Move Humanity Forward

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A presentation given to MBA students at CU on sustainable marketing and the work done at the FearLess Cottage.

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Move Humanity Forward

  1. 1. MOVE HUMANITY FORWARD
  2. 2. FEARLESS COTTAGE WHAT IS SUSTAINABILITYMARKETING FOR SUSTAINABILITY FEARLESS PROJECTS COMMON
  3. 3. FearLess Cottage
  4. 4. A BRIEF HISTORY OF POWER
  5. 5. FEAR IS THE ENEMYOF CREATIVITY, INNOVATION, HAPPINESS AND LOVE.
  6. 6. WHAT DO WE HAVE TO FEAR?
  7. 7. WE HAVE REACHEDTHE EDGES OF THE BUCKET, OUR ECOSYSTEM.
  8. 8. PEAK OIL, CLIMATE CHANGE, OVER-POPULATION,OCEAN ACIDIFICATION,ECONOMIC RECESSION, CHILDHOOD OBESITY, DEFORESTATION, ONGOING WARS, MERCURY, CANCER, ETC...
  9. 9. THE MORE YOU LEARN ABOUT THESE ISSUES, THE MOREYOUR WORK NEEDS TO EVOLVE.
  10. 10. IT’S EASY TO GET SCARED OR IGNORE THINGS YOU DON’T WANT TO HEAR.
  11. 11. BANKSY
  12. 12. THAT APPROACH HASNEVER SOLVED ANYTHING.
  13. 13. ALL OF OUR BIGGEST THEREFORE, PROBLEMS TODAY THEY CAN BE ARE MAN-MADE. SOLVED BY MAN.
  14. 14. THERE’S NOBODY ELSE BUT US.
  15. 15. LIVE IN THE PAST, OR GETDOWN TO THE BUSINESS OF IMAGINING A BETTER, SUSTAINABLE FUTURE.
  16. 16. “THE BEST WAYTO PREDICT THE FUTURE IS TO DESIGN IT.”-BUCKMINSTER FULLER
  17. 17. WHAT IS SUSTAINABILITY?
  18. 18. SUSTAINABLE GREEN
  19. 19. GREEN IS OFTEN THE BEGINNING OFTHE CONVERSATION. (IT WAS FOR ME.)
  20. 20. THE STORY OF STUFF www.storyofstuff.com
  21. 21. SUSTAINABILITY IS A BALANCEOF RESOURCES
  22. 22. NATURAL (PLANET)SOCIAL ECONOMIC(PEOPLE) (PROFIT)
  23. 23. LIVING WELL TODAY WITHOUT MAKINGTOMORROW SUCK.
  24. 24. NATURAL (PLANET)SOCIAL ECONOMIC(PEOPLE) YAY! (PROFIT)
  25. 25. NATURAL (PLANET)SOCIAL ECONOMIC(PEOPLE) YAY! (PROFIT) Design is the glue
  26. 26. CORPORATE SOCIAL RESPONSIBILITY (CSR) IS A START.BUT IT’S NOT THE SOLUTION.
  27. 27. NATURAL (PLANET)SOCIAL ECONOMIC(PEOPLE) (PROFIT)
  28. 28. NATURAL (PLANET) CSR ECONOMIC (PROFIT)SOCIAL(PEOPLE)
  29. 29. NATURAL (PLANET) CSR ECONOMIC (PROFIT) MARKETINGSOCIAL(PEOPLE)
  30. 30. CSR MARKETING EXAMPLE: COCA-COLA “ENJOY”
  31. 31. CSR MARKETING EXAMPLE: COCA-COLA
  32. 32. NATURAL (PLANET) CSR ECONOMIC (PROFIT) MARKETINGSOCIAL(PEOPLE)
  33. 33. NATURAL (PLANET) CSR ECONOMIC (PROFIT)SOCIAL(PEOPLE)
  34. 34. NATURAL (PLANET) ECONOMIC (PROFIT)SOCIAL(PEOPLE)
  35. 35. NATURAL (PLANET) ECONOMIC (PROFIT)SOCIAL LIES(PEOPLE)
  36. 36. CSR MARKETING LIES: BIG OIL “WE AGREE”
  37. 37. CSR MARKETING LIES: BIG OIL
  38. 38. NATURAL (PLANET) ECONOMIC (PROFIT)SOCIAL LIES(PEOPLE)
  39. 39. GREENWASHING:AN INSINCERE DISPLAY OF CONCERN FOR THE ENVIRONMENT. (AN EXAGGERATION / LIE)
  40. 40. GOODWASHING:AN INSINCERE DISPLAY OF CONCERN FOR PEOPLE. (AN EXAGGERATION / LIE)
  41. 41. EXAMPLE:“NATURAL”
  42. 42. ORGANIC “NATURAL”NO TOXIC PESTICIDES/HERBICIDES YES NONO ANTIBIOTICS YES NONO GROWTH HORMONES YES NOGMO-FREE YES NOANIMAL WELFARE REQUIREMENTS YES NOAUDIT TRAIL FROM FARM TO TABLE YES NOCERTIFICATION REQUIRED YES NOCOWS REQUIRED TO BE ON PASTURE YES NOLEGAL RESTRICTION ON MATERIALS YES NO
  43. 43. MARKETING FORSUSTAINABILITY
