http://greenteamusa.com/gthink/index.php en hank@greenteamusa.com Copyright 2011 2011-06-12T23:51:28+00:00 http://greenteamusa.com/gthink/index.php/site/single/my_relationship_with_beer/ http://greenteamusa.com/gthink/index.php/site/single/my_relationship_with_beer/ One man looks into his pint glass, and sees more than just a tasty beverage. A bottle of beer is a Rorschach test. Some people look at it and see a fat, sweaty guy lounging in front of a doublewide, watching a NASCAR race, while sun tanning his hairy back. Others see history, tradition, craftsmanship, innovation, chemistry, alchemy, a sense of place, the beauty of nature and evidence of a Higher Power. I’ve been learning about beer; reading, writing and talking about beer; brewing and--of course--drinking beer for almost two decades now. So, obviously, I fall into the second camp. Beer and I have a beautiful relationship. Beer introduces me to smart, passionate, exciting people who brew it for a living. When traveling, it connects me with local people and culture. It teaches me history. And, last but not least, it provides me with a glorious array of sensory delights. I, in return, give beer respect and serve as its evangelist, especially among people who tend to see the sweaty guy version of the Rorschach test. Awakening Consumers have a relationship with beer, too. A recent g-Think survey shows that 87% of Awakening Consumers have had at least one beer during the past 12 months. After Googling around a bit, it seems that percentage is somewhat larger than that of the general population. But Awakening Consumers differ from the general population in another, very important way. Awakening Consumers are becoming increasingly aware of the concept that their every action has an impact. Could be an environmental impact. Could be a social impact, or an economic one. Most likely, all three. Naturally, this applies to beer. The aforementioned survey also reveals that the top two factors for Awakening Consumers when selecting which beer to drink are taste and price. No surprise there. But the third most important factor is if the beer is locally brewed. More than 60% of Awakening Consumers say buying local beer is either “extremely or somewhat” important. I’ve written several articles railing on the absurdity of anyone in the U.S. buying a mediocre imported beer. I’m not trying to be xenophobic or nationalistic, but seriously, if you’re going to drink a bland, uninteresting lager, why waste the carbon shipping it all the way from Holland or Mexico? We have plenty of boring beers right here! Seems Awakening Consumers—at least some of them—get this point, too. Believe it or not, in the same survey, Awakening Consumers report that a brewer’s environmental policies have a greater effect on their beer purchase decision than brand image/advertising does. The difference between the two factors isn’t much; 47% vs. 45%, but the fact that Awakening Consumers are beginning to pay attention to a brewer’s environmental policy at all is pretty interesting. There are a handful of American breweries that take their environmental impact seriously. Sierra Nevada, New Belgium, Great Lakes, Wolaver’s and Brooklyn have all adopted innovative (and often expensive) practices to have their operations be more Earth friendly. Most of these breweries have done this because of the personal passions of their owners, but now they could very well see sales increases, as well. At least with Awakening Consumers. And with me. I definitely consider the values of the brewery when making my beer selection. Local is important. Environmental policies and community engagement are important (organic ingredients too, but less so). Yes, I can be very demanding, but I don’t worry. Beer and I have a solid relationship. Issue 22 2011-06-12T23:51:28+00:00 http://greenteamusa.com/gthink/index.php/site/single/how_i_almost_broke_up_with_my_handbag/ http://greenteamusa.com/gthink/index.php/site/single/how_i_almost_broke_up_with_my_handbag/ Supply chain issues, labor rights, ethical charters and other things you won’t read on designer labels. It all started with a bag. And not just any bag, mind you: a stunning, creamy buttery leather peach-colored handbag, made all the more lovely by its precious gold detailing and delicate woven handle that fit ever so perfectly in my hands. Oh, and did I mention that this divine creation cost $2,800?  Such is the allure of luxury goods and--for me in particular--handbags.  I know they’re just things, and I don’t consider myself a materialistic person. But this singular luxury good, fashioned by the world’s top designers, carried the promise of matchless craftsmanship, exclusivity, and style. But that was before I broke up with my handbag. Well, almost.  My ah-ha! moment was in 2009 while I was writing an article for the U.K. magazine Ethical Corporation on luxury brands and their commitment to sustainability. During my research I spoke with a number of industry experts in the public and private sectors who revealed some dark, rather unflattering truths about the private world of high-fashion.  For example, as luxury brands have grown to meet consumer demands, many companies have shifted some if not all production to developing nations in order to reduce costs. Unfortunately, this has opened the doors to some ugly cases of human rights abuse, where workers receive exceedingly low pay, work unthinkable hours and are, on the whole, mistreated.  Moreover, in order for luxury brands to keep production in Europe and so retain their covetable “Made in Italy” or “Made in France” labels, some companies have resorted to working with clandestine factories in places like Prato, Italy, just outside of Florence, where illegal immigrants worked under terrible conditions. One of the most revealing conversations I had was with Dana Thomas, former European editor of Condé Nast Portfolio and author of Deluxe: How Luxury Lost its Luster, who said there is a “big secret” in luxury fashion. “They want consumers to think their products have all been made by Geppetto in his workshop in Florence," she said. "So they’re not going to talk about their workers in China, Romania, Turkey or North Africa, which would soil their image. And then as a consumer you would ask, ‘Why am I paying such a high price when someone is getting pennies to make it? What’s the luxury in that?’” It was in that moment that I began to reconsider my practically unwavering admiration for the luxury handbag. But what was true just several years ago of designer brands is not all true today.  