Be the Change Blog

Cause related marketing

Should major corporations such as Kellogg's, Yoplait yogurt and American Airlines receive kudos for sponsoring the Susan G. Komen "Race for the Cure"?  Or are they just out to improve their own bottom lines, at the expense of less popular causes such as poverty, homelessness, or HIV/AIDS?   

This ongoing debate has heated up recently with a posting entitled "Cause-Related Marketing:" Why Social Change and Corporate Profits Don't Mix, by Inger Stole at the Center for Media and Democracy.  Stole argues that Cause-Related Marketing (CRM) may seem like a fair exchange between corporations in search of goodwill and non-profits in search of funds, but the bottom line is that it benefits business much more than it benefits society.  Companies choose to partner with nonprofits that appeal to their customers, focusing on symptoms as opposed to core problems.  For example, she states that businesses are eager to support popular causes such as breast cancer research, but rarely focus on less popular causes, such as the lack of affordable and adequate health care for women.  In this scenario, the corporate sponsor reaps tons of free publicity and public relations activities, which more than offset the money or publicity generated for the charity.  In the meantime, corporations continue to avoid their responsibility to pay more taxes to support education, health care, and other social priorities.  She concludes that with CRM, business is "having its cake and eating it too."

Stole raises other concerns that also have to be taken seriously.  You can see a great summary of her points written by Nedra Kline Weinrich at Spare Change blog.  Weinrich sees Stole's position as "a little too alarmist," and argues that CRM alliances "can be an excellent way to reach new audiences and shape their own brands." 

Mike Swenson at Citizen Brand goes a step further, disagreeing with Stole's "implication that corporations conduct cause programs only as a means to push their own brand or specific products or services."   Swenson claims that his client, Lee Jeans, has never focused on whether or not they sell more jeans because of their signature cause program, Lee National Denim Day.  Swenson argues that "it is perfectly fine for companies involved in cause to get credit for the good they are doing whether it be awareness building or fund raising or both."  From his point of view, cause marketing is a "win-win" despite the potential abuses. 

I guess your position on this issue probably depends upon where you sit.  As the owner of a very small retail boutique, I don't have the clout of major corporations in choosing the sexiest causes to support.  But that is fine with me.  I choose causes that I believe in, and I bet most major corporations do the same.  We probably wouldn't have much to offer the Susan Konmen Foundation, but the small, local groups we work with seem to appreciate our support.  And we get to bask in the recognition when a customer comes in with the program book for the Lesbian and Gay Chorus of Washington or one of our other CRM partners. 

Maybe CRM only turns into a problem when you have more money than values.  I don't believe that is true for most small businesses, and would like to believe it is not true for most major corporations, either.  Leave me a post here to let me know what you think!

It ain't easy being green

It's been a busy week at Hoopla Traders, where we are working on a number of fronts to make our business more earth-friendly.  We have always used recycled office paper, but now we are trying to find business cards, stationery, and shopping bags that are more friendly to the planet.

The challenge:  we are an upscale retail boutique and good design is an important part of our image.  Although we briefly considered using the new biodegradable plastic bags, our staff quickly nixed that idea.  Who wants to buy a beautiful $200 organic skirt and put it in an ugly white plastic bag?  So it was back to the drawing board, trying to distill the paper v. plastic debate and come up with a solution that will work for us.

The debate in a nutshell:  Paper bags destroy lots of trees, but they are recyclable and will eventually break down in a landfill.   Recycled paper is even better, especially if it is made of 100% post-consumer content.  Plastic is a petroleum-based product that comes from oil.  It does not require as much energy to make as paper, and it is easy to recycle, but it does not compost.   Most bags, whether paper or plastic, will end their lives in a landfill.

It is a Hobson's choice, and the experts don't agree on which is better.  But everyone agrees that reusable bags are far superior to either paper or plastic.  In Australia, laws have been passed that require retailers to cut down on their use of plastic bags.  Most retailers offer an incentive for consumers to bring their own. 

So what is a socially responsible retailer to do?  At Hoopla, we seem to be moving in the direction of paper bags with as much recycled post-consumer content as possible.  We are also trying to find a printer who uses soy or vegetable based inks that are kinder to the environment.  We have located some jewelry boxes that are 100% recycled and attractive at the same time!  It's not perfect, but it's the best we can do until technology brings us a better alternative.

