6.2 Thinking: The Good Issue

6.2 THINKING

A BRIEF ON: INNOVATION // TECHNOLOGY // CULTURE

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CONTRIBUTORS Ben Rennie Co-Founder/Editor Partner/Director 6.2 || an innovation lab @benrennie

Glenn Chandler Co-Founder/Creative Owner – Seek&Design

Courtney van der Weyden Digital Content Manager @unclutteredwhitespaces

Paul Breen Partner/Director 6.2 || an innovation lab

Sally Hill sustahood.com sallyrhill@gmail.com @sallyrhill

Marie Lena Tupot www.scenariodna.com marielena@scenariodna.com @mtupot

Tim Stock www.scenariodna.com timstock@scenariodna.com @timstock

David Gillespie collectorsed.com @davidgillespie

Ryan Jacoby ryanjacoby.com @jacobyryan

Dan Solo nerdi.com

Paul Voulas nerdi.com

Leila Hibri Business & Brand Strategy

CEO/PUBLISHER: ben@sixpointtwo.net CREATIVE DIRECTOR: glenn@seekanddesign.com.au ADVERTISING ENQUIRIES: courtney@sixpointtwo.net 6.2 | an innovation lab Sydney: Level 1, 91 Campbell Street Surry Hills, NSW 2508.

Melbourne: Suite 610, 370 St Kilda Road, Melbourne, VIC 3000

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FROM THE EDITOR

Editor & Founder of uncluttered white spaces On Twitter: @benrennie

BY: BEN RENNIE

For our first ever purpose built iPad report,

They are right though to bring good into

we have chosen to focus on the concept of

the conversation as a core competence for

Good. We all know that good – like sexy – is

new business, or existing for that matter.

in the eye of the beholder. Most executives

In this issue, Marie Luna Tupot and Tim

think they know good (be it a good idea,

Stock challenge the foundations of good,

good person, good anything) when they

whilst Sally Hill argues for the rise of social

see it. Across our shifting planet, fast

good and sustainability as a mainstream

starters, tech companies and industry after

behaviour. Dan Solo urges the world to

industry, good ideas (or just good for the

rethink education and places good at the

sake of good) are playing a disruptive role in

heart of the overhaul. His “Said Beastie”

shaping competition.

partly responsible (email Dan for more info

When throwing around the title and theme for this issue, we could not avoid the word good. From a generational perspective, I hear Gen-Yers painfully debate the importance of “good”, social justice, social innovation and base the foundations of modern movements around good. Good at least in the eye of the beholder.

on Said Beastie here).

To me, good is simply something worth pursuing.

Andrew Denton stated that: “All he ever looks for is a good idea that flies true”.

So as good takes shape as new business models around cleantech, hydrotech, selfdriving cars, augmented reality, micro currencies and big fat data, let’s do so with a constant consideration for human impacts.

It’s all too easy to get caught up in the idea and the execution before we have even stepped out into the future.

So before we do, let’s make sure our good ideas, are good ideas that fly true.

Welcome to our good issue. Enjoy Ben Rennie

01

CULTURE

THERE’S ONLY ONE WAY TO DO BUSINESS – ETHICALLY

BY PAUL BREEN

It always amuses me when someone feels

policy and not to do anything that is

a different path, perhaps looking for a short

the need to tell me that they are honest,

improper, illegal or immoral that could

cut to success. There aren’t many of those

trustworthy and a person of their word.

harm or embarrass the company. If you can’t

unfortunately.

Even more so when they use phrases like “to

answer yes to this question then there is no

be completely honest with you,” (what, you

point in considering the next two questions.

weren’t before??) or, “you can trust me, I’m a

The problem is that you can’t undo history and “unethical” actions taken years ago

fair guy”. These types of “assurances” don’t

Is it balanced? Or more importantly – is it

will be remembered by someone out there

fill me with confidence – in fact they are more

fair? Actions that result in one party winning

(regulators, competitors etc.) even if you

likely to arouse suspicion because if they are

big and the other losing big invariably cause

thought it was forgotten. Just hope that they

true then they shouldn’t need to be said at all.

problems later – especially if it is a regular

don’t have the means and the will to hold

occurrence. Trust is eroded and it will

you accountable for them in the future…

Maybe I’m old fashioned (or been burnt too

become harder to do business in the future.

many times) but I put much greater stock in a

It is better to ensure that both parties do

person’s actions over their words – especially

“ok” from any deal. This doesn’t mean you

when it has been demonstrated by consistent

can’t be tough, negotiate hard and demand

behaviour over a long period of time.

superior performance from everyone you

Paul Breen

deal with. You can and you should. What you This got me thinking about how important

must do, however, is leave some “meat on

ethics and integrity are, not only in business,

the bone” for those relationships that are

but in life generally. I remembering reading

important to you now and in the future. If

a book entitled “The Power of Ethical

they don’t prosper, then neither may you.

Management” by Ken Blanchard & Norman Vincent Peale which provided a three point

How will it make me feel about myself?

ethics check which can be applied to any

Would I be proud or ashamed? Would I tell

decision you take. The questions were:

my spouse or kids about it (without sugarcoating the facts)? Would I like to see it

Is it legal?

on the evening news? These are sobering

Is it balanced?

questions that are perhaps best summed

How will it make me feel about myself?

up by the old Chinese proverb, “a clear conscience never fears a midnight knock

These are great questions that cut through

at the door”.

the noise (and grey areas) to get to the heart of ethical behaviour.

Getting three “yeses” is a tough assignment but a fabulous way to do business. Ethical

Is it legal? This seems to be a basic

businesses do better and last longer

question, but it is more than just about

than unethical businesses – that should

“breaking the law” – it also includes the

be reason enough to act ethically. Some

need to operate within agreed company

businesses ignore this, however, and choose

02

Paul Breen Partner/Director 6.2 || an innovation lab

INNOVATION

CAUSE.IT: REWARDING VOLUNTEERS

AN APP THAT HELPS MORE PEOPLE DO GOOD IN THEIR COMMUNITY. VIEW LINK: HTTP://WWW.CAUSE.IT

Cause.it is a new smartphone app designed

Anthon Berg. A pop-up store, open for one

to link nonprofits with businesses and

day only, allowed people to buy products with

people to drive good within the community.

the promise of doing a good deed as their

It enables volunteers to be rewarded with

currency. Goods were priced with over 30

tangible products from local businesses for

different deeds including ‘serve breakfast in

the work they complete with nonprofits.

bed to your loved one’ in order to encourage people to be more generous to each other.

