The Clean and Green Club, August 2024

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Shel Horowitz’s Clean and Green Marketing Tip: August 2024

Don’t worry, you didn’t miss the July newsletter. My father died when there was one more thing to finalize, and my assistant didn’t want to bother me to get that clarification. And I was so busy dealing with his death that I didn’t even notice the newsletter hadn’t dropped. So the July issue didn’t actually get published. “We now resume our regularly scheduled programming” 😉
Amplifying Abundance with Social Impact: Shel Horowitz and Elaine Starling
Woman in headscarf working on computer
Elaine Starling is the host of an incredible podcast called “The Abundance Journey.” I was her guest for the July 11 episode and it was such a rich and potentially life-changing conversation that the highlight notes I took when I listened to it ran over 800 words. I consider it the best interview I’ve ever done, and I’ve done hundreds.

So I’ve decided to turn those highlight notes into the lead article this month.


I do recommend listening to the whole thing. We covered twice as much as I jotted down. You can watch the entire amazing 54-minute show at
https://youtu.be/b9t2yyJai_M or listen without video at https://player.captivate.fm/episode/31aa13ab-7fdd-418d-87f4-fee96a18a02a. The numbers on the left are the minutes and seconds into the recording where that insight shows up. Enjoy!

1:45 Elaine: Environmental/social good and profitability is a both-and, not an either-or

7:10 Elaine’s intention-setting exercise and 78-second silent meditation

9:14 Shel: How I got started on this path: It goes back to embracing the non-monetary abundance that “fell into my life as a high school student.” And then, in November, 1999, founding Save the Mountain and expecting 20 people at the first meeting and a five-year campaign. “The abundance, the abundant universe, was out there waiting for me to do better than that…we won. In 13 months flat, we protected that land!”

11:07 activist since age 12, marketer at 15.

11:32 “This campaign took everything I knew about marketing and put it in an organizing context.”

11:48 Victory mindset was key to achieving the victory.

12:00 “How could I bring some of the stuff from the social change/environmental good world into the business community?”

12:45 Elaine: “A form of abundance is your personal involvement and engagement…when you contribute your own gifts and skills and abilities, it gets amplified and comes back to you” and to the whole community.

13:30 Shel: There’s also the incredible abundance of solar energy, a year’s worth every hour. “So the planet, the solar system, is very abundant.” And I get my heat and hot water from the green energy system on my neighbors’ farm. “The whole world is a both-and. Either-or choices are so retro!”

14:58 My personal definition of abundance.

15:47 “Every trip I take is a lesson in abundance,” including visiting an entire country powered by renewable energy.

16:37 Elaine: Centuries-old ideas from developing countries have given us technologies that we can adapt and use.

17:28 Shel: Indigenous wisdom of 10,000 years ago combines with modern technology to create a spiral of abundance. We’ve learned to grow organic with just as high yields as chemiculture, and a new infrastructure (community gardens, farmers markets, etc.)

18:52 Biomimicry—how the land designs itself for localized conditions—and what creature to ask about how to engineer a bridge.

19:40 My role as a popularizer and demystifier for concepts worth spreading.

20:10 How conservation can create abundance (example: the power of how we use a toothbrush)

22:00 Bottom-line, quantifiable benefits of incorporating environmental and social change into the DNA of a business.

23:14: How to unpollute a dead or dying lake.

23:46 How to do really low-budget ($50-$100) solar hot water, insulated pipes, and no-detergent laundry and slash your use of fossil fuels.

25:26 The surprising climate championship by an ultra-profit-driven retail chain not known for its social conscience.

28:15 Elaine: What has to shift in your perspective to embrace this approach?

28:38 Shel: Business is too-often a taker economy, extractive—and those businesses are not good corporate citizens. But we all have to live here, and we have other generations to pass on our legacy. That includes the natural beauty as well as the natural resources. So one big shift is to go from being just a taker to a contributor. Doing things in systemic, regenerative ways. Ray Anderson from Interface was a great example of a CEO who changed his mindset. His company continues his legacy with innovations such as modular flooring tiles and tiles sourced from rescued abandoned fishing nets.

30:09 The chocolate industry was started by social pioneers like Milton Hershey and the Cadbury brothers—but later, they lost their way.

31:42 Why Ben & Jerry’s chose to sell to Unilever, what unusual management model they were able to negotiate, and how Unilever successfully propagated some B&J’s innovations across many of hits huge array of brands.

33:02 A small, profitable company that was founded specifically to be ethical, socially just, and environmentally friendly.

34:10 Baby steps: A social-good audit uniquely tailored to each business (I can help with this—pizza example). Ask yourself “What can my business, my organization, my family do?”

37:50 How my Guerrilla books exemplify the abundance mindset through partnering with competitors—and how partnering can open doors.

40:20 Elaine: Partner with organizations, corporations, nonprofits who share your vision.

40:36 Shel: My immigration justice activist group is count-on-your-fingers tiny, but we partner with many organizations locally, nationally, and internationally—and have leveraged that to influence far beyond our numbers.

