Ocean all-stars make a splash in Monaco at BLUE Ocean Film Festival

Monaco and Tampa Bay set the stage for ocean film and entertainment


Video Link: HSH Prince Albert II of Monaco Attends the BLUE Ocean Mini-Fest. (VIDEO)


(Monaco) Oct 6  – If necessity is the mother of invention, then the pressing needs of our ocean explain the spawning of innovation at BLUE Ocean Film Festival & Conservation Summit (BLUE). This annual multi-disciplinary summit is a convergence of bright minds with big hearts focused on expediting ocean conservation – now when it’s needed most.


BLUE – a watering hole for ocean aficionados


BLUE sets in motion a mix of ocean all-stars mobilized by a supportive environment of breathtaking (and sometimes gut-wrenching) films, creative ideas and new technology.


Inventors, leaders, filmmakers, explorers, producers, artists, scientists, and celebrities gather to see what’s new and share thoughts on how to amplify the voice of the ocean. BLUE has created an ecosystem of diverse intelligence with one mission – to use the power of entertainment to educate and inspire ocean stewardship.


Chief executive and visionary, Deborah Kinder co-created BLUE’s platform for showcasing exceptional achievement in the ocean world, which is now acting as a springboard for rapid collaboration across cultures and disciplines in the interest of a healthy ocean. Ms. Kinder explained that working for a healthy ocean is in our own best interest. “I learned that ocean issues urgently need our attention and not just for the well being of future generations, but for the health of our own children. If humanity’s life support system is lost, little else matters.  I believe film and entertainment are the most powerful tools we have for reaching a large number ofpeople in a short amount of time, hopefully before our only choice is crisis management,” she said.


Like our fellow species in the sea, we are interconnected and our web of life is fragile and interdependent. BLUE takes lessons from nature to help build its ecology of ocean professionals working together to protect the planet’s blue heart, on which life on Earth is dependent.


Mini-BLUE in Monaco


A one-day version of its larger week long BLUE Ocean Film Festival & Conservation Summit, a mini-BLUE was held at the world-renowned Oceanographic Museum of Monaco last week, where BLUE’s new partnership with the Museum and the Prince Albert II of Monaco Foundation was launched. Long standing defender of protective ocean policy, HSH Prince Albert II of Monaco endorsed BLUE’s mission to use the power of film, photography, entertainment and science to educate, empower and inspire ocean stewardship across the globe. “This is as much a moral duty as a vital necessity, because the risks hanging over the oceans are today so pressing,” he said.


The setting was fitting as the Oceanographic Museum of Monaco has played a key role in ocean stewardship since 1906, when it was first conceived of by ocean explorer HSH Prince Albert I. From 1957 to 1988, the Museum thrived under the directorship of Jacques-Yves Cousteau. Today the Museum’s Director General, M. Robert Calcagno, is at the helm and joined a panel discussion at the mini-BLUE.


Panel explores the delicate balance of urgency and hope


Celine Cousteau, granddaughter of Jacques, moderated BLUE’s panel of ocean luminaries. She asked M. Calcagno to cite an example in history when the ocean won out against all odds. He described the time when the Calypso vessel showed up to protest an international agreement that was about to be signed that would allow mining in Antarctica. “At considerable risk, Jacques managed to get it protected until 2048,” he said.


SE M. Bernard Fautrier, CEO of Prince Albert II of Monaco Foundation, shared the success story of Reserve Du Larvotto, a marine protected area that could be seen from the terrace and was established in 1976. He described a new collaboration sparked by BLUE with Catlin Seaview Survey. The project is filming this underwater environment in 360 degrees which will not only allow armchair explorers to experience the shoals, but help scientists to benchmark changes over time.


Champion for the ocean and past-director of NOAA, Dr. Jane Lubchenco, was also asked for good news. As an example of hope she referred to 32 fish stocks that have been rebuilt and to the European Union, which has reformed its foreign fishing policy. However, she didn’t want to give the impression that all is well, or necessarily heading in the right direction. “I’ve been fortunate enough to see both the beauty and degradation of the oceans myself,” she said. “There are so many opportunities for government and for businesses to be choosing a more sustainable future – but in many places in the world that’s not the case. All people who make decisions should know the consequences of their actions. Films can inspire them… What we really need is a more cohesive sustained drumbeat of urgency and hope. I’m so excited that BLUE exists to see this on a regular basis. Majesty and magic, but also action.”


