This Christmas Choose Wool, But first enjoy Purple Sheep’s 80′s style Wham tribute to “Last Christmas”
We are all experts at something, and we all have something to say. Recently I was listening, for a change, and actually learnt something. Well, I was reminded of something.
When you talk, speak in the language of your audience. Wool people talk in textile terminology, which is fine if you talk to a weaver, but really dumb when you talk to a retailer.
When an IT consultant talks in jargon, do we trust her or wonder if we are going to be ripped off? When a mechanic sucks air through his teeth and talks about machine parts we prepare ourselves for a shock.
I was listening to Jim Hanna of Starbucks recently and he could not emphasize enough how talking Business language to business people had made the difference in the internal battle to sell sustainability within Starbucks.
Talking about saving trees does not make an accountant happy, but talking about making more profit by improving staff retention, reducing energy costs and streamlining value chains – that’s gets the bean counters on board and the HR department and the store designers…
Language is too important to trust to the linguists. Lets keep it simple and build some trust.
I don’t normally talk about Fashion, I am an interiors bloke. But this is important.
April 14 2014 will be Fashion Revolution Day.
On the 24th of April this year 1,113 people were killed and over 2,500 people injured when the Rana Plaza factory complex collapsed in Dhaka.
All of us are going to change this situation, It is time to get involved in a positive way.
On the 14th of April we will celebrate fashion as a positive influence. It will simply ask “Who made your clothes”
Wear a garment in-side out , take a picture and post it, everywhere. Use the hashtag #inside-out.
In the mean-time find your favourite garment and write to the manufacturer, ask the question “who made my clothes” and post the answer or lack of on your social media spaces
Only pressure from us citizens of earth can change the world. What are we aiting for?
Of course It’s not just about fashion. To be truly sustainable we have to aim higher than zero (waste). We have to plan to make a positive impact on the people who make our products and the people who use them. There are plenty of low-cost furnishing retailers who also need to improve their game with regards to ethical trading. Why not ask your furniture store who made your kit set coffee table? Who grew the wool in your rug?
p.s. No image on this post – try a google image search for “Rana Plaza” It will shock you.
A very strong trend right now is CSR (Corporate Social Responsibility) and for a very small organisation of only 16 people, Wools of New Zealand does a lot in this area. We put it all under the Wool for a Better World banner.
We do this stuff because it’s the right thing to do and because it gives our team of passionate people an element of pride to work for a socially minded company.
What I’m noticing is that everyone now has a CSR statement. On the surface this is good, but I worry, jut slightly, that we are entering the next phase of green washing, or CSR-washing, as we may need to call it.
Are companies making a care statement because it is part of what they do, part of the culture of the organisation? Or is the marketing department making a claim that has no real substance?
Green-washing became a marketing sin, and it looks like fake CSR claims might be next.
I’m really glad that quite a few of our partner companies are heavily into supporting their local communities and wider social and environmental issues. A good cause often takes the focus away from business as usual and gets people working together, trusting each other and building partnerships that are good for business.
One of my friendly contacts reminded me about Movember so I decided to sacrifice my upper lip to help the campaign. Now that I’m trotting about the UK sporting a fuzzy caterpillar on my face I’m getting a few sideways glances, but mostly I’m getting a pat on the back and smile from people who realise that its not an attempt to look like a Hawaiian private detective from the 80’s, its all for a good cause and a bit of fun.
It is worth checking out Movember, not only is it a fun way to raise awareness of men’s health issues, it a very well run digital marketing campaign and a brilliant example of the power of the internet to make things happen.
You can see my fuzzy caterpillar at my MoSpace here or click on my silly grin.
I have just put up a new front page to our UK company website. Trying to go with the whole “less is more” minimalist approach. See what you think. Just click on the image..
Give me a reason or just **** off.
I’ve noticed a surge in spam and general electronic clutter. It is annoying me! Rather than making a song and dance I thought I’d just blog. It’s not just spam, too many people are generating meaningless content.
When we are the creator of anything we take on responsibility to create something that matters. If it has no reason that will benefit the reader it should simply not exist.
Are you creating content to entertain, to inform, to rally for a cause, or are you just creating noise to get seen and to increase your fans and followers?
Don’t tweet unless you have a profound statement. Only recommend followers that create brilliant content, and tell your followers why. This will get you followers that follow you for your insights and high-quality connections.
Don’t ever send me an email to try and sell me something, especially not digital marketing services. If you knew about marketing you would phone me (yourself, not your Asian call centre).
You probably get the message.. Junk gets ignored and puts you in the trash can.
Lets all strive to pull not push. Create something wonderful and put it out there, followers and customers will come. Don’t create beige content and spam people who don’t care. It does you more damage than you realise.
This goes for real world stuff too. Lets create lovely woolly things that people will cherish. Lets create stuff that is worth re-tweeting.
Please leave your spam in the field provided below.
A short film cobbled together from footage I took in New Zealand this month.. It shows the shearing (wool harvesting) process. Check it out..