The Clean and Green Club, March 2026

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Shel Horowitz’s Clean and Green Marketing Tip: March 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/
This Changes Everything About Search
Asian woman using laptop
Image: Ketut Subiyanto via Pexels

This month, I’m sharing this excellent article on how to optimize for AI query responses. This is an area where I have zero expertise, while the writer clearly knows the territory very well.


But let’s talk first about why this is a game changer—just as online search was a game changer starting the mid-90s. Until search tools like Yahoo and Excite came along, the Internet was basically useless for most of us. And it was really only when Google—with its clear interface and fast, reasonably accurate answers that got much more accurate when people queried a phrase instead of a word—began to get popular that the Net crossed into mainstream use. I don’t think that’s a coincidence.


Now, pretty much every search engine builds in an AI answer at the top of the results, and more people rely on them (perhaps because they aren’t familiar with the issues around accuracy or misleading context)—and more people are bypassing the search engines entirely and going directly to AI (mostly Chat GPT, but also hundreds of other agents).


So…we as marketers, and especially those marketers who’ve built their business on Google results, need to adapt once again.


And let’s remember that the most popular and well-branded tools are not always the best. I do most of my searches—and most of my web browsing—in Ecosia.org (which has both a search engine and a browser), because it allows me to do environmental good: every search or browser use plants a tree. 95 percent of the time, I can get the results I need, and the other 5% I go to Google (which doesn’t always give me what I’m looking for either) next. My use of AI is still limited, but I have seen too many bizarre results from GPT to trust it, so I go to Perplexity. If I’ve exhausted my freebie queries, I’ll turn to Claude. By the way, I discovered both Ecosia and Perplexity because Seth Godin wrote about them (years apart) in his daily blog, which I’ve been reading for more than a decade and strongly recommend. 


Here’s the article, which I found through John Kremer.

https://moritzfritzen.substack.com/p/aeo-for-consumer-brands?utm_source=substack&utm_campaign=post_embed&utm_medium=web

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.
Sustainable Business Magazine
A good and current interview with me in Sustainable Business Magazine went live recently: https://sustainablebusinessmagazine.net/netzero/green-profitability-consultant-shel-horowitz/ 
It starts with an overview of how I got into this work, lists four benefits of building sustainability into a company’s products and services, discusses two strategies companies can use to attract atention to the good they’re doing, discusses why sustaiability initiatives are still important even when the feeral government hates them (and how the market will punish those who abandon them because they want to appease the would-be dictator), and finishes with the exciting new direction I’ve started to embark on.

Impossible Things Happen When You Do This One Thing 

(18-minute mini-presentation to the East Trade Winds networking group in Ontario: https://youtu.be/Z1hDu2_zrSI). My presentation starts at 35:05.

  • Treat the earth as a fiduciary and honor the Precautionary Principles
  • Create a virtuous circle by implementing the unique social and environmental good that supports your goals, strengths, and reputation
  • Nine ordinary people, Twelve people’s movements, and 5 technological revolutions (among many) that changed the world
  • How I started my own “impossible” movement and won the victory in just 13 months
  • Why higher purpose is good for business
  • Four paths from impossibility to success—and four doable social transformations
  • Six huge transformations that could have happened if builders adopted green technology 40 years ago
  • Messaging that’s appropriate for non-green consumers, and different messaging for the corporate bean counters
  • An easy way to conserve water
  • Six ways to reduce food waste
  • The power of win-win-win solutions from cheap solar lamps to multiple industries collaborating in a circular economy
  • 16 movements that changed society, decade by decade from the 1950s
  • The power of win-win-win partnerships
  • The benefits of a freebie half-hour consultation with me

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.

Sleep to Thrive
Sleep-deprived? Instead, jump out of bed with energy and alertness! Discover your sleep type to escape your pattern of sleeplessness. Next join Sleep to Thrive: Wake Up to Your Life!, starting in mid-March to transform your sleep and your life.

Changemakers’ Mentorship

If you’re an activist, organizer, or community leader dealing with burnout, uncertainty, or conflict — Katherine Golub’s Changemakers’ Mentorship might be exactly what you need. It’s a small group coaching program (just four people) starting in April, with three spots still open. Katherine has been leading these cohorts for ten years and offers solidarity pricing plus a free discovery call before you commit. Learn more and read a client story here.

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
Giving Up Is Unforgivable: A Manual for Keeping Democracy

Hands Across the Hills

Giving Up Is Unforgivable: A Manual for Keeping Democracy
By: Joyce Vance (Dutton, 2025)

To create social and environmental impact businesses, it really helps to have both a business culture and government climate that supports them. Thus, I occasionally review books that are more about politics than about business, because the current US administration is actively hostile to these goals. This is one of those books.

Vance, a career prosecutor in Alabama who resigned just before the 2017 inauguration, built her subtitle and much of the book on Ben Franklin’s famous retort that the Founders had designed “A republic, if you can keep it,” and on the works of Thomas Paine and George Orwell.

It’s a quick and easy read that provides both historical and current context for the threats to democracy caused by the current administration, as well as T’s first round from 2017-21. And it’s in very good shape, especially considering that it covers well into 2025 and came out by the end of the year (most books from big publishers take a year or two to be birthed once the manuscript is turned in). Most of the rushed books I’ve experienced from big publishers are a mess. Here, I think I saw just two places where a minor grammar error slipped in—and rare is the book that does better no matter how long its publishing process. But I can probably blame the lack of an index on the rush to get it out—and that’s an unfortunate omission.

Much of the book reinforces an idea that I strongly agree with: no matter how bad things are, we can’t give up hope—because we, the people, can and do make a difference:

It’s an educated public capable of informed civil discourse that sustains effective, fair government. Accountability happens when citizens demand it. Sometimes, they must demand it loudly and persistently. This is undoubtedly one of those moments (p. 6).

[T]he practice of democracy, something we do together as Americans. When we make mistakes, even big ones, we can learn from them. We dig deeper so we can fix them. We get back to work. But what we cannot do is give up (p. 53, emphasis in original).

The orthodoxy of a totalitarian regime requires that we abandon thinking for ourselves…Don’t look away. And don’t hope it won’t happen if you close your eyes. Surround yourself with supportive people and educate yourself…The damage to the architecture of our democracy can be repaired by people of purpose. That is the task ahead of us (p. 101).

If you want to save democracy, persuade potential voters who don’t vote or don’t vote regularly, that their participation is essential (p. 133).

The book is a great mix of inspiration and concrete ideas like turning patriotic holidays (e.g., Presidents Day, Juneteenth) into public celebrations that center civics education and democracy. She has a whole chapter called We Are the Cavalry, pointing out that we are the ones who can save our threatened freedom. They attack us BECAUSE they fear our power—and the attacks will keep expanding past marginalized groups to eventually encompass all of us (p. 172)—but we can often jujitsu their attacks into media coverage and more support (pp. 149-151). And we can borrow solutions modeled elsewhere, such as Finland’s national media literacy program (p. 144).

The last few pages (the postscript) are a clarion call to action. One final quote to finish this review:

It will take all of us. It will be the small acts of protest, of resistance, of education, and of love for country that will keep the dictator from seizing control. It may not always be your turn to save democracy, but it’s always your turn to be present, to do whatever you can, and to support the people who do the work to keep the Republic. The dictator’s most dangerous weapon is his ability to overwhelm us with the feeling that we are helpless by keeping up an endless onslaught of terrible things. We can neutralize that weapon by knowing our own strength and saying no to feeling powerless…We must persist until we succeed… (pp. 172-173).

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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