Moving Communications Forward

I've often talked about Toyota's leadership as a green brand, their dedication to innovation and plentiful and captivating advertising in the sustainability space. But recently, they have gone beyond what we have all come to expect; they have decided to peel back the curtain and give drivers a peak of what is going on inside. Check it out: http://www.aimzeroemissions.eu/

Not only is this good sustainability marketing, this is just damn good marketing. Toyota is already the thought leader in this category but they now have opened themselves up to allow for transparency (or at least perceived transparency) and increased relevance. Ultimately, if they use this blog right, this could lead to some of the best collaboration within the automobile category. With this site, Toyota has an opportunity, to lead, aggregate and influence the conversation to alternative transportation solutions, something that will be crucial to fight against climate change.

While the blog is quite young, it will be interesting to watch as the entries progress and grow as well as what people choose to comment on. And while I realize this is a European focused site, the web has no boundaries, so I hope that Americans will find interest and relevance in this site as well. In order to really benefit from the potential collaboration on this site, it will need to become a global conversation.

I have already tagged http://www.aimzeroemissions.eu/ as one of my favorites and will be checking back often to see what Mr. Hensley and the world's drivers have to share.

A Reason to Root for New Jersey

If you've followed this blog at all, you know how I go on and on about how important collaboration is when telling your sustainability story. It forces a brand to think carefully about the company it keeps and reminds us all that we no longer can afford to think (or do) in isolation. I have highlighted some of our favorite initiatives, brands and partners here on this blog, including the Philadelphia Eagles' first-ever greening of a sports franchise. So I thought it was time to check in on the New Jersey Nets' efforts as the first NBA team to "go green" (don't tell the Boston Celtics). I was thrilled to see things catching on:

http://www.multichannel.com/article/CA6624383.html

Sports teams are huge environmental impactors. Think about the jets flying the teams around the country, the fans driving to the games, the electricity to power the huge stadiums and arenas, the plastic bottles thrown out (or in Philly's case, occasionally at the players). So it's good to see the Nets doing its part. And good to see them collaborate with some credible partners: Planet Green, National Grid, Carbon Neutral, GOOD Magazine.

The netsgogreen.com website was launched earlier this year and has some interesting facts, figures and "how to" tips for fans (although tips on a better free throw might be more appropriate and helpful). It also outlines the carbon credit programs it has supported to offset its carbon load. What I don't see are updated reports on what and how they are doing to reduce their carbon load. Now that would be real NBA leadership.

The outcome is sure to be, ahem, a slam dunk for all involved and will hopefully lead to more teams and leagues taking a hard look at their entire operations.

The Climate for Change

Last Tuesday, a record number of Americans -- 122 million of them-- went to the polls and voted. And while change is on its way, we all know that it will not happen over night.

As President-elect Obama said in his acceptance speech, "...we know the challenges that tomorrow will bring are the greatest of our lifetime -- two wars, a planet in peril, the worst financial crisis in a century....The road ahead will be long. Our climb will be steep. We may not get there in one year or even in one term. But, America, I have never been more hopeful than I am tonight that we will get there."

We do have a long road ahead, but now more then ever is the time to work together and find solutions to all the looming issues facing the country, and even more importantly, a global population. That was also runner-up John McCain's message on election night.  A message of collaboration that quickly erased memories of a hard-fought campaign.  And a recognition that ideas can come from anywhere (even Nobel Prize winners).

This past Sunday, Al Gore sharing his thoughts and advice on how we can solve the economic crisis and the climate crisis at the same time, in a New York Time's Op-Ed.

If you haven't had a chance to read this piece, please do. 

It's our mantra, as well.  Since the financial crisis, The Greenery has stood firm that the economic downturn means opportunity for smart companies that employ real sustainability solutions and marketing.  And while it may mean the end of the green "trend," we believe it opens the door for the true, sustainable green industry boom.

Here's to change.

The Greenery Lab™ - Part 1

At The Greenery, we believe that collaboration is the key to making sustainability a reality. That's why we've been working to build a network of sustainability experts, thought leaders and provocateurs who can help us get to original, breakthrough and most importantly credible ideas for our clients. These are not your mother's environmentalists; we like to think of them as the 'new breed' of sustainability thinkers, who share with us the belief that if the corporation is the dominant institution of the 21st century, it is also the greatest potential agent for positive change.

