Wednesday, February 27th, 2013 | Our Philosophy | 1 Comment
This blog post originally appeared on the ThreeWorlds website
Here’s a values dilemma.
When Bond-girl and Pirates of the Caribbean actress Naomie Harris previewed an eco-dress for The Oscars, a slew of mainstream media and blogs like The Daily Mail, OMG Yahoo, and The Sun all ran the story, leading on the risk of ‘the split’ showing her knickers.
Deep in the background, behind the role of designers Michael Badger and Vivienne Westwood, who had created the dress under the wing of ‘Red Carpet Green Dress’ ‘an international dress design contest started by Suzy Amis Cameron, environmental advocate and wife of Director James Cameron’, Greenpeace had a hand in the process through it’s Detox campaign. Its own blog by campaigner Valeria Botte Coca announced ‘Bond Girl helps Detox the Oscars’.
When I looked, the Greenpeace post had received two comments, one of which read:
“Hausson says: I’d love to know the Nonylphenolethoxylate content of this dress. That would really increase your transparency, which at the moment is kind of dubious.”
Well yes and no but thanks Hausson because you’ve crystallised the dilemma which faces campaigners from ethically motivated Pioneer-dominated organisations when they need to influence Prospectors, and you can’t get a lot more Prospector than the fashion industry, celebrity and The Oscars. Namely, can you, should you, get involved in a way that works?
Who are Prospectors? They are 60-75% of the population of China and India, the majority in most emerging economies and the epitomy of the fun-loving success oriented mainstream in any country. In terms of change, if the Prospectors embrace “sustainability”, it will happen, and can happen fast: if they don’t, it won’t.
Are they interested? Well yes, multi-country surveys we’ve been running for Greenpeace (no, I didn’t work on the Detox campaign) show again and again that the Prospectors, at least the uber-fashion conscious Now People Prospector Values Mode, are as keen to be ‘green’ as anyone but it has to be in a way that meets their values.
That’s where groups like Red Carpet Green Dress, Global Cool and JoinRed are on the money by starting-from-where-the-audience-is. Because ‘looking good’ and having a good time is truly important, it means that the biggest risk for Naomie Harris at the Oscars really was the “cringe pants flash” and not actually, the possible presence of Nonylphenolethoxylate.
Fortunately in this case, as the celeb media noted, disaster was averted: ‘Bond girl Naomie risks Oscars wardrobe malfunction in golden slit dress’ but Naomie managed to keep her modestly very much covered as she walked the red carpet.
In terms of environmental outcomes, what we’re seeing here is the fruits of a long struggle by campaigners, concerned scientists and other very Pioneer groups to recognize the threats posed by toxic pollution and get substances such as Nonylphenolethoxylate phased out. Plus a realisation that the way to do it isn’t always by simply talking about the need to do it.
The use of non-toxic and organic materials in Naomie’s dress was combined with re-use of materials. This enabled several media bloggers to focus on the more-interesting-to-us question of whether she had eaten the chocolates that were once in the candy wrappers used in the golden garment: a good example of ‘being interesting’, not just significant.
The trend for re-use (upcycling, embellishment, swishing etc) of materials in fashion has been discussed at this site previously, as an example of something mainstreaming; spreading from Pioneer to Prospector audiences. The Now People bible Grazia magazine pointed out that alongside Naomie, a rival ‘green’ dress appeared at the Oscars, one from Prospector retail brand H & M, worn by Helen Hunt. Grazia wrote:
“So as well as Stella McCartney visibly leading the way with her sustainable fabrics and (sexy) vegan shoes, Sophia Kokosalaki launched an ethically conscious capsule range on ASOS called Kore and the website’s existing Africa range is top notch trend-ticking stuff.
