How To Move Beyond Green

Bonnie Powers asked the keynote speakers of SEEing Green 2 to respond to four key questions about the roles of branding and the economy in the age of sustainability. Meet Kevin, Duke and Aaris at SEEing Green 2 on April 25.

Kevin O'Donnell, Director, WD Ecologic and Lecturer Al Gore's Climate Project

What was your first great lesson in 'environmental evangelism' that led you to the place you are today?
KO: It started with very simple questions asked by my clients. I was already interested in the effect design decisions have on the environment, but I didn't have a strong reason to educate myself beyond casual knowledge. My clients were stumping me with questions as simple as - what is this made of, where is this manufactured, are there any toxins in this, how much energy is consumed producing this, and more. I had no answers, so I started digging. It was then that I realized how large an impact the built environment has on the natural environment. In addition to educating myself I knew I needed to reach out to other designers and spread that knowledge.

Consider sustainability and the role of branding, what are the most pressing concerns we should be exploring as marketers and designers?
KO: What I see too much of is message inconsistency. I believe it's a bad move for any retailer or manufacturer to dip their toe in the water with regard to sustainability. Those who just add a line of products, or even a single product, are only giving lip service to the larger issue and will always appear to be disingenuous. Non-green companies that offer a few green alternatives are not presenting an authentic message.

What role does the current economy play in affecting this thinking?
KO: I think a weak economy reinforces or supports sustainable thinking. I've lectured at a number of events over the past six months since the economy started to slide. I've seen two things. One, green conferences, expos, or conventions are experiencing record attendance. Events where green is not the primary focus, are seeing the opposite - tanking attendance. I think there is still a growing interest in sustainability that is driving more people to learn about the subject. Two, many green issues include efficiency, thriftiness, frugality, life cycle planning, and more that support similar efforts in economically difficult times. Getting people over the preconception that green is automatically more expensive is a more difficult hurdle now, but economic challenges require innovative thinking. And I've come to believe that at its core sustainable design is all about innovation. I think green initiatives will only intensify over the next eighteen months.

Give us a highlight of what you will speaking about at SEEing Green.
KO: Too much green conversation focuses on final products, or deliverables. Less discussion centers on process. Most of my clients, and many of those who attend my lectures, seem to have analysis paralysis - they cannot move forward because they don't know what to do first. I'll present a framework for green planning and decision making. I call this framework the ecologic matrix and it's meant to help people set their own course, but to do so in a way that is matched to their capabilities and tied to a manageable time line.

Duke Stump, Chief Architect The Northstar Manifesto

What was your first great lesson in 'environmental evangelism' that led you to the place you are today?
DS: It started when I attended my undergraduate studies at the University of Vermont, but really grew during my tenure as CMO for Seventh Generation. I found the design question of how one can do the right thing and do well, a tremendous source of inspiration and exploration.

Consider sustainability and the role of branding, what are the most pressing concerns we should be exploring as marketers and designers?
DS: First, widen the lens and look at the big picture. The lens should capture both environmental stress-ors as well as stress-ors connected to social equity and justice. In doing so we will intuitively capturing the real essence of the movement which is upgrading our appreciation for humanity.

Second, create a positioning based on your strengths, your sense of the emerging future and those you serve. It is my fervent belief that we need to allow each brand/individual the space to create anew based on their interpretation and sense of what could be versus mimicking our neighbors or working from a template. It truly is a white canvas in which to design and create a new possibility. Unleash the creativity that rests within your brand.

Third, work from a place of inspiration versus desperation. The latter (negative visioning) is rarely sustainable over time. That said it is important to create a vision or northstar that inspires and empowers each individual culture.

What role does the current economy play in affecting this thinking?
DS: Regardless of good times or bad, the strongest brands are the ones that are most relevant. That said it is interesting to see how purpose based brands (e.g. Seventh Generation Patagonia etc.) are actually doing well in this period of economic malaise. My sense is that folks will be more discriminate in their purchase behavior going forward and brands that are earnest in terms of corporate responsibility (environmental stewardship, social equity and justice) will be the ones that will thrive.

Give us a highlight of what you will speaking about at SEEing Green.
DS: My hope is to widen the lens for everyone by sharing key principles that can unlock the true potential. SHIFT HAPPENS is the premise that cultural shifts can indeed happen if we are willing to think in a way that inspires new possibility.

Aaris Sherin, Author SustainAble: A handbook of materials and applications for graphic designers and their clients (Rockport Publishers)

What was your first great lesson in 'environmental evangelism' that led you to the place you are today?
AS: When I was a very young child, my parents were part of the "back to the land" movement and were trying to live in a way that was in tune with nature and didn't disrupt the environment. Those ideas may have worked for some, but I saw the difficulty that educated people had trying to live outside of modern society. It seemed inefficient for everyone to have to grow their own food considering the range of skills and interests that people possess. I really rejected the notion of 'environmental evangelism' until graduate school when I began to read about emerging ideas that shifted focus from the environment towards the more holistic concept of sustainability. The balanced use of economic, social and environmental resources made so much more sense to me and seemed to provide a way forward that didn't depend exclusively on sacrifice. Today, I am confident that through collaboration and adoption of responsible practices we can find design, strategy and marketing solutions that will allow us to continue to prosper while not compromising the ability of future generations to survive and thrive.

Consider sustainability and the role of branding, what are the most pressing concerns we should be exploring as marketers and designers?
AS: Given the range of media and messaging that consumers are exposed to, it is important that brands that align themselves with environmental and social issues provide a clear and consistent voice. Incorporating sustainable values into mission statements and corporate charters is a good place to start but communications materials should continue to inform and educate consumers. Exposure to confusing and inconsistent messages risks consumers and stakeholders experiencing "environmental exhaustion" - something we should all be on the lookout for because it can negatively affect the tried and true environmental pioneers as well as companies that are just beginning to shift their practices.

What role does the current economy play in affecting this thinking?
AS: The current economic situation challenges marketers and designers to be even better at what they do well. A down economy means that both consumers and clients have to make tough choices about where and how to allocate resources. Therefore it is vital that designers and marketers are able to show that their work adds value to brands and positively impacts a company's bottom line. Adopting more environmental and socially responsible practices is an opportunity for companies to differentiate themselves. However, as advocates, we have to understand that a shift in this direction may be an ongoing process and that it can be advantageous to continue to work with companies that are making changes in stages and/or have a long term plan even though they may not be able to make a shift all at once.

Give us a highlight of what you will speaking about at SEEing Green.
AS: I will address topics relevant to attendees new to sustainability as well as those already working with environmental and social issues. Customized criteria and framework for working sustainably will be discussed. In addition, utilizing case studies from designers, studios, and companies, I will present examples of how sustainable design thinking and execution can be applied in a variety of settings with a range of outcomes and resulting deliverables.