When you’re sharing your story of sustainability, how do you frame it? If you’re talking to 17-year-olds, you might muscle past the philosophical “green” parts and get right to the tangibles of how you and your product are making their world better.

They get that!

This was the finding revealed last week by Dave Cobban, Consumer Mobilization Director for Nike, during the Sustainable Brands Conference in Monterey, Ca. Nike is trying to outdistance the favored sustainable terminology of other green competitors by reframing the green movement as a “Better World” for its youthful customer.

Three of my favorite sentiments from Dave’s presentation are:

1. A survey respondent noted, “We’ve been in Code Orange since I was nine. I’m not worrying anymore.”
2. Somehow Americans have fooled themselves into believing that to luxuriate means to be inactive.
3. Sport can actually solve tremendous cultural ills, like calling time out during a war. On their new Nike Better World site, they point to a civil war in Ivory Coast that came to a cease-fire during the 2006 Football World Championship when the national soccer team progressed to the finals.

What I especially like about Nike’s approach is that they still focus supremely on the performance of their product, and sustainability becomes a powerful, actionable theme that backs up their product promise through the “Better World” campaign. It is an elegant and relevant evolution of “Just Do It.”

It proves that smart organizations, especially the “Andre the Giant’s” of the world like Nike, champion themselves and the communities they impact when they listen intently to what make their customers tick, and then they respond accordingly.

This two-minute “Better World” movie, made completely of recycled Nike commercials, pretty much sums it up.

What a copper mine is doing for water reclamation in the desert from ParkHowell.com on Vimeo.

While the report is loaded with pertinent information, its organization and presentation can be challenging to read, navigate and appreciate. So this year, we made this compulsory publication a celebration of RCM’s sustainability practices.

Here’s how our web designer, Joe di Stefano, described the creative approach:

“Environmental sustainability is just one facet of Resolution Copper’s sustainable approach. They focus on five main aspects of sustainability: environment, community, safety, workforce, and socio-economic. The look and feel of the entire site all grew out of the design of the “sustainability wheel,” a visual device we used on the homepage to illustrate RCM’s holistic approach to sustainability.

To enhance the report and create a more engaging experience, we incorporated a wide variety of media. Throughout the site, you’ll find photos, maps, animated graphics, slideshows and video. The videos in particular show how sustainability at RCM is about more than adhering to standards or the ever-changing rubric of ‘being green,’ it’s about bettering people’s lives and contributing to the community you belong to.”

Tactically, RCM was looking to:

1. Enhance the overall look of the report online. Within the resolutioncopper.com website, the real estate available for a unique page design, content and graphics was very restrictive. We lobbied to have the entire 2010 Sustainable Development (SD) Report reside on a separate site, allowing for a wider range of color and content options.
2. Tell their sustainable stories in a more engaging way. Many of RCM’s accomplishments over the year directly impacted the environment and area residents. Words on a webpage didn’t do these stories justice, so we crafted videos, slide shows and animated charts to bring them to life.
3. Make it easy for viewers to find information. Previous SD Reports on resolutioncopper.com had countless layers with multiple portals to access similar information. Navigating the site or simply locating a specific topic of interest was challenging. By utilizing a separate site for the 2010 SD Report, we were able to build a design that provided easier navigation, faster information gathering and on-page prompts for activating videos and slideshows.

Explore RCM’s 2010 Sustainable Development Report, and see if it doesn’t do as much for your interest level as it does for the community, the economy and the environment.

This article was featured in our recent Flashpoint agency newsletter. Read more about our recent work, including the launch of Ecodriving Solutions, as well as the homework assignment we took on for Social Venture Partners Arizona’s annual report, click here.

So listen in and see if your green brand suffers from the 10 brand-curdling clichés of green marketing. If it does, I’m afraid it won’t be too sustainable and I know how you can make it better.

“Got Green? and 10 Other Brand-Curdling Clichés of Green Marketing” Webinar from ParkHowell.com on Vimeo.

