Green is the New Black

SAATCHI & SAATCHITHE LOVEMARKS COMPANY

GREEN IS THE NEW BLACK

Issue #2July 17th, 2009

1. Isn’t it stupid to do stupid things?

Nobody would throw away money, but in many cases that’s exactly what people do...

In some cases a cell phone helps to feel good about yourself

How many trees did your phone save this week?

Shower feels much better nowI can see how much water I spent today vs.

yesterday

I can even make money on saving powerGoogleMeter: "If you cannot measure it, you cannot

improve it." — Lord Kelvin

Insight:The new way to feel truly satisfied is to make choices that do not waste my resources.

2. We are but temporary users of things around us

We truly own only experiences and emotions.

If emotions are the target, fixed assets are out of the picture.

Car Sharing = Cyber HitchingIt’s green, economical and reduces

congestion

Radio-frequency identification (RFID)Invented in USSR used in ZipCars

A high-tech public bike system in MontrealFirst 30 min provided for free

I want a story behind my bagZirkeltraining: Stories about experiences and non-

consumption-related expenditures

I want a story behind my shoesAbove + below turns London Underground and London

Bus seat covers into shoes

Sustainable Dance ClubParis Hilton’s dancing could do something good for the environment? Who would’ve

thought?

Insight: Experiences are the new currency.People are focused on finding the experiences. To live life means to collect experiences, not things.

3. Green is the new scale of social status

… advanced status

Celebs drive Prius and I drive it too

Governator pushes for smaller carbon footprint

Prius: Time’s Person of the YearBecause it makes a statement about

“Good ideas grow. Literally.”Flyers embedded with a variety of seeds

at 2009 Detroit auto show

Visibility CountsExposure starts in your shopping cart

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”.

Luscious GarageIntelligent, cutting-edge, and environmentally responsible

Insight: Financial well-being doesn’t define your status more and more, one of the new definers is advanced thinking and your green attitude.

4. Energy is the currency of the future

Because material things are nothing without energy.

Cheap and WorthyWhirlpool Cabrio HE washer saves USD 900

in water and energy.

Imagine leaving a window open all winter longBattic Door: home energy conservation

Cheap and FunNew Mini E – fun-loving and cheap to

run on electricity.

Green makes you understand that we all share the same set of resources.

We all have one pocket for resources.

People don’t look for value in products, they look for ways to reflect their values

Insight:It’s not about how much you can get -it’s about how much you can share.

5. I am satisfied and happy with what I have now

Knowing all the technical details about a product will not help you sleep better at night…

…They will release an updated model in three months anyway!

Sticking with Last Year’s ModelSaving the planet through sheer laziness

Tao of ShoppingYour TV is not the best model – and it’s OK.

Insight:The less choices I have, the more satisfaction I get from the product.

6. I want to go truly green but I need some enforcement

Regulation becomes the 4th R in the 3 golden rules of green:

Reduce, Reuse, Recycle…+Regulate

Even good people can be lazyNudging and regulating helps

How Choice Architecture works:1)Plastic bags are free

How Choice Architecture works:1)Plastic bags are free2)Plastic bags are expensive

How Choice Architecture works:1)Plastic bags are free2)Plastic bags are expensive3)Plastic bags are banned

I am a plastic bag. Reuse me. Banned in San Francisco, Uganda,

Bangladesh, Taiwan... It cost 20 cents in Ireland

Governments enforce green choices In USA all light bulbs must use 25% to

35% less energy by 2012.

Eco-TotalVatican to become the first country powered by solar

energy only

Eco-Font by a Dutch creative agencyExtends the life of ink cartridges and toner

by using 20 percent less ink than traditional fonts

No Spam, PleasePubeco free sticker: “No leaflet,

thank you—I'm reading them on the internet”

Insight: Even people with good intentions are lazy and need nudging.

“Hey, babe...”

“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

Green is the New Black

Technology

Transcript of Green is the New Black

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