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

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 Move Humanity Forward Presentation Transcript

    • MOVE HUMANITY FORWARD
    • FEARLESS COTTAGE WHAT IS SUSTAINABILITYMARKETING FOR SUSTAINABILITY FEARLESS PROJECTS COMMON
    • FearLess Cottage
    • A BRIEF HISTORY OF POWER
    • FEAR IS THE ENEMYOF CREATIVITY, INNOVATION, HAPPINESS AND LOVE.
    • WHAT DO WE HAVE TO FEAR?
    • WE HAVE REACHEDTHE EDGES OF THE BUCKET, OUR ECOSYSTEM.
    • PEAK OIL, CLIMATE CHANGE, OVER-POPULATION,OCEAN ACIDIFICATION,ECONOMIC RECESSION, CHILDHOOD OBESITY, DEFORESTATION, ONGOING WARS, MERCURY, CANCER, ETC...
    • THE MORE YOU LEARN ABOUT THESE ISSUES, THE MOREYOUR WORK NEEDS TO EVOLVE.
    • IT’S EASY TO GET SCARED OR IGNORE THINGS YOU DON’T WANT TO HEAR.
    • BANKSY
    • THAT APPROACH HASNEVER SOLVED ANYTHING.
    • ALL OF OUR BIGGEST THEREFORE, PROBLEMS TODAY THEY CAN BE ARE MAN-MADE. SOLVED BY MAN.
    • THERE’S NOBODY ELSE BUT US.
    • LIVE IN THE PAST, OR GETDOWN TO THE BUSINESS OF IMAGINING A BETTER, SUSTAINABLE FUTURE.
    • “THE BEST WAYTO PREDICT THE FUTURE IS TO DESIGN IT.”-BUCKMINSTER FULLER
    • WHAT IS SUSTAINABILITY?
    • SUSTAINABLE GREEN
    • GREEN IS OFTEN THE BEGINNING OFTHE CONVERSATION. (IT WAS FOR ME.)
    • THE STORY OF STUFF www.storyofstuff.com
    • SUSTAINABILITY IS A BALANCEOF RESOURCES
    • NATURAL (PLANET)SOCIAL ECONOMIC(PEOPLE) (PROFIT)
    • LIVING WELL TODAY WITHOUT MAKINGTOMORROW SUCK.
    • NATURAL (PLANET)SOCIAL ECONOMIC(PEOPLE) YAY! (PROFIT)
    • NATURAL (PLANET)SOCIAL ECONOMIC(PEOPLE) YAY! (PROFIT) Design is the glue
    • CORPORATE SOCIAL RESPONSIBILITY (CSR) IS A START.BUT IT’S NOT THE SOLUTION.
    • NATURAL (PLANET)SOCIAL ECONOMIC(PEOPLE) (PROFIT)
    • NATURAL (PLANET) CSR ECONOMIC (PROFIT)SOCIAL(PEOPLE)
    • NATURAL (PLANET) CSR ECONOMIC (PROFIT) MARKETINGSOCIAL(PEOPLE)
    • CSR MARKETING EXAMPLE: COCA-COLA “ENJOY”
    • CSR MARKETING EXAMPLE: COCA-COLA
    • NATURAL (PLANET) CSR ECONOMIC (PROFIT) MARKETINGSOCIAL(PEOPLE)
    • NATURAL (PLANET) CSR ECONOMIC (PROFIT)SOCIAL(PEOPLE)
    • NATURAL (PLANET) ECONOMIC (PROFIT)SOCIAL(PEOPLE)
    • NATURAL (PLANET) ECONOMIC (PROFIT)SOCIAL LIES(PEOPLE)
    • CSR MARKETING LIES: BIG OIL “WE AGREE”
    • CSR MARKETING LIES: BIG OIL
    • NATURAL (PLANET) ECONOMIC (PROFIT)SOCIAL LIES(PEOPLE)
    • GREENWASHING:AN INSINCERE DISPLAY OF CONCERN FOR THE ENVIRONMENT. (AN EXAGGERATION / LIE)
    • GOODWASHING:AN INSINCERE DISPLAY OF CONCERN FOR PEOPLE. (AN EXAGGERATION / LIE)
    • EXAMPLE:“NATURAL”
    • 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
    • MARKETING FORSUSTAINABILITY
    • HONESTY MATTERS.TO CONSUMERS. TO EMPLOYEES. TO THE WORLD.
    • “NO LIE CANLIVE FOREVER.” -MLK JR.
