Good Stuff

Doorstep darning

This article from PSFK caught my eye. It's interesting to me as it raises some interesting questions about how we consume. There are god knows how many 'green' or 'ethical' fashion brands around these days but actually maybe what really need to do is completely re-think the whole thing.

As I am currently developing some thoughts around the whole notion of repair and how we might 'brand' them, I found the story both inspiring and also a signal that I'm onto something...maybe.

Back to paper - green?

Some peoples idea of green is very odd. Take 'green' diary for example. Why, when we computer software solves so many of these tasks so brilliantly, would anyone want to buy a paper brick full of adverts? Dont get me wrong, I support the initiative of collecting this information and making it accessible for people but why couldn't it be done smarter. All the info. is there. It just needs turning into pixels.

Lights out Denmark

I've been following the Danish campaign 'Sluk Lyset' (turn out the lights) with interest. The campaign has been running here in the weeks up to the event itself although I'm not sure how visible it has been to 'ordinary people'. (I don't count myself as ordinary as I have an unhealthy interest in advertising communication, so I'm probably looking harder that most)

Having been in and looked around the official site I see that 3,730 people registered there, but their Facebook group was far more impressive with 13,863 members! This says something about the efficiency of the Facebook format.

The campaign was headed by a burning panda which popped up in various places around town. They made some quite nice little projections and filmed them. They also stenciled some funky burning panda graphics around town for good measure.

I took a little drive through central Copenhagen on Saturday to check see how dark it was and whether Danes were entering into the spirit of it. (I know it's not really in the spirit of the event but I was on my way to pick up my son from a friends)

It wasn't that dark, I have to say. It seemed to me that largely, the event itself wasn't a huge success. People just didn't switch off.

So what are we left with? If people can't be bothered to join in for an hour, were does that leave us? Did this event do enough to raise awareness? Will it prompt the kind of changes we need to make to avoid catastrophic climate change? Well, it's a start. And it's good that someone is doing something but personally, I'm doubtful. Don't get me wrong, I really really really think it's great that something happened. I just want people to wake up and get a bit more angry about it.

Big changes. Now. That's what needs to happen. Maybe a bit of Alarmism would be a good thing?

Alarmism

A group called The Alarmists want you to help draw attention to recent scientific evidence that climate change is much worse than we first thought.

Deeper luxury

I found this report very interesting reading. Deeper Luxury takes an in-depth look at the luxury brands market and some of the challenges and opportunities the issue of sustainability raises in this sector.

"We observe shifts in the luxury paradigm, emerging from major changes in social dynamics. In the future the highest quality product or service will be the one that generates the most benefit to all involved in it's production and trade. Consumers' knowledge of that benefit will be essential to their elite experience, and the prestige ascribed to them by their peers. In future, luxury brands could represent the greatest positive contribution any product or service could make to people and planet: they would identify the luxury consumer as a person who has both the means and the motivation to ensure that others do not suffer. The deeper and more authentic approach to luxury would require truly excellent social and environmental performance; consumers expect excellence in this, because they expect it in all aspects of a luxury brand."

I love the fact that they've chosen focus on topics such as celebrity endorsement, dedicating specific guidelines to this area. There are so many examples of celebrities making ill-advised decisions that are totally out of touch with shifting consumer opinion. I cringe every time I flick through the glossy magazines and see the face of some sports personality hawking sunglasses or perfume. It's just seems so shallow. I also love the fact that they've chosen not to overlook the importance of emerging luxury markets too. Factoring these issues in makes it a much richer document.

Download DeeperluxuryReport.pdf

pets are obsolete

At the risk of sounding like a bit of an extremist, I have decided to write a short post about my views on pets. Now, I know there are many of you out there who might think I'm a little cold hearted or a bit of a kill joy for suggesting this but I feel I have a rational argument against pet ownership.

Pets are an unnecessary luxury.

Just to make it clear, I am referring only to household pets here of course. There is no doubt that keeping animals to provide us with food or as work animals is a perfectly sound thing to do. (this type of animal can also provide companionship too) but for the purpose of this article I am talking about animals we keep for pleasure.

Here are some figures relating to pet ownership in the US in 2007. (I'd imagine they are fairly typical of most developed countries)

72,114,000 dogs
81,721,000 cats
11,199,000 birds
7,295,000 horses

That's a lot of luxury.

