So it’s always good to go back and look at some of the pioneers in this latest wave. Some are household names, such as Ben Cohen and Jerry Silverman of Ben & Jerry’s. Others quietly go about their work of making the world better through business.

Arnold Hiatt, now 92, is one of the latter. When he became president (and later, CEO) of the Massachusetts-based shoe manufacturer Stride Rite in 1968, he created a bully pulpit that leveraged the business to spread good to the workers, the communities, and the industry. And he pioneered many initiatives that were adopted later by other social entrepreneurs.

Right from the start, ten years before Ben & Jerry’s was even founded, he limited his salary to 15 times that of his lowest-paid full-timers (p. 49). He instituted professionally-run on-site daycare with subsidies for his employees and spots for community members in 1971 (pp. 70-75)—and actively evangelized for this within the business community and in front of government hearings. Later, he started an intergenerational daycare where elders in need of companionship and desiring to feel useful became caregivers and skill-sharers for kids (p. 85). He created a program to fund Harvard and Northeastern educations for deserving inner-city kids who committed to public service (pp. 75-81); one of the kids he funded was Dr. Priscilla Chan, who became a major philanthropist after marrying Facebook’s Mark Zuckerberg (pp. 77-78). He upped corporate giving from 1% of pretax earnings to 5% (pp. 68-69). Etcetera, etcetera, etcetera.

And was this ever good for business! In the 24 years Hiatt headed the company, Stride Rite had only one year without earnings growth—the year it acquired Keds at a significant cost. It had 40 consecutive quarters with record growth. Investor’s Business Daily named it one of the three most successful public companies in the US. Of companies listed on the New York Stock Exchange, Stride Rite was in the top 1% from 1972 to 1992. The stock grew 14 times as valuable in his final eight years (all on pp. 62-63).

Once Hiatt stepped down, his successor unfortunately moved away from social commitments. But Hiatt himself was only just getting started. A few among many examples:At some personal risk, he actively and successfully campaigned for the release of South Korean dissident and former president Kim Dae-jung, sentenced to death on sedition charges. Eventually, Kim settled in the US, and then returned from exile years later to once again serve as president (pp. 109-112).

He helped found Business for Social Responsibility, which for decades now has touted the virtues of business activism (pp. 97-98). He has provided fundraising, strategic consulting and other assistance to causes ranging from to Eugene McCarthy’s 1968 presidential run (pp. 37-46) to the Jewish progressive organizations JStreet (which he co-founded) and New Israel Fund (pp. 154-56; disclosure: I have donated to both these organizations as well as several other progressive groups in Israel). He even got involved with a Patriotic Millionaires, group of very wealthy people who championed the much-maligned estate tax (p. 133).

He worked with former Irish president Mary Robinson on a global business-human rights initiative they tried to get through the United Nations (pp. 149-151). He funded schools and other services in places like Haiti and Guatemala (and leveraged his status as an investor and employer in those countries to pressure the governments for human rights and labor rights. And his deepest involvement was in the decades-long struggle for campaign finance reform, which he saw as key to all the other issues of his heart.

In short, if you’re running a social venture, you will find lots of validation. If your business is not yet involved in social betterment, you’ll find inspiration (and if you want help with that process, please contact me—it’s what I do).

Speaker, author, and consultant Shel Horowitz of GoingBeyondSustainabiity.com helps businesses find the sweet spot at the intersections of profitability with environmental and social good–creating and marketing profitable products and services that make a direct difference on problems like hunger, poverty, war, and catastrophic climate change. His 10th book is Guerrilla Marketing to Heal the World.

Speaker, author, and consultant Shel Horowitz of GoingBeyondSustainabiity.com helps businesses find the sweet spot at the intersections of profitability with environmental and social good–creating and marketing profitable products and services that make a direct difference on problems like hunger, poverty, war, and catastrophic climate change. His 10th book is Guerrilla Marketing to Heal the World.

The authors see two broad categories of purple goldfish: increasing value and reducing friction—which you find out by identifying 1) opportunities to create wow experiences, and 2) fixable gaps or errors in the customer experience (p. 196). Within those two big tents, at least 10 subsidiary categories fill the fish tank: adding gifts, personalizing the service, reducing wait times or making them a lot more fun, etc. Sometimes, one purple goldfish crosses many categories: Disney uses RFID wrist bands to greet restaurant customers by name and have their orders ready when they walk in, dispense with line-waiting for tickets and photo IDs, and eliminate several other customer annoyances (pp. 123-124). This sets a pretty high bar for the theme park industry.