We’ve noticed a real rise in upcycling (using existing clothing to create new pieces), but it’s high fashion labels like Edun (designed by Bono’s wife Ali Hewson), Suno, Henrietta Ludgate and Ada Zandition that are leading the way. Many more brands such as Tommy Hilfiger and Vivienne Westwood are following suit, and starting to dip into the sustainable sphere with dedicated sub ranges or accessory lines. Watch this space ladies, sustainable fashion just got serious.”
Converting ‘an issue’ into a story about real people doesn’t just attract Prospectors. The Daily Mail has a lot of Settler readers, too and older women across the board, as perhaps reflected in its tetchy headline “She’d better be wearing granny pants!” and the Mail managed to convert the green dimension to a grumble: “While it might be revealing, the dress itself is at least good for the environment – it is made from recycled materials”.
Similarly, the Huffington Post, much loved by Pioneer posters, reportedprudishly “Naomie Harris’ Oscar Dress Features Way Too Much Leg For Our Comfort”. For other eco-fashion coverage of that dress, which would be read by younger Pioneers and Prospectors see Ecorazzi and RollingOut. Meanwhile Michael Badger’s involvement spread the story to ghanaweb.com: Ghanaian designs Naomie Harris’ 2013 Oscar dress. For a Pioneeresque report on the ‘bigger picture’ see the “back story” in LA Times.
Clearly, The Oscars are not an opportunity for an ecotoxicology lecture, and Greenpeace’s GP Detox campaign has been amazingly successful, using a mixture of classic Pioneer protest tactics and Prospector-slanted communications. BrandChannel reported a month or two ago that it rolled over retail giant Zara in just nine days, leaving Benetton, C&A, Calvin Klein, Diesel, Emporio Armani, Esprit, Gap, Levi’s, Mango, Tommy Hilfiger, Victoria’s Secret, and China’s Meters/bonwe apparel brand on the ‘Toxic Threads blacklist’.
So whether its’ about health or human rights or environment, Pioneer type campaign groups can deploy strategy to catalyse and cascade change through other more Prospector messengers, actors and channels which mainstream the change. So long as they resist the Nonylphenolethoxylate-temptation (N-factor?), it can work.
Yet there’s a political and social limitation in such strategic stealth. If you want to have political clout, to play an active role in social conversations that reach beyond the “usual suspects”, and to ‘mobilise’ society more widely, you need to develop the capability to talk to Prospectors, Settlers and Pioneers.
Many Pioneers may take the view that it doesn’t matter who gets the credit, so long as you get the result and that is often true but Prospectors in general, do not see it that way, and if you need to enlist them, that’s a problem. Prospectors err more to the Oscar Wilde view that “there is only one thing in life worse than being talked about, and that is not being talked about”. So by not publicising its role in achieving success, any organisation robs its followers, especially Prospectors, of the chance to bask in reflected glory, and it denies them the opportunity to pass on the good news.
For all Pioneer-dominated groups seeking change, this is the real dilemma: it is sometimes possible to be simply too serious-minded.
Friday, May 25th, 2012 | Our Philosophy | No Comments
This blog post originally appeared on Melba Foggo’s Logica blog
In the crucial battle for the hearts and minds of trendsetters, the fashion industry is better placed than any other to encourage consumers to be greener.
In recent times it’s been heartening to see a number of major brands taking great strides to becoming more sustainable. Nike, Levi’s, Timberland, North Face, Gucci, YSL and Puma have all made efforts to reduce the environmental impact of their products.
But what stops them from going further? A common theme among high-street brands we’ve spoken to at Global Cool is fear of putting their heads above the green parapet. There is no shortage of will to make supply chains more sustainable, to create greener production processes and even to educate staff on environmental issues; but when we’ve suggested that they could use their influence with consumers to make an even more significant difference in the fight against climate change, we’ve been met with looks of horror.
That’s why the launch of H&M’s Conscious Collection last month feels like an important step. Of course, there is no shortage of places for the ethically aware consumer can go to get their fashion fix: sites like Fashion Conscience, Annie Greenabelle, People Tree and THTC (which has featured in Logica’s Sustainability Stories series ) have all played an important role in showing bigger brands that sustainable fashion can be both aspirational and profitable.
