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Sustainability trends.
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SAATCHI & SAATCHITHE LOVEMARKS COMPANY
SAATCHI & SAATCHITHE LOVEMARKS COMPANY
GREEN IS THE NEW BLACK
Issue #2July 17th, 2009
SAATCHI & SAATCHITHE LOVEMARKS COMPANY
SAATCHI & SAATCHITHE LOVEMARKS COMPANY
1. Isn’t it stupid to do stupid things?
SAATCHI & SAATCHITHE LOVEMARKS COMPANY
Nobody would throw away money, but in many cases that’s exactly what people do...
SAATCHI & SAATCHITHE LOVEMARKS COMPANY
In some cases a cell phone helps to feel good about yourself
How many trees did your phone save this week?
SAATCHI & SAATCHITHE LOVEMARKS COMPANY
Shower feels much better nowI can see how much water I spent today vs.
yesterday
SAATCHI & SAATCHITHE LOVEMARKS COMPANY
I can even make money on saving powerGoogleMeter: "If you cannot measure it, you cannot
improve it." — Lord Kelvin
SAATCHI & SAATCHITHE LOVEMARKS COMPANY
Insight:The new way to feel truly satisfied is to make choices that do not waste my resources.
SAATCHI & SAATCHITHE LOVEMARKS COMPANY
2. We are but temporary users of things around us
SAATCHI & SAATCHITHE LOVEMARKS COMPANY
We truly own only experiences and emotions.
SAATCHI & SAATCHITHE LOVEMARKS COMPANY
If emotions are the target, fixed assets are out of the picture.
SAATCHI & SAATCHITHE LOVEMARKS COMPANY
Car Sharing = Cyber HitchingIt’s green, economical and reduces
congestion
SAATCHI & SAATCHITHE LOVEMARKS COMPANY
Radio-frequency identification (RFID)Invented in USSR used in ZipCars
SAATCHI & SAATCHITHE LOVEMARKS COMPANY
A high-tech public bike system in MontrealFirst 30 min provided for free
SAATCHI & SAATCHITHE LOVEMARKS COMPANY
I want a story behind my bagZirkeltraining: Stories about experiences and non-
consumption-related expenditures
SAATCHI & SAATCHITHE LOVEMARKS COMPANY
I want a story behind my shoesAbove + below turns London Underground and London
Bus seat covers into shoes
SAATCHI & SAATCHITHE LOVEMARKS COMPANY
Sustainable Dance ClubParis Hilton’s dancing could do something good for the environment? Who would’ve
thought?
SAATCHI & SAATCHITHE LOVEMARKS COMPANY
Insight: Experiences are the new currency.People are focused on finding the experiences. To live life means to collect experiences, not things.
SAATCHI & SAATCHITHE LOVEMARKS COMPANY
3. Green is the new scale of social status
SAATCHI & SAATCHITHE LOVEMARKS COMPANY
… advanced status
SAATCHI & SAATCHITHE LOVEMARKS COMPANY
Celebs drive Prius and I drive it too
SAATCHI & SAATCHITHE LOVEMARKS COMPANY
Governator pushes for smaller carbon footprint
SAATCHI & SAATCHITHE LOVEMARKS COMPANY
Prius: Time’s Person of the YearBecause it makes a statement about
me
SAATCHI & SAATCHITHE LOVEMARKS COMPANY
“Good ideas grow. Literally.”Flyers embedded with a variety of seeds
at 2009 Detroit auto show
SAATCHI & SAATCHITHE LOVEMARKS COMPANY
Visibility CountsExposure starts in your shopping cart
SAATCHI & SAATCHITHE LOVEMARKS COMPANY
I can share eco-stories with friends“My name is Otto, I am 49. I wake up every day at 4
a.m. to check the wind and adjust my mills”.
SAATCHI & SAATCHITHE LOVEMARKS COMPANY
Luscious GarageIntelligent, cutting-edge, and environmentally responsible
SAATCHI & SAATCHITHE LOVEMARKS COMPANY
Insight: Financial well-being doesn’t define your status more and more, one of the new definers is advanced thinking and your green attitude.