Socially-minded consumers download the app

This tied in with the company slogan ‘You can

and sign up for causes that either require them

never be too generous.’

to ‘say’ (spread the message about a cause

INSIGHT >>

via social media), or ‘do’ (volunteer their time

Customers were required to pledge their

and effort to a project). They are then rewarded

good deed to a friend or family member on

through the accumulation of points that can

Facebook from the store’s iPads as proof of

of creating platforms as new business channels is a smart way to

be redeemed at partnering local businesses.

their intention to follow through. Take a look

create an online resource to grow your community.

These participating businesses gain fresh

at the video: HTTP://BIT.LY/IKL6TC

goodwill, extra business opportunities and improved image and branding.

Participating businesses also receive a monthly report on which specific causes have helped drive business so they can better identify what causes to align with in the future.

This means, for the first time cause-related marketing has metrics.

This idea is similar in nature to that of a marketing initiative by Danish chocolate brand

Leveraging technology to provide value is not new. The concept

VOLUNTEERS ARE REWARDED WITH TANGIBLE GOODS FROM LOCAL BUSINESSES FOR WORK COMPLETED WITH NONPROFITS.

05

INNOVATION

SOCIAL RESPONSIBILITY USING SOCIAL MEDIA

COMPETE WITH FRIENDS FOR ENERGY SAVINGS ON FACEBOOK. VIEW LINK: HTTP://OPOWER.COM/

The consumption of energy is something we

the country. They can also compare results

What differentiates this from other apps

can’t physically see, but now it’s possible for

with the top 20 per cent of efficient homes.

that have tried and failed in the past is

us to visualise how much we’re using versus

The 16 participating energy companies can

the involvement of the energy utilities and

Facebook friends or foes. Opower and the

set up their own energy saving challenges,

how this information is portrayed to users.

NRDC (National Resources Defense Council)

and it is expected that brands will soon

Opower has reinvented the way utilities

have developed a customer engagement app

join the competition, offering prizes as

interact with customers. By partnering with

that allows users to engage in friendly energy

incentives. Users can also upload energy

Facebook, Opower has immediate access to

consumption competition on Facebook.

saving tips and hints.

Facebook’s 800 million plus users.

Sixteen energy companies across the

1 IN 6 AMERICANS INSIGHT >> This presents an opportunity for all businesses. With the ARE ABLE TO collaboration of social networks and technology, business can create business opportunities out of transparency and create ACCESS THEIR PERSONAL ENERGY a whole new network of customers.

USAGE STATISTICS.

United States are participating with this app. The 20 million households serviced by the participating utilities are able to use the ‘Utility Connect’ feature of the app, which uploads their comparative energy usage figures to Facebook. However, other Facebook users can still access the app. Where usage data is unavailable, the app can estimate usage based on a series of questions.

Users can compare their electricity usage with friends or average households across

06

TECHNOLOGY

ECOATM IS SOLVING THE LARGE PROBLEM OF E-WASTE

RECYCLING A MOBILE PHONE AS EASY AS CASHING A CHEQUE. VIEW LINK: HTTP://WWW.ECOATM.COM/

EcoATM has designed and launched a kiosk that offers a unique twist on the traditional role of ATMs. The self-service ATM gives people cash in return for depositing unwanted mobile phones in what is a quick and simple process.

The machines, currently only located on the west coast of America, are equipped with cameras and artificial intelligence to determine the device’s model and worth. The price is based on a worldwide search for the best

INSIGHT >> IN THE YEAR 2000 Leveraging new technology to create platforms for good. This ALONE, MORE is another example of removing steps in any process. The THAN 4.6 MILLION more steps businesses can remove from start to finish of any transaction or use, the better.

TONNES OF E-WASTE WERE SENT STRAIGHT TO LANDFILL.

price of used mobiles and parts. Personal information is collected and the seller’s driver’s license is scanned to deter fraud and theft.

The machine rewards you with on-the-spot cash and asks if you would like to donate some, or all, of the money to a charity.

In the year 2000 alone, more than 4.6 million tonnes of e-waste were sent straight to landfill.

It is here that they release harmful toxins such as mercury, lead and arsenic. Each year 100 million phones are thrown out, or left in a cupboard or drawer never to be used again.

EcoATM sells the phones and mp3 players on the global market for used goods, or ensures they are recycled at an eco-friendly smelting facility. A much better alternative to throwing away.

07

INNOVATION

WE ARE MOVING AT THE SAME SPEED YET WE ARE DOING IT FASTER.

by David Gillespie collectorsed.com

The other day I saw a great quote from Larry

There are two ways to frame this change. One

King. He said, “A year ago, if you had told

is entrepreneur Seth Godin’s who argues the

me I’d be re-tweeting Justin Bieber, I’d have

only important part of having an idea is that

said ‘I’ll be doing what to who?’” The rate of

it spreads, and that it is no good to you if it

change, the sheer pace of it all seems to be

doesn’t get taken up by someone else. With

getting ever faster. If you compare the time it

this point of view, there’s no bad in the new

took the humble television to reach 50 million

way we live and work.

people to the time it took Facebook to reach 50 million people (13 years versus 2 in case

The other way to look at it is unbridled

you’re interested), you can be left with only

negativity – that the faster movement of

one conclusion: that things move much, much

information between two points is actually

faster these days than they did before. Which

detrimental when it can’t be controlled.

is in equal parts right and wrong, depending

This point of view is generally taken up only

on your perspective.

by those who have a vested interest in the control of information between two points –

The thing missing from the last 50 years

usually government or big business; the music

to suggest we’re actually operating at a

industry immediately springs to mind.

faster pace is evidence of dramatic human evolution to not only keep up with, but cope

For the average person on the street, however,

with how different things are since Ed Sullivan

it is hard to see this as a bad thing. What it

became synonymous with entertainment via

does mean is the half-life of an idea has been

the TV. We’re largely the same animals we

dramatically shortened. We don’t tire of an

were hundreds of years ago, let alone what

idea any faster than we used to; we just get it

constituted “us” a few decades before.

at the same time as everyone else – and can then get it any time we want after that.