The notion that we only protect what we love, and don’t protect what we don’t know about, resonated among the BLUE panelists. M. Didier Noirot, Emmy award-winning cinematographer of BBC/Discovery epic series Planet Earth and Blue Planet, made a case for film as a means for building passion, and for sounding the alarm. “Emotion cannot be shared just by wanting to. Getting close to the subject evokes emotions. Our lenses make it possible to get close to the animals.”


DisneyNature’s founder and general manager, Jean-Francois Camilleri, declared that it is the responsibility of filmmakers to share information and educate. He then compared film to television. “There is less immersion in television than in film. Though there are less people in theaters, films get more media coverage – people find themselves sharing and comparing feelings and emotions. They can launch discussion of a topic that remains the subject of discussion far after the film,” he said.


Manager of Google Ocean Program, Jenifer Austin Foulkes, demonstrated Liquid Galaxy, which uses consumer-contributed, crowd-sourced, mapping to create a dramatic environment in which to explore the blue planet from anywhere. According to Ms. Foulkes, the power of visual imagery put together the right way can make a huge difference, like posting video clips on Google Earth. She gave the example of a view of a turtle near Heron Island that had over a billion media impressions. When features are added to click and donate to a nonprofit that is working on the cause, this has the potential to move people toward action.


Shari Sant Plummer, BLUE advisor and ocean philanthropist, has founded and/or served on dozens of ocean conservation boards including Sylvia Earle’s Mission Blue. She offers the scattered ocean community her knack for connecting the dots. On the panel, Ms. Sant Plummer shared an effective use of film to teach locals what is at stake in their own backyards. She pointed out that when a reef system is failing, natives may be the last to know why. Films can change that by motivating artisan fishermen to adopt bans on destructive practices that lead to the collapse of their livelihoods, and their food supply. Efforts like these have resulted in bans on commercial diving for lobsters, while targeted media exposure has helped to ban shark finning in nine countries since the first BLUE Ocean Film Festival in 2009.


In closing remarks, HSH Prince Albert II, who also participated in BLUE 2012 in Monterey, California last year, emphasized both the need to shift global consciousness and the power of BLUE to help do this. “This event uses the power of film, photography, entertainment and science to educate, empower and inspire ocean stewardship around the globe,” he said. “To awaken consciousness toward environmental protection more effectively, our best weapons are those that win over our hearts and minds.”


Within a week of the mini-BLUE in Monaco, cross-pollination of ideas and technology among participants had already helped to expand existing programs and create new ones that bring the beauty and the plight of the ocean to the public in new and engaging ways.


BLUE On Tour impacts millions around the world


Beyond BLUE Ocean Film Festival & Conservation Summits, ongoing BLUE On Tour reaches hundreds of millions of people around the world through media impressions, outreach, and tailored festivals. The traveling show offers local communities the opportunity to host entertaining and inspiring events that feature winning selections from international film competitions and a chance to meet the filmmakers, and scientists. BLUE On Tour has traveled to China, Mexico, Australia, New Zealand and throughout the USA, and been covered in over 800 media outlets.

“BLUE On Tour enables groups to host their own customized festival event with selections from BLUE’s extensive film catalog and network of people,” said Charlotte Vick who works with BLUE and is also curator of Explore the Ocean in Google Earth.

The challenge is to help people make a connection between their own health and the health of our ocean, even though the majority of the 7 billion people living on Earth have never seen it – or a living fish. As our population approaches 10 billion in this century, with most growth within 100 miles of the sea, the job of programs like BLUE On Tour to reach out and inspire more people to adopt new habits is critical.  BLUE On Tour benefits by sponsors that support the outreach, and sponsors benefit by the media exposure in a symbiotic relationship.


BLUE to alternate between two bicoastal homes – Monaco and St. Petersburg, Florida


Deborah Kinder announced that BLUE Ocean Film Festival & Conservation Summit will alternate between Monaco and St. Petersburg, Florida beginning in 2014. Given that Monaco is a global nexus for all things ocean under the leadership of its Head of State, and St. Petersburg is a vibrant center for oceanography, the two coastal enclaves are perfect backdrops for BLUE.