You can also download the powerpoint or take the “Gang Green” test with this PDF: got gang green?

Goodwill International’s new “Donate Movement” is a model of online efficiency for consumer engagement. “Waste not, want not.”

They don’t doddle around trying to explain their differentiation over other important “green” causes and sustainability programs that compete for your attention. The “D Movement” website involves you immediately by enabling you to donate and recycle NOW!

Goodwill’s new “D Movement” is a partnership with Levi Strauss to make donating a more conscious decision. Their plan is to make the “D” the universal symbol for donating, like the recycling logo is to recycling. Would you really expect anything less from America’s first real recycler?

You always hear about “Search optimized” websites. Goodwill has “People optimized” this site.

For starters, you can quickly see the impact your donations have with Goodwill’s Donation Impact Calculator prominently featured on its homepage. The three pair of jeans I just donated to Goodwill of Central Arizona will support 34 minutes of on-the-job training. The two jackets I’m not going to need in our 112 degree weather just bought 1.2 hours of training. What do you think one lamp is worth in training? See for yourself.

Goodwill’s Thrifty Social Media Strategy Includes:

• Goodwill makes it easy to “Like” the Donation Impact Calculator by locating the Facebook “thumbs up” button as part of the calculator’s interface.
• The site uses Google maps to help you quickly find your nearest Goodwill donation center.
• A live Twitter feed captures on-going chatter about the campaign.
• A real-time digital counter tells you the poundage of usable items being saved from landfills.
• You’re encouraged to show your support by adding the donate button to your Twitter and Facebook profile photos through the use of Twibbon. They pay you back with immediate gratification as you pop up as a “Recent supporter” on their site. Great engagement tool that compounds the reach of their campaign. Smart!
• Goodwill invites you to join their blogger network. They request a post about why you donate, and ask that you include their donate button on your site. I’m joining, are you?
• “Make a commitment to de-clutter… and donate your gently used clothing and household items to Goodwill a few times this year,” is their last call-to-action in the support section on the Donate Movement site.

Goodwill & Levi’s Nifty WOM Promotion

All great green marketers know that a sustainable word-of-mouth marketing strategy happens both online and off. That’s why I love what Levis is doing with the campaign right in their britches.

They’ve created a care label that tells you how to have the least impact on the planet with the washing of your jeans. The final tip is to donate your Levi jeans to Goodwill when no longer needed.

What the “D Movement” means by the numbers:

1. Goodwill diverts some two billions pound of useful product from landfills each year.
2. The revenue generating through the resale of donated items helped 1.9 million people in a variety of industries in 2009.

What do you think? After touring their site, does it push your donate and recycle buttons, or does it push you away?

There is a new online platform called Collaborize that offers you the ability to collaborate with your best and your brightest within your organization and those brilliant minds outside of your walls.

Our friend Richard Lang is Chairman & CEO of Democrasoft, the creator of Collaborize, and he has always been on the bleeding edge of digital media. In 1983, he co-invented the world’s first dual-deck VCR. Four years later he invented and patented a solution for delivering video and audio programs over electronic networks, which created the foundation for video-on-demand. Richard has a passion for using technology to empower people, and I have little doubt this new venture is going to be a huge success. You can learn more about Richard and his vision on his “Wisdom of We” blog.

In the meantime, checkout Collaborize and see how you can put the power of online collaborization to work for your organization, environmental cause, fund-raising effort, sustainable marketing campaign, church, non-profit, you name it. Then let me know how it’s working for you. (No, I’m not getting paid to promote Collaborize, nor have I ever been on Richard’s payroll, although my wife did work for him in his Go-Video days. It’s just that I’ve been blown away by everything he creates, and I thought you might benefit from his new vision, the “Wisdom of We”).

