Roll on Over to Oroe

Time to take out the winter clothes. I took this opportunity to get rid of old clothes I don't wear anymore. I dropped them off at the Grand Army Plaza OROE textile recycling table. In return, someone else has something warm to wear this winter... or my old sweaters and shirts may be turned into rags. And I get to deduct almost $500 from my taxes. Cool.

Chevron Says October is 'Energy Awareness Month'

Okay, this is bullshit. I received the most ridiculous piece of direct mail ever. EVER! In short, Chevron created the concept of 'Energy Awareness Month', as referenced by a separate website, WillYouJoinUs.com, created, owned and operated by Chevron specifically to market the campaign and celebrate the month. The mailer I received perfectly sums up the hypocriticalness of the concept of an OIL company creating, sponsoring and promoting an energy awareness month (not to mention direct mailing the piece to who knows how many homes–I haven't been a Chevron customer since I owned a truck almost six years ago):

Fine. First frame, I like where they're going with this. Let's all replace a lightbulb. Great. But wait, there's more..

Oh, of course, changing one lightbulb translates to saving enough energy to light a bulb for exactly 1,643 hours... so you can read to your child. How sweet :)

But that's NOT the end of the message. Flip to the next frame: "If 10o people joined me we could fuel a 7 hour flight". Of course! And use Chevron aviation fuel!

So, what is the 'awareness' part of Chevron's 'Energy Awareness Month' really about if it's not about 'saving' energy? this isn't really about 'saving' energy, it's about 'redistributing' the energy we save and expending it elsewhere. Don't be fooled. Chevron is an oil company. Their business is to make sure you spend your money on their fuel. They've laid it out for you in the messages (only it's hidden). Save your energy/money there, spend it here...

Act Now While Supplies Last!

Late one night this week, I saw an infomercial about the EcoCanteen, which is very similar to the various other types of reusable canteens available. Initially, it was difficult for me to not criticize the campaign because, after all, it was another poorly produced infomercial–with all the usual gimmicks. But behind the tricks, the EcoCanteen infomercial represents a significant tipping point for the green movement.

Many companies produce campaigns that are effective for the LOHAS (Lifestyle of Health and Sustainability) market segment–think of companies selling expensive products like Seventh Gen., Whole Foods or NAU. But very few companies–and I mean very few–achieve what EcoCanteen has. They are able to appeal to both the Frugal market and LOHAS market segments–simultaneously–and without posing a threat to the other (as sometimes happens when a product is marketed specifically to the LOHASians, it can come off as pretentious or conversely, cheap when marketed to the Frugals.)

Another good example of how these two markets can be reached simultaneously is evidenced in a very recent Pratt Institute design competition (at ICFF 2009) in which the competing designers were challenged to make products from sustainable materials all purchased for under $1. Brilliant. We need more inspiration for innovation using the sustainable materials we have and with less money. Good job Pratt. (By the way, did you know that the Pratt buildings on its brooklyn campus were originally designed to function as a factory for shoes if the school idea failed? Luckily that never happened. However, it is evidence that RRR philosophy is built into the curriculum at Pratt whether consciously or not.)

But wait, there's more!

What's more important to realize is the context this informercial is appearing in. Employment rates are up to 9.8%. Even if you have a job and things seem good, I guarantee, at least out of fear, you're still looking for ways to save money.  The EcoCanteen is an environment AND money saving solution. It's the ideal blend of two markets that need to be exploited in this economy to push the Sustainability movement forward.