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