1. Brands Thrive on Passion

He asks, “Do you remember where you were when Obama did his inauguration speech and how it made you feel?” Obama became a brand overnight because of his action. It’s about excitement, drive, emotion, connection and relationships. It’s about the things we feel. As marketers, it’s what we need to tap into, but is difficult to quantify. “Infectious” is another way to view the passion surrounding a brand. Is your brand infectious?

2. Brands Have Many Voices

He uses Comcast as an example. They are a classic technology infrastructure brand. All they used to talk about was their technology, bundled services and and price. Typical behavior for a commodity. But here is how they repackaged and repositioned their technology into emotions their customers can relate to and buy, and at a more expensive price than the commodity players.

3. Brands Create a Point of View and Express it Honestly

Who would you rather be next to a dinner party; a wallflower or a conversationalist? Target is a great example of a brand that has a point of view. They are consistent and loud, even if not everyone is on board with their point of view. Sustainability is a point of view that is ripe for the taking if companies would look at it as something more than just their CSR efforts. To own it – and few have done a great job at it – means creating something that is real.

4. Brands Are About Participation

Companies understand the value of bringing consumers into the conversation, but few brands do a good job of actually engaging the customer in participation. They’re still learning how to engage. There is an interesting study about the power struggle on Wikipedia that demonstrates consumer participation perhaps better than most, because you can see and measure the participation real time.

5. Brands Never Stop Evolving
No one likes change, but it’s such a positive attribute for a brand to have. It speaks of innovation, conversation, movement, learning, and many more positive attributes. It keeps you thinking about the possibilities of what you can be. IBM is a great example. They started with punch cards, then to copiers, then to increasing your business efficiency, and now to creating a “Smarter Planet.”

Can Sustainability Be Thought of as a Brand?

Branding sustainability is about what you do, and not about what you say. Here are five examples of companies that demonstrate their actions with sustainability as a brand attribute.

Sustainability Thrives on Passion = Starbucks: Through its “Shared Planet” initiative

Sustainability Has Many Voices = Honda Insight: While Prius sells it’s miles-per-gallon benefit, the Insight captures the emotion of being green in this spot.

Sustainability Has A Point of View and Expresses it Honestly = Muji Rushi: They sell by showing consumers all of the things they don’t need.

Sustainability is about Participation = Patagonia: The original tin shed where this outdoor retailer got its start is home to one of the most engaging sites on the web.

Sustainability Never Stops Evolving = Nike: The shoemaker began making Jordan 23′s 23 years ago, and have evolved the product line to demonstrate its sustainable manufacturing.

“Sustainable brands sing when they are delivered with passion, speak to their customers in an appropriate voice, when they embrace true participation, and they never stop evolving. If you think of sustainability as a brand, it will free you up to new possibilities.’

We added something new this year. We asked Goodwill to drop off four large, blue donation bins. Everyone got to play Santa by heaping the bins full of great stuff, just in time for the Holidays.

A Goodwill Neighborhood Christmas Party from ParkHowell.com on Vimeo.

Your Stuff is Another Person’s Treasure

The economy has been a bit Grinchy for great organizations like Goodwill. Donations are down. Sales are up. And they need good people like you to expand their inventory. You’re stuff is doing more than just stocking Goodwill shelves. You’re helping put people back to work through Goodwill’s mission of workforce development.  Many people think Goodwill basically employs folks to fix toasters in the back of their stores. Actually, Goodwill helps train and place thousands of people into the Arizona workforce. You can be proud that 100% of the dollars raised from your donation stay with the Goodwill organization.

There’s a Scrooge Lurking Too

I know those unmarked donation bins dotting dusty street corners and vacant lots look like pretty convenient places to drop your stuff. But did you know that if you’re not careful, your stuff will go directly to a FOR PROFIT thrift operation? No one but the owners benefit from your donations. Or, if they have “Big hearts,” they may give a small percentage of the proceeds to a charity. So it’s worth repeating: When you donate to Goodwill – at any of the 40+ stores in central Arizona, or at a donation center – ONE HUNDRED PERCENT of the revenue from your donation remains with Goodwill to help put people back to work.