The people we are lucky enough to count in our network include David Barber of Blue Hill, John Grant, author of The Green Marketing Manifesto, Callum Grieve of The Climate Group, Ben Goldhirsh, founder of GOOD magazine, Jonathan Greenblatt, founder of Ethos Water and CEO of GOOD Inc, Mike Saltzberg, Director of Renewable Materials at DuPont, Shari Aaron, CEO of Fresh Marketing, Marc Alt, President of Marc Alt + Partners, Rick Field, founder of Rick's Picks, Jennifer McDonnell, an independent environmental consultant and host of Planet Diaries, a web-video series on eco-innovations, and Tamara Giltsoff and Rachel Simmons of OZOlab. This is a hugely energetic and inspiring group breaking new ground in the race to a sustainable future, and we plan to showcase some of their ideas and opinions going forward.

To give you an idea of the type of work they're doing, we direct you to OZOlife, a new daily guide to stylish green living from our partners at OZOlab, the people who also brought you OZOcar (and have some great new ideas up their sleeves, more at OZOlab.com). Of course, there's an ulterior motive here: besides giving you an excuse to spend a half hour gathering some great tips, we also offer up the chance to learn a little more about the Greenery's own Freya Williams, interviewed in this week's People section.

Spread the word....And check back over the coming days to learn more about our other Lab partners and their projects.

Greensburg

Do yourself a favor this Sunday and check out Planet Green's top TV series,“Greensburg.” It's a story we are very passionate about. A story about resilience, about community and about hope. It's the story of the small, rural town of Greensburg, Kansas, completely destroyed by the largest-ever tornado in the U.S. And of the townspeople who decided to rebuild not as it was, but as it should be. The new Greensburg will be the first LEED-certified city in the U.S.

The Greenery has a stake in this. We are committing our time and effort to help Greensburg market the value of its story—to bring in new industry and serve as a model community.

We also are joined by some of our clients, like DuPont, which is supplying the green building materials to help bring Greensburg back to life. In a media program as innovative as DuPont science, advertising, entertainment and corporate responsibility all come together in perfect harmony. Greensburg gets the help it needs. DuPont gets to showcase how "Open Science" can address some of the world's biggest problems. Everybody wins.

You've heard us talk about the power of collaboration. Here's what happens when it's put in practice. Collaboration between Ogilvy, Planet Green and documentary producer Pilgrim Films, made the marketing opportunity a reality. Collaboration between Greensburg and companies like DuPont, make dreams a reality.

So check it out. Help if you can. And let people know that with vision and collaboration, addressing issues like climate change and energy dependency are only a matter of will.

The Closing Ceremony

So it's over. The 2008 Beijing Summer Olympics has run its last race, pummeled its last horse, awarded its last dozen or so gold medals to Michael Phelps.

And it was a good one. Two weeks of non-stop Olympic coverage (NBC had more air coverage then hours in a day thanks to all of their networks). Recording breaking ratings -- over 34MM viewers during prime time coverage. Some pretty amazing stories told.

Throughout we've looked at the world's biggest brands try to put their best foot forward. The world's biggest stage is the perfect place to talk about the world's biggest issues. And sustainability certainly is taking center stage.

Looking back at the advertising over the fortnight (we're using our proper English in preparation for the 2012 London Games), this Olympics clearly got a "Green Medal." And that's good news for everybody.

We leave this topic with a few thoughts on what makes good sustainability strategy and messaging (or any messaging, for that matter)—in hopes we see much more of it:

1. Be Synergistic – Don't try to sell trees, if you normally sell widgets. Instead design a widget that is made from trees. Maybe that's not possible, but you get the drift.

2. Be Authentic – As David Ogilvy said, “The consumer is not a moron, she is your wife!” Consumers are smart people. Give them the benefit of the doubt and let them make their own choices. If you are truthful, they will follow.

3. Make it Relevant – The ads that worked best were relevant to the Olympics, the brands, the products and a vision of a more sustainable world. Tall order. But when it works, it really works.

4. Have a Vision – Companies that lead, win. Go ahead and seize the opportunity. Become a sustainability leader.

And most importantly, COLLABORATE.

Brands can't do it all on their own, nor are they expected to. Remember the BP line? "It's a Start.” When a company acknowledges its role in the world, amazing things happen.

After all as the Japanese proverb says, “None of us is as smart as all of us.”

(It sure would have been better if it was a Chinese proverb... but oh, well.)