A presentation given to MBA students at CU on sustainable marketing and the work done at the FearLess Cottage.

1. MOVE HUMANITY FORWARD

2. FEARLESS COTTAGE
WHAT IS SUSTAINABILITY
MARKETING FOR SUSTAINABILITY
FEARLESS PROJECTS
COMMON

4. FearLess Cottage

5. A BRIEF HISTORY OF POWER

9. FEAR IS THE ENEMY
OF CREATIVITY, INNOVATION,
HAPPINESS AND LOVE.

11. WHAT DO WE HAVE TO FEAR?

12. WE HAVE REACHED
THE EDGES OF THE BUCKET,
OUR ECOSYSTEM.

13. PEAK OIL,
CLIMATE CHANGE,
OVER-POPULATION,
OCEAN ACIDIFICATION,
ECONOMIC RECESSION,
CHILDHOOD OBESITY,
DEFORESTATION,
ONGOING WARS,
MERCURY,
CANCER,
ETC...

14. THE MORE YOU LEARN ABOUT
THESE ISSUES, THE MORE
YOUR WORK NEEDS TO EVOLVE.

15. IT’S EASY TO GET SCARED
OR IGNORE THINGS YOU
DON’T WANT TO HEAR.

16. BANKSY

17. THAT APPROACH HAS
NEVER SOLVED ANYTHING.

18. ALL OF OUR BIGGEST THEREFORE,
PROBLEMS TODAY THEY CAN BE
ARE MAN-MADE. SOLVED BY MAN.

19. THERE’S NOBODY ELSE
BUT US.

20. LIVE IN THE PAST, OR GET
DOWN TO THE BUSINESS OF
IMAGINING A BETTER,
SUSTAINABLE FUTURE.

21. “THE BEST WAY
TO PREDICT THE
FUTURE IS TO
DESIGN IT.”
-BUCKMINSTER FULLER

22. WHAT IS SUSTAINABILITY?

23. SUSTAINABLE
GREEN

24. GREEN IS OFTEN THE
BEGINNING OF
THE CONVERSATION.
(IT WAS FOR ME.)

25. THE STORY OF STUFF www.storyofstuff.com

27. SUSTAINABILITY
IS A BALANCE
OF RESOURCES

28. NATURAL
(PLANET)
SOCIAL ECONOMIC
(PEOPLE) (PROFIT)

29. LIVING WELL TODAY
WITHOUT MAKING
TOMORROW SUCK.

30. NATURAL
(PLANET)
SOCIAL ECONOMIC
(PEOPLE) YAY! (PROFIT)

31. NATURAL
(PLANET)
SOCIAL ECONOMIC
(PEOPLE) YAY! (PROFIT)
Design is the glue

32. CORPORATE SOCIAL RESPONSIBILITY
(CSR) IS A START.
BUT IT’S NOT THE SOLUTION.

33. NATURAL
(PLANET)
SOCIAL ECONOMIC
(PEOPLE) (PROFIT)

34. NATURAL
(PLANET)
CSR
ECONOMIC
(PROFIT)
SOCIAL
(PEOPLE)

35. NATURAL
(PLANET)
CSR
ECONOMIC
(PROFIT)
MARKETING
SOCIAL
(PEOPLE)

36. CSR MARKETING EXAMPLE:
COCA-COLA
“ENJOY”

37. CSR MARKETING EXAMPLE:
COCA-COLA

38. NATURAL
(PLANET)
CSR
ECONOMIC
(PROFIT)
MARKETING
SOCIAL
(PEOPLE)

39. NATURAL
(PLANET)
CSR
ECONOMIC
(PROFIT)
SOCIAL
(PEOPLE)

40. NATURAL
(PLANET)
ECONOMIC
(PROFIT)
SOCIAL
(PEOPLE)

41. NATURAL
(PLANET)
ECONOMIC
(PROFIT)
SOCIAL LIES
(PEOPLE)

42. CSR MARKETING LIES:
BIG OIL
“WE AGREE”

43. CSR MARKETING LIES:
BIG OIL

44. NATURAL
(PLANET)
ECONOMIC
(PROFIT)
SOCIAL LIES
(PEOPLE)

45. GREENWASHING:
AN INSINCERE DISPLAY
OF CONCERN FOR THE
ENVIRONMENT.
(AN EXAGGERATION / LIE)

46. GOODWASHING:
AN INSINCERE DISPLAY
OF CONCERN FOR
PEOPLE.
(AN EXAGGERATION / LIE)

47. EXAMPLE:
“NATURAL”

48. ORGANIC “NATURAL”
NO TOXIC PESTICIDES/HERBICIDES YES NO
NO ANTIBIOTICS YES NO
NO GROWTH HORMONES YES NO
GMO-FREE YES NO
ANIMAL WELFARE REQUIREMENTS YES NO
AUDIT TRAIL FROM FARM TO TABLE YES NO
CERTIFICATION REQUIRED YES NO
COWS REQUIRED TO BE ON PASTURE YES NO
LEGAL RESTRICTION ON MATERIALS YES NO

49. MARKETING FOR
SUSTAINABILITY

50. HONESTY MATTERS.
TO CONSUMERS. TO EMPLOYEES. TO THE WORLD.

51. “NO LIE CAN
LIVE FOREVER.”
-MLK JR.