We’ve seen an impressive increase in high-end brands’ commitment to sustainability, reflected in growing CSR budgets, improved supply chain management, mounting support for environmental and social causes, and robust reporting mechanisms. Take a look at luxury label Burberry, which developed its ethical trading policy in 2002 and was bold enough to make it public, somewhat of an anomaly in this guarded industry. Burberry’s core set of labor and environmental standards are founded on internationally defined human rights standards and aligned with the guidelines of the Ethical Trading Initiative (ETI). French conglomerate PPR, owner of Gucci Group, which includes a bevy of luxury brands including Yves Saint Laurent, Bottega Veneta, Gucci, and Alexander McQueen, established its ethical charter a whopping 10 years ago to foster transparency and accountability throughout company operations. And this is just a smattering of changes being made in the industry. What really seems to be the challenge now, however, is not that luxury brands are oblivious to sustainability or are failing to embed social and environmental policies into their operations. Rather, the challenge today is their desire – or lack thereof – to talk about it.  As Dana Thomas so aptly stated: “It’s not seen as terribly elegant or chic to be worrying about how to dispose of your trash or talk about human rights.” According to the 2010 Corporate Social Responsibility Perceptions Survey only 11 percent of respondents had heard of any companies’ CSR communications. I know a handful of people who work in supply chain management for luxury brands, and they’ve told me quite plainly that it’s simply expected as proper business practice to monitor and be accountable for their supply chain practices, and to immediately correct any cases of wrongdoing.  Transparency is feared, however, because it could not only lead to public scrutiny, but could potentially demystify the allure of what makes something luxurious in the first place.  Who really wants to see the person working behind the curtain in Oz?  Add to that the uneasiness luxury brands feel about disclosing supplier performance for fear of revealing their precious sources to competitors, and you begin to see a more intricate picture. But the truth is that consumers are increasingly expecting companies to be forthright and honest. In an April 2011 g-Think survey, 45.2 percent of Awakening Consumers said their loyalty to a brand is at least somewhat affected by a company's social and environmental efforts, and 31.2 percent said it is regularly affected. And according to a 2010 Do Well Do Good Public Opinion Survey, 88 percent of consumers think companies should achieve their business goals while improving society and the environment. As consumers become increasingly familiar with the language of sustainability and are actively searching for information about their favorite brands, they are re-evaluating their brand loyalty based on companies’ shared commitment to their values, and are subsequently putting their money where their values are. This is all the more true in the wake of the recession, and is no less applicable to Gap as it is to Gucci. I know if I am investing several thousand dollars in a luxury handbag, I expect it to be sourced ethically and produced in a way that respects the rights of the workers whose craftsmanship was required to make it. If not, I’ll use my precious dollars elsewhere--like on several months' rent. Awakening Consumers don’t expect perfection, but they do expect honesty.  High-end companies need to learn how to craft their brand messaging in a way that retains a sense of allure while still offering clear, compelling and transparent information about their sustainability efforts. In so doing, they will secure the most precious of things: consumer loyalty. Issue 22 2011-06-12T23:31:58+00:00 http://greenteamusa.com/gthink/index.php/site/single/awakening_in_new_york/ http://greenteamusa.com/gthink/index.php/site/single/awakening_in_new_york/ A European native is awakened by the city that never sleeps. Born and raised in Monaco, living in New York was always a dream for me. I lived all my life in Europe, first in my home country, then in Italy for three years, then in France, and then temporarily in the United Kingdom and Australia. However, living in the USA was my ultimate goal. My family could tell you all about my desire to move across the Atlantic and settle in New York. My goal was set: one day, I will be in New York and experience my American Dream. The first step was to visit New York, just to make sure it was such a special place. I came twice and I was in total admiration. All the impressive skyscrapers, the yellow cabs, the squirrels in Central Park, the Empire State Building… The diversity New York offers is incredible: each suburb is like a different universe – different architecture, different language, different people. This is truly the land of possibilities where every dream can come true. Everything is bigger than in Europe: the streets, the buildings, the average food and drink servings and even the squirrels are huge!  The one exception was the the Statue of Liberty which I found quite “small; I had always imagined it to be much bigger than the Eiffel Tower! So you can imagine my excitement when I was offered an internship at Green Team and I finally got to live in the city for six months. My dream had come true.  In reality, living in New York was more than my American Dream: It was also about my path to awakening. At Green Team, I discovered a new concept: the “Awakening Consumer.” Before moving to the U.S., I was aware of how our actions impacted the world and tried to do my part for the environment. I was always told to do simple things to help: not leaving the water running, switching off the lights when I am not in my room. I even boycotted BP gas stations after the Gulf oil spill (and still do). But there was still a lot of room for improvement in other aspects, such as recycling, which I sometimes wouldn't do because I couldn't figure out which bin my trash should go in. There was certainly room for improvement--and Green Team was the perfect place to teach me how to improve. I am gaining more awareness on sustainability issues. I am learning to have greener habits at work, such as always printing double-sided and with several slides on one page when working on Power Point presentations. I always keep the extra napkins given from the deli next door for future use instead of throwing them away. Every little bit counts!  Realizing I was becoming an Awakening Consumer, I became conscious of the whole process of change I was undergoing. I care, but switching my habits was difficult. We are increasingly aware of the troubles our world is facing: it is not a secret anymore. However, as a consumer I was not familiar with the tools I had to tackle these problems. Messages can be confusing, and I needed to know what to do and what to buy to make our world a little better. We have to make it easy for the consumer to follow his/her beliefs with simple tips, such as certifications to verify the sustainability of products.  