Global Cool

A Cool Green Partnership

Monday, February 27th, 2012 | Global Cool | No Comments

global cool and daisy greenDaisy Green Magazine and Global Cool team up to take green living to the online masses

DaisyGreenMagazine.co.uk, the leading women’s ethically focussed e-zine, and GlobalCool.org, an online green lifestyle magazine, are thrilled to announce they will be partnering and collaborating on editorial and commercial projects.

As well as content collaboration, Daisy Green and Global Cool will work together on sponsorship, advertising and competition packages, providing a platform that will enable businesses to reach an audience of trendsetting fashionistas who are highly engaged with the content and ethos of these two growing online lifestyle destinations.

For over three years the Daisy Green Magazine team have been described as a cross between Sex and The City and The Good Life! Their aim is a simple one: to act as role models for women who wish to live a more ethical and sustainable life, but without preaching.

Global Cool’s ethos is exactly the same. They make sustainable living fun, sexy and aspirational by entertaining their audience with a lively mix of fashion news, lifestyle tips and celebrity gossip – all a far cry from the worthy guilt-tripping of most green campaigns.

With a shared belief that even the smallest changes add up to help protect the planet, these two green trendsetters are now aiming to take their Cool Green message farther and wider than ever before.

Nicola Alexander, founder of Daisy Green, said: “It makes so much sense to collaborate with another brilliant, likeminded business. Our message is really simple: ‘It’s Cool to be Green’ and so easy to make a difference. And for all those brands wishing to spread their green love, there is no better place to start than via Daisy Green and Global Cool.”

Chris Deary, Editorial Director of Global Cool, added: “We’ve long been admirers of Daisy Green. With their focus on fashion and beauty conscious females and our audience of celebrity culture vultures there’s a tremendous amount of crossover between the two sites. By collaborating we believe we can engage even more people with green living, whilst also creating a powerful platform for brands to communicate via.”

About Daisy Green
Daisy Green Magazine was founded over 3 years ago by Nicola Alexander as a means to bring ethical living to a wider mainstream audience showcasing brands that are produced with thought and integrity for both those who make them and the local environments in which they are made.

About Global Cool
Global Cool is run by the Global Cool Foundation, a not-for-profit that specialises in communicating sustainability to the mainstream. Since 2007 they have worked with celebrities, the entertainment industry and a number of major brands to promote green living to trendsetters, who hold the key to mass behaviour change and yet have been largely unreached by most green campaigns. Two years ago the Global Cool website was transformed into an online lifestyle magazine designed to make green living fun, easy and desirable.

Contact Details
For more information please contact Nicola Alexander, founder of Daisy Green – Nicola@daisygreenmagazine.co.uk; or Chris Deary, Editorial Director of Global Cool – chris.deary@globalcool.org, +44 (0) 8444 410 003

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Solving climate change the Steve Jobs way

Thursday, January 5th, 2012 | Our Philosophy | No Comments

steve jobsThis 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

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Global Cool: A case study in Values Mode campaigning

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…

Read more about our theory of change

Read more about our impact results

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A lesson from Tom Cruise on promoting green via the power of film

Saturday, April 2nd, 2011 | Global Cool | No Comments

tom cruiseThe Global Cool Foundation are now working with the British Independent Film Awards (BIFA) to encourage the placement of green behaviours in films. Placing these behaviours in films is an attractive prospect for Global Cool as it normalises the actions (or products) for the viewer.

Getting people to change their behaviour to reduce carbon emissions is the aim, not getting them to be interested in climate change.

An example of this sort of placement is the use of BMW’s chic new i8 plug-in hybrid in the new Mission Impossible film. Tom Cruise will use the electric hybrid car in the new film, The Ghost Protocol.

Behaviour placement is particularly effective in action films like the Mission Impossible series as cars are an important part of the film and, so it’s very positive that this film will be promoting an eco-friendly vehicle.

Using an inflential, sexy actor like Tom Cruise also promotes the use of green products and behaviours as “normal”.