Speaker, author, and consultant Shel Horowitz of GoingBeyondSustainabiity.com helps businesses find the sweet spot at the intersections of profitability with environmental and social good–creating and marketing profitable products and services that make a direct difference on problems like hunger, poverty, war, and catastrophic climate change. His 10th book is Guerrilla Marketing to Heal the World.

Maybe not! The Christmas holiday causes millions of trees to be cut down before they are anywhere near their full carbon-sequestering potential. And then you have to factor in transporting them large distances on diesel trucks. Finally, many of these trees, now perhaps covered with tinsel, candle wax, bits of wrapping paper, and other non-recyclable trash, are thrown in landfills.

So, as a society, we have some work to do. Fortunately, this industry is really easy to make as eco-green as its iconic product’s color. All we need is to change the way we think and act. We have to start thinking of Christmas trees as a crucial part in an international reforestation campaign that would be one of the most effective things we could do to sequester carbon and reverse catastrophic climate change.

Here’s how I would reinvent this industry:

First, grow the trees in pots. No need to cut them for harvesting. Simply pick up the pot and bring it to the resale point. Farmers could even run their operations like pick-your-own apple orchards.

Second, part of the purchase deal is that the farmer or retailer takes back the potted tree after the holiday. The farmers and retailers partner with local highway and parks departments as well as apartment complexes, landscape architecture companies, college campuses, hospitals, and other institutions, to find new permanent homes for these trees and get paid again for their work. Each year, millions of new evergreens would join the existing tree canopy. Maybe they even collect and unweave the wreaths too, and use them as indoor air fresheners, then compost them.

Third, we shift our decorations either to reusable metal, glass, and ceramic ornaments that get removed from the tree and packed away for next year, or to all-natural materials such as cranberry necklaces, pine cones, and colored leaves. Pretty as they are, we leave the tinsel strips off the trees. They could be very nice decorations on corkboards, though.

And if we start this journey now, we could have a very much more eco-friendly holiday season as soon as 2020.

Full disclosure: I am speaking as an outsider. While I enjoy attending friends’ and neighbors’ Christmas celebrations, I am a Jew and we do not have a Christmas tree in our house.

When I sent this article to my Virtual Assistant, Jeannette Tibbetts, to set up this newsletter, she was excited enough to send these comments (used with her permission). I consider her a co-author of this piece, and am pleased to share her insights with you, since she IS a Christmas insider.

I loved your main article…I’ve always thought about the ridiculous practice of trucking so many trees to areas where there are so many trees!

One idea is: BUY LOCAL…there are many tree farms in our area in Western Massachusetts; you go for a lovely walk and pick out your tree, so it’s cut down specifically for you. No thousands of trees left to die in those disgusting parking lot tree shops.

I’ve always wanted a live Christmas tree but the problem with potted trees is they cannot stay in the house for very long (i.e., only a couple of days); they dry out too much and will die. Also, you must dig a huge hole before the ground freezes so you can plant it right away. But it is definitely a great idea with some planning.

One more thing–discarding the tree: ALL cities/towns should collect trees to turn into mulch. It’s a logical and helpful solution for everyone!

You wouldn’t expect a book on consumer and industrial package to be fascinating, but this one certainly fascinated me (your mileage may vary). Packaging is its doorway to explore the entire state of sustainability in business
Compiled by Tom Szaky, founder and CEO of the amazing company TerraCycle—which has found ways to turn such items as cigarette butts and foil/plastic chip bags into usable raw materials—this book held my interest in surprising ways.

First, there was the meta-level: an anthology that isn’t so much discrete articles as a coherent, collaborative whole. Many chapters draw on the previous ones and hint at the content to follow. And those authors include C-level and senior management at Unilever, Procter & Gamble (two of the largest consumer packaged goods conglomerates in the world), and SUEZ (a major global player in waste management), as well as equally heavy hitters in thinktanks and government (from the World Economic Forum to the former head of the EPA).

Then, of course, the rich and informative content; I took six pages of notes! I learned a lot about how products are recycled, what some of the issues are, why careless “recycling” by well-intentioned consumers trying to recycle more does the opposite of what they think and consigns huge quantities of material to the landfill; the whole batch is considered contaminated. And finally an answer to something that I’d wondered about for years—WHY black plastic isn’t recyclable: because the optical scanners recycling facilities use to separate the waste stream can’t read the number indicating what type of plastic it is, and different kinds of plastic shouldn’t be mixed (p. 100). The inability to recycle black, often extremely durable material that should be able to be repurposed, has always bothered me.

And I also learned some things about how to think about packaging from an end-of-life perspective, and how to incorporate those insights at the design phase—so right from the start, packages can be designed to be easily collected, reused, and/or recycled (pp. 85-87, among other sections).

