MARKsimmons
Shaping a sustainable mindset
Interviewed by Wakako Takagi
all images courtesy of USELESS
Interview with Mark Simmons, a founder of USELESS

Mark was working on “messaging” with Al
Gore’s Alliance for Climate Protection when
it became very clear to him that there was
an underlying feeling that we use too much
stuff without really thinking about the
consequences.
“People often knew about the issues but
want really tangible ways to make a
difference beyond just changing a light
bulb or two. The thought of "use less"
stuck in my mind.”
People want really tangible ways to
“ make a difference beyond just
changing a light bulb or two.

Few month later Mark was reading
more and more about the crisis of not
having enough clean water or sanitation
in the developing world. He began to
understand that there was a connection
between these issues...
While the "haves" in the
“ developed world are using too
much stuff they don't need, and
that's causing a climate crisis, in
other parts of the world the "have-
nots" are struggling for the very
basics of life.”

Together with friend Kathy Fletcher,
Mark launched USELESS to create a
“It's a name that says
brand that gives people ways to start
solving big crises. what it does and does
USELESS sells sustainable conscious what it says.
products and gives 10% of profits to
water and sanitation projects.
To him a name like USELESS with its
It's not gimmicky, it's
double meaning of USE LESS
seemed perfect, especially for the very straightforward and
audience of younger consumers who
appreciate edgy messages. memorable.”

USELESS products are made out
of organic or recycled materials and
they are all made in the U.S. to
reduce their carbon footprint as
much as possible.
For Mark, ideally all products will
eventually help people reduce their
environmental impact. He sees the
beginnings of a big shift towards
responsibility from many
manufacturers and retails.
“Wal-Mart is now
taking the issues
seriously and are
about to start
labeling to their
products to tell
shoppers the impact
each one has.
Initiatives like this
gives more power to
consumers to make
responsible choices.”

USELESS works with their NGO partners to bring clean
water to people in need.
“With 2.6 billion people in the world who lack proper
sanitation and 1.1 billion who lack ready access to
clean water, we have had to be very focused in how we
choose the projects we support. Through our partners
we sought individual villages that are in desperate need
of water and sanitation and where there were clear
measurable goals for the money we donate.
I
think the cause-and-effect of
So far USELESS has fully funded one of their rst projects, The Jonathan Gonzales consuming responsibly and
School Project in Nicaraua, through a partner H20 For Life. The project supply clean
water to 400 students and 11 teachers at the school. then seeing the positive
impact that one can have on the
world, both in reducing impact
on climate change and in helping
others, is such an important part
of what we're trying to do.
We want the people who buy
USELESS products to see
Currently USELESS is working on funding a $4,000 project in the village of exactly where the money goes.”
Kundorwahun in Sierra Leone that includes sinking a borehole, installing a hand
pump and cement apron, and providing training in water conservation and
management. The facility is expected to help 250 people.

Our vision is for USELESS to
“ be not just a product-line but
a grassroots movement.
As a next step Mark is planning to expand “Our vision is for USELESS to be not enthusiastically embraced USELESS as
the line of USELESS products and just a product-line but a grassroots soon as we launched in April.
include virtual and digital items in their movement, and are starting to work with (uselesshampshire.ning.com)
line-up as well as selling their products in partners to make this happen. They even made USELESS steel stencils,
select retail stores. A glimpse of what this might look like is at which we are now selling online, We think
Hampshire College in Western the brand has a huge amount of potential
Massachusetts where a group of students and we've really only just begun.”

“S
ustainability is a mindset and being
socially responsible with what we
buy is just one, albeit a very
important one, part of it.
Buying the right things is just the
first step to making the larger shift
of living in a way that doesn't
depend on depleting natural
resources that can't be
replaced. But it's a good
way to start.
If you can help people make small positive
changes in their lives, and they feel good
about them, they will be more likely to embrace
the bigger challenge of living sustainably.
In other words, buying a USELESS product won't change
the world but it might nudge it in the right direction.”

Mark’s Tips to other entrepreneurs
1. 3.
DEFINE what you're BRING IT TO LIFE in as many
about in the simplest, ways as possible, but keep
most compelling way. focused on your brand's strengths
and the your core target audience.
It's very tempting to try and be all
things to all people, but in doing so
you can end up meaning nothing.
2.
CREATE A STORY DON’T PUSH the message out
that is honest and
straightforward.
4. there too much, let people
discover some things about you
for themselves, they'll feel good
about and tell others about you.

for more information, visit
www.useless.org