The Conscious Collection – all the garments are made from organic cotton, hemp and recycled polyester – is a rare attempt by the high street to take ethical fashion to the masses. Crucially, as well as being sustainable, this line is affordable for the average customer and, because it comes with the full weight of the H&M brand behind it (including celebrity endorsers like the Hollywood actress Michelle Williams), it ‘s been well received in mainstream media. Even the Daily Mail, a newspaper not usually known for its support of climate change, gave the launch a positive review.
That’s not to say H&M and other fashion brands do not have their detractors; there were no shortage of people queuing up to point out the fashion industry’s shortcomings around labour rights on the The Guardian’s coverage.
Clearly this kind of scrutiny is important to ensure that the fashion industry lives up to its environmental claims, especially as a recent survey found 52% of consumers are skeptical about brands’ ethical claims.
Less helpful, though, are those detractors who argue that the word sustainability is incompatible with an industry whose lifeblood is the creation of new trends that ensure the old trends have a very short shelf life. Not only is this attitude defeatist, it also fosters the kind of fear of criticism that has held brands back from being bolder in their sustainability initiatives.
Of course, there is still a lot more that fashion brands can do – not least making their entire range sustainable. Marketing Week also pointed out that H&M could do more to promote sustainability by making their customers feel good about buying these products. At Global Cool we think they have a part to play in encouraging wider green behaviours, too, such as efficient home energy use. But this is certainly a step in the right direction and one that we hope many more fashion brands will follow.
Tuesday, May 1st, 2012 | Our Philosophy | 1 Comment
This blog post originally appeared on Melba Foggo’s Logica blog
Thousands of people travelling from far and wide (often in gas-guzzling cars) to be entertained by shows requiring vast amounts of energy while generating piles of rubbish in once green fields; on the surface, music festivals hardly appear to be beacons of environmental responsibility – and we haven’t even mentioned the chemical toilets yet.
But, beneath the surface, music festivals are making great efforts to reduce their environmental impact. Leading the way is American festival Rock the Green, which came to our attention through Logica’s Sustainability Stories campaign to highlight innovative sustainable projects. Incredibly, this one-day festival held in Milwaukee, Wisconsin generated just 10 trash cans of rubbish last year, with 92% of waste being either recycled, reused or composted.
Key to the success of the festival was the involvement of local sponsors and partners who recognised the business benefits of putting Milwaukee on the sustainability map. “The community has embraced Rock the Green,” said founder Lindsay Stevens. “Our sponsors and partners have made it clear that showcasing Milwaukee on the national stage as a leader in innovative sustainability practices is a priority.”
Music festivals in the UK have also made great strides in becoming more sustainable, including the big festivals. Glastonbury festival recycled 49% of its waste in 2010 and last year they launched the Green Traveller package, which granted access to perks such as solar showers to those who made the journey to the festival by public transport rather than car.
It’s not just the obvious candidates like Glastonbury (which has long had a close relationship with Greenpeace), either. A Greener Festival Awards was set up in 2007 to help music festivals around the world become more sustainable. Last year 47 festivals were given the award, with 12 achieving ‘Outstanding’ status. One of those was the Isle of Wight Festival, whose green initiatives go above and beyond the usual advice to refill water bottles and clean up mess from the campsite. Recycling is incentivised by offering eco-friendly freebies in exchange for cans, cycling is promoted through organized bike rides and the Let It Bee campaign highlights the dwindling bee population.
The key aspect of these initiatives at the Isle of Wight Festival is that they go above and beyond simply cutting the festival’s carbon footprint. Instead, they use the captive audience that a music festival creates to influence people’s behaviour beyond the festival’s fields. Rock the Green also took this approach, with a number of interactive areas around the festival site that aimed to educate and enable the audience to be greener in their day-to-day lives.