What has gone are the silos, the endless echo chambers and wells that ideas, culture and

All this is only a problem for businesses built

to a large extent people dwelled within. The

around the control of information. For them,

web has tunnelled between them allowing a

right now is as easy as it is ever going to get.

more rapid pace of change in society, not by enlarging our brains, but by circumventing the natural world’s way of keeping us from mental overload – physical distance from one another. In a world where I can be as aware of the ‘craze of the week’ among Brooklyn hipsters as I am of the latest fashion trends in Harajuku, what we’ve lost is the ability for an idea to have an artificial longevity via the time it takes to travel from one place to another.

09

CULTURE

LEARN AND CONNECT WITH HUMAN-CENTRED DESIGN SHARING STORIES AND CREATING COLLABORATION. HTTP://WWW.HCDCONNECT.ORG/

Social media and various forms of digital

Human-centred design (HCD) has been

platforms allow people to connect and share

used for decades to create new design

information from all over the world. They

solutions to better meet the needs of the

enable people with common interests to

communities they are designing for. HCD

unite. However, as this information can come

uses a combination of techniques, such as

from anywhere and be stored anywhere it

close listening, empathy, and observation to

becomes diluted and hard to locate.

design the most appropriate solutions.

HCD Connect also offers the HCD Toolkit,

Ideo.org has designed a new platform,

which can be downloaded for free, or

HCD Connect, funded by the Bill and

purchased as a hard copy. The toolkit

Melinda Gates Foundation. HCD Connect

ensures the correct questions are asked,

is a platform that brings together people,

assists in building prototypes and provides

social enterprises and nonprofits working

tips on how to conduct workshops. It

with low-income communities to share

is designed to increase the speed and

experiences and resources. It acts as a

effectiveness in implementing solutions that

method for sharing stories and creates

directly impact these communities. The kit

collaboration opportunities.

walks users through the HCD processes and supports them in the activities.

ASSISTS WITH THE CREATION OF NEW SOLUTIONS TO DESIGN CHALLENGES FOR SOCIAL ENTERPRISES OR NONPROFITS THAT WORK WITH LOW-INCOME COMMUNITIES.

10

INSIGHT >> IDEO have created a product that’s free to the world based on their own IP. Good ideas are only valuable if being put to use.

There is real power in sharing and transparency. Create more than you capture, and it will come flooding back to you.

CULTURE

LOST AND FOUND: SALVAGING MEMORIES OF THE 2011 TSUNAMI

COLLECTING AND RESTORING MISSING PHOTOGRAPHS VIEW LINK: HTTP://LOSTANDFOUND311.JP/EN/

On March 11, 2011 Japan was forever

“ These photographs draw us into their

changed by the tsunami that swept away

presence and make us become aware of

homes and infrastructure, and claimed

their silent voices. This awareness is very

over 20,000 lives. It left in its wake a sea of

important for us who are living now and will

destruction and waste.

continue to live into the future.”

During the mammoth cleanup effort in the small town of Yamamoto, 750,000 photographs were found and stored at the Tohoku elementary school. Two months after the tsunami, a group called the Memory Salvage Project was formed.

The group’s mission was to restore these lost photographs and return them to their owners where possible. The photos that could be saved were cleaned and digitalised by the many volunteers that came from all over Japan.

Researchers from the Japan Society for SocioInformation Studies created the group that was made up entirely of volunteers. Through the power of social media, such as Twitter and

(from http://lostandfound311.jp/en/)

680 PHOTO ALBUMS AND 12,000 PHOTOS HAVE BEEN RETURNED TO THEIR OWNERS USING THE DATA THAT TOOK THREE MONTHS TO BUILD.

Facebook, the Memory Salvage Project was able to recruit volunteers with necessary skills, such as restorers and photographers.

680 photo albums and 12,000 photos have been returned to their owners using the data that took three months to build. Those that couldn’t be returned are featured in a travelling exhibition, Lost & Found: 3.11 Photographs from Tohoku, which has been shown in Tokyo, Los Angeles and most recently New York. Proceeds from the exhibition are donated to those still living in temporary shelters in Yamamoto.

11

CULTURE

HOLLYWOOD GETS A GREEN MAKEOVER

PRODUCT PLACEMENT FOR PRODUCTS WITH AN ETHICAL AGENDA. VIEW LINK: HTTP://WWW.GREENPRODUCTPLACEMENT.COM/US/

Some people have a conscience when

Bell states that the exposure these products

they shop. They look for products that are

gain has a “cumulative effect” that can

environmentally friendly, sustainable and

ultimately “help viewers recognize them as a

cruelty free. There is no reason why movie

normal brand, and not a fringe one”. It also

and television characters shouldn’t mirror

has great storytelling abilities as these types

what people do in the real world. These

of products complement certain characters

fictional characters should care about the

and storylines.

products they buy too.

The products so far have appeared on Experienced set designer Beth Bell has

HBO’s Enlightened, Veep and Netflix’s

teamed up with co-worker Lisa Dietrich to

House of Cards.

create Green Product Placement. The company is the first to promote the use of sustainable products on the sets of Hollywood TV shows and movies.

Green Product Placement sources products that meet strict criteria. They must be sustainable, charitable, ethical or organic.

Examples of brands they have worked with in the past include; Applegate Farms, Full Circle Cleaning Products, Peacekeeper Causemetics’ Philanthropic Make-Up, and Sloop Betty’s Organic Vodka.

“ BRANDS EXIST IN REAL LIFE, SO THEY SHOULD EXIST IN FICTIONAL LIFE AND REALITY SHOWS TOO.” BETH BELL.

13

TECHNOLOGY

MAKING AN ETHICAL CHOICE JUST GOT EVEN EASIER

VISIT COOPERATIVES ANYWHERE IN THE WORLD WITH YOUR MOBILE. VIEW LINK: HTTP://WWW.GEOFAIRTRADE.EU/

Geo Fair Trade is developing ways to bridge

community. From your local supermarket you

influence the consumer to purchase their item

the emotional and geographical gaps

will be teleported miles away to a fair trade

over cheaper options.

between producers and consumers of fair

region.

trade goods.

Imagine being able to instantly connect with the producers of your ethical goods. In the near future this won’t be a figment of your imagination but a reality. You simply run your smart phone over the QR code found on the packaging.