We also plan to offer customers the opportunity to buy reusable bags at an affordable price.  Some of the best designs fold up into a small pouch that you can carry in your purse or backpack, so you are never without a bag.  Together we can look attractive and still reduce our impact on the environment. 

Please post a comment to let us know what you think!

For more info on the paper v. plastic debate, check the following links:

The Environmental Literacy Council

Greenfeet newsletter

Reusable Bags website

Can art save the planet?

Blogger Rose Fox posted an interesting story on Treehugger about a New York City exhibit entitled "2D-D-Detritus," the latest installment in a series of Art from Detritus.  This exhibit's theme is collage, and uses materials such as bark, fabric, rubber and string.  The series was started in 1994 by Vernita Nemec a.k.a. Nernita N'Cognita, expressly for the purpose of saving the planet. 

A comment posted by Misty makes the point that using found objects to make art is a very common practice, but what about the toxic paints and adhesives that are being used to make it all hang together?  Misty fails to see how this saves the planet?

What do you think?  Can art save the planet?  Does the answer to this question depend upon the materials used, or can art transform us in other ways?  Let us know what you think by posting a comment here. 

One small change at a time

My friend Tammy Vitale at Women, Art, Life: Weaving it all Together went on a rant this morning about the state of the world and our apparent helplessness to do anything to stop the downard spiral of violence.  Tammy asks if any of us feel safer now? and she means that on many levels.  Are we safer from our enemies, from without and within?  Are we safer from skyrocketing energy costs and unthinkable national debt?  Are we safer from our own inability to face up to the pain our policies have cost and to do something about it?

My answer is no, we are not safer now.  But that is no reason to give up hope.  It is so easy to feel helpless and hopeless in light of seemingly intractable problems -- war, globalization, the greenhouse effect.  None of us individually has much power to solve the biggies or to change the course of our nation and our planet.

Yet -- we do have the power to resist with just one small change -- and one small change can have a major impact on the planet.  We have all heard of the butterfly effect -- how a butterfly flapping its wings in Brazil can create tiny changes in the atmosphere that ultimately cause a tornado to strike in Texas.  Like butterflies, we all have the power to create change in the world by making just one small change at a time in our own lives or in the public arena.

For example, Karama Neal at So what can I do blog suggested in her latest post that we should use cloth napkins instead of paper.  They are less expensive (even with washing), easy to make, and last forever, cutting down on paper waste.  Other ideas she has posted include using antibiotics responsibly (to cut down the risk of resistant bacteria), using synthetic oil in your car, and Buying Wise Locally -- Buy Less, Buy Local, Buy in Line with your Values.  I recommend that you visit Karama's site whenever you are feeling hopeless and need an uplifting idea. 

There is a lot of debate in the green/fair trade community about whether or not large corporations should be lauded for the steps they take toward social responsibility.  In essence, the question is whether, for example, Wal-Mart selling organic foods and using green energy sources is just a cynical expression of self-promotion, or a meaningful attempt to be a part of the solution. 

A post by Bonnie Alter today on Treehugger commented that the list of Business in the Community award winners "provides a fascinating insight into how many small and large companies are introducing socially responsible and environmental business practices within their organisations."  None of the companies on the list has transformed its business from the inside out, but each has taken a significant step toward improving the world -- selling fair trade cottong clothing, converting to sustainable packaging, reducing CO2 emissions, and the like. 

Applying the "butterfly effect" principle, I would argue that each of these small changes is a step in the right direction, and has the potential to set off a ripple effect that will change the world.  So I come down on the side of rewarding major corporations who are finally getting hip to the idea that consumers will shop their values.  They are testing the new corporate "triple bottom line" philosophy that there does not have to be a conflict between people, profits and the planet.  And while they are figuring out a way to give consumers what they want, they just might make a difference in the world.

National Zoo chooses soy for plush panda

On July 9, giant panda cub Tai Shan celebrated his first birthday.  Thanks to the folks at Treehugger.com, the Friends of the National Zoo (FONZ) chose South West Trading Company's SOYSOLK Pals to design the adorable, earth-friendly plush panda pictured here.  You can purchase the SOYSILK pandas at National Zoo gift shops or via its online store. 

Art & business: strange bedfellows?