Ultimately, pretty much anything can be recycled, even used disposable diapers and menstrual pads (p. 72). But what we recycle depends on what end products we can sell profitably. And that has to do both with whether recyclers can find or create ready markets and with how much energy, how many processes, and at what cost to process the waste into something recyclable. And that makes me wonder: Is it really worth doing something like P&G’s project collecting beach plastic, running it through a dozen or more processes, and surrounding it with layers of virgin plastic in order to make a shampoo bottle (pp. 228-237)—or are the energy and infrastructure costs and the product compromises too great; is it really just greenwashing for a significant PR benefit?

It’s encouraging to see how much progress our biggest corporations have made and how creatively they’ve sought profit opportunities from thinking differently about packaging and waste. As an example, Unilever’s zero-waste strategy saves $234 million a year and created 1000 new jobs (pp. 171-172). But I had many questions; here are a few:

• If the issue with black plastic is optical, couldn’t there be a work-around, such as human sorting or a different type of sorting machine that tests through electronic analysis of the chemical structure?
• Rather than doing something like P&G’s beach plastic project, would it perhaps make more sense to develop enzymes that can digest plastics, and figure out a way to use the digested residue?
• Why do we lose usability with every recycling iteration, when nature has true self-sustaining closed loops?

Despite these questions, this book is a crucial addition to the green business bookshelf, and is likely to make a positive impact on designers, manufacturers, distributors, and retailers for many years. But read Cradle to Cradle first so you’re not coming to this in a vacuum (see my review here –scroll down to the bottom article).

Speaker, author, and consultant Shel Horowitz of GoingBeyondSustainabiity.com helps businesses find the sweet spot at the intersections of profitability with environmental and social good–creating and marketing profitable products and services that make a direct difference on problems like hunger, poverty, war, and catastrophic climate change. His 10th book is Guerrilla Marketing to Heal the World.

I do get it. Every time someone invents a great new communication tool, someone else invents a way to sneak marketing messages past the gatekeeper. And then someone else invents some protection. And usually, someone else invents a way to overcome that block.Postal mail begat bulk mail, which begat opening mail over the recycle bin (well, back then it was a trash can), which begat postcards and envelope teasers. Telephones begat outbound call centers, which begat caller ID, which begat robocalls with spoofed IDs. Email begat spam, which begat spam filters, which begat messages crafted to go around them, which begat Google’s Promotions and Social folders (which severely impacted legitimate newsletter publishers and didn’t seem to hurt the spammers much).

It’s an arms race. The Cold War in all your inboxes. Ads in toilet stalls. Digital ads on billboards changing every few seconds. Ads on the frame around the taxi rates placard on the divider between the front and back seats in a cab.

But here’s the thing: all of these intrusive methods are dinosaur-marketing. Seth Godin told us 20 years ago about permission marketing.

Seth walks his talk. And I buy from him occasionally. (I also sometimes share or email him comments. That, plus writing a great book, got him to endorse my 10th book, Guerrilla Marketing to Heal the World.)

You don’t win customers by shouting louder; you win them by being relevant and helpful, and using the technology intelligently:

• Instead of random texting, text your own customers who’ve given you their mobile numbers as they show up within a mile of you, with friendly, helpful information about today’s cool event (yes, geotexting exists)
• Instead of using robocalls to make deceptive offers, use them to notify your customer base of important news, like a weather-related school closing or a construction delay on a major artery
• If your Facebook page uses the automated FB Messenger feature, send links to your FAQ and three most popular or useful pages on your own website—but also make sure you have a human being reading the inbound messages and responding quickly. And figure out a way to only send that autoresponder the first time you get a PM from any specific person.

So here’s MY soft-sell pitch at the end of this useful (I hope) content: if you need help developing non-intrusive, welcomed marketing, drop me a line or give me a call. Especially if your business or product/service/idea contributes to environmental and social good.

Being nice can actually undermine being kind (p. 29)—because kindness has to start with being kind to oneself, and you can’t do that when you’re suppressing your own needs to do what you think others want you to. Forrest identifies 19 other barriers to kindness, too (p. 37). She also identifies kindness facilitators, including empathy (p. 41).

How can you profit by putting the VALUE in your VALUES? Shel Horowitz shows how to MONETIZE your organization’s commitment to fixing problems like hunger, poverty, war, and catastrophic climate change. Shel consults individually and in groups, gives presentations, and writes books and articles including Guerrilla Marketing to Heal the World (endorsed by Jack Canfield, Seth Godin and others).