Of course, festivals could go even further. As welcome as a shower at Glastonbury might be, no doubt take up of the Green Traveller scheme would be higher if the incentive was a half-price ticket instead. More could also be done to involve the musicians in carrying these messages. They are, after all, undoubtedly the people best placed to influence the audience at a festival. Global Cool has produced video interviews featuring over 100 bands talking about green lifestyle choices. These videos gave the green lifestyle messages that festivals want to promote – notably public transport use – a much bigger platform and also amplified them beyond the confines of the festival’s fields via the web.
Are musicians really credible as green messengers? Many of them are working just as hard as festivals to be sustainable and, again, it’s not just the obvious candidates like Radiohead (who have stopped playing large music festivals that don’t have adequate public transport infrastructure in place). Julie’s Bicycle, another UK organisation working to make music festivals and the creative industries as a whole more sustainable, have helped a number of high-profile artists practice what they preach when it comes to sustainability. Their Industry Green (IG) certification has appeared on CD releases by Jack Johnson, Kate Nash, Robbie Williams and many more, ensuring that the environmental impact has been kept to a minimum.
As we approach festival season once more we look forward to seeing festivals following in Rock the Green’s footsteps and taking even bolder steps toward promoting and enabling sustainability.
Wednesday, April 25th, 2012 | Our Philosophy | No Comments
This blog post originally appeared on Melba Foggo’s Logica blog
With the Sustainability Stories campaign currently in full swing, now is an apt time to be writing our first guest blog for Logica.
Global Cool has worked closely with Logica over the last couple of years. In late 2011 and early 2012 they helped us redefine our business strategy and develop the B2B content services that are now helping to fund our main consumer-facing work. Melba Foggo, Logica’s International Practice Leader for Sustainability Services, is also Treasurer and a Trustee of Global Cool Foundation, which runs the Global Cool campaign.
So, Global Cool has certainly benefited from the expertise Logica is offering as the prize for the Sustainability Stories competition. We are also an example of the kind of innovation that Sustainability Stories is championing.
Global Cool has pioneered a unique approach to tackling climate change. Launched in 2007 with backing from Tony Blair, Prince Charles and celebrities such as Leonardo Di Caprio, Sienna Miller, Josh Hartnett and many more, our mission is to reach people traditionally turned off by climate change campaigns. Over the last five years we have worked with Vodafone, London Fashion Week, Britain’s Next Top Model Live, London Fashion and a host of music festivals to promote sustainable living to the mainstream.
Over the last 30 years the green movement has done a great job of mobilising people who have an intrinsic desire to ‘do their bit’, but it has largely failed to engage people whose values and priorities lie elsewhere. Global Cool was created to fix that problem. We target society’s trendsetters, who are at the tipping point of normalising behaviours and attitudes. Without buy-in from the mainstream it will be impossible to generate the social, economic and political will needed to combat climate change.
The Global Cool team has its roots in mainstream mass media, so we understand how to communicate with trendsetters. We have also done extensive research with market segmentation experts Cultural Dynamics to understand how trendsetters think. We know that they don’t like being told what to do and are turned off by scare tactics or apocalyptic visions of impending disaster. Perhaps most surprisingly for those who find themselves compelled to fight climate change, we also know trendsetters do not respond to rational, science-based arguments. Sorry, Al Gore, but all the graphs and data in the world are not going to make any difference. Nor are they are relevant; most trendsetters already believe in climate change, they just don’t feel empowered or motivated to do anything about it. Climate change does not have an awareness problem, but its solutions do have a marketing one.
Global Cool is solving that marketing problem by inspiring people into action rather than scaring them. We focus on specific, day-to-day behaviours that people can easily adopt rather than visions of melting ice caps that feel like a million miles from the real world to most people. Behaviours we promote include turning down home heating, flight-free holidays, cycling and public transport (an area that Logica has worked in with its work in Helsinki ). We highlight the benefits of these green behaviours and connect them to things trendsetters do care about, such as fashion, music, travel adventures and lifestyle trends.
