Green:
Co-mingling Perspectives

Economy pushes Green more Main Stream.
What’s resulting?
An appetite for
differing green
viewpoints that live
and thrive
simultaneously.
We’ve swooshed from
tree hugging to green
washing and back again.
Now, green factions are
stabilizing as the US
population as a whole
faces a new
financial reality.
Burning Man event (pictured)
practices Leave No Trace
techniques on urban scale.

Old school green: Self-abnegation (circa 1970s)
“Think Globally, Act Locally.”
reportedly coined by David Brower, founder,
Friends of the Earth, 1969
modesty
totems economy
local
Honda Civic’s CVCC engine promoted efficient
combustion eliminating catalytic converter.
codes & drivers sacrifice social justice reward

New school green: Buy Your Way (circa 2000)
“green is the new black [fashion trend
of] “eco-narcissism.”
--George Black, editor, On Earth, NY Times, July 2007
specialty
totems luxury
All-wheel-drive 2008 LS 600h was the first vehicle to
high-ticket feature full hybrid V8 powertrain.
codes & drivers instant gratification recognition reward

Now: It’s not the labels; It’s the layers.
visibility message facility credibility design
transparency value accessibility accountability functionality
Green buttons weigh differently
for differing consumers.
All are not equal at one time.
drivers discovery knowledge awakening

The expectation of real green is gaining…
“Without [appreciation of complexity], it
would just be greenwashing, like the
Exxon Mobil ads you see on TV.\"
--Robert Sullivan, keynote, Climate Change Conference/
Scripps Institute of Oceanography.
NO GREENWASHING
Consumers can handle the
whirlwind of information--
If the data is authentic.
codes & drivers straight up honest believable

Yet, mixed messages remain the norm.
To reap real fuel savings,
consumers go old school
and make sure their
tires are properly inflated.
When California encouraged fuel-efficient tires,
consumers balked at less-than-stellar safety ratings.
reluctance rhetoric trade-offs no ROI

Consumers must self-weigh pros and cons.
Recycling firms fear the growth of inkjet printed papers in the post-
consumer waste stream. Recycling inkjet printed papers is hard.
Kodak introduced higher-capacity inkjet
cartridges for as cheap as $9.99 for black and
$14.99 for color, meaning less trips to the
store for cartridges. (source: TreeHugger)
reluctance multi-angles lack of time too far removed

Consumers want green straight up.
Emeril Lagasse is charged with
promoting healthy eating on
Planet Green, yet “he can’t put
down the butter.”
(source: NY Times)
Planet Green sugarcoats a green agenda.
reluctance indulgence frivolity inconsistency

Complex times call for simple good ideas.
Plant-based Arm &
Hammer Essential
Cleaners are
designed to be filled
with tap water. Refill
packs use 80% less Arm & Hammer
packaging than 2 began using recycled
paperboard in
pre-filled spray packaging in 1907.
cleaners.
codes & drivers legacy simplicity trust

Simple recession-proofing is green.
Less money = less fuel burned +
less pollution = cleaner air + healthier people
?
Like it or not, the exercise of
pre-planning for economic
demise nudges us all closer
to green nirvana.
codes & drivers control knowledge change

Money-saving green tactics are in play.
Reduce
Reuse
Recycle
Low threshold. Easy stuff.
Make your lunch.
(source: LuckySundae)
Ride a bike.
(source: Trek Lime)
codes & drivers quick return accessible subtle

Consumers are taking a cautious pause.
What will this purchase
afford me? The answer
depends on a consumer’s
propensity for greening.
Everybody will take a
cautious pause before final
purchase decisions. The
ultimate decision reflects
their persona.
codes & drivers payback amortization self-reflection

Three Green Personas Plus an Anti Persona
Level of green involvement is not an escalating proposition.
The Bar Raisers The Grounded The Joiners The Cynics
Seek surprise. Personal reasons. Look to belong. View as realists.
Force innovation. Consider all angles. Attempt the right thing. Shun all shades.
Greater good. Embrace the proven. Cherry picking. Controlling.

Persona 1: The Bar Raisers
The Bar Raisers seek
to move the needle.
They push concepts from
obscurity to accessibility.
Not afraid to learn
from mistakes.