Your screen will then display the location of the product’s co-op, information about the growers, their fair trade credentials and the contribution purchasing that product will have on their local

14

150 delegates who gathered at Liverpool Hope University for the fourth Fair Trade International Symposium in April were presented with this scenario. Geo Fair Trade is currently establishing ways to use geo-tracing (GPS technology) to create a unique form of storytelling for fair traders to potential consumers.

This information will clearly visualise the impact purchasing these products will have on their organisation, family and community and

INSIGHT >> Again, organisations using transparency as a key business tool. Effecting purchasing habits based on clear honest facts.

Be inspired by some of Australia’s most successful failures.

June 7, 2012 – Museum of Contemporary Arts, Sydney

Buy Tickets

sydney.thefailcon.com

CULTURE

BARBIE GOES BALD FOR A GOOD CAUSE

WELL KNOWN BRANDS HELPING KIDS COPE WITH CANCER. VIEW LINK: HTTP://ON.FB.ME/JHN8IT

Barbie has morphed and adopted many

Mattel initially declined, although they had

looks over the past 53 years since her

previously made one bald Barbie for a child

explosion onto the market. This year Barbie

with cancer in New York. Mattel’s initial

is going bald.

response to Sypin’s request, stated that they did not accept ideas from third parties. It

Mattel has responded to the overwhelming

appears they have had a change of heart,

support for Facebook page ‘Beautiful and

due to the overwhelming response to the

Bald Barbie’ that received well over 1,000

Facebook page.

likes in the first few hours of going live.

The aim of the Facebook page was to gather

In February, competitors MGA Entertainment

support to convince Mattel to produce a bald

announced the launch of a series of hairless

Barbie. The creators of the page felt that a

‘True Hope’ Bratz Dolls for commercial sale

bald Barbie could help girls cope with hair

through Toys R’Us, available in June. For

loss due to cancer treatments, alopecia or

every doll sold, $1 will be donated to the

trichotillomania, and reduce the stigma

City of Hope cancer organisation. Inspired

attached to bald women.

by the actions of the group, a bald G.I. Joe Movement has also started.

The bald Barbie will be launched in 2013.

The 10,000 limited edition dolls will not be available in retail stores, but distributed to hospitals and centres throughout the

MATTEL HAS RESPONDED TO THE OVERWHELMING SUPPORT FOR FACEBOOK PAGE ‘BEAUTIFUL AND BALD BARBIE’ THAT RECEIVED WELL OVER 1,000 LIKES IN THE FIRST FEW HOURS OF GOING LIVE.

U.S that specialise in treating cancer patients, and to the National Alopecia Areata Foundation.

Becki Sypin, mother of a young daughter with leukemia, and co-founder of the Facebook group, approached Mattel about the idea of creating a hairless doll.

INSIGHT >>

Leveraging brand activation as a call to action is a powerful collaboration.

17

CULTURE

FOOD SWIPES FOR THE HOMELESS

STUDENTS AT UCLA DONATE FOOD AND TIME TO HELP THE HOMELESS. VIEW LINK: HTTP://SWIPESFORTHEHOMELESS.ORG/

In the States, those living on campus get ‘food swipes’, a system where students swipe a prepaid card to pay for their food.

At the end of the academic quarter, many are left with a large accumulation of unused swipes. There is either a manic rush to redeem as much food as possible before the holiday break, or students are given the option to help alleviate the suffering of the homeless.

Swipes for the Homeless was established in 2009, and is recognised as an official group at the UCLA. Their mission is to combat hunger on the streets of LA and educate other students about a real issue within their community.

According to CEO and founder Bryan Pezeshki,

18

donated food is taken to homeless shelters “ STUDENTS DON’T The and to those who live on the streets.

JUST DONATE THE Swipes for the Homeless has donated over 20,000 pounds of left over food and has spread MEALS TO US. the good word to other universities who have followed suit.

WHILE THEY’RE DONATING, WE GIVE THEM INFORMATION ABOUT DIFFERENT INSIGHT >> WAYS THAT THEY Combining education with activation to solve real world The problem with not for profits is not the cause or CAN GET INVOLVED problems. the energy to solve the problem, it is the clear knowledge for BOTH ON AND the consumer around the problem. Education solves that fast.

OFF CAMPUS.”

TECHNOLOGY

APP HELPS KIDS WITH AUTISM COMMUNICATE

A COMMUNICATION TOOL FOR CHILDREN WITH AUTISM. HTTP://WWW.AUTISMATE.COM/

An older brother of a young boy with autism has created AutisMate, an iPad app that acts as a communication and therapy tool. Creator Jonathan Izak found a gap in the market, as previous apps designed for children with autism required too much navigation.

The app allows the user to add their own personal pictures, videos and voice recordings to create visual scenes that help promote social skills, functional skills and communication.

GPS technology is also used to present scenes and images that align to the current location of the user. If the user is at home, an image of their kitchen may be displayed. By clicking on the circle on the fridge in the kitchen, the user will be shown what items are inside and can then communicate what they would like to eat.

Multiple phrases and words can be attached to symbols to promote generalisation.

The app is easy to use and understand and comes with in-app customer support.

19

CULTURE

GOOD IS NOT GOOD ENOUGH INNOVATION CALLS FOR RISK AND DISCOMFORT Good: a benefit; having desirable or positive

hold up a lens of scrutiny to others when

Good is in flux. Good used to be about seeing

qualities. According to the Oxford Dictionary,

you’re not ensured a job after graduation.

what happens. Good was about hope and

good is the most commonly used adjective in the English language.

transformation. Blind faith. Good, however, The concept of good does not end at “doing

must now be about looking ahead.

good,” it extends to innovation as well. We’re However, given that the definition of a word

living in mediocrity -- good enough. Sales

Instead, we see like buttons. We’re soothed

is descriptive, not prescriptive, its meaning

of new mid-calorie cola Pepsi NEXT are

by the conformity. But increasingly, good

at any given point in time is vast -- running

ahead of expectation, in spite of the cola still

lives in worlds that do not conform to

the gamut from an ideal to “not so great. It’s

being a high fructose, aspartame, sucralose,

our expectations. The danger is that we

good.” So what do we want it to mean when

acesulfame, potassium beverage. NEXT, to

will exhaust people from understanding

we convey good?

us, implies the next big thing, not a baby

what is truly good. Today, real good goes

step with a cocktail of sweeteners that freak

unrecognized if it is not blatantly labeled

We fear the context of the word has shifted

out food activists, especially at a time when

as such. And the overuse of labeling

away from human intent. Using the word

the beverage powerhouses are modifying the

inadvertently results in information overload

nowadays has greater implication than it

caramel colouring in their sodas to avoid a

and consequently lack of action. That’s not

ever has. Not always for good. Doing good

cancer warning label.

the intended effect.

was once an enigma. It meant rolling up your sleeves and having family and friends question your choice of risk and adversity over safety and security. Now it means fretting over whom to loan $25 or whom to kickstart, as one keys through pre-sifted profiles. We’re back to a generation of appearances again. We even travel for good, among other things we do to assuage guilt. [http://www.slideshare.net/scenariodna/theculture-of-luxury-2011-brand-packaging] In fact, Travelocity has an initiative titled exactly that: Travel for Good. [http://www. travelocity.com/TravelForGood/index.html] Apparently, good is politically correct, sugarcoated and bordering on patronising.