Donate to Goodwill for Your 2009 Taxes

If giving the gift of your stuff isn’t already a big enough incentive, how about a tax break? Remember, you have now until the end of the year to donate to Goodwill and enjoy that write-off.

Any Season is a Great Time for a Neighborhood Donation Party

Why doesn’t Goodwill pick-up in your neighborhood? Well, it simply doesn’t work in their business model. By encouraging its shoppers and friends to drop their stuff by a store or donation center, Goodwill is able to use more of the revenue for workforce development and less on operations. So if you’re considering having a large neighborhood gathering, call Goodwill about dropping off some donation bins. One truck full of donations leaving your community is certainly worth the effort.

So please help make a happy and prosperous New Year for all by donating your stuff to Goodwill.

Cheers!

Buy a BoGo Light and Give Two Presents

Are you just starting to think about what you might be giving for gifts this Holiday season? Yah, me too. But I got a great tip from CoolPeopleCare.org this morning. They showed me the BoGo Light, which is a pretty cool looking solar powered flashlight.  Living in Arizona, it’s a no brainer. I can replace the darkened flashlights in my cabinets and garage, and presumably keep one fully-charged solar light at hand at all times.

What’s especially cool, is that when you buy a BoGo Light from their online store, you can click the “Give Twice” button. It allows you to purchase a second light at a reduced price and donate it to one of their many charities, including literacy, environment, healthcare, schools and others.

Check out the BoGo solar lights in action.

Don’t tell them, but some of my family members will be finding a BoGo under the tree this year with another one benefiting the troops. Don’t worry. I’m not giving away any secrets. Like most of the world, they rarely read my blog.

Ho, Ho, Ho!

Mara DeFilippis, Founder & CEO of the Phoenix Green Chamber of Commerce

All you need is a heart beat and a balance sheet to join most business networking groups. Not with the Phoenix Green Chamber. You need to first step up to its eco-standards if you want to step up to its bar.

Say hello to Mara DeFilippis. She is the visionary founder and CEO of the Phoenix Green Chamber of Commerce, the first of its kind in the country. Mara was kind enough to take a few minutes out of her hectic schedule to share with us her insights into creating this pioneering organization just over a year ago.

When did the Green Chamber of Commerce begin and what was your inspiration behind starting the GCC?

I previously worked as a socially responsible financial advisor, which means I specialized in screening investments for social and environmental behaviors of companies that matched my client’s preferences.  I was continually contacted by the public with questions about possible job opportunities in the “green” world, angel investment inquiries, and general questions about “green” such as: “What’s the best alternative fuel vehicle?” And, “what do you know about solar tiles?” This was far beyond my scope of expertise and I did not have the time to invest in the research.  I knew enough about economics to know that if the demand was not able to find the supply, then this movement was a slow one at best.

It was Earthday 2007 at a tradeshow and though I was excited about such a busy time of year as a socially responsible financial advisor, I was quite frustrated that this was nearly the only time of year that I was able to actively prospect for new clients.  This was the consensus of the other vendors at the booths and as we talked after the event, we realized that we also lacked a resource for us to network, business to business.  What we needed was a chamber of commerce, but a “GREEN” chamber of commerce.

Through a very grassroots group, we finally launched the first chapter, the Phoenix Chapter, of the Arizona Green Chamber of Commerce on November 18th, 2008.

Was Phoenix a good market to pioneer this concept and why?

Absolutely! This is probably one of the toughest markets, in my opinion, to begin this movement. Though there are amazing leaders in the movement locally, we are challenged with the local culture that has not yet embraced a culture of environmentalism.  We are blessed that we have much work to do, and if we can make it here, during these times, we can make it anywhere!

How large is your membership and how has your recruiting met your projections?

