SEXYGREEN CAR

REMEMBER THIS KEY SEXY PRINCIPLE!

Harmonize messages of self-interest (e.g., saving

money/making money, solving problems, achieving goals) and

global purpose

Make going green SUPERIOR to/MORE economical than the alternative—hit both

self-interest and higher good

SEXY GREEN ANIMÉ AVATAR

Sexy in both traditional AND nontraditonal senses

Woman-designed for eco-conscious AND image-conscious audiences

Green Rena mutlicultural green magazine

RESULTS:MARCAL

BANK-RUPT,

2006

Rebranding (“Small

Steps”/foliage)

launched April 2009

By December 2009, top-

selling recycled

brand

DO YOU THINK BEN & JERRY’S WOULD HAVE SUCCEEDED…

WITHOUT the green/ethical

market?With ONLY the green/ethical

market?

SEXY GREEN EVENT VENUE

“Sexy” and storied history

Birthplace of movements and books

Green features:

solar, geothermal

Anchors for today’s marketing

SEXY GREEN RETROFIT

HUGE PR for green building

Sexy: saving $4MM+/year, 33% ROI, 3-

year payback

Legendary tourist destinati

on

SAMPLE MESSAGE POINTS: ENVIRONMENT

“Our facility is 80% solar (wind, hydro) powered”

“Working to achieve zero waste within two years”

“Using only recycled raw materials since 1950”

SAMPLE MESSAGE POINTS: COMFORT/LUXURY/PAMPERING

“The warmest and softest

slippers you’ll ever own,

thanks to our special blend of all-natural

fibers”

“This powerful shower

makes you feel so good,

you won’t believe how little water

you’re using”

SEXY/UNSEXY MONEY STATS 2 CONVINCE CEO, BOD, SHAREHOLDERS…

$4.12 TRILLION invested in clean

energy worldwide since

2007

Walmart’s sales of organics:

~$15.44 billion (2011)

Chevron owes $19 billion for anti-ethical, nongreen practices

SAMPLE MESSAGE POINTS: CONVENIENCE

“Enjoy fresh veggies from our organic greenhouse all winter. Need a scrumptious, juicy tomato for your dinner? Just pick one off the vine.”

“No more fussing with cranky, complicated HVAC—the passive ventilation system has no moving parts to break down”

SEXY PEOPLE’S ENVIRO MOVEMENT

Mass outrage channeled into

ACTION

“Experts”: Terrible,

but nothing

we can do

Threat to iconic

landscape

STM: MESSAGE POINTS

Water

Traffic/noise

Endangered plant and animal habitats

Strain on town services

Destruction of the rural character of the neighborhood

EMPOWERED RESIDENTS WILL STOP THE PROJECT!