The “The Birth of BLUE” speech by Adam Werbach, which was delivered last night, offered much more insight than either the Grist interview or the San Francisco Chronicle op-ed. We’ve excerpted some highlights below.
“I want to suggest three [new marketing] Ps: Price, Process, and Purpose:
Price: First, we need to democratize sustainability and make it available to everyone. You shouldn’t have to be rich to be sustainable.
Purpose: What’s the purpose of what you’re buying? First, do you need it? Does it fit into the healthy practices in your life?
Process: What was the process to make the product? Was it energy intensive? Did it use pesticides or petroleum? Were the workers paid a fair wage? How will it be disposed of?
A movement “that views the existential threat of global warming as a chance to change the way we treat ourselves and the planet.”
People “want joy, not guilt; and a little money in their pocket so that they don’t have to trade down on yet one more thing in their life.”
“You can choose not to work with corporations, but then what’s your solution?”
“Green puts the planet at the center of the dialogue. BLUE puts people at the center.”
“BLUE integrates all four streams of sustainability: social, cultural, economic, and environmental.”
“We live in a consumer-driven economy. We can either deny it or try to leverage it. Denying hasn’t gotten us very far.”
“A lifestyle movement requires the construction of a set of practices that make up the way we wish to live our lives.”
“I’m proposing that we meet most people where they’re at today: as busy, complex humans looking to do the best thing for their family and themselves.”
“Corporations and consumerism can be vehicles for change…by transforming businesses, products and communications to improve people’s lives…and radically dematerializing and de-carbonizing the products they sell.”
“We need shoppers to lead the companies from the bottom as emerging regulations press them from the top.”
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