“BLUE will showcase on odd years in Monaco beginning in 2015, and in St. Petersburg, Florida on even years beginning next year November 3rd-9th, 2014,” said Ms. Kinder. “I am inspired by these two communities’ level of commitment to the one ocean that connects us all. Our upcoming festivals are going to be amazing gatherings of extraordinary people that you don’t want to miss.”


Find more information at www.blueoceanfilmfestival.org



Deborah Kinder, dk@blueoceanfilmfestival.org


Submitted by Martha Shaw, journalist and founder of Earth Advertising, which supports the growth of sustainable businesses that protect the planet above and below ‘see’ level.



Conscious Consumers in a Nutshell by Martha Shaw

Conscious Consumers in a Nutshell
Part 1 in Earth Advertising’s 4-Part Series on consumer behavior

Have you heard the one about the early adopter who married a true believer? Their children were 22% reluctant, 32% savvy, 17% enlightened, 29% adverse– and X% prone to little green lies.

Green Consumer Research Reports: It’s a jungle out there

It turns out that when you ask people how environmentally responsible they are, how much they care about polar bears, or what they would sacrifice for clean air, expect creative latitude in their answers. Studies show that studies need more studies to study. Earth Advertising thanks and supports all of our survey colleagues by offering an up-to-date directory of conscious consumer studies upon request. After all, we are all in this together. We are pioneers in the green marketing jungle. The truth is, green consumers are a moving target for media planners and the shelf life of research reports can be shorter than cheese. One poignant news story about risky spinach, an environmental mishap, or shipment of toxic toys, can turn a consumer behavior pattern on its heels.

Research reports on environmentally and socially responsible purchasing attitudes and behaviors are sprouting up everywhere. Marketing professionals have been intent on describing people most likely to shop with an environmental conscience for a decade now. In the early 90′s around the time Earth Advertising’s eFlicks Media published its initial marketing reports on “conscious consumers,” Paul Ray coined the term “cultural creatives” to better define the market potential. Today’s businesses, from Fortune 500′s to start-ups, are hoping to turn research numbers into sales figures. Some are staffing up on sustainability experts to decipher it all. Meanwhile marketing directors struggle to apply consumer research results to brand identity and media spending.

Even more important to some businesses is the amount of adversity they can expect from environmental deficiencies. Companies can no longer rely upon public relations to fix negative press about unsafe products and practices. How much people want to know about a company or product.

is the question many brands ask. Playing it safe, businesses are adopting responsible practices quickly on the chance that green is the new marketing tool.

“Cliff notes” on consumer behavior

Manhattan-based Earth Advertising inventories the landscape of research reports to help our clients get the real dirt on consumer data. Research is the foundation upon which we build strong marketing platforms. From these, we can promote media plans, product trial, brand awareness, loyalty incentive programs, pr, games, sales tools, and eco-tainment to effectively reach the audience with a compelling message. We believe that the most masterful market’eers are those willing to put both sides of the brain into overdrive. We call it research-based creative.
This report is intended to supplement the experience of industry professionals who attend branding conferences religiously, but might miss that one kernel of wisdom that can make the difference. Maybe you were schmoozing in the lounge about climbing gear, swordfish extinction, or why you got into this business in the first place.

Perhaps you dozed off in a lecture or they forgot to send you the power point. Earth Advertising’s 4-part Series is for serious professionals who didn’t know that saving the world would be so boring. This is not meant to discourage conference attendance, but give you the option to hold out for ones in nice places like Hawaii or Aspen. We hope you enjoy our 4-part Series of reports on Green Consumer Research.

Who is conscious about what, when and how much

Exactly how many are really out there? Many studies have competing new terms for customers who are likely to choose responsible products over toxic, polluting ones. Most agree that there are millions of consumers out there willing to pay extra for toxic-free products, and still others willing to make earth-friendly choices purely because they care about the future, other inhabitants, or the planet. The growth in eco-happy products and services is exciting for nearly everybody. There are trillions of dollars (ok, maybe billions) to be made selling good things to informed people.