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Adam Smith comes out for Global Cool

Thursday, March 31st, 2011 | Our Philosophy | No Comments

adam smithGlobal Cool’s approach is to ‘sell’ low-carbon lifestyles. We focus on how they are desirable to the individual:

  • 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

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New Global Cool white paper focuses on how to solve climate change’s marketing problem

Monday, March 14th, 2011 | Our Philosophy | 1 Comment

global cool swishingSelling Green Lifestyles: Results From Two Years’ Innovation – a white paper by Global Cool

Climate change does not have an awareness problem, it has a marketing problem.

For two years Global Cool has been promoting green lifestyles using a highly differentiated approach, focusing not on the problem (rising temperatures, melting ice caps etc), but on the interests of people we’re trying to influence (fun, socialising, being cool etc). After all, the climate doesn’t care why people adopt behaviours that are more green, all that matters is that they do and that we find a solution to climate change.

This week we’re releasing a white paper on Selling Green Lifestyles. It discusses our learnings and results from the past two years of campaigning to reach Outer Directed people. We’re sharing this with our peers and partners so that others may benefit from the insights that underpin our approach and the results that this has generated for us. You can also find a full report on our campaign results here.

In a nutshell, we believe that if we’re going to successfully move sustainable living out of the niche and into the mainstream, it’s necessary to focus like a hawk on the benefits to your audience, and not the climate problem. Some people have used this approach and got it right, and the paper highlights a few examples of campaigns we like. However for the majority, there’s still a long way to go to make green a desirable mainstream proposition.

We’d love to know what you think of the paper, and also hear some of your thoughts on selling green lifestyles, so please leave comments on this post or get in touch with us directly.

To view the full white paper please click here.

A big thank you to Emily Rycroft and Chloe Swart for researching and producing this paper.

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Do It In Public 2010 campaign

Thursday, July 15th, 2010 | Global Cool | No Comments

Elvis reading on a busGlobal Cool‘s Do It In Public campaign for 2010 is now in full swing.

This summer we will once again be promoting the use of public transport rather than cars for longer journeys. Here are some of the highlights of the campaign:

  • Books In Public – We have created an online book group to promote the joys of reading books on long bus and train journeys. To launch Books In Public we partnered with the publisher Hodder & Stoughton to hand out free copies of seven different books at train stations around the UK over the course of seven weeks. We’ve also offered our readers a 5% discount for recommending books for a long journey, in association with the Book Depository. You can find out more about Books In Public here, follow the hash tag on Twitter and see photos of one of the handouts, at London’s Liverpool Street, here.
  • The Art of Conversation – Ever been too scared to strike up conversation with a stranger on a bus or train? We’ve got the perfect solution. We’ll be holding a series of lectures on a Routemaster bus that will travel around London, educating people on how to chat with random strangers.
  • Celebrity voiceovers – we’ll be getting some of our celebrity friends to take to the mic at tube stations to add a touch of familiarity to the public service announcements and hopefully put a smile on people’s faces as they make their way around by public transport.
  • Festival activity – once again we’ll be travelling to some of the UK’s biggest music festivals to talk to bands and artists about their experiences on public transport.
  • Website content – in addition to all this the recently revamped Global Cool website will be producing all sorts of inspiration for using public transport. Read some of our articles here.

This is the second summer we’ve run the Do It In Public campaign. Last year we took a double decker bus loaded with games and activities to music festivals around the UK and interviewed several of the acts. You can view the videos we made on the Global Cool You Tube channel.

Find out more about Global Cool’s campaigns here

What do you think about our campaigns?

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We run Global Cool, the only online magazine in the UK truly inspiring the mainstream to live greener

We create content about music, fashion, celebrity and lifestyle trends. We use this content to inspire people normally turned off by climate change to lead greener lives. We reached more than 200,000 people in 2011 and we don't preach to the converted. In fact, 93% of our audience say we are the only green organisation they engage with.

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