Nuclear Reactors and Wind Farms – The New World of Sustainability
May 15th, 2012
I have just left the first of this year’s Marketing Society green events. And what an inspiring event it was.
The productivity and volume of ideas was really impressive. Although I was rather dubious about the title of the breakfast workshop: “How to Make Sustainability Sexy” the content was both practical and inspiring. Sexy? – not sure, but it did signal a really positive way forward, like the proposed urban farm in Sao Paulo shown in the picture above.
We were primed by Malcolm Evans of Space Doctors with a whistle stop tour of the emerging semiotics of sustainability. Some wonderful soundbites that I will definitely plagiarise including “cultural conservation” in emerging markets that sits alongside established ecological conservation; and that modernisation is no longer westernisation by default.
The overriding impression was that sustainability, like many global themes, will be framed and defined by the BRIC (Brazil,Russia, India, China) economies. It is fascinating that China are positioning Nuclear power alongside Wind farms in the imagery of sustainability. Also that the trajectory for sustainability is from residual greenwash; to the now dominant transparency; towards the emergent actions-speak-louder-than-words (I’m sure there is a more elegant way to put that).
The workshop that followed got us to isolate possible codes that could motivate seven key segments of attitudes towards sustainable behaviour, as defined by DEFRA. Each table taking one particular segment from “Honestly Disengaged” to “Concerned Consumers”. Some fabulous ideas emerged and interestingly the analysis excluded the traditional target of green marketing the “Positive Greens”; is this enviro-discrimination? Jo Kendrick, from Homebase, promised the results on The Society’s website soon. So watch this space
I was left with a really uplifting feeling that sustainability is slowly turning the corner. We are leaving behind the dull moralising of traditional environmentalists and recognising and celebrating the innovation, ingenuity and aesthetics of sustainability. In this we will be led by practical necessities, not intellectual theory. It will be the emerging economies that are relatively free of baggage and are growing nor stagnating that will take the lead. We in the West, as we desperately try to redefine our definition of capitalism, will have to wake up and smell the yummy fair-trade coffee.
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Testimonials
It is fantastic to leave a seminar feeling inspired and full of practical ideas. Thursday’s oomph seminar did exactly that, Ben and Dan are naturals at putting an audience at ease which meant real participation from the group. As environmental professionals often form a one person team, it is fantastic to share a room with like minded individuals from local businesses who have faced and tackled similar challenges and can offer insight and advice. Eagerly anticipating the next installment of Oomph!
Nicola Duffy, Environmental Co-ordinator at Highcross, Leicester
Thank you both for inviting us to today’s Oomph seminar. From our point of view, we found the stimulus material and subsequent debate insightful from a sustainability perspective, but also in a wider context applicable to the successful deployment of general business initiatives.
Participant at Oomph Seminar 30 June 2011
Really enjoyed this morning. I have attended very few seminars over the past two years simple because they are all too similar, often the the same speakers and follow the same theme. Today was most importantly enjoyable, interesting and got the brain cells working. I like small groups with variety of people and backgrounds.
Participant at first Oomph Seminar 30 June 2011
I concur! The event was one of those “I was there” moments. Seeing such a big group of leading marketers excited to generate compelling ideas for promoting authentic, business-driven sustainable innovations was really exciting. After decades of worthy and ponderous sustainability, it’s great to be turning the corner and I look forward to what’s to come!
Very well put Daianna