In Women We Trust

The Power of the Big Green Purse

It's getting to be such a small green world out there. I opened up my Green Biz email today and in the top section, my friend Coral Rose is linked to for her Organic cotton info. The next block of copy featured Diane MacEachern who is on tour with her new book, "Big Green Purse." While in San Francisco she met up with an old acquaintance, Joel Makower the co-founder of Greener World Media. The following is their conversation covering Diane's recommendations she gives to women consumers who want a greener world. You can catch the full interview over on Green Biz Radio. 

Even thought I've featured Diane many times, hearing her talk is something to experience. She makes me feel like anything is possible and if we just approach in a calm, methodical way, we can change things for the better. It's an insightful conversation at how to think about green products from both a consumer and a manufacturer's point of view. 

The Soccer Mom Myth Revealed

Holly Buchanan and Michelle Miller take on the one-market-fits-all-women myth in their first joint effort book - The Soccer Mom Myth.

For those who haven't explored the inner workings of the women's market, they give you plenty of ideas to kick around, but they save the very best for the last part of the book - word of mouth marketing.

"A woman values relationships more than almost anything else in her life. This is absolutely key for word-of-mouth marketers to understand. She will not do anything to jeopardize these relationships. She will not pass along information unless she truly trust you and feels your product has the true benefit."

I totally agree and that is going to become a bigger issue as women question if a product not only has a true benefit, but is truly green as well.

They give the following conditions needed to foster word of mouth:

• Be authentic and ethical. (critical in the green market as well)
• Be relevant (it better be Sustainable for the eco-market)
• Create a remarkable product.
• Be 100 percent accountable. (also critical in the green market)
• Listen.
• Keep your promises. (no greenwash, no misleading)
• Make it easy for her to pass along the message.
• Give her exclusive access. (first to know)
• Provide value not only to the referrer, but also to the referee.

Holly and Michelle also warn on negative word of mouth and how companies should make absolutely sure customers have a way to contact them immediately with a problem. "Women are tired of being ignored or made to feel like they are unimportant." They then give more tips on reaching the women's market through social media and websites.

The Soccer Mom Myth is loaded with examples that will have you saying, "Of course, that makes so much sense"! It picks apart stereotypical marketing and replaces it with resonating strategies. 

I love that they stress authenticity, trust and accountability. Those terms are also the tenets of the emerging Sustainable market. The good news? What works for women, works for green women (and men) as well.

One Planet Living, what the U.K. can teach us

If Climate Change has taught us one thing it's that we have to think outside our borders. One country may lead the way and that country just may be the U.K.

Kristin Darguzas, a Canadian whom I met through BlogHer, told me about Turn Up the Heat. It's a book not yet available in the U.S. by George Monbiot. He also has a blog by the same name that takes corporations and individuals to task. George throws the first challenge and ultimate issue with:

"My fear is not that people will stop talking about climate change. My fear is that they will talk us to Kingdom Come."

He has a point. First people become aware, then they change a light bulb and then they begin to feel the enormity of the problem and throw words at it.

George throws words too, at those who are running their solution through the greenwash cycle. His critical thinking made me think. He takes on Richard Branson and his multi-million dollar offer to anyone who can come up with a solution, while his own Virgin Airlines continues to fly. To George, that's greenwash. "Spin does not become a substitute for action." Meanwhile, back in the states, the NY Times shows Branson and Gore together in a climate exchange as Branson offers his $25 million to world of science. I assume he flew to the states on one of his jets.

It makes you think, just what am I willing to personally give up to save the future of the human race? Is that trip to Ireland now off the dream list? Maybe. How much do I cut back and what do I just cut out?

The Stern report, another U.K. initiative from HM Treasury department, projects what will happen if we don't get our climate under control. To start with, storms the size of Katrina will bankrupt insurance companies. Add in the floods and famine and you have the makings of a full economic collapse. That tells me that cutting out, should supersede cutting back.

Keeping both ecological and economic worlds and in balance is the ultimate solution. Again, we can turn to the U.K. for a look at who is leading the way. One Planet Living has joined forces with global thinkers to find the ideas that put us in balance, quickly. They issued 10 guiding principals which START with bringing down CO2 emissions. There's no point in cleaning up the water if the climate above it is killing off the planet.

I like their approach. I like that they bring solutions to the site from every country. While Monbiot is busy holding holding the green torch to corporate toes, this group is championing those who are doing the right thing, right now.

It's inspiring to read what's on their agenda - One Planet Products UK, One Planet Economy, One Million Sustainable Homes... you get the idea. If you are at all interested in forming a global, sustainable society, One Planet Living is well worth bookmarking.