By reading numerous CSR reports, I was also surprised to find out that some companies’ efforts are very dispersed and sometimes lack logic and consistency, which makes it difficult for consumers to improve their habits. There needs to be a standardized way of "going green." I was not unwilling to change, but I lacked the guidance and knowledge to develop responsible consumption habits. And green washing doesn't help; many companies claim their products are sustainable, but how would I know the difference? Taking again the example of recycling: for every city I lived in Europe, the rules were different. In Monaco, after eating a yogurt, I had to wash the container before trashing it, whereas in Lyon, one could throw it away unwashed. Sometimes the lid is recyclable and sometimes it is not: Where is the logic? If we want to drive change, the rules need to be simple and logical so that more people can come on board. I am not saying that I am now perfect and have all the answers. My move to New York was the start of my journey as an Awakening Consumer, but I am still faced with many contradictions. As one of my desires was to live in the Big Apple, another dream of mine is to be the proud owner of a four-wheel drive Ferrari. Until recently, this was a pure fantasy, as one did not exist. But as a child, when asked what would be my dream car, this was always my answer. Twenty years later, the Prancing Horse heard my wish, and the Ferrari FF was born. No one needs to lecture me on how this kind of sports car is going to damage the environment, but I know that someday, (when I have enough money, of course) I will own one even though it contradicts with my values. I pledge not to drive it every day--maybe only on the weekends. I am not perfect but everyday I am awakening more and more. My particular relationship with New York has certainly contributed to my awakening, and I will be forever grateful to the Big Apple for it. Issue 22 2011-06-12T23:26:55+00:00 http://greenteamusa.com/gthink/index.php/site/single/making_music_together/ http://greenteamusa.com/gthink/index.php/site/single/making_music_together/ How three organizations, working in harmony, helped save a Tasmanian cultural institution. We have a saying at Green Team Australia: Unless it’s a genuine two-way partnership between agency and client, then it’s unlikely to be something we wish to pursue. In this particular case, however, it happens to be a three-way partnership that works very, very successfully. The relationship between Green Team Australia, our design colleagues at the Envelope Group, and our joint client, the Festival of Voices, illustrates how collective talents can work in harmony to create a very successful brand.  This partnership of equals—with each party displaying a high degree of trust, respect and cooperation towards the others—is well illustrated by the Festival of Voices client keeping Green Team (which handles brand advertising and the online campaign) and the Envelope Group (which handles corporate branding) fully informed about developments and decisions at all times.  Such a good, strong relationship is generally recognized as an essential factor in business success. It was certainly true in this case.    * The Festival of Voices is held each year in Hobart, Tasmania, with a program that consists of public performances of youth, gospel, classical, sacred, popular and world music. It’s very much a celebration of the human voice. (love that phrase) Since in the first festival was held in 2005, it has been a dynamic cultural and artistic celebration; yet until 2008 it was really only known to a small pool of choral directors, who used it to give their choirs additional performance experience and international teaching opportunities. Local and national awareness of the festival remained small. Which meant that visitor numbers from outside of Tasmania were also small. So the clock – or in this case, the metronome – was ticking, and loudly. Government funding for the festival was due to expire in 2010, and unless the festival delivered something economically to the state, and was seen to be delivering something in the eyes of both government and business, then it was unlikely to receive further support.  Something definitely had to be done. So in 2008 Green Team Australia, with long-term design partner Envelope Group, was invited to re-brand the Festival of Voices and create the business and marketing tools that would be needed for it to achieve national prominence.  Audiences and participants needed to be attracted from every corner of the globe so as to make the festival not only Australia’s leading annual choral event, but a leading international choral event too. Most importantly, the festival had to generate the economic and cultural results that would ensure continued funding. The brand would have to be audacious, dynamic, inspiring and memorable. It was a big ask. In that year we set about a complete re-brand across all communication platforms for the Festival of Voices, including their website.    * Research consistently shows the importance of strong relationships in building a successful brand, no matter how excellent the product and no matter how expert the business practices. We were fortunate in having three wonderful groups of people working together: our colleagues at the Envelope Group, the marketing team at the Festival of Voices and, casting modesty aside for a moment, ourselves at Green Team. We all gelled. A brief was created. A clear positioning statement – Singing, performing, learning – was established and used to inform the development of all marketing and communications materials, from printed invitations and banners to website navigation. A ‘V’ symbol was created that captured the spirit of the human voice, but also gave a subtle nod in the direction of the iconic shape of Tasmania itself.  The festival program features a rich tapestry of images from previous festival performances together with a vibrant color palette with information that appeals to the all-ages target audience. The results of all this work were impressive.    * Between 2008 and 2010, registrations increased by over 75 percent. Total audience numbers increased by more than 300 percent, with more than 10,000 people attending the Festival in 2010 (a quarter of them being from interstate). Total income rose by 150 percent. In 2009 the Festival returned almost $1 million (US dollars?) to the Tasmanian economy. In 2010 this figure tripled, which amounted to more than ten times the investment costs of the Tasmanian government. Some $2 million of this was from interstate visitors over just five days. It is now safely established as Tasmania's leading winter cultural event. (And, yes, there’s nothing like money, or a profit, to create a heart warming relationship between a business and a government.)  The success of everyone involved was recognized when the festival won the prestigious national AbaF Award – which celebrates successful and innovative relationships (there’s that word again!) between the private sector and the arts – for the significant relationship it created with Green Team and Envelope Group.    * Green Team and Envelope Group have played, and have enjoyed playing, the role of good corporate citizens, with the festival receiving strategic, business, design and advertising support which it would have been impossible to buy on its limited budget. (ah, this was pro bono work? Great! Maybe sneak that in somewhere higher) We did this because we believe that a healthy community ensures a healthy social, environmental, economical and cultural future. But tangible business results have flowed through to us too, in the form of new contacts, clients and work. And this is what good relationships often achieve. It’s also what good brands achieve. They enhance awareness, and give renewed vision and energy to the organizations they encapsulate and to the community in which they operate. The Festival of Voices celebrates our community by being inclusive, non-competitive and vibrant, while also reflecting the unique blend of characteristics that are very much a part of Hobart: independence, generosity, warmth, diversity and authenticity.  In this respect, the festival appeals to the Awakening Consumer, those who seek brands with a social conscience that strive to contribute positively to the community in which they find themselves. It’s an occasion that very much reflects their social and ethical values.    * What of the future? Funding for the Festival of Voices has increased for 2011. National sponsorships are being progressed and local business is awakening to the marketing possibilities. The Festival has a $135,000 partnership with the Department of Economic Development to create short films and promotional programs. Audiences are showing signs of increasing yet again. A $1,360,000 contract has been signed with Tourism Tasmania, and there’s a three year contract with the University of Tasmania, valued in excess of $100,000  a year.  We’ll end by saying that the relationship between the Festival of Voices, Green Team and the Envelope Group has been exceptionally productive over the past three years – we’ve made some glorious as well as profitable music together – and that the festival is now well placed to realize its potential both nationally and internationally into the future. Issue 22 2011-06-12T23:14:38+00:00 http://greenteamusa.com/gthink/index.php/site/single/what_is_the_one_point_of_it_all/ http://greenteamusa.com/gthink/index.php/site/single/what_is_the_one_point_of_it_all/ Certain sports fans have a live-or-die relationship with their teams—even when it’s more “die” than “live.” My football team is one of the oldest clubs in the Australian Football League. I’ve barracked for St. Kilda since I was four and old enough to choose the red, white and black vertical-striped jumper off the rack at the local sports store. My mother was kind enough to leave the choice to me, instead of simply buying me the colors of the team she grew up supporting with her father every other Saturday at the Footscray Oval.  When I was asked what my favorite number was to go on the back of the guernsey (jersey to the Americans) and I answered, “three,” my mother asked the store manager which St. Kilda player wore that number. It turned out, back then in 1968, that it was a great player by the name of Ross Smith. How serendipitous was that! With my name being Rowan Smith, it was love at first sight. And it was love forevermore with regards the St Kilda Football Club. Unfortunately, it turns out that my beloved St Kilda Saints are the least successful of the original clubs in the history of the league, only ever winning the one Premiership – we call it the Grand Final, the Australian equivalent of the Super Bowl – in 1966, by the narrowest of possible margins: one point. But at least I was actually alive at the time!  The point (yes, the one single point) is that I’m now 47 years of age and despite having been lucky enough to watch the Saints play in three Grand Finals in the past two years, we are still the least successful of the original league’s twelve clubs. (How come three Grand Finals in just two years? Because the match was a draw in 2010, so the Grand Final was replayed the following week - only the third time in history that this has happened.) My wife puts it this way: “I know you’ll always be loyal, because loyalty’s in your blood: You follow St Kilda.”  In 1998 and 2009, having been the benchmark team for both those seasons, and losing only two regular games all season in 2009, we lead in both Grand Finals for most of the games, only to be beaten in the latter stages. In 2009, we were heartbreakingly close: in the dying minutes – no, seconds! – of the game, the Geelong Cats got in front of us and won. Although we’d had our “foot on their throats” all of the game (made more impressive by Geelong having been a powerhouse club for the previous three or four seasons), we simply didn’t complete the task that day. We kicked inaccurately, then left them a chance, and they took it. Their win was a tragic and incomprehensible loss for us. The following weeks and months for Saints fans were utterly gut-wrenching.  But we’re a proud team on a seemingly destined quest, and having had years on the build, it really did look as if we might finally be able to go all the way in 2010.  After a rocky start last year (we lost our captain in the second match of the year, for most of the season, with a serious hamstring injury), we did finally, and against the odds, make it through to the Grand Final. On that memorable day, we came from behind with an inspired surge late in the game, went into the lead, but ultimately only tied with the younger, faster team, the Collingwood Magpies. The following week, they returned, taller and more confident from their experience, and annihilated us by a record Grand Final score. It was a double heartbreak. This year was to be our third tilt at the Holy Grail, to win our second, ever-elusive Premiership. Yes, I was still a believer! But St Kilda has been off to a disastrous start in 2011, and our season is already all but shot. One unconvincing win from seven games, and already we’re languishing in thirteenth place on a table of 17 teams. We’re now only just above those teams that will have to build over many years before they themselves can hope to be a force.  