Our Turn Up The Style, Turn Down The Heat campaign encourages people to wear on-trend knitwear around the home so they can turn down their heating and use less energy. By centring the campaign on fashion we make green behaviours fun and positive which in turn makes them desirable to people who are unlikely to turn down their heating because they think it will save a polar bear.
More than 211,000 people visited our lifestlye website last year and our research shows that 80% of our audience can be identified as trendsetters – or what Cultural Dynamics define as ‘Now People’ in their values modes theory. We have also shown that we can get people to change their behaviour, with a 50% increase in the number of people willing to Turn Up The Style, Turn Down The Heat before and after the campaign.
As well as making sustainability cool, we also believe in making it easy, and that’s why we were delighted to see Logica supporting sustainable projects that are empowering people to make a real difference. Sustainability Stories is giving a voice to innovative sustainability and showing that a sustainable future can enrich all of our lives through positive change.
Thursday, January 26th, 2012 | Our Philosophy | No Comments
Kudos to the British Heart Foundation for their Hard and Fast video campaign starring Vinnie Jones.
Aimed at educating the general public on the best way to perform CPR, the video sends up Jones’ typecast gangster persona by making a Lock, Stock and Two Smoking Barrels spoof in which the former footballer – flanked by two blokes who look like they’re appearing in the video in order to fund their way through Bouncer School – resuscitates a ‘geezer’ using only his hands because “you only kiss your Missus on the lips”…
The campaign went viral, racking up more than a million views on YouTube and earning a string of press coverage. By embracing celebrity culture, keeping the message simple and adding a twist of humour into the mix (the soundtrack for the video is the Bee Gees’ Stayin’ Alive), the British Heart Foundation unlocked a mass audience for a message that without the help of Jones and his burly companions could have been pretty worthy and dull.
Compare and contrast with some of the eco movement’s attempts to engage a mass audience. Treehugger website recently hailed the fact that five ‘eco movies’ have been shortlisted in the Best Documentary category for this year’s Oscars as a sign of the subject’s rising popularity. Those films are: If a Tree Falls: A Story of the Earth Liberation Front (a tale about eco terrorists), Battle for Brooklyn, Jane’s Journey, Semper Fi: Always Faithful, and Project Nim. How many have you seen? How many of them have you even heard of? Thought not…
At the time of writing the You ube trailers for those movies have a total of 82,046 views between them. That’s more than 10 times less than what Vinnie managed on his own. Where the British Heart Foundation was brave enough to put its tongue firmly in its cheek to communicate an important message, too many in the green movement lack the boldness to make content that might appeal to people who have different interests to them (i.e. things other than climate change).
PETA, the US-based campaign for the ethical treatment of animals, has a history of taking a more populist approach to getting their message across. Much like Global Cool, the climate change campaign I work for, PETA has used celebrity association to engage the mainstream with their work. Their latest campaign will see them take their message into the world of pornography with the launch of a new .xxx domain version of their website. Users of the site will be forced to watch an animal being skinned before they get to see a celebrity in the buff.
Whether anyone will still be in the, er, ‘mood’ for doing whatever it is that they do while looking at naked ladies on the internet (I couldn’t possibly comment) once they’ve seen an animal being liberated of its fur is up for debate. It’s unlikely to win PETA any Oscars, that’s for sure. But common consensus (and a load of search data from Google, no doubt) certainly suggests that the potential audience for PETA’s message is significantly higher in the porn world than it is in the eco documentary world.
Eco terrorists and those who make documentaries about them should take note.
Thursday, January 5th, 2012 | Our Philosophy | No Comments
This post was originally published in the Huffington Post
Apple is hardly a beacon of environmental good practice, but that doesn’t mean Steve Jobs didn’t play his part in helping to find a solution to climate change.
Climate change does not have an awareness problem. It does, however, have a marketing problem. Plenty has been done to raise awareness, but very little has been done to effectively market green solutions to the general public.
