encourage Participation.
Before you can motivate your consumer into action, Let your consumers know that they’re in control and
you must understand their emotional and rational they can truly affect change on their own. No one
drivers. By listening to them and offering up better ways wants to feel overwhelmed and helpless. Idealbite.com
for them to collaborate with you (customer feedback (a greenish Daily Candy) does an excellent job of this
forums, message boards, blogs, social networking with their daily “Bang For The Bite” Their facts are fun
communities), you will have a better idea for how to and easy to digest: “If 10,000 Biters skip the airplane
deliver meaningful messaging that gets results. bathroom, we’ll avert the CO2 caused by one Biter flying
roundtrip between LA & NYC about 15 times.” Sign up
6. Make An Offer They Can’t Refuse. and give it a spin.
Many consumers still need to see the price/quality
value relationship swing in their favor before they jump
If you’re a forward-thinking entrepreneur that is
onboard. Not only do you have to convince this crowd
planning to launch a socially-constructive brand
that consuming your product does something worthy,
or have a purposeful venture in need of penetrating
but you have to show them it’s worth it as well (yep,
the mainstream, please contact a North Partner and
rewarding them helps).
we’ll set up some time to talk shop.
7. Make It Personal Not Planetary.
The best way to get a hold of a North Partner is
We said it earlier – make it personal, make it relatable,
by sending a short email introduction to us at
make it simple. We know consumers respond to more
info@northvp.com.
tangible connections – whether you relate consumption
to their health or to their monthly energy bills. Don’t
North Venture Partners is a Los Angeles and
overwhelm them. Not everyone has a PhD in
San Francisco based strategic consulting and
Environmental Sciences. If your call to action is stating
investment firm that works with early-stage,
less and less about how the consumer can benefit and
socially-constructive ventures.
more like an internal press release, hit the delete button.
The North team includes a diverse collection of
8. Don’t Wait. Lead.
venture development, financial advisory, and brand
Nothing can hurt credibility with consumers more than
marketing change agents: we work with early-stage
a company that won’t take proactive measures to become
ventures to deliver the planning and execution
more purposesful. So instead of waiting for someone to
needed to connect with consumers and ultimately
come down on you (they will, it’s only a matter of time),
with investors.
step outside of your comfort zone and begin developing
alternative methods, products, and programs that will be
viewed in a positive light.
www.northvp.com
www.northangels.com
16 © 2007 North Venture Partners, LLC
Mainstreaming Green: 9 Rules For Popularizing Purpose With Today's Consumer.
www.northvp.com www.northangels.com