52. NATURAL
(PLANET)
SOCIAL ECONOMIC
(PEOPLE) YAY! (PROFIT)
MARKETING

53. SUSTAINABLE MARKETING PLAN STEP 1:
HELP DESIGN SUSTAINABILITY
INTO THE BUSINESS MODEL

54. SUSTAINABLE MARKETING PLAN STEP 2:
TELL YOUR STORY IN AN
HONEST & COMPELLING WAY.

56. TAD CARPENTER

57. YES, WALMART
IS MOVING IN
THIS DIRECTION.

58. NOBODY’S PERFECT

59. THERE IS NO “GREEN.”
THERE IS NO “GOOD.”

61. SUSTAINABILITY IS
AN ONGOING PROCESS

62. RECYCLING
ORGANIC NON-TOXIC
RENEWABLE CARBON NEUTRAL
ZERO EMISSIONS COMPOSTABLE
BIODIVERSITY EFFICIENCY
PERMACULTURE
CRADLE-TO-CRADLE
ZERO WASTE

63. STARTING POINTS:
EFFICIENCY
DOING MORE WITH LESS
HEALTH
INVESTMENTS NOW PAY OFF LATER
COLLABORATION
ENGAGE EMPLOYEES AND CONSUMERS

64. WHAT REALLY INFLUENCES CHANGE
IN CONSUMER BEHAVIOR?
GREENER HONEST
CHEAP CONVENIENT COOL
DURABLE
HEALTHIER FUNCTIONAL

65. FEAR LESS
LOVE MORE

66. WE ARE ALL CITIZENS.
WE ARE ALL PRODUCERS.
WE ARE ALL CONSUMERS.

67. IN THE INFORMATION AGE,
IT’S GETTING HARDER TO
HIDE THE TRUTH.

68. WORK ON BEING TRANSPARENT
BEFORE TRANSPARENCY
HAPPENS TO YOU.

69. GREATER TRANSPARENCY
+ CONSUMER DEMAND
= CHANGE

70. OUR WORK IS FOCUSED
ON ACTIONS WE CAN TAKE
TO MAKE THINGS BETTER

71. BETTER FOR:

72. PROJECT: NON-GMO

73. PROJECT: CLIMATE REALITY

74. PROJECT: CLIMATE REALITY

76. PROJECT: OCCUPATIONALIST.org

78. PROJECT: OCCUPATIONALIST.org

79. COMMON
CM

80. SOME BUSINESSES ARE
CHOOSING GREED
OVER SUSTAINABILITY.

81. BUSINESS USED TO BE NOW (FOR SOME)
A MUTUALLY BENEFICIAL IT MEANS TRYING
EXCHANGE BETWEEN TWO TO TAKE ADVANTAGE
OR MORE PARTIES. OF OTHERS

82. LET’S BRING BUSINESS
BACK TO WHAT IT’S
SUPPOSED TO BE...

83. CAPITALISM AS A FORCE
FOR SOCIAL GOOD

84. A BRAND TO ACCELERATE POSITIVE CHANGE

85. WHAT IS A
SOCIAL ENTREPRENEUR?

86. DO THINGS THAT MAKE OTHERS
MEANINGFULLY BETTER OFF.

87. MAKE PURPOSE
CORE TO THEIR MISSION

88. STAKEHOLDERS BETTER OFF
FINANCIAL INVESTORS HAPPIER
CONSUMERS HEALTHIER
EMPLOYEES FINANCIALLY SECURE
COMMUNITIES EMPOWERED
SOCIETY ENLIGHTENED
ENVIRONMENT CONNECTED
FUTURE GENERATIONS FREE

89. DO SHIT THAT MATTERS

90. THE WORK THAT’S THE MOST REWARDING
ISN’T WHAT MAKES THE MOST MONEY.
IT’S THE WORK THAT’S ALIGNED WITH
YOUR VALUES AND YOUR PASSION.

91. PEAK OIL,
CLIMATE CHANGE,
OVER-POPULATION,
OCEAN ACIDIFICATION,
ECONOMIC RECESSION,
CHILDHOOD OBESITY,
DEFORESTATION,
ONGOING WARS,
MERCURY,
CANCER,
ETC...

92. SOME THINGS ARE
GETTING REALLY BAD.

93. THERE WILL BE MAJOR
DISRUPTIONS TO OUR SOCIETY.

94. BUT WITH NEW IDEAS AND
INNOVATION, OTHER THINGS
WILL GET REALLY GOOD.

95. LET’S MINIMIZE THE BAD
AND ACCELERATE THE GOOD.

96. “THE RUINS OF THE
UNSUSTAINABLE ARE
THE 21st CENTURY’S
FRONTIER.”
-BRUCE STERLING

97. MOVE HUMANITY FORWARD

98. JEFF OETH
@jeffoeth
jeff.o@fearlesscottage.com
FEARLESS COTTAGE
@FearLessForce
facebook.com/FearLessCottage
www.fearlesscottage.com