    • NATURAL (PLANET)SOCIAL ECONOMIC(PEOPLE) YAY! (PROFIT) MARKETING
    • SUSTAINABLE MARKETING PLAN STEP 1:HELP DESIGN SUSTAINABILITYINTO THE BUSINESS MODEL
    • SUSTAINABLE MARKETING PLAN STEP 2:TELL YOUR STORY IN ANHONEST & COMPELLING WAY.
    • TAD CARPENTER
    • YES, WALMARTIS MOVING INTHIS DIRECTION.
    • NOBODY’S PERFECT
    • THERE IS NO “GREEN.”THERE IS NO “GOOD.”
    • SUSTAINABILITY ISAN ONGOING PROCESS
    • RECYCLING ORGANIC NON-TOXIC RENEWABLE CARBON NEUTRAL ZERO EMISSIONS COMPOSTABLE BIODIVERSITY EFFICIENCY PERMACULTURE CRADLE-TO-CRADLE ZERO WASTE
    • STARTING POINTS:EFFICIENCYDOING MORE WITH LESSHEALTHINVESTMENTS NOW PAY OFF LATERCOLLABORATIONENGAGE EMPLOYEES AND CONSUMERS
    • WHAT REALLY INFLUENCES CHANGE IN CONSUMER BEHAVIOR?GREENER HONEST CHEAP CONVENIENT COOL DURABLE HEALTHIER FUNCTIONAL
    • FEAR LESSLOVE MORE
    • WE ARE ALL CITIZENS.WE ARE ALL PRODUCERS.WE ARE ALL CONSUMERS.
    • IN THE INFORMATION AGE, IT’S GETTING HARDER TO HIDE THE TRUTH.
    • WORK ON BEING TRANSPARENT BEFORE TRANSPARENCY HAPPENS TO YOU.
    • GREATER TRANSPARENCY + CONSUMER DEMAND = CHANGE
    • OUR WORK IS FOCUSEDON ACTIONS WE CAN TAKETO MAKE THINGS BETTER
    • BETTER FOR:
    • PROJECT: NON-GMO
    • PROJECT: CLIMATE REALITY
    • PROJECT: CLIMATE REALITY
    • PROJECT: OCCUPATIONALIST.org
    • PROJECT: OCCUPATIONALIST.org
    • COMMON CM
    • SOME BUSINESSES ARE CHOOSING GREEDOVER SUSTAINABILITY.
    • BUSINESS USED TO BE NOW (FOR SOME) A MUTUALLY BENEFICIAL IT MEANS TRYINGEXCHANGE BETWEEN TWO TO TAKE ADVANTAGE OR MORE PARTIES. OF OTHERS
    • LET’S BRING BUSINESS BACK TO WHAT IT’S SUPPOSED TO BE...
    • CAPITALISM AS A FORCE FOR SOCIAL GOOD
    • A BRAND TO ACCELERATE POSITIVE CHANGE
    • WHAT IS ASOCIAL ENTREPRENEUR?
    • DO THINGS THAT MAKE OTHERS MEANINGFULLY BETTER OFF.
    • MAKE PURPOSECORE TO THEIR MISSION
    • STAKEHOLDERS BETTER OFFFINANCIAL INVESTORS HAPPIERCONSUMERS HEALTHIEREMPLOYEES FINANCIALLY SECURECOMMUNITIES EMPOWEREDSOCIETY ENLIGHTENEDENVIRONMENT CONNECTEDFUTURE GENERATIONS FREE
    • DO SHIT THAT MATTERS
    • 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.
    • PEAK OIL, CLIMATE CHANGE, OVER-POPULATION,OCEAN ACIDIFICATION,ECONOMIC RECESSION, CHILDHOOD OBESITY, DEFORESTATION, ONGOING WARS, MERCURY, CANCER, ETC...
    • SOME THINGS AREGETTING REALLY BAD.
    • THERE WILL BE MAJORDISRUPTIONS TO OUR SOCIETY.
    • BUT WITH NEW IDEAS ANDINNOVATION, OTHER THINGS WILL GET REALLY GOOD.
    • LET’S MINIMIZE THE BADAND ACCELERATE THE GOOD.
    • “THE RUINS OF THEUNSUSTAINABLE ARETHE 21st CENTURY’S FRONTIER.” -BRUCE STERLING
    • MOVE HUMANITY FORWARD
    • JEFF OETH@jeffoethjeff.o@fearlesscottage.comFEARLESS COTTAGE@FearLessForcefacebook.com/FearLessCottagewww.fearlesscottage.com