Of course, the climate change problem is very simple to sum up: the human race is producing more and more carbon dioxide, therefore global temperatures are rising, therefore the earth will eventually no longer be a place that human beings are able to exist in. In a nutshell: “Hello dinosaurs and dodos, nice to meet you, we’re the human race!”
It’s the simplicity of this message that seems to make it the default when people try and talk to the public about sustainability.
The actions that individuals can take to help combat climate change are so much more difficult to summarise. This is because the behaviours that are causing us to produce too much carbon dioxide are wide ranging. Just think about all the ways you could waste energy in your home: washing clothes at unnecessarily high temperatures, sitting around in shorts and t-shirt with the heating pumping out to the max, re-boiling the kettle because you forgot to make your brew the first time it boiled. The list goes on, and that’s before you’ve even put a foot outside your front door.
There is no one-size-fits-all way to discourage humans from behaving in these ways. In some cases, the free market, driven by the profit motive, can provide a way for the public to consume products in a less wasteful way. The iPod is a great example of this. By creating this product, Steve Jobs and Apple vastly reduced the demand for CDs, the plastic cases that they come in and the transportation that is required to take them to the shops.
Of course, product innovations such as the iPod won’t always be the answer. For other behaviours, it’s necessary to motivate the public to consume less, not just differently.
For some people, appeals to thrift might work. In these times of economic turmoil and rising energy prices, the financial motive for energy efficient homes has never been stronger. But when it comes to behaviour change, the solution is rarely as one-dimensional as that. Not everyone is motivated in the same way, and therefore not everyone cares about financial prudence.
Similarly, not everyone is equally empowered to change their behaviour. So reinsulating the loft to save money might float a homeowner’s boat, but someone living in rented accommodation is less likely to know how their heating system works, or feel able to do much about it. They might, however, be persuaded to turn down their heating to a lower temperature if they can be convinced that having it too hot is drying out their skin and making them age prematurely (which it is).
The possible solutions to high-carbon behaviours are almost endless, but what almost all of them have in common is that they do not require the consumer to understand the problem they are helping to solve – just as people who bought the iPod probably did not know (or care) that they were reducing the demand for CDs.
The person who puts on a jumper so they can turn down their heating and protect their skin does not need to know how much CO2 they have saved – nor does the person who ditches the car for the bike because they want to be fitter, or the person who takes canvas bags to the supermarket because they have cooler designs and are more comfortable on the fingers than plastic ones.
Whether knowingly or not, Steve Jobs made us all accidental environmentalists, but that was never part of the marketing strategy. We all bought iPods because they were more convenient, beautifully designed and – crucially – because Apple managed to convince us that we would be happier with one than without.
We need to find more green solutions like this for a whole range of behaviours. This presents a much greater creative challenge than simply talking about melting ice caps, carbon calculators or slapping an “eco” label on something. It’s time for us all to take inspiration from Steve Jobs and step up to this creative challenge.
Image via philozopher
Tuesday, October 11th, 2011 | Our Philosophy | No Comments
New York – so good they named it twice. Everyone wants to be a part of it, right? But where does that reputation come from? What is it about the Big Apple that makes it one of the coolest cities on the planet?
In the search for answers I consulted the US Census Bureau, where I discovered that the population of New York is 8,214,426 (as of 2006), the median household income is $38,293 and 31.3% of businesses in the city are owned by women. I also looked at The Economist, where I found articles about increasing hunger and poverty in the city, as well as an under-performing and under-funded public school system.
Pretty uninspiring stuff on the whole. Of course, the real answer to my question lies in the very first sentence of this article. New York’s popular perception has nothing to do with facts and figures and has everything to do with its portrayal in popular culture. From Frank Sinatra to Jay-Z, the Big Apple has long been sold as a dream factory.