The Premiership window that has loomed so large in recent years, after so many years in the wilderness, appears to have shut. Other teams have worked out our game plan, developed their own bigger-bodied lists, and used early draft picks throughout their own lean times to recruit lightning-fast  players.   It’s going to be a long, very long season, but what can you do when you’re in love? Issue 22 2011-06-12T18:34:16+00:00 http://greenteamusa.com/gthink/index.php/site/single/vegetable_garden/ http://greenteamusa.com/gthink/index.php/site/single/vegetable_garden/ Aside from the recreational appeal of growing a vegetable garden, what can it do for you? And what can you do to make your own garden truly good for the environment? Chrissy Marie explains. I have two memories of any sort of vegetable garden as a child, the first as a real youngster. I was afraid of venturing to the back of the garden where my father had his old greenhouse and veggie patch – I’m sure he got a few tomatoes one year. The second as a teenager at my family's home in the U.K., where maybe two years consecutively there appeared greatly oversized cabbages in the back of the garden. This was in a space which dad referred to as his vegetable garden, and my mother referred to as ‘dad’s spot." And it was his spot--we never really went there. * At this time I suppose I didn’t understand the wider concept of the vegetable garden. To some it exists as a hobby, an escape from the day-to-day madness of it all, and perhaps I fit into this category a little myself. To others, however, it provides an inexpensive, environmentally friendly alternative to the mass-produced goods many of us purchase from the big chain supermarkets on a weekly-basis. Who can blame us for buying produce at the grocery store, shipped from far away? It’s convenient, and there’s always more choice. But let’s take a look at the benefits of a vegetable garden: tastier food that you can pick and enjoy, the excitement and anticipation of watching it grow, the health benefits of knowing exactly where your food is coming from and, of course, the savings you make on your weekly shop. On top of all that, a functioning vegetable garden also does a great deal of good for the environment.  * Now, I have my own personal relationship with my vegetable garden, and I can’t deny that all the talk about a carbon tax has influenced it. Some food for thought: A homemade vegetable garden allows you to grow fruits and vegetables naturally, without the aid of pesticides or fossil-fuel fertilizers. The vegetables grow because of photosynthesis, using real solar energy from the sun, as opposed to fossil-fuel energy – which is how many of those big, delicious, perfect-looking fruit and veggies in the supermarket are grown. Some figures show that fossil fuels are responsible for up to 95 percent of the world’s total energy consumption. Looking at that percentage I wonder, is the carbon tax really so bad after all? It also makes me love my vegetable garden just that little bit more. A vegetable garden also thrives on nutrient-rich soil, so it’s a great way to reduce household waste by maintaining a corresponding compost. I like the idea that I’m not just throwing out food all the time, and that there’s somewhere else useful for it to go. Of course, I still buy some things from the supermarket.  You can’t grow everything all year round, unfortunately – at least, not if it’s grown naturally. But I also try and buy fruit and vegetables from local stores, where more produce is locally grown. It tastes better, and it’s also less likely to have been sprayed and packed to make it last longer. * As time progresses, we are constantly reminded about the decay of our planet, the rapidly increasing amount of waste resulting from man-made products, and the years of wasted energy caused by man’s unstoppable use of precious resources, some of which will soon be lost forever. One response to the issues surrounding this has been the development and growth of a group in society who are often referred to as environmentalists, but some refer to them in more derogatory terms, such as ‘greenies’ or ‘tree-huggers’. This portion of society has become so big there are even groups within it now, and even groups within those groups. Some people would not specifically refer to themselves as environmentalists, but do support similar issues and share similar values. For some, such values might affect what clothes they buy or the shops they buy from; for others it might mean building an entirely eco-friendly house to live in or be as simple as having a vegetable garden. * My partner is really the gardener at home, and between us we combine both the hobby and the taste benefits of a vegetable garden. He likes to get away from the madness of it all, and I love to eat the handpicked goods, so it works really well for both of us. As we come into winter here in Australia, we’re starting to wonder how our winter vegetables will grow. I’m also looking back on the goods that our summer garden brought us, and beginning to think about what we’ll do differently next year.  After my first real relationship with a vegetable garden, I know I’ll never look back. Issue 22 2011-06-12T18:23:42+00:00 http://greenteamusa.com/gthink/index.php/site/single/relationships_expressed_in_sonnet_format/ http://greenteamusa.com/gthink/index.php/site/single/relationships_expressed_in_sonnet_format/ Milton Kapelus poetically traverses through the different types of relationships we all have—from acquaintance to friend, where do the people you know fit into your life? Acquaintances are folk you kinda know, But not well enough to live or die for. You know how they look; if they’re friend or foe, But you really don’t care to know more. Colleagues are largely a different breed; You share their space, and you see them most days. It’s natural to help them when they’re in need, Spend time together, then go your own ways. Family means children, laughter and tears, Humanity’s gift, society’s core, Passion and pride, security and fears. Dive in and enjoy, there’s pleasure galore! Friends are your choice, and you need only one… If each cares and shares, life’s battles are won. Issue 22 2011-06-12T18:18:22+00:00 http://greenteamusa.com/gthink/index.php/site/single/stuff/ http://greenteamusa.com/gthink/index.php/site/single/stuff/ We asked our database of Awakening Consumers whether they identified more with hoarders or minimalists. Here, JC takes a stab at understanding the mind of the