We indulge in good if we can forecast and predict positive return. Why? Because the rising generation has had no indicators for risk. But this too is changing as conflict hits the world of Gen Y. It’s hard to be rosy and

20

by Marie Lena Tupot and Tim Stock, scenarioDNA inc. www.scenariodna.com

It looks like we’re doing a lot of good when

Who’s doing the real good? All are attempting

If we want to do good, it’s not good enough to

it comes to the non-profit arena. In reality,

a paradigm shift, an empowerment for good.

deploy passive tactics. The responsibility is

not much is changing. Approximately 26.3%

Is there room for the range? We think so.

ours to say and do what means something.

of Americans over the age of 16 volunteered

Only then, can we can look forward to the

through or for an organization between

The misstep being made is seeing good as

collaboration required for change.

September 2009 and September 2010. This

one sweeping notion. Just as anywhere,

proportion has remained relatively constant

cultural propensities thrive across good.

Think about it. Do you think you’re doing

since 2003 after a slight increase from

To make a change for real, authentic good

good enough?

27.4% to 28.8% in 2003 (source: Current

is to understand the nuances of the cultures

Population Survey, September 2010).

that might drive the change and innovation

Individuals gave $211.77 billion in 2010,

to be acted on. What drives a person to defy

about the same as in 2009 (source: Giving

expectations? What gives one the power to

USA 2011).

explore creativity and push the buttons of his community? What allows a slight shift in

Real good is messy, uncomfortable,

norms to think forward?

painstaking and time consuming, as it should be. Consider Iranian actress

The culture of real good is about context,

Golshifteh Farahani. In January 2012,

about people and their networks [http://

Golshifteh, already in exile for acting in

www.slideshare.net/scenariodna/

Western films, was warned not to return

sxsw-11878629], not demographics or

home after appearing topless in French

geolocations. Understanding and showing

magazine Madame Figaro. According to a

empathy for the networks people engage

CNN blog, “Some say Farahani has betrayed

in will allow us to re-engage risk and

Islam and Iran for revealing her body.

discomfort appropriately, strategically,

Other posters are supportive. They cheer

clearing the air for true innovation.

her boldness and defend her right to selfexpression.” http://news.blogs.cnn.com/

Editor Andrew O’Connell puts it this way in

category/golshifteh-farahani/

a Harvard Business Review article, “Conflict is the irritant that gives rise to the need for

At the same time, conservative Middle

innovation.” http://blogs.hbr.org/cs/2012/04/

Eastern women post their loan requirements

what_were_reading_is_innovation_

to sustain their businesses on Kiva. In lieu

fueled_by_conflict_or_cooperation.htm

of their own image, they use an image of

l?awid=8218465235816627192-3271#.

a husband or brother. And, just this year,

T5v12bJEYBA.twitter

the first feature horror film made by Saudi filmmakers, “Hidden Evil,” was brought to

Just as it is difficult to roll up your sleeves

the Asian and European film festivals.

and do good, choosing to participate in good should receive equal thought and discretion.

21

INNOVATION

WEAR YOUR LOVE FOR BEER

A RANGE OF SUSTAINABLE DENIM MADE FROM RECYCLED PRODUCTS. VIEW LINK: HTTPS://WWW.FACEBOOK.COM/BONOBOS?SK=APP_206129382796033

Popular menswear label Bonobos has introduced an environmentally friendly, sustainable denim line made exclusively from recycled materials. The line is called Bottle Rockets and has rightfully earned this name as each pair of jeans contains 3-5 recycled beer bottles.

Each pair is made using Earth Spun Yarn from Cone Denim’s White Oak Mill. This unique type of yarn is produced entirely from recycled cotton, recycled polyester, plastic beer bottles (the kind used at outdoor events).

The denim requires no dyeing as the colours come from the materials used in the yarn.

Blue bottles are used for blue jeans and if brown is desired, yarn containing recycled

THE LINE IS CALLED BOTTLE ROCKETS AND HAS RIGHTFULLY EARNED THIS NAME, AS EACH PAIR OF DENIM JEANS CONTAINS 3-5 RECYCLED PLASTIC BEER BOTTLES.

x-ray film is used.

INSIGHT >> Look for real world objects in need of a new purpose, this creates a great story but also an intriguing and entertaining business case.

23

CULTURE

REWARDING SCHOOLS FOR THEIR ENVIRONMENTAL EFFORTS ENVIRONMENTAL EDUCATION TO REDUCE CARBON FOOTPRINT. HTTP://WWW.GREENRIBBONSCHOOLS.ORG/

The Green Ribbon Schools Program has

wrote on his blog, “We’re honoring schools

been developed by the U.S. Department

that use green roofs, pervious pavement, rain

of Education. Similar to the Blue Ribbon

gardens, rain barrels, rain cisterns and low-

Schools Program, which rewards academic

flow water equipment of all types.”

excellence, the Green Ribbon Schools Program recognises and honours schools’

Multiple schools have buses that run on

environmental efforts.

“ultra-low sulfur diesel, compressed natural

Schools that reduce their environmental impact and costs, promote student health, and have a high quality environmental and outdoor education program will be recognised and rewarded.

On April 23, 78 schools received this honour for the multiple methods adopted to reduce carbon footprints within American schools.

Arne Duncan, U.S. Secretary of Education,

24

gas or the discarded cooking oils of local restaurants.”

And in the cafeteria and classroom, the winning schools use “reusable snack bags and water bottles; dine with reusable plates, napkins and utensils for meals; and save paper by converting to digital assignments and grading.”

