m-cause

Today, I had the pleasure of hearing Saatchi & Saatchi S talk about their vision of a mass social consumer movement that goes beyond “green” and lands “in the BLUE”. In the words of Adam Werbach at S&S S.

BLUE is a platform for sustainability that goes beyond the deep, beautiful green of environmentalism Green puts the planet at the center of the dialogue. BLUE puts people at the center…BLUE integrates all four streams of sustainability: social, cultural, economic, and environmental. BLUE puts the way we treat ourselves and each other at the center of our focus.

I like the idea of BLUE. As I have talked about in previous posts, getting more people/consumers involved in change is critical. The guys at Saatchi & Saatchi S. have done an excellent job in coming up with a new idea to widen the focus beyond green.

Saatchi & Saatchi S. also propose a change to the classic 4 Ps of marketing…here are their “3 Ps”.

Price, Process, and Purpose.

PRICE: First, we need to democratize sustainability and make it available to everyone. You shouldn’t have to be rich to be sustainable.

PURPOSE: What’s the purpose of what you’re buying? Do you need it? Does it fit into the healthy practices in your life?

PROCESS: What was the process to make the product? Was it energy intensive? Did it use pesticides or petroleum? Were the workers paid a fair wage? How will it be disposed of?

To track sustainability-focused campaigns, Saatchi and Saatchi S also have a new blog called The Wash. Go over and check it out. I have added it to my blogroll.