Environmental policy reform is partly a result of the fact that dirty secrets don’t stay hush, hush as long, and information travels fast. A manufacturer half way around the world can be seen on webcam, and from space! More people know more about what they buy.

How many conscious consumers does it take to change a lightbulb?

Last year alone hundreds of millions of incandescent bulbs were replaced with compact fluorescents. But was that for environmental reasons? Nobody really knows, even if they say they do. Environmentally conscious consumption is not progressing as fast as some might hope, but it is growing. The burgeoning of triple to quintuple bottom line businesses is a promising sign. The concept of “bottom line” has become multi-dimensional and there are great social entrepreneurs to thank for this. People-planet-profits (but not always in that order)was the rallying marketing cry in 2007. Yet, still the retail economy is dominated by publicly traded companies pressured by quarterly earnings. In the upfront these environmental measures cut into profits. In the end, hopefully they translate into savings and less liability.

It feels like new business standards might be here to stay. Quality of life indicators, socially responsible indices, environmental risk assessment, shareholder activism, corporate transparency and new definitions for ‘standard of living’ can be found on the internet. They are at the fingertips of anyone interested in looking them up. There is a fresh sense of urgency among a strong, yet relatively undersized, group of consumers. Is the model citizen committed to protecting natural resources? Are their values reflected in how they spend their money? We do not believe there is a perfect formula for finding perfect people. Many people trying to do the right thing still can’t decide if it’s ok to go to Starbucks, or not. Are Christmas trees all right? They don’t know.

The most conscious consumers are motivated by health

Earth Advertising distinguishes between a) products that are personally harmful; and b) those that are harmful to the environment and animals at large but do not pose immediate and obvious personal risk. The most heavily populated environmentally conscious consumer group consists of, a) people gravely concerned about their own health and that of their family.
If they have friends or relatives recently touched by cancer, asthma, infertility, or other problems that they suspect are linked to their environment, they are more likely to choose toxic-free products. It starts with what they eat, drink, wear, touch, breathe, or feed the young. Many pregnant moms feel like they are staring right into the headlights, when they brush with chemicals that haven’t even been tested on rats. Not to support animal testing. But, moms are finally questioning the logic of “Keep out of reach of children and small pets” on the cleaners they use in the playroom.

Is level of wealth a good indicator?

One consumer data presentation showed a correlation between lack of education and obesity. According to some experts, this group is the “least” environmentally conscious. When you have only enough money to buy unsafe products, that’s despair not irresponsibility.
It’s more expensive to buy organic food, but if there is a CSA or farmer’s market nearby, you can go out of your way to buy local. By taking extra steps, environmental products can be more affordable—like buying in bulk or in concentration. Generally, green costs more, from non-toxic detergents and recycled paper to driving green cars and living in green buildings. Certain activities that engage in conserving energy, save money, too. If a penny saved is a penny earned, then an unused megawatt, known as a negawatt, is money in the bank.

Consciousness is a mixed bag that is hard to quantify. Motivation is a piece of the puzzle, as are informed or misinformed decisions. How can we classify someone who buys organic but doesn’t recycle? Also, the very workings of the planet are not always well-known. According the National Science Research, for instance, many Americans think the sun revolves the Earth.
For the most part, conscious consumers are not defined by a certain income bracket, ethnicity, geography or demography, but by “psychography.” People most fearful of the harmful effects of dangerous chemicals in food, drink, cleansers, clothes, cosmetics, paint, etc. are most likely to buy non-toxic things if they can afford to.

Please don’t kill the messenger

As it turns out, the household member most likely to make purchasing
decisions is predominately female. This woman is even making the choices when it comes to cars and gadgets. Women are nurturers and gatherers, which in this day and age translates to mothers, matriarchs and “shoppers.” Men are more likely to engage in goal-driven activities such as chasing and catching flying objects like hockey pucks, footballs, and big, powerful paychecks. (Again, we read the surveys, we don’t conduct them.)

Men do make many decisions and are concerned about the state of the planet. Just look at the ratios at conferences. According to most survey they just don’t make everyday-run-of-the-mill-family purchasing decisions like groceries. Power plants and fishing vessels? Yes.
These days it’s not just endangered species capturing the attention of researchers. There is most likely a huge database on each of us somewhere. There is no shortage of research out there on our purchasing patterns either. You could probably search golfers with a 50 handicap who only play on environmentally conscious golf courses, just in the North East, using a Yonex club and surmise quickly what kind of car he (or she) drives. Data is an export product. The Freedom Act probably didn’t hurt. For all we know our stats are sold to Japan. But do they know why you took the bus today? Maybe your car broke down.