ON APRIL 23, 78 SCHOOLS RECEIVED THIS GREEN RIBBON SCHOOLS AWARD FOR THE MULTIPLE METHODS ADOPTED TO REDUCE CARBON FOOTPRINTS WITHIN AMERICAN SCHOOLS. The purpose of the initiative is to maximise learning possibilities for students and to reduce pollution in and around schools, as well as reducing schools’ energy costs. Real-world skill sets based around healthy living, and living in harmony with the environment will be developed.

INNOVATION

B CORPORATIONS GO GLOBAL FOSTERING SOCIAL ENTERPRISE. HTTP://WWW.BCORPORATION.NET/ABOUT

Last year Sistema B was formed, a small

Two companies have been formally certified,

South American group whose purpose is

Triciclos, a recycling consultant in Chile and

to foster more social enterprise through

Ouro Verde which produces food products

the adoption of the American system of B

from Amazonian nuts.

Corporations. This system eases operations for specialised companies that combine profit and social good.

Within the United States there are currently 521 for-profit companies operating under the B Corporations system. To be certified, these companies must agree to blend social, environmental and community impacts into their business model, and consider them along with earnings when making strategic decisions.

Co-founder of Sistema B, Juan Pablo Larenas’s vision is to use the American system in South American countries to foster more social enterprise. Sistema B hopes to form a licensing agreement with B Lab (the

“ EVERYBODY WANTS A TRIBE. THIS IS THAT TRIBE.” SAYS JAY COEN GILBERT, CO-FOUNDER OF B LABS. Companies must prove their social impact via an evaluation and certification process and not by just paying a membership fee or signing a values statement.

organisation that certifies B Corporations) to use their certification and evaluation metrics.

Larenas hopes to certify 500 Latin American B Corporations within the next three years.

The vision is to eventually expand into Chile, Argentina, Columbia and Brazil. Many B Corporations already operate within this sector, however, Larenas says, they don’t know how to meet the official standards.

They need a proper framework to leverage existing social and environmental work and a trusted certification to separate the real thing from the negative connotations of ‘greenwashing’.

25

INNOVATION

COLOUR FOR A CAUSE

COLOUR IN DESIGN AND IMAGES USED TO PROMOTE SOCIAL ISSUES. VIEW LINK: HTTP://BIT.LY/JHYZCA

Colour plays many roles in our lives. When it comes to marketing and advertising its role is paramount. At times it speaks louder than words and has the power of association.

Colour is especially important for cause-

INSIGHT >> Design is critical to connecting and brand building. Through design we can remove barriers by creating emotional, personal connections with projects, brands and products.

related marketing.

Design students of San Francisco’s Academy of Art University wish to strengthen this relationship between colour and causes.

Pantone, who sets colour standards for design industries, approached the university to collaborate on ‘Colour in Action’, a project that aims to discover how colour can be used as a social vehicle to drive change.

Eight teams were established, each with a social issue as its foundation. For instance Team Environment will explore the issue of rising sea levels, and Team Discrimination will look at bullying and how colour can best communicate the desired message.

Each team is given six weeks to research their topic before any designing can take place.

According to instructor Tom Sieu, “That’s rare in a design curriculum. Usually, on week two of any given design class, students go off and start designing without developing a true sense of the problem they’re attacking.”

The main challenge of the project, according to Pantone’s director of corporate marketing, Giovanni Marra, is that “college students are taught about design, but then they get out into the professional world and struggle trying to get their message across. For the presentations, the students had to organize their thoughts and put together a cohesive presentation and communicate what they’re trying to do. I think that’s something that’s always lacking in design schools today.”

On May 14 final presentations will be made with a $10,000 scholarship from Pantone up for grabs. Marra also hopes that some of the projects become a reality, and do not stay on the drawing board. .

27

INNOVATION

OPENLABEL: WIKI-ING OUR WAY TO BETTER CHOICES TECHNOLOGY’S IMPACT ON THE WORLD COULD BE BETTER.

No one needs to be told that technology is

of our age - obesity, starvation, pollution,

and it’s described as a ‘fast way for people

changing our lives, and our world, fast.

financial crisis, you name it – corporations

to keep each other informed about products.

But while it has delivered rapid change,

are connected to it. So, in another scary

Just scan any barcode, and exchange

technology has not delivered on a lot of

truth that our eyes are being opened to,

reasons to BUY or AVOID the product’.

promises.

the capitalist system that we have relied

Here’s how it works:

upon to increase our standard of living is What I’m talking about here is technology’s

now undermining it. Here is a super-wicked

http://www.youtube.com/

promise of creating a better future, a future

problem.

watch?v=4iVFF6aUSoo

that works for everyone. Because what is technology for if not to make our lives

By far the most exciting development in

better?

smart technology I’ve seen in the last year addresses this very problem - the

So far, I see a world where some people’s

human, social and environmental impacts

lives have become hyper-convenient, while

of capitalism and corporations. It’s the

others are at the butt end of our world’s

startup ‘OpenLabel’. At first glance an

glaring and gaping inequality. In a world

inconsequential shopping guide, this app

where technology really hasn’t begun to

has radical implications for the way people

address this, any piece of technology that

consume, and the future of business.

solves a real problem rather than a first world problem is a good start.

Studies on consumer purchasing show a persistent trend: more consumers would

One of the real problems that we’re facing is

like to know where the product or service

the possibility of a very dark scenario as our

they are buying comes from, and an

resource intensive consumer culture hits the

increasing number are demanding that this

limits of the earth’s resources. A population

information be made available to them.

growing toward 9 billion people, on a planet that has a finite capacity to provide for us, is

OpenLabel is an open source, public

a scary situation in anyone’s mind.

database where people can add what they know about a company or product to its

And the fact of the matter is, when we look

label. A ‘wiki’ label if you will. Their strapline

at the environmental and human disasters

is ‘An Open, Public Label on Every Product’

28

By Sally Hil sustahood.com

Of course, people use this tool to

the greatest advances our civilization has

No one wants to purchase a product that

recommend a product they love, or warn

ever experienced. Their benefit to society

causes harm, but currently harm is hidden

friends about dodgy ones. But what’s really

is undisputable. Yet, unbeknownst to many,

in the supply chain, well out of sight and

fascinating about this technology is that

these technologies have also slowly started

well out of mind. The information end

it will allow the public to probe where we

to erode the health of our planet and our

consumers are provided with is sometimes

haven’t probed before, to unlock knowledge

bodies.

