SustainNow: The Bellwether Group's simple call to action.

First of all, let’s literally clear the air: sustainability is cool. Demand is far outpacing supply of hybrid vehicles. Housing developers are scrambling to meet the burgeoning market for energy-efficient, healthy, environmentally sound homes in cities and suburbs alike. The natural and organic foods industries are growing in size and substance. The need for a commitment to renewable energy sources is garnering support across political lines.

The people are speaking with their pocketbooks, and sustainability really is the new black … or green … or whatever.

Still, most of us from all points across the sustainability movement would agree that the impact of these kinds of ideas could and must be far more powerful. We also know all the urgent reasons why. The problem is that people who don’t even have a basic understanding of sustainability are not likely to be motivated by frightening realities. Most people’s day-to-day lives are overwhelming as it is, so an attempt to solicit new support for something that can seem abstract or too serious is likely to fall flat.

An academic austerity campaign is never going to bring sustainability to a more mainstream, non-activist audience. Even the United Nations Environment Programe (UNEP) recognizes that “sustainable consumption is not about consuming less, it is about consuming differently, consuming efficiently, and having an improved quality of life.”

The foundation of how we’d make sustainable living “cool” is based on our shared belief that the concept requires imagination to become more accessible to the public. Choosing to live sustainably must feel fun and engaging, and it should offer direct personal and community benefits.

To begin with, we’d follow the lead of MoveOn.org, which has single-handedly changed the nature of political action in the United States in less than seven years by focusing on online communications technologies, honoring the grassroots at both the national and local levels, constantly fostering new strategic alliances, and infusing its network with a steady stream of creative ideas. We’d need a mark, a symbol, a logo that would be instantly understandable and could concisely define the movement in a simple call to action — SustainNow.

Our movement would originate as a completely volunteer-driven effort, using a strong Web presence as the primary resource for turning people on to how cool it is to make a difference through sustainable lifestyle choices. We’d empower people with actionable, interesting ways their choices could have a positive impact on our society and the environment. Content might include trivia, essays, information on politicians and corporations and where they stand on sustainability, as well as personal, political, and financial ways for people to get involved, events, and on and on — all presented in a fresh, lively, captivating manner. Most importantly, it would invite participation, contribution, and enthusiastic dissemination of information.

We’d simultaneously run Web campaigns asking people to contribute short films or photographs or artwork depicting sustainability. Such campaigns could form the basis for larger efforts, for example, a “Sustainability in Film” competition at festivals like Sundance or Cannes. In addition to Web, we’d use TV to quickly and powerfully draw attention to the effort. Corporate leaders, artists, actors, educators, musicians, students, mothers, fathers and more would introduce each message.

In the spots, we’d depict unsustainable human behavior, habits and attitudes without draping the message in guilt. We’d use humor liberally to depict the absurdity of an unsustainable lifestyle. Instead of trying to define what sustainability is, we’d focus on what sustainability isn’t.

Importantly, we would maintain a strong local, place-based focus for  the campaign. A local effort might highlight businesses and products to support as part of a sustainabilitymotivated lifestyle. Networks of movement supporters could be mobilized for local events at the drop of a hat. The public would begin to proudly promote the SustainNow lifestyle with fashionable, sustainably manufactured jewelry, clothing, and more. With a nod to UNEP, the issue of consumerism would be turned upside down.

The cost to get started? One dollar. The idea would be fueled entirely by grassroots support. The creative concepts for the campaign would stand as a rallying cry for individuals, groups, and corporations to support the effort through donations of time, materials, products, expertise, and money. The motivating factor for all involved would be nothing more or less than the greater good.

The cost not to get started? Too expensive for words.

The good news is that the idea is already hitting its stride. To us, the real opportunity lies in getting everyone involved.

In their own words: The Bellwether Group is a full-service communications agency organized around a deep sense of purpose. As individuals and professionals, we’re committed to social justice, socially responsible business practices, global equity and environmental stewardship — and the use of creative outreach tools to broaden the base of people who care about and act upon these ideals.