|THE PLANET WANTS YOU TO MARKET REALLY WELL.
||[Jul. 12th, 2007|06:37 pm]
The People Who Hug Trees
THE PLANET WANTS YOU TO MARKET REALLY WELL.
Organic jeans look just like regular jeans. Fair Trade, Shade Grown coffee can taste just like conventional coffee. FSC-certified wood looks exactly like wood that's been poached from the rain forest. Unless you're an eye witness or a direct victim, crimes against the environment take place out of sight, out of mind. Shirts hang from racks in America, while the sweatshops that created them are half a world and tons of emissions away. The sales racked up by businesses-as-usual are dependent on withholding information, not revealing it. Paul McCartney once said that "if slaughterhouses had glass walls, everyone would be vegetarian." It's the same principle for most conventional products. Pesticides, particulate pollution, toxic runoff, industrial waste and shoddy labor practices are necessary to create most things -- but to actually sell the stuff, it's best to keep the public unaware of such things. The environmental sins of conventional businesses are invisible - unfortunately, so are many of the positive actions of good-for-the-world businesses.
Over at TreeHugger, Jerry Stifelman, founder and creative director of The Change, explains why "treehugging businesses should become the most kickass marketers on the planet". (READ MORE...)