Who is conscious about what, and why

One study suggests at least 90% of all people consider themselves conscious consumers. Let’s say it’s true. We must take a serious look at what conscious means. One can be conscious enough not to buy an outdated TV so she won’t have to replace it in two years. This person might, or might not, be worrying about the environmental life cycle of the electronic components. Frugality may be a survival instinct. Conscious shopping can be confusing in a world where media is supported by advertisers telling us to buy, buy, buy. Even the President encouraged everyone to keep shopping after 9-11 in the best interest of our country’s economy.

Yet, overproduction of senseless goods is evident wherever you look. Recently we heard a factoid about plastic ware. Americans alone dispose of enough paper, plastic cups, forks, and spoons every year to circle the equator three times. Does a conscious consumer use disposable utensils just on specials occasions, or whenever it’s more convenient?

Signs do indicate that a kinder, gentler, safer world is what most people want way deep down inside, even if it’s buried under discount mattress sales and factory closeouts. When presented creatively, any and all people of any gender can rise to the occasion of a healthier planet. If we asked dogs, they’d probably give it a “paws up” too.

Media is great when the story is real

People are exposed to media about wars, fossil fuel, over-manufacturing, excess packaging and toxic industrial processes that have wreaked havoc on our natural resources. Until recently, most people didn’t like to talk about it, or hear about it. Now it’s vogue. The digital airwaves are becoming environmental messengers as never before. Leaders both young and old want to engineer a better world moving forward. Environmental heroes have gained status as our society’s celebrities. There is much debate about how these consumers get their information. Most agree that they make decisions from sources in the way of networking and reading, and from “gurus” and medical professionals.

As information technologies converge, you can expect these people to be more and more influenced by non-commercial media in all forms. Above all, be honest and passionate about your product and your company. It is interesting to your target audience, so be sure it is told by master craftspeople in communication.

A finely told tale can weave in and among all forms of media with a memorable message. This message must be easily understood to be spread by others. Have a clear, redundant mantra that is easy to remember and share. It can even be a factoid. Pass it to hairdressers, teachers, grocers, family, ministers, cab drivers, employees and everyone throughout the supply chain. A rock hits the water with one simple thunk! The hole fills instantly, but the ripples reverberate almost endlessly. Thanks to media coverage and the internet, consumers can get a sneak peak behind the company logo to see what it really stands for. Green washing does not always fail immediately, but it never wins out.

Who do conscious consumers believe?

People in this psychographic tend to believe expert sources. The nickname “guru” here simply refers to people who are focused enough on your product category to have read about related topics or heard things in the news or discovered it at an event or chance encounter.

Words used to describe the “most” conscious consumer can easily be confused with those who talk about products the most. We like to believe the most responsible consumers are the ones who listen the most. They actively look for advice from gurus in all mediums.

In various reports, gurus are otherwise described as “brandvangelists”, “brand stewards”, “product ambassadors”, “diehards”, “conscious consumers”, “cultural creatives”, “enlightened”, “converted”, “true believers”, “environmentalists”, “activists”, “thought leaders” and “the choir” among others. They are people who may or may not have chosen to live healthy lives, but they at least read about it and talk about it. They keep pace with news and statistics on the risks of scary things in our environment.

These gurus are most likely to create the link between a healthy planet and human health in general. If you took the time to read this, you may be a bit of a guru yourself.

There is a gap between how we perceive ourselves and what we really do. A surgeon is still a surgeon even though he rarely wields the knife, and the same may be true for self-proclaimed conscious consumers in varying degrees. This is no excuse to be judgmental toward people. The green movement should focus on helping people help the planet, thus help themselves. The same is true at high levels of government and industry. By all means, it’s more effective when people believe it’s their idea, not somebody guilt-tripping them.