consumer by scrutinizing our relationships with our stuff and taking a look at arguments in either camp’s defense. Thomas Friedman’s Hot, Flat, and Crowded opens with an article from satirical newspaper The Onion. The article is an interview with a Chinese factory worker who makes the million and one cheap exported goods bought everywhere else in the world. Here’s an excerpt:  “I hear that Americans can buy anything they want, and I believe it, judging from the things I’ve made for them.” Chen said. “And I also hear that, when they no longer want an item, they simply throw it away. So wasteful and contemptible.” Among the items that Chen has helped create are plastic-bag dispensers, microwave omelette cookers, glow-in-the-dark page magnifiers, Christmas-themed file baskets, animal-shaped content-lens cases, and adhesive-backed wall hooks. This article draws attention to the strong relationship between the Western consumer and the stuff they buy, own and eventually throw out or replace. Critics of consumerism and capitalism refer to this relationship as affluenza: ‘a painful, contagious, socially transmitted condition of overload, debt, anxiety and waste resulting from the dogged pursuit of more.’ Fueling the affluenza was the Baby Boomers’ age of prosperity. But things are changing. There’s an urgent need for everyone – consumer, business and government – to lessen their environmental impact on the planet and conserve its natural resources.  Affluenza is being replaced by a new consumer trend. Driven by personal values and beliefs, many consumers are eagerly adopting more sustainable lifestyles. Leading the way is the Awakening Consumer, and they’re scrutinizing their relationship to stuff.  As Awakening Consumers eager to lessen our impact on the planet, understanding our relationship to stuff may help us to lead a more sustainable – and possibly even more meaningful – life. My girlfriend and I are Awakening Consumers; yet she’s a hoarder and I’m a minimalist. Who’s leading a more sustainable life: the hoarder or minimalist? And how do their relationships to stuff differ? While there’s no wrong or right, consumer trends are leaning toward minimalism and, through the lens of the Awakening Consumer, minimalism is viewed as being more in tune with sustainable living. In a recent g-Think survey, 76 percentof respondents agreed with this position. They also offered loads of insightful comments in defence of the hoarder and the minimalist. It’s only fair to consider – and learn from – both positions.  The Hoarder’s Defense: Hoard to Buy Less In the g-Think survey for this issue, only 15 percent (needs to be changed throughout) of Awakening Consumers identified themselves as hoarders. This is brave and honest 15%. The term is mildly derogatory and mostly used to label the very extreme cases. Those cases are few and far between. There’s much to be learned from the Awakening Consumer and hoarder: They have embraced the 3 R’s – Reduce, Reuse and Recycle: Reduce purchases to a practical minimum. Based on the comments in the survey, the strongest argument for hoarding relates to one’s purchasing habits. Hoarders admit their guilt, as a hoarder and consumer; these are their ‘guilty pleasures." Whether its shoes, handbags, empty jars, old bits of wood, books, clothes, kitchen tools, or electronics, hoarders (all hoarders, or Awakening-Consumer hoarders?) generally hoard one or two particular items only. When in the shopping aisles or online though, often the temptation is too much; nobody is perfect. Reuse stuff. Hoarders demonstrate a willingness to keep and continue using items a minimalist would usually trash and replace without a second thought. Awakening Consumers are hoarding things that can still serve a purpose. And they’re paying a premium for quality, eagerly spend hours researching to ensure that they are purchasing quality – and of course green - products with a long shelf life.  Recycle everything. Awakening Consumers said they generally hoard items of sentimental value. And crucial to their defence is the biggest reduction they make – that of waste. While hoarders may collect and keep certain things, like Awakening Consumers on the other side of the fence, they do recycle. The task at hand for the hoarder is to adopt a more disciplined approach to items of no value (to them) that can’t be recycled.  The Minimalist’s Defense: Keep it Simple While a surprisingly small segment (18%) of the Awakening Consumers identifies themselves as minimalists, 76% view minimalism as a more sustainable lifestyle and aspire to shed themselves of their stuff and any needless purchasing.  Reduce everything to a bare minimum. Like hoarders, minimalists undertake a lengthy information search before a purchase. Both are looking for quality products but the minimalist is reluctant to make the purchase and own more stuff. Minimalists, in short, are aspiring to lead simpler lives. Generally speaking, the minimalist is trying to avoid clutter in an effort to lead – what they perceive to be – a more sustainable and meaningful life. Socrates said: “The secret of happiness, you see, is not found in seeking more, but in developing the capacity to enjoy less.” I think today, the minimalist and Awakening Consumer would agree. In an effort to de-clutter the home, minimalists tend to be less sentimental and feel a weaker connection to material goods. Freedom from stuff is favoured over keeping, storing owning stuff.  Like the hoarder, the minimalist is recycling. As Awakening Consumer, both hoarder and minimalist recycle, and go the extra mile to reduce the amount of landfill waste they generate. That said, the minimalist will arguably only take ‘reusing’ to a point, the restrictions it poses on their lifestyle will lead to items in the trash. Adversely to the hoarder, the task at hand for the minimalist is to adopt a more disciplined approach to items that may hold greater value (to them or others) that can’t be recycled. The Verdict: Practical versus Meaningful Living While both the hoarder and minimalist are leading sustainable lifestyles in their own way, each can take a page out of the other’s book. As Awakening Consumers, the hoarder has developed a more practical relationship to stuff. On other hand, the minimalist, also trudging toward sustainable living, is taking a more philosophical approach and improving other aspects of their lives. With a simplified relationship to stuff, the minimalist aims to create a more meaningful life.  ‘Replace’ is not the fourth R. The recession forced many consumers to tighten their purse strings. This inspired creativity in the home. Old t-shirts become cleaning rags, magazines are passed on. It’s fashionable to carry a steel reusable water bottle. Even cloth diapers are making a comeback. And just as there’s willingness to purchases reusable items, there’s a willingness to buy and sell - or even give away - used items rather than buy new and trash the old. For both the hoarder and minimalist, reusing is replacing… replacing. The recession also inspired creativity in the market. Awakening Consumers are not just shopping less, they’re shopping more sustainably and the business world is now, by and large, awakening and responding to the same crises facing their customers. Businesses are helping consumers to reduce, reuse and recycle. Xerox, for example, is working with Waste Management, to help customers use less of their products and services. Xerox wants to sell less paper, and Waste Management want to create less… waste! Ultimately, we’re moving forward to a time where everything can either be recycled or upcycled (converted into something of greater practical and environmental value). Everything has value to someone; We just need to get it to them. Until then, here’s some take-home advice from the Awakening Consumer: The Practical Hoarder’s Advice: Be Practical Buy quality items over cheaper alternatives Avoid fads and seasonal fashion trends Be disciplined about what’s useful Recycle but don’t hoard useless stuff Reuse or pass on The Meaningfully Minimalist’s Advice: Enjoy a simpler lifestyle Take a holistic approach to your relationship to stuff Reduce everything, not just your purchasing Free yourself from clutter Be disciplined about what’s sentimental     References: Friedman, T.L. (2008) Hot, Flat and Crowded. Picador, New York Wikipedia (2011) Affluenza. Issue 22 2011-06-12T18:02:39+00:00 http://greenteamusa.com/gthink/index.php/site/single/made_in_usa_china_india_japan_brazil_congo/ http://greenteamusa.com/gthink/index.php/site/single/made_in_usa_china_india_japan_brazil_congo/ In his latest article, Hugh Hough takes a look at the global economy, the involvement of emerging countries in big business, and the increased need for companies to consider and capitalize on transparency due to the new global supply chain. (Welcome to the new world Global Relationships and Transparency) I am in the middle of São Paulo witnessing one of the fastest growing economies in the world. Here there is no worry about jobs or unemployment. In fact, Brazil is facing a horrific shortage of what they call human capital. So much so, that there is talk of opening the borders to Portugal (which is facing an 11.1% unemployment rate and received a 78 billion-euro bailout from the International Monetary Fund and the European Union) and allowing Portuguese take some of the jobs that Brazil can’t fill! When the devastating earthquake and tsunami hit Japan on March 11, it had a ripple effect on businesses around the world. For example, 60% of all silicon wafers (the building blocks of computer chips) come from Japan. The earthquake shut down two factories or 25% of the supply. Suddenly, many companies depending on the global supply chain were facing parts shortages that led to temporary shutdowns. In the first quarter, South Korea’s Hyundai surpassed Honda in global vehicle sales, as Honda's production was cut by the Japan earthquake. A global economy means we are losing jobs here in the U.S. mainly to China and India, whose growing economies are creating global companies. This has led various Chinese and Indian companies to open factories all over the world, including in the U.S.. This is illustrated by Chinese appliance maker Haier, whose US operations employ 450 people, not one of whom is Chinese. These three examples illustrate the new global supply change and our relationship to it. Everything is connected, and the way to succeed in this crazy world is through transparency. More and more, we are consuming products that may have complex, global supply chains. It is becoming harder to tell where the components of a product come from and where the product is actually made. We are living in a world where we have access to information at our fingertips, and more and more Awakening Consumers are demanding transparency from the companies and brands they patronize. This new global relationship is shining a harsh spotlight on how their global “sausage” is made, putting some companies in an uncomfortable position. How companies are reacting to this can lead unintentional consequences. Take the example of two of my favorite brands: Apple (computers) and Patagonia (apparel). I love Apple, and like many Apple consumers, whether awakening or not, I am passionate about all things Apple. Apple has developed the image of a progressive company with values that can do no wrong. But lately that progressiveness and those values has been tarnished. First there was the story that some of the minerals that go into our iPads and iPhones come from illegal mines in Congo, and are being used to fund one of the most brutal and barbaric wars in Africa. When hearing that Apple was using so-called “Conflict Minerals” in their iPads, some consumers started asking questions – some of them directly to Steve Jobs himself. Unfortunately Jobs’s response - sent from his iPhone - was less then forthcoming: “Yes. We require all of our suppliers to certify in writing that they use conflict few materials. But honestly there is no way for them to be sure. Until someone invents a way to chemically trace minerals from the source mine, it’s a very difficult problem” Maybe he was hoping it would go away and consumers would forgive Apple – but the pressure kept mounting and finally Apple announced it was setting a committee to ensure that no conflict minerals were in its products. While that was happening, we started hearing all about how the iPhone and IPad are made in one of China’s largest and most notorious sweatshops, Foxconn. At Foxconn, conditions for employees are so harsh that the company installed suicide nets around the building (in 2011, 10 employees jumped to their deaths). Apple’s initial response to criticism was an incredible lack of transparency, bordering on arrogance.  