The climate change movement could learn a lot from this. The public have long been bombarded with facts and figures about global warming – most notably in Al Gore’s climate change movie An Inconvenient Truth – in attempt to spur them into action. But as New York demonstrates, facts and figures rarely capture the public’s imagination.
Let’s look at the lyrics on Jay-Z’s massive hit record Empire State of Mind, on which New York is described as:
“A concrete jungle where dreams are made,
There’s nothing you can’t do now you’re in New York,
These streets will make you feel brand new,
Big lights will inspire you.”
Powerful stuff. And yet it doesn’t contain a single verifiable fact or figure. Contrast this with Gore’s An Inconvenient Truth, during which the former US Vice President uses a series of graphs and pie charts about melting ice caps and rising temperatures to paint an apocalyptic vision of the earth’s future.
If you’re the type of person who reads The Economist, Gore’s Powerpoint presentation was probably right up your street. You may even have made a conscious decision to do something about climate change as a result of seeing the film. The problem is that most people don’t read The Economist. Most people watch the X Factor, and read Heat magazine, and worry about whether they’ll be able to fit into their bikini on their next holiday.
Market segmentation experts Cultural Dynamics call these people ‘Outer Directed’. They’re motivated by money, success, looking good and getting approval from others. They also find science scary and don’t like being told what to do. For this reason, pretty much every attempt the climate change movement has made to engage them has failed. Since Gore’s film came out in 2006, belief in climate change has actually declined according to this survey.
These ‘Outer Directed’ people need to be inspired to do things, and that includes taking on action on climate change. Jay-Z’s song is a great example of how inspirational language and tone of voice can make something incredibly appealing and attractive. Gore’s approach is the exact opposite and only serves to make the whole issue frightening, unattractive and boring.
There is a time and a place for scientific debate about climate change, and for serious initiatives led by both government and big business to help tackle it, just as there is an important role for the type of journalism produced by The Economist, and the kind of data produced by the US Census Bureau. But if the climate change movement is ever to break through to the mainstream and persuade the masses to change their ways, it needs fewer statistics and a little bit more stardust, New York style.
Thursday, September 8th, 2011 | Our Philosophy | 3 Comments
There is disagreement between many within the environmental movement over how best to engage the public with climate change and, in particular, how to persuade them to make green behaviour choices. A recent report by advocates of the Common Cause approach attempted to discredit the Values Mode approach, which is advocated by Chris Rose and Pat Dade (both members of our advisory committee) and used by Global Cool as the basis for our theory of change.
As implementers of the Values Mode approach, rather than its architects, it is not our place to address the specific concerns raised within the report – called Limitations of Environmental Campaigning Based on Values for Money, Image and Status. Nevertheless, we did feel it was worth presenting an actual real-world case study of Values Mode campaigning in action as a reminder of how it can – and does – work.
Global Cool has been using the Values Mode campaigning approach for three years. Our goal is to persuade the public to make more green lifestyle choices in order to reduce their carbon emissions. We target the values mode known as ‘Now People’, who are generally fashion-conscious trendsetters motivated by status, success, wealth, looking good and having a good time. ‘Now People’ represent a significant proportion of the population and therefore the environmental movement cannot succeed without engaging them – which it has largely failed to do so far.
Global Cool has created innovative climate change campaigns and content that promote green behaviour without alienating ‘Now People’. We have done this by:
- Focusing on the benefits of green behaviours; making them fun and positive: ‘Now People’ don’t like being told what to do, nor do they respond to data-driven reasoning. The Al Gore approach to communicating climate change issues could not be more alienating for a Now Person.
- Using relevant language and tone of voice: Global Cool does not talk about data or science. In fact, we avoid the words ‘climate change’, ‘global warming’ and ‘carbon emissions’ at all costs. Instead we focus on promoting specific green behaviours.
- Associating green behaviours with subjects they are interested in: We use fashion, music, celebrity, travel and other topics ‘Now People’ are interested in to promote green behaviours.