Though media planners are often inclined not to spend media dollars preaching to the choir, this is the very root system from which your brand will grow and gain momentum. Treat your choir with respect or the choir may sing someone else’s tune, and you want them to sing yours. Clearly, loudly, memorably, and often. They are the journalists, the media voices, the industry leaders, the gurus and they are often very vocal and passionate about their opinions.

People are human

There are several sources that would make a healthy addition to any choir, and they are health professionals, scientists, and religious leaders because conscious consumers tend to listen to these ‘experts’ more carefully. The ‘experts’ are not necessarily your consumers, however. An example is the sight of nurses huddled in the cold, smoking outside hospitals after spending the evening caring for a patient dying of lung cancer. It is not always human nature to practice what you preach.

You might find that a family buys organic milk but they eat processed cheese. Parents might see a TV special and link hormones in cows to premature development in their teens. Others are convinced that mercury in fish can cause learning disabilities. They might have solar panels and drive an SUV. One person might respond to Anderson Cooper’s televised blood work showing industrial chemicals in his body by detoxing with lemons for a week. Another might respond to the same thing by reaching for another beer.

It’s easy to pick and choose your customers carefully with new media techniques. In a way, marketing agencies like Earth Advertising are matchmakers bringing customers together with products that align with their belief systems, or will be aligned by the time we’re done.

Bribing for shelf space

If you feel uncomfortable coercing a retailer to put your product at eye level in the store, go outside your comfort zone. Location at point of purchase gives you stature with customers. It is an implied endorsement. If a customer must ask where your organic tomato sauce is, you could lose them to all-natural along the way. Create a campaign directed at store managers and tell your customers what section you’re in. Once a conscious consumer has your product in hand and reads the ingredients, you have made a connection.

Conscious consumers do read packaging. Use positive reinforcement. If McDonald’s posts how many burgers they sold, post how much pesticide you helped to save from groundwater by supporting organic agriculture.

If you want to get your customer’s attention, you must be available. Create an aura around yourself and your company quickly through all mediums. Hand out an award, start a club, give things away, make friends with your consumers.

Media is the message only if the message is done well

In short, the media techniques most effective are news stories, public relations and events, newspapers and magazines, and social networking. You cannot fool your consumer so be respectful and authentic. It’s your only option or your first sale to that customer will be your last. You must penetrate the media with interesting points.

Someone will want to argue about positive vs. negative messaging. The negative effects of dangerous chemicals are not positive. When your colleagues ask why you are being negative, tell them because negative sells when you’re in the non-toxic business. You are asking people to switch over to healthy alternatives from toxic products. Very few people are deliberately trying to poison the environment, although that sector does exist and there’s a name for them not included in this report.

Who does the planet belong to anyway?

How can we instill the thought that the planet belongs to all of us, when we have grown up in a world where companies are to buying water rights, and mining whole countries and mountain ranges for minerals and building materials? This is what Earth Advertising and agencies like us think about most of the time. How to sell the idea of purchasing eco-friendly products not just for one’s own health, but for every one and every things.

There is positive research to support that people do care and given the tools and information, will vote at the cash register for the better good. Some scientists believe that the evolution of man included natural selection for those who care about man as a group.

The dichotomy here is that we have an economic system that prevents people from being able to afford to do the right thing. In schools we teach children about an environment that can be saved by making purchasing decisions that their parents can’t afford. Yes, we can all recycle, but can we afford organic cotton sheets? And yet the pesticides used in cotton industry are some the world’s biggest polluters of soil and groundwater.

Connecting healthy planet to healthy people

In the product categories of environmentally sustainable food, cosmetics, beverage, clothing (particularly baby and maternity) the best media channels and message platforms will be about health to the people who are most concerned about it, and you can expect women to be making the decisions.

The mental process of connecting the health of the environment to human health may have been easier in days gone by when man interacted with the land more intimately in order to survive. Today, a surprising amount of evidence suggests that many people don’t know where drinking water comes from. Many do not drink from water taps, but plastic bottles. Perhaps the intention of the industrial revolution was to make us all more comfortable after surviving the first ten thousand years. Maybe we believed that companies would take care of all our needs no questions asked. Now more people are beginning to notice that many products don’t make any sense to our environment and our survival.

