The Clean and Green Club, June 2024

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

Democratization Changes Everything, Part II
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Photo Credit: Diva Plavalaguna via Pexels

Democratization Changes Everything, Part II

In Part 1 of this article, we looked at how democratization has changed in punditry and fundraising. In this second and final installment, we examine the changes in a third area, and look at how these shifts in many industries change the way we do business, and the way we live.

Networking and Learning

Especially since Zoom was so widely adapted during the pandemic, alternatives to expensive and draining in-person conferences are everywhere. From the comfort of my farmhouse in Massachusetts, I’ve attended major conferences put on by the UN, by various green business associations, and by businesses or organizations in Europe, South Africa, Asia, and the other side of my own country—as well as dozens of networking and learning calls including a monthly salon of environmental visionaries that’s always a highlight of my month. One of the two activist groups I’m involved with meets exclusively online (allowing the involvement of people in all four mainland US time zones) and the other, although all the members live within a 30-mile radius, mostly meets online.

Because I’m a good networker who participates actively in breakout rooms and posts resources to chats, I count many new friends from online events, including a green entrepreneur who was 16 when I met him at a Zoom pitch event in San Diego four years ago, a man a decade my senior who shares a lot of my vision for achieving peace in the world, a woman who is extremely skilled at facilitating challenging/triggering discussions on fraught topics, and an Australian with a compelling vision of integrating environmental work into the business world at a much higher level. And the democratization piece is that now, anyone with a $16/month Zoom subscription can host conferences for 100 people at a time, with no travel costs—and then make the recording available as long as they want. I began online professional networking in 1995 and have watched the technologies improve. Zoom in 2024 is a lot better than Zoom in 2017, which I think was when I started using it. And even 2017 Zoom was better than Skype, which was better than email discussion boards, etc.


Implications

In a world where anyone can be a pundit, an educator, a conference organizer, a political candidate, a product launcher, or a fundraising Ninja, the rules are very different than where everything is stratified, job titles have limitations, and resources are scarce. This is true whether you are a marketer, business owner, activist, academic, creative, government worker—or some combination.

Here’s a wild hypothesis: because so many limits and barriers have gone away, we see the world as abundant and that in turn helps us become more creative. We can be looking beyond either-or to both-and, or even many-and. We can imagine vastly different ways of solving problems—and if we can imagine something, we can figure out a way to do it. Here are some creative solutions we’ve already discovered:

  • Using biomimicry to develop gecko-like adhesives, spider-web-style building materials, bamboo houses that can grow their own replacement parts, and termite-inspired zero-energy HVAC systems
  • Harnessing the power of moving water not through eco-catastrophic massive dams but through no-dam frisbee-sized hydroelectric plants with near-zero environmental impact
  • Building net-energy-positive houses—as Amory Lovins did all the way back in 1984—that despite a location in the cold Colorado Rockies, don’t need a furnace because they stay warm enough without one to grow bananas
  • Purifying water using only the properties of light and natural temperature change
  • The four mass-scale climate restoration technologies explored in the book I review this month, Climate Restoration (I mention them in the review, but to really explore them you’ll need to read that book).

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.

Still working out the details, but it looks like 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. The probable date and time: September 16, noon US Eastern.

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.

Climate Restoration: The Only Future That Will Sustain the Human Race

Climate restoration

Climate Restoration: The Only Future That Will Sustain the Human Race
By Peter Fiekowsky with Carole Douglas (Rivertowns Books, 2022)

Fiekowsky starts by arguing two points that I didn’t think of as in contention:

  1. The Paris climate targets are woefully inadequate, and net zero atmospheric carbon growth is nowhere near enough. In a world with carbon levels already passing 320 ppm (parts per million), we need to actually reverse global heating to get our atmosphere back to conditions that we know can sustain life (pp. 8-9, 22-25, and elsewhere, with a particularly grim look at what life would be like meeting the Paris targets on p. 8).
  2. We have the capacity to solve the problem by implementing technologies that are relatively permanent (workable for at least 100 years), able to scale up rapidly (removing at least 25 gigatons of carbon per year), and able to attract investors to finance them (p. 33).

He obviously travels in a different world than I do, a world of high-level scholars and big investors who need to be convinced of these two axioms. I have never heard a single climate scientist claim that the Paris goals would be enough, that an average temperature rise of even just 2 degrees Celsius would not spawn massive changes around the world. And for at least a couple of decades, I’ve been convinced of humans’ ability to solve the problem. He apparently has found it difficult to convince colleagues and influencers of this, and strikes a tone I find unnecessarily defensive.

But the things I’ve always thought of as our most positive steps toward mitigating catastrophic climate change—such as afforestation (massive tree planting), complete and rapid conversion to true clean energy, and shifting our industrial/agricultural/construction processes—are, in Fiekowsky’s world view, less important than some big technological developments I wasn’t familiar with.


He identifies four industrial revolutions that meet the three criteria listed in the second point, above, plus a social trend that has long been part of the mix—and he says these, combined, could easily reduce atmospheric carbon to less than 300 ppm, with only minimal lifestyle changes. These five big innovations are:

  1. Synthetic limestone that will allow carbon-negative construction (Chapter 3, pp. 83-97)
  2. Seaweed and marine permaculture underwater forests (Chapter 4, pp. 98-114)
  3. Iron fertilization of the oceans (Chapter 5, pp. 115-141)
  4. Oxidizing methane to convert it into longer-lived but less harmful CO2 (Chapter 6, pp. 115-141)
  5. Reducing the human impact on climate by reducing the size of the human population (Chapter 7, pp. 162-181; something environmentalists have been advocating since at least 1968, when Paul and Anne Ehrlich’s landmark The Population Bomb was published)

These solutions, each described in great detail in its own chapter, including the benefits, challenges, revenue streams, and investor appeal, do involve geoengineering—something I’ve been skeptical about in the more commonly discussed variations of, e.g., destroying existing weather patterns and replacing them with wild untried schemes. But the particular interventions—unlike any other geoengineering project I’ve ever heard of—are also biomimicry. Fiekowsky studied how nature has stoped previous global heat waves and then recalibrated again when it got too cold. Then he found scientists and entrepreneurs who have figured out how to replicate those eons-old models that were not engineered by humans but by oceans and continents.

While I’m not a scientist, I have done extensive reading on climate, and as far as I can tell, both the science and the business analyses are sound. His big challenge is convincing the world of his two initial points. Read the book yourself and see if you think he’s on the right track. I do.

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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