- Offering practical solutions: ‘Now People’ are aware that climate change is a problem but they don’t know what they can do about it. They feel alienated by most climate change comms. Global Cool makes green behaviours easy as well as fun.
Has it worked?
Our impact data suggests we are persuading people to change their behaviour: after our home energy campaign in 2010 the number of people who said they would consider wearing trendy knitwear in order to turn their heating down increased from 12% to 18%. Our research also shows that we are reaching the right people. In fact, 80% of our audience were identified as being ‘outer directed’ (the broader values mode group that includes ‘Now People’). And that we’re continuing to grow too: our online reach has increased from 37,000 to 77,000 per month, with around 10% demonstrating engagement with our ideas.
We hope that our approach demonstrates that it is possible to create consumer-facing comms that effectively use the values mode approach to deliver green messaging and, more importantly, to influence people’s behaviour in order to reduce carbon emissions. Nevertheless, we are interested to know your thoughts on our approach and ideas for improving it…
Wednesday, May 18th, 2011 | Our Philosophy | No Comments
There was an interesting and thought-provoking piece in Green Futures last week about changing people’s behaviour in order to prevent climate change, rather than simply raising awareness – as we’ve said many times before, climate change does not have an awareness problem, it has a marketing problem.
The piece describes behaviour change as “the holy grail” of sustainability. We would wholeheartedly agree with that, which is why Global Cool focuses its campaigns on getting people to make green lifestyle choices based on things that motivate them – mainly celebrity, sex, looking and feeling great.
Global Cool’s Executive Director, Caroline Fiennes, is quoted in the piece. You can read it in full here.
Do you agree or disagree? We’d love to know why so let us know in the comments box below…
Thursday, March 31st, 2011 | Our Philosophy | No Comments
- Get on a bus because you get lots of lovely time to yourself.
- Go on holiday by train rather than flying, because you’ll have a better adventure.
- Turn your heating down because it’s better for your skin.
This contrasts with many other green/ environmental campaigns which focus on the benefits to the environment. Global Cool takes this approach because, demonstrably, most people aren’t acting to reduce their environmental impact, ie, talking about the environment manifestly isn’t sufficient.
So, sometimes we get accused of pandering to self-interest. Better, some say, to focus on the shared long-term interest we all have in preserving the environment.
Really? Is immediate self-interest a bad way to get things done?
I bet that you ate food for dinner last night. Whilst, for sure, everybody shares a preference for a society in which everyone gets fed, that shared interest isn’t how you and your dinner came together:
“It is not from the benevolence of the butcher the brewer, or the baker that we expect our dinner, but from their regard to their own interest”* said no less a thinker than Adam Smith, the pioneer of political philosophy, who you’ll recognise from £20 notes.
Self-interest is how almost everything gets done: and is far more effective a call-to-action than benevolence. Adam Smith continued:
“But man has almost constant occasion for the help of his brethren, and it is in vain for him to expect it from their benevolence only. He will be more likely to prevail if he can interest their self-love in his favour.
Give me that which I want, and you shall have this which you want…. We address ourselves, not to their humanity, but to their self-love, and never talk to them of our own necessities, but of their advantages”.
This which Global Cool wants is for people to live greener lives, so we address ourselves not to people’s humanity (or environmental concern) which would be in vain, but to their self-love. We talk not of our own agenda (green/ the environment) of which we have constant occasion for help but rather talk about – and show – how the green options we promote are of their advantages.
And – just as Smith said it would – it seems to be working. “I like the way your campaigns work. Not “don’t do this, don’t do that cause it’s bad for the environment” but instead “you could do this cause it’s fun and happens to be good for the environment”, said one person in a focus group. There’s plenty more data too in Selling Green Lifestyles: Results from Two Years’ Innovation which discusses our model and the results from two years of campaigns.
*The Wealth of Nations, Book I, Chapter II, pg.19
We run Global Cool, the only online magazine in the UK truly inspiring the mainstream to live greener
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