  44. 44. HONESTY MATTERS.TO CONSUMERS. TO EMPLOYEES. TO THE WORLD.
  45. 45. “NO LIE CANLIVE FOREVER.” -MLK JR.
  46. 46. NATURAL (PLANET)SOCIAL ECONOMIC(PEOPLE) YAY! (PROFIT) MARKETING
  47. 47. SUSTAINABLE MARKETING PLAN STEP 1:HELP DESIGN SUSTAINABILITYINTO THE BUSINESS MODEL
  48. 48. SUSTAINABLE MARKETING PLAN STEP 2:TELL YOUR STORY IN ANHONEST & COMPELLING WAY.
  49. 49. TAD CARPENTER
  50. 50. YES, WALMARTIS MOVING INTHIS DIRECTION.
  51. 51. NOBODY’S PERFECT
  52. 52. THERE IS NO “GREEN.”THERE IS NO “GOOD.”
  53. 53. SUSTAINABILITY ISAN ONGOING PROCESS
  54. 54. RECYCLING ORGANIC NON-TOXIC RENEWABLE CARBON NEUTRAL ZERO EMISSIONS COMPOSTABLE BIODIVERSITY EFFICIENCY PERMACULTURE CRADLE-TO-CRADLE ZERO WASTE
  55. 55. STARTING POINTS:EFFICIENCYDOING MORE WITH LESSHEALTHINVESTMENTS NOW PAY OFF LATERCOLLABORATIONENGAGE EMPLOYEES AND CONSUMERS
  56. 56. WHAT REALLY INFLUENCES CHANGE IN CONSUMER BEHAVIOR?GREENER HONEST CHEAP CONVENIENT COOL DURABLE HEALTHIER FUNCTIONAL
  57. 57. FEAR LESSLOVE MORE
  58. 58. WE ARE ALL CITIZENS.WE ARE ALL PRODUCERS.WE ARE ALL CONSUMERS.
  59. 59. IN THE INFORMATION AGE, IT’S GETTING HARDER TO HIDE THE TRUTH.
  60. 60. WORK ON BEING TRANSPARENT BEFORE TRANSPARENCY HAPPENS TO YOU.
  61. 61. GREATER TRANSPARENCY + CONSUMER DEMAND = CHANGE
  62. 62. OUR WORK IS FOCUSEDON ACTIONS WE CAN TAKETO MAKE THINGS BETTER
  63. 63. BETTER FOR:
  64. 64. PROJECT: NON-GMO
  65. 65. PROJECT: CLIMATE REALITY
  66. 66. PROJECT: CLIMATE REALITY
  67. 67. PROJECT: OCCUPATIONALIST.org
  68. 68. PROJECT: OCCUPATIONALIST.org
  69. 69. COMMON CM
  70. 70. SOME BUSINESSES ARE CHOOSING GREEDOVER SUSTAINABILITY.
  71. 71. BUSINESS USED TO BE NOW (FOR SOME) A MUTUALLY BENEFICIAL IT MEANS TRYINGEXCHANGE BETWEEN TWO TO TAKE ADVANTAGE OR MORE PARTIES. OF OTHERS
  72. 72. LET’S BRING BUSINESS BACK TO WHAT IT’S SUPPOSED TO BE...
  73. 73. CAPITALISM AS A FORCE FOR SOCIAL GOOD
  74. 74. A BRAND TO ACCELERATE POSITIVE CHANGE
  75. 75. WHAT IS ASOCIAL ENTREPRENEUR?
  76. 76. DO THINGS THAT MAKE OTHERS MEANINGFULLY BETTER OFF.
  77. 77. MAKE PURPOSECORE TO THEIR MISSION
  78. 78. STAKEHOLDERS BETTER OFFFINANCIAL INVESTORS HAPPIERCONSUMERS HEALTHIEREMPLOYEES FINANCIALLY SECURECOMMUNITIES EMPOWEREDSOCIETY ENLIGHTENEDENVIRONMENT CONNECTEDFUTURE GENERATIONS FREE
  79. 79. DO SHIT THAT MATTERS
  80. 80. THE WORK THAT’S THE MOST REWARDING ISN’T WHAT MAKES THE MOST MONEY. IT’S THE WORK THAT’S ALIGNED WITH YOUR VALUES AND YOUR PASSION.
  81. 81. PEAK OIL, CLIMATE CHANGE, OVER-POPULATION,OCEAN ACIDIFICATION,ECONOMIC RECESSION, CHILDHOOD OBESITY, DEFORESTATION, ONGOING WARS, MERCURY, CANCER, ETC...
  82. 82. SOME THINGS AREGETTING REALLY BAD.
  83. 83. THERE WILL BE MAJORDISRUPTIONS TO OUR SOCIETY.
  84. 84. BUT WITH NEW IDEAS ANDINNOVATION, OTHER THINGS WILL GET REALLY GOOD.
  85. 85. LET’S MINIMIZE THE BADAND ACCELERATE THE GOOD.
  86. 86. “THE RUINS OF THEUNSUSTAINABLE ARETHE 21st CENTURY’S FRONTIER.” -BRUCE STERLING
  87. 87. MOVE HUMANITY FORWARD
  88. 88. JEFF OETH@jeffoethjeff.o@fearlesscottage.comFEARLESS COTTAGE@FearLessForcefacebook.com/FearLessCottagewww.fearlesscottage.com
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