Imagine the carbon saving we'd make if we could just get over our obsession with keeping animals at home for our 'pleasure'. When you start to try and define just how much energy we use it starts to become significant.

Related car journeys (walking the dogs, horse riding events, trips to the vet)
Food production and related industries
Food transportation
Accessory production (they get Christmas and even birthday presents these days)
Accessory transportation
Vets services (heating, lighting, development and production of medical products)
Pet care during holidays (heating, light)
Dare I add extra heating/lighting to this list. (I'm sure there are people who leave the radiators on for the cat)

Does anyone else think amount of love (and energy) lavished on let's face it, dumb animals is totally disproportionate? Isn't it time we stopped pampering our own egos and started to think rationally about animals again? Am I just too grumpy for words or what?

Green Markerting Remix

John Grant posts his recent thoughts on Green Marketing here.

It's based on a talk he gave last week in which he outlines his thoughts since completing his book The Green Marketing Manifesto.

As always it's excellent reading and deeply motivating.

Re-skilling

This post from Russell Davies really captured my imagination.

The whole idea of the world becoming a place were we might need to re-learn a lot of forgotten skills seems a little daunting. In this era built on cheap-oil we've become so used to the idea that if something doesn't work, you simply replace it. Clearly, this mentality simply isn't going to see us through. At some point we're going to run out of options and start re-thinking the way we consume. I think Russell is right in pointing this out. I too have had a nagging feeling about this.

I have had similar feelings about the skills I'm going to be able to pass on to my kids. I can repair a puncture though! That's about it.

However, when I'm feeling depressed about my lack of skills in this area I try and look at it from another point of view.

The kind of enormous change we're talking about here will also require thinkers - ideas. Although I do believe things might get pretty rough and necessity will replace aspiration in many cases, I do not believe people will instantly forget about brands. They'll still want brand experiences and they still identify themselves with interesting concepts. How, for example could you make it cool to repair your television or sofa? Might it become more of a statement not to buy something in the first place and how might we brand this?

Russell, has previously blogged and talked about delivering brand experiences without delivering a product. I can see there's lots of scope for really exciting stuff here.

Actually, the sort of challenges that lie ahead of us represent a brilliant opportunity for people like us.
We have the opportunity to be radical. We have in fact the opportunity to wipe the slate clean and re-design life and the role brands have. Now there's a creative brief.

I am feeling better about my poor carpentry skills already.

Good thinking IKEA

IKEA in Holland have devised a way to get people enthusing about re-decorating their homes with one eye on their bank balance. They organised a furniture swap. I think it says all the right things about IKEA. By initiating such a scheme they're being practical, creative, modern, ethical, and interesting all at the same time! Another example of brand building with out a 30 second TV commercial in sight. Or put simply, doing rather than saying. I love it.

Via Springwise

Green starter kits from Greensender

I must have missed this first time around but thanks to one of those 'ten best ... of 2007' lists I noticed it.

It's a business putting together green starter kits. I like the idea and it's cleverly put together. The whole idea of grouping these products is really appealing both from the users point of view but also from the manufacturers end. The sum is much greater than the parts. Oh, and it's much more energy efficient. Shopping online is great idea if you want to educe your carbon count as Tao Oliveto points out.

Springwise put it like this:

Most of us realize there are changes we should make in our lives to become more environmentally friendly, but overcoming inertia and actually doing it can be another matter. Now a few different companies offer starter kits to help make those changes happen. Greensender, which just launched in October, sells green gift boxes designed to help people start embracing simple green practices. Each Greensender box contains a reusable aluminium water bottle, a reusable organic cotton grocery bag, an energy-efficient compact fluorescent light (CFL) bulb and an organic cotton T-shirt—all selected for their easy integration into people’s everyday lives, Greensender says. Prices are USD 49.99 for the Big Greensender Box or USD 39.99 for a version without the T-shirt; individual items are available separately as well. Logo-emblazoned versions can also be purchased for corporate or event purposes, and New Jersey-based Greensender donates at least one percent of its sales to 1% For The Planet.

Quite a nice little idea and a twist on another trend Springwise are calling Tryvertising.