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Shel Horowitz’s Clean and Green Marketing Tip: November 2025
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Extra Bonus This Month
Don’t skip the “new on the blog” section if speaking is any part of your communications mix. I thought seriously about making “Possibly the Best Speech I’ve Ever Heard, On Any Topic” my main article, because it’s a learning tool for speakers, whether they share his viewpoints or not—but I put it on my blog because it was timely and I wanted people to see it while the event was fresh. Think of it as a bonus main article ;-).
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Easy Levers to Create Change
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Image: Mikael Blomkvist via Pexels
As promised last month when we discussed the pressure campaign that got Jimmy Kimmell back on the air after just a week, here are five among many tools that we as individuals can use to influence current events. And, with enough participants, create change.
- Use our buying power. ABC’s parent company, Disney, lost $6.4 billion, with nearly $4 billion evaporating within 24 hours.
- Express our opinions: write letters to elected officials, regulatory agencies, and the letters column of your local newspapers. If you have no time to write a letter, someone has probably put together a petition. And when singing petitions, if you have the option of editing, change the subject line and lead paragraph, at least, even if you borrow the rest of the form letter. Individualized letters are taken far more seriously, especially if you say something about how this personally affects you and your family, or your community.
- Join public protests. No Kings Day on October 18 had more than 7 million participants, from a couple of dozen people on the greens of tiny little villages to hundreds of thousands gathering in megacities.
Given that many people had to work, were too disabled to attend, were afraid to go because they are the “wrong” skin color and might get thrown in an ICE hellhole or deported, or were otherwise unwilling to join, we can pretty much guarantee that each of us who attended represented at least one who did not.And that’s significant because it puts us well above the 3.5 percent of population that researchers Erica Chenoweth and Maria Stephan have shown is enough to nonviolently destabilize (and often collapse) a repressive government. So if the movement needs a general strike at some point, it’s likely to have enormous impact. Think Arab Spring, the overthrow of apartheid in South Africa, the US Civil Rights and Vietnam peace movements, and dozens of other examples.
- Influence people in the institutional pillars to resist. Chenoweth, Stephan, Daniel Hunter George Lakey, and other nonviolence scholars posit that the strength of a regime rests on pillars such as government agencies, media, academia, and of course, police and military. If members of those institutions begin to resist illegal or immoral orders, withdraw cooperation, and find ways to aid the resistance, that government might topple very quickly. That model ended the Soviet Union, a global superpower second only to the US at that time, about 40 years ago—and except for the execution of Romania’s president, did so almost entirely without violence.
- Withdraw support. This involves not just the risky actions of refusing to pay taxes or refusing to serve in the army (or in the parts of the army that are enforcing a dictator’s wishes against a resistant population, as we’ve seen for decades in the Israeli soldiers who refuse to serve in the West Bank and Gaza). It also involves creating and patronizing alternative institutions to bypass the oppressive ones. For instance, shop at food co-ops and local farmers markets, bank at community credit unions, fund investment through crowdsourcing, bike or take public transit to work instead of driving.
Again, this is the tip of the iceberg. Gene Sharp listed 198 nonviolent tactics, back in the previous century. Several researchers have updated them for our times. Start with https://commonslibrary.org/198-nonviolent-methods-upgraded/ , https://nvdatabase.swarthmore.edu/category/gene-sharps-198/other , and https://www.nonviolenceinternational.net/nv_tactics_book (that last one includes more than 140 new tactics). Happy reading, happy action, and happy achievement of change”!
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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.
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East Trade Winds Networking Group
I’ll be giving a short 15-minute presentation in environmental and social good as a profit strategy for the East Trade Winds networking group on Tuesday, February 10, some time between 8-9 a.m. Eastern (5-6 a.m. PT). It’s free to register for the weekly calls; here’s the link.
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.
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From Ellen Finkelstein:
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
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Blessing the Hands that Feed Us: Lessons from a 10-Mile Diet
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