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
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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