A spokesperson for a leading NGO working on worker safety issues said, “Apple is unique among all hi-tech companies, for being the most unresponsive.” (To its credit, Apple has subsequently pressured Foxconn to improve working conditions, and according to Bloomberg BusinessWeek, things have gotten better.) Conflict minerals and suicide nets. Is this the Apple I know and love – whose values are in line with my own? Another favorite company of mine is Patagonia. Unlike Apple, Patagonia has embraced transparency as a way of engagement with all its consumers. Patagonia’s global supply chain is also complex and filled with pitfalls. We have all heard horror stories of garment industry sweat shops in developing countries using child labor or female slave labor in appalling conditions. Patagonia has embraced this head-on by creating the Footprint Chronicles, which is a way that a consumer can analyze more than 150 Patagonia products: Where does the raw material come from? What is its environmental footprint? Where is it manufactured in the world? Who is sewing those buttons, and how are they being treated? How the product is shipped, what is the entire carbon footprint? It is taking a complex issue in their global supply change and, through transparency, educating consumers every step of the way – talking both about the good and the bad. Patagonia believes that transparency in its supply chain appeals to their consumer base. And they are being rewarded by it. The perception of how both Apple and Patagonia talk about their supply chain could not be seem to more stark. But the reality is much more complex and nuanced, says Dan Veiderman, Executive Director of Verité, a labor-rights non-profit that monitors manufacturing facilities around the world. “Consumers currently have no way to distinguish between two companies like Apple and Patagonia, both of which disclose substantial information, but which do so in a way that makes it very hard to compare,” says Viederman. We like to say that Awakening Consumers are not perfect, and they do not expect companies to be perfect either, but they expect them to be honest. Two amazing, progressive companies that have created a special values-driven culture. While Patagonia is evolving with today’s more and more complex world of global engagement, the perception is that Apple seems to have become what it rebelled against in it early days: a big, monolithic, arrogant, multinational that answers to no one. Apple, welcome to the new reality of global engagement. Patagonia, thank you for showing us how to embrace it. Issue 22 2011-06-12T17:00:27+00:00 http://greenteamusa.com/gthink/index.php/site/single/addicted_what_does_a_social_media_addict_really_want_from_your_brand/ http://greenteamusa.com/gthink/index.php/site/single/addicted_what_does_a_social_media_addict_really_want_from_your_brand/ Social Media is an integral part of our day-to-day experience, and has forever changed the landscape on which we operate. What does this mean for you as a brand? Jessalyn Estill explains here.   It’s the first thing I do in the morning. I take it everywhere I go. I can’t imagine a world without it. My name is Jessalyn Estill, and I am addicted to social media. It turns out I’m not alone. According to ExactTarget, 42 percent of U.S. online consumers (approximately 46 million people) say they use Facebook at least once a day. Worldwide, Twitter is estimated to have more than 200 million users, a number that is topped by the 490 million visitors worldwide on YouTube per month. And as of February, there were more than156 million public blogs.   The increased accessibility of the Internet has ushered us into a new era of connectivity; a world bursting at the seams with self-broadcasters, and a whole new generation of addicts.   Whether you’re an admitted social media addict, or SMA, or in the process of going off grid entirely, the ability to be virtually available at all times has undoubtedly changed our interpersonal relationships and behavior. A recent Retrevo survey reports that 48 percent of respondents check or update their Facebook or Twitter account after going to bed. And it doesn’t stop once SMAs hit the sack – even our sex lives are being interrupted. The Retrevo study also found that 11 percent of people under age 25 feel it’s OK to interrupt sex to check an electronic message.   It’s difficult to argue social media hasn’t changed the way we interact with one another. But how is it changing consumer relationships with brands? How can a company successfully tap into the hearts and minds of a social media addict?   Recently my dental office asked my boyfriend to be a fan on Facebook. I like my dentist, so I went on my phone and became a fan. Now my mini feed is filled with posts like, “Get ready for Spring with a Brighter Smile! Ask us about Teeth Whitening today!” Exactly what I wanted, right?   It turns out the act of “liking” or fanning a brand on Facebook doesn’t necessarily mean consumers are looking for marketing communications from that brand. In a recent ExactTarget study, “70 percent of consumers who “fanned” a brand on Facebook didn’t feel they’d given this company permission to market to them.”   Instead, Facebook users see fanning as a personal endorsement, a way of showing their other friends on Facebook which brands and products they like.   What about Twitter? Surely, if I’m following you, it’s because I have an undying loyalty to your product, right? Not necessarily. In a recent FutureLab article, the consultancy sited that 31% of Twitter users follow a company to receive discounts and promotions.   The truth is, the majority of people follow or like a brand because they think they’ll get something in return: updates on a future product, an exclusive offer, a discount, etc. And yet we know that consumers are more likely to purchase products from brands they follow and like. So how should a company interact with a consumer already connected to the brand?   First and foremost, understand the medium. A recent study by the online advertising network Chitika, identified what users are looking for: “Facebook and Twitter users want news, Digg users have more eclectic taste, and MySpace users want to hear primarily about celebrities and video games.” Twitter users actually were the largest consumers of news sites at 47 percent, compared to Facebook’s 28 percent. Use this information to establish a brand voice and provide authentic and relevant content. After all, what brand wants to interrupt sex with an irrelevant message?   Second, identify your brand ambassadors, and acknowledge their value. What is the benefit for your fans to share content on your page? Do you have a good relationship with your four-square mayor? Are you rewarding people who retweet?   Finally, make sense of what you’re hoping to achieve- develop a social media strategy that is right for your brand. Any company can increase followers and fans. What do you want to gain? Facing the world of social media without a clear objective is a recipe for disaster: Set some meaningful goals so that you can later evaluate your return on investment.   As our online and offline worlds continue to merge, there’s no question that our relationship with social media will continue to evolve. The bigger question is how brands choose to evolve as well. Now, back to Hootsuite…   Issue 22 2011-06-12T16:25:20+00:00