How can you profit by putting the VALUE in your VALUES? Shel Horowitz shows how to MONETIZE your organization’s commitment to fixing problems like hunger, poverty, war, and catastrophic climate change. Shel consults individually and in groups, gives presentations, and writes books and articles including Guerrilla Marketing to Heal the World (endorsed by Jack Canfield, Seth Godin and others).

THEN read my response. And then see if you want to add a second comment indicating a change in your position. I ask that you not delete your original, but label your second post as in response to my comments.

I’m a fan of Nas and have enjoyed many of his videoblogs, especially covering Middle East peace and Israeli/Palestinian relations. But I think he may be a victim of the shiny object he thinks he sees here.

Trash is not a simple thing. To me, burning is the very last resort—what you do with the little bit of stuff you can’t do any better with. Combining all types of trash together in one big burning pile doesn’t seem like a great disposal method to me. And I’m skeptical of the claim of zero toxicity, though I’m glad they are at least isolating the waste ash from the ocean. One micron, they say—but from how much trash? One micron lodged in a lung can do some serious damage. If it’s even one micron per pound, that is a potential national health crisis.

Step 1 should be to sort all the trash.

The highest and best use is reuse. Many trashed items can be repurposed or easily rehabbed. Wood can be used again as wood, cloth can be used again as cloth, etc. This uses no energy other than to clean and perhaps repair.

Next, remove all food and other organic waste for composting and/or anaerobic digestion to produce heat and energy.

Third, remove items for upcycling: turning existing products into new ones with minimal conversion and very little energy footprint. Often these are artsy-craftsy items like jewelry and household decor items, made from old books, vinyl records, CDs, bicycle parts, or whatever.

Fourth, collect paper, plastic, metal, cardboard, and glass for recycling. Even single-use plastic bags can be turned into other products, from reusable tote bags to decking lumber. Our small side porch is made of plastic lumber from recycled materials. It needs far less maintenance than the wooden decking we have on our big deck.

Fifth, contract with TerraCycle or a similar company (or license its technology) to reuse packaging such as Nas’s chip bag and all sorts of other things remaining in the trash. That company is amazing; they’ve even developed uses for recycled cigarette butts!

Sixth, institute lifecycle costing and circular disposal laws so that manufacturers of car batteries, chemicals, and other difficult-to-dispose-of waste have to take them back. They can deconstruct the batteries, recycle the individual materials, reformulate the chemicals into their original ingredients or into other harmless and reusable compounds…

Seventh, do whatever steps I left out and should have mentioned. I’m sure there are some.

NOW, after all that, and assuming it has passed rigorous literal and figurative environmental and social “sniff tests”, the remainder (I’ll guess somewhere between 2-5% of the original trash volume) can go to that fancy trash-to-energy plant.

I picked up Harrison’s book expecting a story of how charity: water—which I support every month with an ongoing donation—came to be, and how it’s been so successful. At the book’s final edit date (it was published in 2018), this organization had taken on 28,000 water projects that brought clean water to 8.5 million people in 27 countries. (As of July 26, 2019, the website updates these numbers to 38,113 and 9,628,786, respectively.) 

And it talked about all those things. But what it’s really about is Harrison’s journey from financially successful but morally dissolute night club event promoter and major partier to someone motivated by a much higher cause: improving millions of lives by providing clean, safe, and nearby drinking water to millions of villagers who hadn’t had this before. His storytelling is rooted in his Christianity, and his moral awakening.

He spends rather more time wallowing in the dissolute part than I would; my first note is on page 65 and I only have two notes for the first 110 pages. And yet, despite how long it takes to get to the substance of how charity: water has made a huge difference in people’s lives, I very much recommend the book because…

• Who and what motivated him to change his life is quite gripping
• The stories he shares about the impact of water in places that lacked it may very well change the way you look at not just water but other resources
• The charity he founded, ran on the thinnest of shoestrings, and built into a world-class nonprofit is simply an amazing combination of passion skill, and luck
• He’s not shy about sharing the struggles: the challenges of fundraising, the heartbreaks when a well project fails or a child can’t be saved, even the positive lessons he took from a legal battle that almost brought down the organization
• As an entrepreneur with a natural gift for marketing, he has many lessons to share about how to reach an audience even with a difficult subject, how to get people to open their hearts, how to keep them motivated, and much more

How can you profit by putting the VALUE in your VALUES? Shel Horowitz shows how to MONETIZE your organization’s commitment to fixing problems like hunger, poverty, war, and catastrophic climate change. Shel consults individually and in groups, gives presentations, and writes books and articles including Guerrilla Marketing to Heal the World (endorsed by Jack Canfield, Seth Godin and others).