There is a romantic mythology surrounding artists.  In this myth, artists are a breed apart, fed by creative passions that the rest of us cannot understand.  Their creativity is fed by alienation, loneliness and separation from the work-a-day world most of us inhabit.  In this myth, the only possible connection between artists and non-artists revolves around the marketing of their work.  Others can be benificent patrons or blatant exploiters, but never co-equal collaborators.

In my work as an entrepreneur, I have experienced these attitudes first-hand.  Sometimes artists want to exhibit in Hoopla's boutique, but are taken aback when I explain that we show artwork on a 50-50 consignment basis.  That is standard in the business, but many artists view galleries and shops as vultures who simply enjoy a windfall from the fruits of their labors. 

In my view, the relationship between artist and gallery/shop is more one of co-production.  Yes, the artist invests much time, energy and creativity in producing the works of art.  But a good gallery owner invests an equal amount of time, energy and creativity in producing a suitable environment for showing and selling art.  For Hoopla, that means first and foremost that we try to create a space where people come expecting to find unique, wonderous creations.  Then we hire and train staff who appreciate good art and have an open, welcoming attitude.  When that is all in place, we find artists whose work fits with our sensibilities, and do our best to promote their exhibit to our clientele.  Finally, on the night of the opening, we go all out to create a party atmosphere with good food, drink and conversation that sparks people's interest in the art. 

Most of our artists at Hoopla understand the realities of art and business, and are happy to work with us to create conditions that are conducive to selling art.  It is very gratifying when we find artists who really "get" what we are trying to do.  Tammy Vitale, whose wonderful ceramic sculptures are still on display at Hoopla, wrote recently on her blog, Women, Art, Life: Weaving it all Together, that upscale boutiques are a wonderful venue for selling art, because they know how to showcase the work and throw a great party to bring in clients who not only like art, but can afford to buy!   

I want to end this post by challenging the myth that artists are a breed apart.  Ellen Langer, whose book On Becoming an Artist I mentioned in an earlier post, claims that creativity is a birthright that belongs to everyone.  She cites study after study (she is a psychologist) that demonstrate that we all have creativity, but that we let self-defeating attitudes get it in the way of expressing it.  She also makes the point that any activity done with full mindfulness is, in essence, a creative activity. 

To me, although I write every day and have dreams of some day being a WRITER in capital letters, the real growth comes from accepting that everything I do can be done creatively.  That includes the business of running a boutique and creating a space for its own unique qualities to emerge. 

Julia Cameron, in The Sound of Paper, says it this way:

"The lightning bolts remind me of how we think and talk about creativity.  The way we speak in dramatic terms of 'breakthroughs.'  We even use the phrase 'bolt of insight.'  Every so often, just like tonight's storm, I do get a creative breakthrough or a bolt of insight, but much more often creativity is pedestrian and nondramatic, more a matter of suiting up and showing up and listening than standing on the edge of the cliff as the earth splits open at my feet. ...  I think if we talked more realistically about what creativity feels like, we might let ourselves do a little more of it.  If we thought of it as normal -- 98.6 on the human spectrum -- instead of a sudden spike in our psychic temperature, we might let ourselves do it as a daily practice. ... Creativity is not aberrant, not dramatic, not dangerous.  If anything, it is the pent-up energy of not using our creativity that feels that way."

Fair trade style

I just saw The Devil Wears Prada and it was great fun.  Meryl Streep is quite believable as the "dragon lady" who terrorizes her personal assistants, and what's more, she gets to wear yummy designer clothing.  Of course, we all know that the fashion industry is responsible for much of the wretched excess of conspicuous consumerism -- but what's a girl to do?  If you have fashion in your soul, you can't wear sackcloth and ashes for the rest of your life.

Fortunately, the conscientious consumer doesn't have to make that Hobson's choice.  As we discussed in my last fashion post, other people's castoffs make great eco-friendly fashion choices.  But even the most talented thrift shoppers among us sometimes need to buy something new.  When the need for retail therapy strikes, the socially responsible shopper has several choices.  Clothing that is locally made promotes sustainability (less tranportation, less fuel, more contribution to the local community), and all the better if it is made of organic or sustainable fibers.  And don't forget the workers who make your garments.  They deserve decent working conditions and fair wages for their labor. 

If you have to choose between sustainability and fair trade, what is the more responsible choice?  Safia's blog suggests that "fair trade fashion is as green as it gets."  She argues that most fair trade fashions are made of organic (or at least non-synthetic) fibers, and that handweavers replace power looms that are major consumers of energy.  So fair trade reduces the environmental impact of clothing production, while increasing the income of workers who would otherwise be paid slave wages. 