We currently have 136 members.  Our projections were higher than our results, unfortunately, as we chose to continue the launch despite the conditions of the economy.  To that end, we are exceptionally proud of our accomplishment of acquiring these much appreciated members.  They represent businesses that are committed to environmentally responsible business practices, and we are also quite proud of them.

What is the major initiative of the GCC?

There are a few major initiatives that we represent.  First, we are about smart business and advancing a sustainable economy.  We are developing a major project of sustainable business practices that are tiered, like “shades of green” businesses.  This will be tied to our membership and designed to be inclusive rather than exclusive.  There will be incentives and benefits for those who are more committed than the others.  It is also designed to support businesses with smart financial choices, which is essential to a sustainable economy and environmentally conscious business practices.

We also take the role of being the local portal for information, resources and connectivity when it comes to green.

What are your plans for growth into other markets and when?

The Phoenix Chapter is the first of many.  It is they prototype for future chapters and we have taken the first year to learn from mistakes and move forward with a model that is able to be duplicated.  We have set up the legal structure and are moving forward with consultants to support us in expansion nationally with key partners, businesses and members.   We will begin operations as the American Green Chamber of Commerce in 2010.

Which are the next three logical markets to start a GCC?

We have inquiries from 14 cities and 10 states to start chapters there.  There are many variables to have the local resources and partnerships to begin operations in other locales.  More on that in the near future, Park!

If you could start it over again, what would you do differently?

I’d begin with funding from investors, rather than funding it personally.  And, I’d start with an assistant! Nothing else.  All is as it should be.

How did you participate in November’s Greenbuild conference in Phoenix?

We supported several Greenbuild committees to make local connections for green vendors and execute the conference locally.  Additionally, we helped to promote the conference for several months prior to its arrival in November.  We were donated a booth, where we recruited several people of interest to start local chapters in their cities and states.

Do you have the stuff for Green Chamber of Commerce membership? Find out by downloading this PDF: PGCC Eco-Standards

Or, if you’re interested in starting your of chapter, click here.

Hats off to Mara and her team of committed professionals to launch the nation’s first green chamber; an organization that is more than just about being “green,” but being sustainable.

Innovate 15 minutes at a time.

For most chief marketing officers, it’s difficult to see through the day-to-day anguish of this transformational market to truly innovate. In her article, “Find the 15-Minute Competitive Advantage,” Rosabeth Moss Kanter of Harvard Business Publishing recommends that a series of small but fast innovations are more effective than one large leap.

“As many technology companies have seen to their peril, you can leap much too far into the future by seeking revolution, not evolution, leaving potential users in the dust. But steady progress — step by single step — can win internal support and the external race for share of market or share of mind. Especially if you take each step quickly.”

This is all about changing in short, fast bursts. In his book, “Strategy for Sustainability,” Adam Werbach points to a term evolutionary biologist use, “Punctuated Equilibrium,” to describe the phenomenon that many organisms experience little change until rapid events of evolution occur.

Kanter’s article is one of my favorites of the year, because it turns explosive innovation on its head. She encourages you to, “Stay a little ahead of the competition while close enough to what customers can understand and incorporate.”

She offers eight characteristics of innovations that are most likely to succeed at gaining support:

1. Trial-able: Idea or product can be trotted out as a pilot program
2. Divisible: Users can adopt it in segments or phases without having to digest the entire program
3. Reversible: If it doesn’t work, you can go back to where you were for the time being
4. Tangible: It offers concrete results
5. Fits prior investments: The idea builds on investment already made or actions already taken
6. Familiar: It is somewhat comfortable and consistent with other experiences
7. Congruent with future direction: It is heading in a similar direction, even though by its nature it is meant to change things
8. Positive publicity value: You can’t help but make everyone look good in the process

When I shared this article with my buddy Barry Bartlett, he summed it up best by saying, “With innovation, you don’t have to be faster than the bear, just faster than your hiking partner.”

Tell us about one of your innovative programs that worked or was stymied.