I managed to attend the overpriced 'Applied Green' event Oct.3 (£650!!) at the British Library and feel duty bound to share my good fortune with everyone else who cannot pay this kind of money to Eurostar and Haymarket to discuss green communications.
I arrived cynical of big brands and marketing agencies addressing an environmental agenda but interested in hearing the speakers address the subject. I was not disappointed. Jonathon Porritt (Forum for the Future) started things off with a sobering overview. Next, John Grant (of The Green Marketing Manifesto) set the tone for the day early in the morning with his memorable line about Green Consumer Research 'Brilliant at justifying. Useless at strategizing'. I took this as a good sign.
John Gisby discussed the importance of acknowledging and working with difficult emotions. We have a tough brief with climate change – we are asking people to stop doing things they enjoy. Is it possible? Gisby looked at ways of reframing the debate by looking at the words we use, harnessing emotions to drive change, and making this change real and visible. Raising awareness is one thing, he claims, but behaviour change is another and we need to recognize that our emotions are greater motivators than scientific arguments.
Ben Terrett of The Design Conspiracy gave a talk; 'Designers – Its our Fault' that implored industry to use designers better. Claiming that design is a way of thinking, he says to companies, 'Don't just use us (design...