The Bar Raisers
A research team at Boston University
is developing wireless
communication through light.
codes & drivers multi-use efficiency innovation

The Bar Raisers
“Human/Nature: Artists
Respond to a Changing
World.”
Why? To open minds.
Pictured: Ann Hamilton in the Galapagos.
(source: TreeHugger)
codes & drivers nature open source evolution

The Bar Raisers
Modular weeHouse
community houses seasonal
workers along Lake
Superior. Building in
environmentally concerned
factories, weeHouse reduces
construction waste and
hopes to instill value in
modern yet efficient living.
codes & drivers efficiency modernity community

Persona 2: The Grounded
The Grounded look for
concepts that help them
contribute as a better person.
They’ll rally around and stand
by their green choices because
they’ve done their research.
They want facts,
not conjecture.

The Grounded
As green burials gain a
following, a market emerges
for earth-friendly coffins.
Pictured: Sustainable willow from Environmental
Coffins.
codes & drivers earth conscious organic sustainable

The Grounded
You have to hand-crank the windows on the 2009
Chevrolet Cobalt XFE (Xtra Fuel Economy) LS, but it
gets 37 miles per gallon on the highway and 26 mpg
in town.
codes & drivers efficiency elbow-grease domestic

The Grounded
Zimride’s Carpool is a Facebook app
to help connect commuters.
codes & drivers social techie solution-oriented

Persona 3: The Joiners
Persona 3: The Joiners
The Joiners are looking to
network themselves onto the
green bandwagon.
They’re toe-dippers with erratic
depth-of-green choices, but what
they latch onto has a broad appeal.
For them, going green
means keeping in style.

The Joiners
Wal-Mart’s Love
Earth program traces
origins. Its goal: 10%
of jewelry meeting
sustainability/enviro
standards by 2010.
codes & drivers confidence approval provenance

The Joiners
French designer Sophie
Young's g=9.8 creates
lingerie from white pine
tree pruning scraps.
The fabric is called
Lenpur®.
codes & drivers irony of consumption design respect

The Joiners
Local Green Irene
consultants are the green
friends you wished you had.
Following in the steps of
Tupperware and Mary Kay,
they’ll work with you to host a
Go Green party with friends.
codes & drivers networking fun responsible

Persona 4: The Cynics
The Cynics are tired of
hearing about green.
They’ve made decisions all along
that have done them well, like
budgeting, cooking, pre-planning.
They see things in terms of their
own common sense. If it works
for them and they can afford it--it’s
absolutely acceptable.

The Cynics
Dodge Nitro drivers
forego the test
drive. They want
the auto for how it
looks, not performs:
15 miles a gallon
around town, 20 on
the highway.
codes & drivers cockiness buy to impress badges

The Cynics
They buy into mantras
like Drill, Baby, Drill!
codes & drivers agenda In your face badges

The Cynics
GloFish are the first genetically
modified pets. Protesters are
concerned that approval of the GloFish
would create a precedent of
inadequate scrutiny of biotech animals.
codes & drivers impropriety new fun

The Future: Green Woven
Green gets woven into the fabric of
everyday living.
Green loses its meaning as a
differentiator. The field is leveled as it
gains its stronghold.
codes & drivers forthright transparent accorded

The Future: Pure Pervasion
All things:
accessible
safe
well-balanced
Think: intrinsic and fluid… efficient
ecological
sustainable
well-designed
The goal: total disclosure

The Future: Pure Pervasion
The expected immersion into
green will push extremes of:
Secret DIY
IY DIY
Vices Redux
Control is the commonality.

The Future: Secret Vices
At Hong Kong’s Sevva restaurant,
ingredients are sourced and flown in
internationally such as La Ionica chicken
flown in from Australia, foie gras from
France, and coffee from New Guinea.
SMINTAIR brings the
luxury of smoking back
to flying. SMINTAIR
adds fresh outside air to
its conditioning system,
an expensive fuel-
burning proposition.
codes & drivers power exclusivity release

The Future: DIY Redux
For London-based fast
food chain Leon, designer
Bambi Sloan sourced
found objects from flea
markets and used existing
on-site materials to create
the shop’s unfitted feel.
The eatery is known for its
healthy, seasonal foods.
‘Slow fashion’
sourced at thrift
store backlashes
inexpensive fast
fashions from
chains including
Forever 21, H&M
and Target and
high-priced luxury
designers.
codes & drivers tactility off-the-grid control self-involvement

Thank you