SAATCHI & SAATCHITHE LOVEMARKS COMPANY
4. Energy is the currency of the future
SAATCHI & SAATCHITHE LOVEMARKS COMPANY
Because material things are nothing without energy.
SAATCHI & SAATCHITHE LOVEMARKS COMPANY
Cheap and WorthyWhirlpool Cabrio HE washer saves USD 900
in water and energy.
SAATCHI & SAATCHITHE LOVEMARKS COMPANY
Imagine leaving a window open all winter longBattic Door: home energy conservation
SAATCHI & SAATCHITHE LOVEMARKS COMPANY
Cheap and FunNew Mini E – fun-loving and cheap to
run on electricity.
SAATCHI & SAATCHITHE LOVEMARKS COMPANY
Green makes you understand that we all share the same set of resources.
We all have one pocket for resources.
SAATCHI & SAATCHITHE LOVEMARKS COMPANY
People don’t look for value in products, they look for ways to reflect their values
SAATCHI & SAATCHITHE LOVEMARKS COMPANY
Insight:It’s not about how much you can get -it’s about how much you can share.
SAATCHI & SAATCHITHE LOVEMARKS COMPANY
5. I am satisfied and happy with what I have now
SAATCHI & SAATCHITHE LOVEMARKS COMPANY
Knowing all the technical details about a product will not help you sleep better at night…
SAATCHI & SAATCHITHE LOVEMARKS COMPANY
…They will release an updated model in three months anyway!
SAATCHI & SAATCHITHE LOVEMARKS COMPANY
Sticking with Last Year’s ModelSaving the planet through sheer laziness
SAATCHI & SAATCHITHE LOVEMARKS COMPANY
Tao of ShoppingYour TV is not the best model – and it’s OK.
SAATCHI & SAATCHITHE LOVEMARKS COMPANY
Insight:The less choices I have, the more satisfaction I get from the product.
SAATCHI & SAATCHITHE LOVEMARKS COMPANY
6. I want to go truly green but I need some enforcement
SAATCHI & SAATCHITHE LOVEMARKS COMPANY
Regulation becomes the 4th R in the 3 golden rules of green:
Reduce, Reuse, Recycle…+Regulate
SAATCHI & SAATCHITHE LOVEMARKS COMPANY
Even good people can be lazyNudging and regulating helps
SAATCHI & SAATCHITHE LOVEMARKS COMPANY
How Choice Architecture works:1)Plastic bags are free
SAATCHI & SAATCHITHE LOVEMARKS COMPANY
How Choice Architecture works:1)Plastic bags are free2)Plastic bags are expensive
SAATCHI & SAATCHITHE LOVEMARKS COMPANY
How Choice Architecture works:1)Plastic bags are free2)Plastic bags are expensive3)Plastic bags are banned
SAATCHI & SAATCHITHE LOVEMARKS COMPANY
I am a plastic bag. Reuse me. Banned in San Francisco, Uganda,
Bangladesh, Taiwan... It cost 20 cents in Ireland
SAATCHI & SAATCHITHE LOVEMARKS COMPANY
Governments enforce green choices In USA all light bulbs must use 25% to
35% less energy by 2012.
SAATCHI & SAATCHITHE LOVEMARKS COMPANY
Eco-TotalVatican to become the first country powered by solar
energy only
SAATCHI & SAATCHITHE LOVEMARKS COMPANY
Eco-Font by a Dutch creative agencyExtends the life of ink cartridges and toner
by using 20 percent less ink than traditional fonts
SAATCHI & SAATCHITHE LOVEMARKS COMPANY
No Spam, PleasePubeco free sticker: “No leaflet,
thank you—I'm reading them on the internet”
SAATCHI & SAATCHITHE LOVEMARKS COMPANY
Insight: Even people with good intentions are lazy and need nudging.
SAATCHI & SAATCHITHE LOVEMARKS COMPANY
“Hey, babe...”
SAATCHI & SAATCHITHE LOVEMARKS COMPANY
“Sustainability is not a fad. It is going to touch each of our lives as profoundly as the computer. There will be NO FUTURE FOR BUSINESS IF THERE'S NO FUTURE, period.”
Kevin Roberts, June 5, 2009