improved by regulation around labelling and

and attach it to products and companies.

disclosure, but more often censored and

To scrutinise companies’ behaviour as we

Even the most hopeful of us must concede

tainted by marketing, misleading messaging

scrutinise their products. This opening

that we are going to stay in the consumer,

and ‘greenwashing’.

up of organisations is called ‘radical

economic growth model for a small

transparency’.

while longer. Thus we need to make the

What OpenLabel does is brings the

governing institutions (corporations) open

combined knowledge of the public before

OpenLabel allows us to advise people to

and accountable. In this case, ‘radical

the consumer, at the moment of purchase,

‘Avoid’ a product, selecting a reason from

transparency’ holds the key to sustainability,

allowing them make an informed decision

several choices. For example, we may flag

or at least ameliorating the worst of these

based on all the information.

it as an ‘Environment’ issue and attach

impacts.

The desired state of decades of work toward

information about a Greenpeace boycott. Or

corporate social responsibility (CSR) and corporate sustainability has really been

‘Health’ because they can verify that a

Why will ‘radical transparency’ work?

company is certified organic.

There are countless examples today of

about public companies is ubiquitous,

companies going to enormous lengths to

the world is watching, and we will see

Why does ‘radical transparency’ matter?

reduce their carbon dioxide emissions,

companies behave accordingly.

As a society, for the most part, we have

reduce their overall environmental footprint.

ignored the fact that there are huge

There are also countless companies, and

risks associated with new technologies

smaller manufacturers and suppliers who

and products. Oil, plastic, antibiotics,

are not. Consumers need to be able to

fertilizers and many other products of

navigate this minefield in order to be able

our modern society have made our lives

to make the right choice and encourage the

easier and are responsible for some of

right corporate behaviour.

we can select ‘Buy’ and attach the reason

radical transparency. If full information

improve their social responsibility and Continued over...

29

INNOVATION Says who?

environmental, health and societal impacts

In his book “Ecological Intelligence”, Daniel

of every consumer product on every store

Goleman discusses the potential for ‘new

shelf. Not just so-called green products, but

technologies that reveal with “radical

everything.

transparency” the ecological impact of products we buy, with the potential to drive

Now what?

consumers to make smarter decisions

The possibilities are exciting. OpenLabel

and companies to reform their business

would give you independent, peer-reviewed

practices.’

information about the labour, raw materials and manufacturing processes that have

Goleman and others, such as Josh Dorfman

gone into making a product.

the founder of another iPhone app ‘Good Guide’, have come to believe that the answer

Let’s look at working conditions as an

is radical transparency -- that is, revealing

example. Not only would you be able to learn

the full story to consumers about the

about and see the whole supply chain of

‘The 10 Companies Who Control (Almost) Everything We Buy)’

30

your product, but if the working conditions

Even if it works, will people care?

think about product comparison. “We’re

weren’t up to scratch in a factory, this app

There are a number of recent examples

about everything but price,” says Kennedy,

makes it possible to hear it firsthand from

which point to the idea that once people

“we’re about actual information.”

the worker themselves. Concerned about

know what is going on behind a company’s

An app like OpenLabel (and similarly,

chemicals in a food product? Hear from the

closed doors they are ready to speak out and

but perhaps not as comprehensively,

food scientist who brought it to market.

change their consumer behaviour.

GoodGuide) enables us to quickly compare products on a comprehensive set of

“ Users could add notes about the

SumofUs, a global movement of consumers,

criteria at the precise moment we want the

manufacturer’s use of child labor, sweat

investors and workers around the world who

information. Which, of course, is when we’re

shops, animal testing, toxic chemicals, and

aim to hold corporations accountable for

standing in the shopping aisle deciding

more, and then give the product a thumbs-

their actions, have seen 600,000 consumers

what to buy. While GoodGuide is backed by

down. While those types of things sound

stand up on corporate responsibility issues

chemists, toxicologists, nutritionists and

like they may give OpenLabel somewhat of

since launching only six months ago.

sustainability experts, OpenLabel gathers

an activist slant, there are other types of

Change.org waged a hugely successful

information from everyone who has ever

things that could be shared, too, like the

campaign asking Apple customers to speak

come into contact with that product or its

company’s political leaning and donations,

out about workers’ rights in the factory of

ingredient.

its support for or stance against particular

Apple suppler Foxconn.

political or rights issues, like SOPA or

Depending on where you sit, transparency is

employees benefits for same-sex couples.

The slick and compelling campaign for

either a wonderful thing or a terrible thing.

OpenLabel could also be used to share

genetically engineered food labelling in

But companies are going to be forced to

information about whether the product

the US called ‘Just Label It’ has reached

grapple with it, if they aren’t already.

was recalled or had child safety issues,

1 million supporters.

contained allergens like gluten, or whether it was derived from GMOs.” - TechCrunch

Clever companies will know that the way to http://www.youtube.com/watch?v=SR-

face this challenge is to begin behaving in a

oGMcBUX8

way that means they have nothing to hide.

OpenLabel might show a buyer information

They will create a company where they’re

like the corporate tree below, so that they

And now we have technology to support the

proud to share and their only secrets are

actually know which parent company owns a

rising consumer movement that appears to

exciting ones.

brand, and therefore, where their money will

follow increased transparency.

end up.

OpenLabel are not going anywhere. The OpenLabel even has the power to counter

company and its founder Scott Kennedy

misleading advertising and circumvent lazy

received two rounds of seed funding in 2011

labelling regulation.

and 2012. And they’re changing the way we

31

CULTURE

WOMEN IN YOUR LEADERSHIP TEAM ARE YOU GOOD, BAD OR INDIFFERENT?

BY LEILA HIBRI

According to the Australian Institute of

choices, and 66 percent of computers.

highest levels of your management team,

Company Directors women now make up

But wait there’s more! By 2014, the World

or risk missing out on taking advantage of

an all-time-high of 13.5 per cent of ASX200

Bank predicts that the global income of

a direct access to the ever elusive mind

directorships. At first glance this seems

women will grow by more than $5 trillion.

of your female consumer.

like something to celebrate, an amazing achievement. Or is it?