41:35 Three free gifts from Shel. And (43:14) a much more valuable 30 free consultation to “get you on the path to what is the best thing for your particular organization to combine social good, environmental good and a successful business.”

43:49 How I benefit from offering that free consultation. “I want a better world because I want to live in a better world.”

45:18 How activism turned something important into international news.

ACTIVATE YOUR ABUNDANCE Elaine’s testimonial about Shel’s episode.

48:12 Shel is…a Niagara Falls of brilliance. I’m so grateful for Shel for opening my eyes to all the possibilities… I love his definition of abundance: opening up yourself to the probability that the universe will support you…Schedule time to read Shel’s book or get on his calendar for a consultation.

Discover why Chicken Soup’s Jack Canfield, futurist Seth Godin, and many others recommend Shel’s 10th book, Guerrilla Marketing to Heal the World (and download a free sampler). Autographed and inscribed copies available.

Deepak Saini interviewed me on “The Impact your Business can have on Global Issues.” We covered: my earliest social change influences; win-win-win-win-win and the abundance mindset; how “instant” movements don’t come up out of nowhere; right and wrong ways to do alternative energy; how business benefits from building in environmental and social good—and steps any business can take to figure out where they should create their specific impact; my own health regimen (something that almost never comes up in interviews).

 

I will be presenting a virtual program to the Thomas Yoseloff Business Center of the New York Public Library. This event will be open to the public without charge, over Zoom. It is scheduled for September 16, noon US Eastern. Click here to register.

View highlights from (and listen to) more than 30 podcasts ranging from 5 minutes to a full hour. Click here to see descriptions and replay links.

The Commoner’s Catalog for Changemaking: Tools for the Transitions Ahead

Climate restoration

The Commoner’s Catalog for Changemaking: Tools for the Transitions Ahead

By David Bollier (Schumacher Center for a New Economics, 2021)

David Bollier and I met for coffee several months ago. Without discussing it ahead of time, we each brought a copy of our most recent book to give to the other person—and that so embodies the theme of this book that I had to start with it. Although we live one town apart and do similar work, our paths so rarely intersect that the book I was giving him is eight years old, and his was three. I think we met 1:1 only once before, probably about twenty years ago.

Modeled loosely on the 1960s-era Whole Earth Catalogs, The Commoner’s Catalog is a heavily annotated collection of resources on dozens of subtopics under the umbrella of collaborative economy. Some are familiar, like food co-ops, land trusts, open-source software, Transition Towns, and worker-owned businesses. Some were completely new to me, like a collaborative, “value-sovereign,” and feminist initiative around blockchain (p. 96). Some partner with government entities, such as a reparations project in Mississippi that sued the federal Department of Agriculture and used its 1999 $1 bn settlement to fund the initiative (p. 88), or like Peru’s project to protect species diversity of indigenous potato varieties (p 55).

The book is divided into short sections, each with a few articles. it’s crammed with resources: URLs or publishing information for books, articles, videos, organizations, and even processes. I wrote down 42 page numbers listing books I might review in future newsletters! And many of those pages contain multiple books.

A few among many key insights:

  • Collaborative ventures are often created out of stress—as a response to a system that tries to crush people, or as a response to disaster, for instance
  • Commoners can influence the creation of new laws and businesses that not only allow but encourage collaborative success
  • Successful models of resources held in common and managed by collaborative groups are all around us. I knew that the World Wide Web was placed into the commons by its creator, Tim Berners-Lee (and what a magnificent gift that has turned out to be)—but even though I’ve used them since I got my first smartphone many years ago, I had no idea that Android phone operating systems are based in open-source Linux.
  • The “tragedy of the commons” concept that open-source is inevitably corrupted by private greed just isn’t true—especially if the communing systems are designed to be resilient, self-policing, and serving the needs of users and ecosystems. A corollary is that the model of the lone-wolf genius entrepreneur achieving magic all by himself (and it’s usually a him in these stories) is also flawed. Most geniuses had a lot of help creating their successes.

I really only have one criticism. Presumably to save paper, the layout is deeply challenging. Most people who would want a paper copy are going to skew older, but this book’s design is a nightmare for older readers. All this information is crammed into 114 8-1/2 x 12 pages. The introductory text to each section is nice and readable but the specific narratives are in a tiny font and many of the resources are in even tinier print, plus the eye flow isn’t always easy. It took me about a month to read it because I could only do two or three pages at a shift. I’m someone who reads small print on paper better than a lot of my cohort (I’m 67). There’s no way I could recommend this paper edition to my wife, who was 39 when she started refusing to look at a printed phone book (oddly, she can read much smaller print on screen than I can, so an e-edition may be better for people with eyes like hers).

Connect with Shel

Turn Your Sustainability/CSR Report Into Powerful Marketing!  http://goingbeyondsustainability.com/turn-that-nobody-reads-it-csr-report-into-a-marketing-win/

About Shel

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.

If you’re not already a subscriber, please visit http://goingbeyondsustainability.com and scroll to the very bottom left corner. You’ll find lots of interesting information on your way to the subscription form, too.

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