The Clean and Green Club, June 2026

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Shel Horowitz’s Clean and Green Marketing Tip: June 2026

Great news! All of my eBooks with a publication date through 2023 are now free to subscribers to The Clean and Green Club (the monthly newsletter I’ve been publishing in some form all the way back to 1997). https://shelhorowitz.com/shels-green-products-and-services/
The Magic Dress: Lessons from Croatia in Friendly Arrogance as a Marketing Strategy
Asian woman using laptop
I took this photo in Croatia last month. Does it make you want to buy?

Your answer will probably depend on some factors you might not expect. I’ve included my own answers, with commentary:

  1. How old are you? 
  2. What culture were you raised in—and what culture do you live in now?
  3. Are you someone who wears dresses?
  4. Do you have a loved one who you think would love this dress (and do you know that person’s measurements)?
  5. Did you appreciate the snark and the self-confidence and find it amusing—or did you resent it for making assumptions about you?
  6. Is it the right price point for your budget?

How old are you? 
I’m a Boomer, age 69. This is Millennial/Gen Z humor. I’m clearly not their market. But I would have enjoyed talking with the shop owner, who I would have expected to be clever and interesting. (I didn’t have that opportunity because the store was closed for the day and we left that city early the next morning.)

What culture were you raised in—and what culture do you live in now? 

I was raised in fashion-conscious NYC, but in a working-class household that didn’t spend much on clothes and didn’t try to look glamourous. Now I live in a farm community in New England, where many of my neighbors wear coveralls.

Are you someone who wears dresses?
 
No, because if I want to get my message across, I need to present myself as someone others in this society can relate to. I wore dresses in college sometimes, because I found them a lot more comfortable on a hot summer day, and because I saw no reason why men shouldn’t wear them but did see myself as a gender radical. But the barriers that action raised in a society that doesn’t expect men to wear dresses resulted in my reaching fewer people with the message of social change and environmental good that I’ve been spreading since the 1970s, so I gave it up—just as I gave up wearing t-shirts with my latest book cover to trade shows, because I had better conversations when I wore a blazer.

Do you have a loved one who you think would love this dress (and do you know that person’s measurements)?
 
Yes to the first part. I think my wife would love this dress and look great in it—especially the red and blue version on the left. But she wouldn’t have much occasion to wear it, and she already has several fancy outfits for the one or two times a year she wears them. No to the second. I don’t trust myself to buy clothes based on fit for anyone other than me—and only if I can try them on. Even then, although I know my button-down and t-shirt sizes and my waistline, I still reject more than half the items I bring into a fitting room. If I’m that poor at buying for myself, I certainly shouldn’t buy clothes for anyone else.

Did you appreciate the snark and the self-confidence and find it amusing—or did you resent it for making assumptions about you?
 
As noted earlier, I was turned off by the smug and arrogant attitude—but the heart emoji softened my resistance at least a bit.

Is it the right price point for your budget?
 
Yes. I spent more than that on the present I did buy for my wife on that trip, which was not clothing. It was two pairs of handcrafted artisan earrings, which I gave her on her birthday this week. She was with me on the trip—but I found a time to take a solo walk and buy them after spotting them the previous day.

So what are the lessons?
 
First, different marketing messages will resonate with different people. It’s a message I’ve shared for years in my talks and writing regarding the green market: that you need to market differently to Deep Greens like me, Lazy Greens like my mother-in-law, non-greens like many consumers, and even anti-greens.
Second, there’s no such thing as a universal product. We buy based on our own tastes, and that’s a strength for companies willing to take the time to get it right—not just for things as individualistic as clothing, but even stuff you’d expect to be standardized. From Dell Computer pioneering custom PCs in the 1980s through Burger King’s “have it your way” ads to the infinite range of choices at a café, even mega companies are going to do better if they understand—and cater to—bespoke production and marketing.

How do you individuate your product line and marketing?

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.
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.

Mitchell Davis of Yearbook of Experts 
Mitchell rediscovered “Generate Thousands of Dollars in Publicity Without Spending a Cent—By Connecting With Reporters Actively Seeking People to Interview, The Right Way,” my 38-page ebook on getting publicity that I’d sent him when I wrote it, years ago. He’s decided to give it away and even wrote a press release about it. Thanks, Mitchell. 