Green LA Girl turned me on to the latest issue of Just Things, the Fair Trade Journal of Applied Counter-Economics.  The entire issue is dedicated to fair trade clothes, and features interviews with Bena Burda of Maggie's Functional Organics, among others.  One interesting article by Brendan Martin and Estaban Magnani of Working World asks the question "What makes trade fair?"  This has been a subject of great debate in the coffee industry, but other parts of the economy are just starting to catch up.

Martin and Magnani suggest a flexible definition "that fair trade is any economic exchange where the ethical standards of the production are more stringent than what is provided in the average marketplace.  This could be about effects on the environment, on the workers, or perhaps even on the way the product is sold."

Others may disagree, but I like their definition because it recognizes the reality that when a retailer wants to procure goods that are fairly traded, there are not always concrete rules and certifications to guide their choices.  Some larger companies may be certified by the Fair Trade Federation, but many of the smaller coops and entrepreneurs that we deal with at Hoopla Traders have not gone through the lengthy process of certification.  We ask a lot of questions about working conditions, wages, and materials, and then decide for ourselves whether the company cares as much about people and the planet as it does about profits. 

Bicycle cabs come to D.C.

This just in from the DCist -- a new bicycle cab service, D.C. Pedicab, has recently gotten started in the District.  As a transportation alternative, cycling is about as green as it gets, and you don't have to worry about parking or designated drivers.  So take a pedicab to your next happy hour or Second Saturday on Barracks Row, and help save the planet!

Eco-fashion trends

Today's hottest fashionistas have found a way to clean out their closets, be kind to the environment, and save money all at the same time.  According to Treehugger, the greenest garments are those you already own -- and those you re-use or re-cycle from other people's closets.  Budget-minded shoppers have always visited thrift shops and consignment shops for fashionable pre-loved garments, but the latest trend is to turn bargain hunting into a party.

Today's clothing swaps have come a long way from the church rummage sales of the past.  They are shopping extravaganzas, with refreshments, DJ's and plenty of treasures from other people's closets.  Part of the fun is watching your cast-offs become the perfect fit for someone with a different size or sense of style.  But of course the real thrill comes when you find a treasure of your own.  Just read the comments on Pony, Style Tribe, and other websites devoted to the topic of clothing swaps. 

One we get past the dog days of summer, Hoopla Traders will kick off the fall fashion season with a city-wide clothing swap on Capitol Hill in Washington, DC.  If you would like to help plan this event, please send us an e-mail or post a comment here.   

In the meantime, if you do need to buy new clothing, your best best is to buy organic, recycled or fair trade.  Hoopla Traders has a large selection of eco-friendly clothing, from vintage Japanese kimonos to organic sweaters, hand-made and fair trade from Indigenous Designs and other socially responsible companies.  If the notion of "responsible" clothing sounds dull, I'll try to dispell that notion in a later post.  For now, take my word for it -- hand-made, fair trade and organic fashion does not have to be boring!

On becoming an artist

I'm posting this from Provincetown where I have spent the week relaxing and getting back in touch with my creativity -- reading and re-reading the books that remind me that everyone is creative, it is just a matter of being present to our creative side.  A new book that I have been enjoying is called "On Becoming an Artist" by Ellen Langer, a social psychologist who describes a path to what she calls a mid-life renaissance.   Ellen describes the findings from many experiments that describe how we are our own worst enemies when it comes to nurturing our creativity.  One of the worst things we do is compare ourselves mindlessly to others, rather than being mindful of our own intentions in the present moment.  In fact, Ellen believes that "mindfulness" is the key to just about everything creative, and her book helps bring that concept to life.  I have tried to practice the Buddhist concept of mindfulness for years, using yoga, meditation and the like.  But Ellen's definitions and examples from real life make the concept much more real and down to earth.  For example, how many times have you started something, only to give up at the first little "mistake"?  Ellen's point is that it is our perspective on mistakes that is the problem, not the mistake itself.  In fact, most great works of art have qualities that could be considered a mistake, but the artist has capitalized on them to make the piece truly unique rather than a carbon copy of the original.  So, Ellen encourages us to take up a new creative endeavor, do it just for the pleasure of the experience, and stop evaluating the results.  This is what she means by "becoming an artist," and I think she is on to something good.