People behave of their own free will

How do people evolve from health conscious to environmentally conscious? On their own free will. They make the mental connection either in a lightning strike moment, or over time. They begin to adopt, enjoy, and take pride in protecting resources as a more fulfilling way of life. You can define them by habits sometimes. Many research reports will tell you the ideal customer is politically active. Or an educated, informed woman with a family, and above average household income, If there is a member of her family with allergies, she’s even a better bet. We wish we could define green conscious consumers by the age, race, color, wealth, political party or astrological sign, but we can’t.

However, we do have clever, innovative ways to reach them. People adopt environmental practices to save face, save themselves or save the world and feel good. We believe people need to come to their own conclusions. Our job is to help them do that.

Upon request, Earth Advertising will provide you with recommendations on how much media to spend where, and how to optimize brand attributes. We offer corporate identity, messaging, and summary reports on market research, and ways to green your business while building team spirit among employees, vendors, suppliers, investors, management team, customers, shareholders and, yes, even the media.

We hope you’ve enjoyed Conscious Consumers in a Nutshell. This is Part 1 in a 4-Part Series on consumer behavior (see list). Ask us for our comprehensive directory of green consumer research. To find out more about how Earth Advertising can help strengthen your brand to resonate in the right places with the right message, contact: Earth Advertising, 44 E 32nd Street, New York, NY 10016 (212) 933-1391.


Earth Advertising’s Consumer Research Reports
Part 1. The conscious consumer in a nutshell
Part 2. Behavioral habits: public transportation, composting, recycling, reducing, water conservation, non-toxic home and lawn care, packaging, activism, green building, and energy efficiency
Part 3. Purchase decisions in clean technology: automobiles, transportation, renewable energy resources, and energy efficient products
Part 4. Tricks for popularizing your brand

What do you think about conscious consumers? Visit our blog at http://earthadvertising.wordpress.com/

Earth Advertising in Manhattan is a creative shop specializing in brand management, sales tools, media exposure, and studio production. The first publication about consumer behavior, “Conscious Consumption. Helping People Help the Planet” was published in 1998. Earth Advertising and studio eFlicks Media produce award-winning media campaigns and effective and innovative marketing programs in all mediums for earth- friendly clients.
To find out more about how Earth Advertising can help strengthen your brand to resonate in the right places with the right message, contact: Earth Advertising, 44 E 32nd Street, New York, NY 10016 (212) 933-1391, info@earthadvertising.com

Thanks to:
David Wigder
James R. Gregory Hugh Hough The Climate Group
Martha Shaw
Raphael Bemporad & Mitch Baranowski
Jacki Ottman
Green Media Enterprises
The Green Team The Hartman Group Egg Advertising
Steve French and Gwenn Rogers
Natural Food Merchadiser Claudia H Deutsch
Joel Makower Maryellen Molyneaux
Hilary Bromberg Thomas Friedman
A ‘Green Paper’
Bruce C. Ertmann DYG SCANTrend Identification Program
Eco & Co
Marketing Green
CoreBrand Green Team The Climate Group
Earth Advertising eFlicks Media
BBMG J. Ottman Consulting
GME Green Team
Hartman Group Egg Advertising
Natural Marketing Institute
Natural Food Merchandiser New York Times
Trend Watching Food Technology
Egg New York Times
TerraChoice Environmental Marketing Inc.
DYG Agence Conseil en Communication SurL’Environnement et les Questions de Societe
Consumer research references:
A look back at green marketing in 2007 Accounting for Brands as Intangible Assets
Awake & Aware
Carbon Down, Profits Up Conscious Consumption Helping People Help the Planet: marketing to conscious consumers
Conscious Consumers Are Changing the Rules of Marketing. Are you Ready?
Four Green Marketing Tips for 2008
‘Going Green’ Green Communications (Presentation)
Hartman Report on Sustainability Here come The Green Brandgelists
Lohas Market Research Review
New Hope from the Natural Food Merchandiser Now Looking Green is Looking Good
Ten Reasons Why There’s No Green Business Bubble The Changing Face of Organic Consumers
The Conscious Consumer: Marketing Strategies for a Greener World The Power of Green
The Six Sins of Greenwashing Toyota: Monitoring, Measuring & Managing Consumer-Generated Media (Presentation)
Understanding the “Green” Consumer (Presentation)
Who Are the ‘Sustainable Consumers’? (Presentation)