Ellen Finkelstein and Project 2029

A couple of friends have been frustrated by not seeing progressive politicians or well-known thought leaders offer positive ideas for improving life in the United States. So we decided to create a place for anyone to post ideas on a variety of topics, such as gun violence, healthcare, homelessness, poverty, immigration, and more. And we hope people who can implement them will notice. It’s a simple site but it works.
Please post your ideas here and then share the site! https://www.project2029.community
Hope’s Edge: The Next Diet for a Small Planet

Hands Across the Hills

Hope’s Edge: The Next Diet for a Small Planet
By: Frances Moore Lappé and Anna Lappé (Tarcher-Penguin, 2003).

You may remember a slim book from the 1970s called Diet for a Small Planet, advocating eating less (or no) meat to make a difference on world hunger, noting that raising beef is far less resource-efficient than raising grains, legumes, and veggies (p.254). That was Frances Moore Lappé’s first of many books on food, hunger, and/or democracy. She’d done 12 others by the time she wrote Hope’s Edge, and several since.


Thirty years later, in collaboration with her daughter Anna, she revisited those issues, spending nearly a year traveling together around the world, interviewing leaders in food justice movements from legendary figures including Muhammad Yunis in Bangladesh (founder of the Grameen microcredit and many related enterprises), Wangari Maathai in Kenya (originator of the tree-planting Green-Belt movement), and Alice Watters in Berkeley (creator of Chez Panisse, probably the first vegetarian restaurant to gain a national reputation for fine cuisine)—to farmers whose names are known only in their own communities.


Of course, all the dollar figures are way too low today—but so are many of the indications of real progress (such as percentage of land being farmed organically or through deeper green methods as permaculture, amount of renewable energy, and money diverted from traditional to socially and environmentally conscious investing)—often by orders of magnitude. And all the principles are still totally sound, including the Five Thought Traps (pp. 22-29) and Five Liberating Ideas (pp. 283-310), summarized in pairs on pp. 328-329 and recopied in their exact words here, that make up much of the book:
If I were the one giving this book a title, I would make my perspective more obvious, calling it something like “Finding Hope Among Dreamers and Doers: How Practical Visionaries Are Nurturing a Food and Democracy Revolution.” This is one of the most enjoyable business or activism books I’ve read in a while—and yes, this book has a foot planted firmly in each of those camps. The real-people stories, interviews with the movers and shakers, and personal observations/experiences as they taste their way through this exciting new world are well-written and deeply inspirational. 

I took eight pages of notes, but I really want you to read this book, so I’ll only share just a few insights and quotes:

  • “How can we build communities in tune with nature’s wisdom in which no one, anywhere, has to worry about putting food—safe, health food—on the table…whose voice gets heard in matters of land, seeds, credit, trade, food safety?” (p. 17)
  • Yunus on open hiring in a corrupt society: “If I reject him, he may find another job, like with the police. He’ll become a policeman, a corrupt policeman. If I had recruited him, he would have become an honest Grameen Bank staff member, dedicated to poor people—the same person.” (p.128; emphasis in original)
  • While sustainable farming may sometimes have lower yields, it also may have vastly superior yields (p.259)—and the costs to the farmer are much less because they’re not paying for all the chemicals, the patented hybrid or GMO seeds, the large amount of waste, and more—not to mention the additional secondary costs, like health care, soil depletion, pollution, and loss of genetic diversity leading to disease susceptibility (p.247 and woven throughout the book).

The Lappés see globalized capitalism attempting to make us into conformist, isolated, and selfish beings toiling toward the goals of producing more for them, cramming one-size-fits-all models into places where they don’t fit, and grinding those in poverty under its thumb. They chronicle the huge agribiz companies that control so much market share as they allow traditional varieties to go extinct in favor of high-production, low-nutrition monocultures, inflict untested GMOs and toxic chemicals, and squeeze farmers who make too little to live on.

But, because they also chronicle the wellspring of innovation mixed with recapturing lost or dying traditions, creating higher yields and lower costs for organic farmers, forming circles of cooperation across every endeavor and in so many different types of political and business structures, empowering landless farmers and disenfranchised women, the dominant feeling is, indeed, hope.

That kind of systemic, holistic approach has become far more obvious in the intervening 20+ years. This is a pioneering work that may have influenced some of those wonderful trends. Go and read it. Take notes.

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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