Now I am the last person to assume that women alone have the ability to understand

Let’s consider this for a moment. Most

the needs and behaviors of their fellow

companies boast that their number one

sisters. Having said this, it is glaringly

objective is to engage and satisfy the end

obvious that the disparity in gender

consumer of their service. After all, if they

representation at senior, executive and

do not focus on that consumer, how can they

directorship level opportunities are grossly

ensure that they will achieve their financial

inadequate in ascertaining a sustainable,

targets and continue growing in the long

long term relationship between that all

term? Great, but who is that consumer?

important consumer and the companies who

Of course that depends on the product or

claim to have that consumer’s best interest

service being sold. It also depends on the

as the foundation to their organisation.

where, why and when. Nevertheless, we can make some educated assumptions based

So based on the above, where do you

on the stats.

rate yourself on the scale of ‘putting your customer first’? Do you know how much of

According to the Australian Bureau of

what your organisation earns is controlled by

Statistics, women account for circa half the

women consumers? If yes, what is the ratio

population of Australia’s adult population.

of women to men in your senior leadership

More significantly, globally, female consumers

team, and how does that compare to your

control $20 trillion in consumer spending.

consumer gender ratio? The maths seem

They make the final decision for buying 91

simple enough... Invest in hiring, promoting,

percent of home purchases, 65 percent

engaging, training and empowering your

of the new cars, 80 percent of health care

female workforce to ensure they reach the

33

COOL CAMPAIGNS

DOGS, MUSEUMS, TWEETING CARS AND HELPING THE HOMELESS LINKS WORTH VISITING TO SEE WHAT OTHERS ARE DOING.

BY GLENN CHANDLER

URBAN ART DELIVERS STORIES OF HOPE IN NEW DONATIONS DRIVE Client: Matthew Talbot Homeless Services Agency: George Patterson Y&R, Sydney Country: Australia Using life-sized silhouettes of rehabilitated individuals placed in the spots where they once slept and begged, Matthew Talbot Homeless Services has brought to life their emotional stories explaining their circumstances and ultimate recovery.

The reader also has an instant opportunity to sponsor the potential of someone else currently in need via a scanned QR code and URL address. http://www.sponsorthepotential.org.au/

COOL CAMPAIGNS inding your best friend F just got easier in NZ

Using a new medium

Client: Pedigree

Agency:JWT Melbourne

Agency: Colenso BBDO

Country: Australia

Client: Melbourne Writers Festival

Country: New Zealand

This agency has created something quite

PEDIGREE’s global positoning is “We’re

unique. Utilising Wi-fi networks, they were

for Dogs” and this campaign hits the brief

able to send short stories to mobile devices

perfectly. The website helps people who are

in Melbourne.

looking for a dog and pairs them up with one

http://www.youtube.com/

of the thousands of abandoned dogs in NZ

watch?v=pzTC_ZBFZC4

using facial recognition software. http://www.doggelganger.co.nz/

Cars that find the car park for you Client: Mercedes Benz Agency: jvm-neckar Country: Germany What’s better than one pair of eyes helping you find a car park? A whole fleet! Mercedes takes technology that already exists in their cars to a new social level. http://awards.jvm-neckar.de/ 2012/tweet-fleet/fwa/

Ikea rents space at your place Client: Ikea Agency: 303Lowe Country: Australia Ikea’s proposition was simple. The longer their catalogue is in your home, the more you will buy. To make sure you didn’t throw it out, Ikea offered to pay people in South Australia and Western Australia to keep their catalogue and not throw it out. http://www.youtube.com/ watch?v=VTfnil3AxjA

Exhibiting your Social life Client: Intel Agency: Projector Country: Japan I guess when you produce computer CPUs it is a hard to task to connect with dpeople in a human way. Intel have done a nice job here utilizing your facebook account and bringing it to life in your very own gallery. http://www.youtube.com/ watch?v=XC6vALV2ZBE http://www.intel.com/museumofme /en_AU/r/index.htm

35

CULTURE

QR TAGS DESIGNED TO HELP TREES GROW IN WASHINGTON

CITIZENS ADOPT AND CARE FOR THE TREES THAT LINE THE STREETS. VIEW LINK: HTTP://1.USA.GOV/KNHVJP

The District of Columbia’s District Department

Four neighbourhoods are participating in the

of Transportation (DDOT), as part of their

initial stages of the project. These are Adams

Canopy Keepers program, has allowed citizens

Morgan, Brookland, Fairlawn and Tenleytown.

to adopt newly planted trees that line the streets of their neighbourhood.

Still in its pilot stage, residents are invited to scan the QR code tags that are attached to the trees with their mobile phone. They are then taken to the DDOT’s website to express and register interest. Once they have adopted the tree residents are required to provide 10 gallons of water per week from spring through to winter. Adopters receive a slow drip watering tube to facilitate the process free of charge.

Adopters are also responsible for clearing any litter and weeds, and must report any need for major maintenance.

36

The Canopy Keepers program has successfully already planted and adopted out more than 2400 street trees.

CRITICAL LINKS

DIAMOND RINGS, TRASH, GREEN CITIES AND CREATING MOVEMENTS SOME OTHER LINKS WORTH A VISIT

YOXI.TV: DISCOVERING AND DEVELOPING SOCIAL INNOVATION ROCKSTARS http://www.psfk.com/2012/04/young-peoplechange-world-yoxi-tv.html

ETHICAL STYLE: MEXICO CITY: NOW ANGELINA JOLIE’S LETS YOU TRADE ENGAGEMENT RING TRASH FOR FOOD AND THE STATE http://www.fastcoexist.com/1679706/ mexico-city-now-lets-you-trade-trash-for-food OF THE ETHICAL DIAMOND

GREEN CITIES: HOW THEY ARE CLEANING UP THEIR TRASH? http://www.good.is/post/how-the-greenes t-cities-in-the-world-clean-up-their-trash/

http://www.good.is/post/angelina-jolie -s-engagement-ring-and-ethical-diamondsourcing/

37

INFOGRAPHIC

UPS: KEEPING THE BLUE SKIES GREEN UPS’S AIRLINE FLEET REPRESENTS 53% OF ITS TOTAL CO2 EMISSIONS IN 2009.

HERE’S WHAT THE COMPANY IS DOING TO CUT DOWN ON EMISSION, IMPROVE FUEL EFFICIENCY, AND MINIMISE NOISE

INFOGRAPHIC

38

or