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Making Stuff That Matters
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By Inspired Protagonist - October 31, 2008

Making Stuff That MattersRecently, I came across a book that advises marketers to push past their demographic research and trends analyses, and start focusing on how best to create solutions to customers' real-world problems. Relevance: Making Stuff That Matters, by marketing consultant Tim Manners, spotlights an idea that I've been talking about for the past year: the need to shift from making stuff that is "less bad" to creating products and services that seek to be "all good."

This is especially critical for any company that strives to be sustainable. An authentically sustainable company does more than merely conserve and maintain; it enriches and embellishes. It embraces a whole new mindset that moves from thinking incrementally about doing less harm to thinking expansively about leaving things better than we found them.

So last year, when I spoke at a national conference of grocery retailers, I challenged Kroger, Target, Wal-Mart, Publics, and others to consider the impact of selling billions of dollars of less-than-healthy products with less-than-apparent relevance for consumers. Products that take precious natural resources and either flush them down the drain or (after a brief life span) dump them in the trash. I encouraged them to think about how they could help create a world that's rich in values, rather than a world that's awash in useless artifacts. I wasn't sure I'd ever be invited back!

Relevance strikes a similar theme. According to a recent review in the Financial Times, the book argues that "many brand managers have made careers out of trying to make their brands 'aspirational'…But, the author thunders, marketers are confusing happiness with materialism. 'The entire advertising industry is built on the premise that we can buy our way into being smarter, sexier, cooler, or more popular. Deep down we all know this is one big lie.'"

Sounds just like the type of thinking we need!

Comments
How can I help out!
Posted by JulieCheney | Wed, Nov. 5, 2008

I believe that every entitiy, big and small, need to be responsible for their impact on our environment and world. Consumers alike must be responsible for their consumption methods and amount of waste we each produce.

How can I help to educate corporate America and my local community? How do we get the word out? I'm really seeking an answer here.
Thanks,
Julie

How you can help out
Posted by Murrquan | Wed, Nov. 5, 2008

Setting an example is always a good start! As is educating those who are receptive to it.

If you live in a way that makes people want to ask questions, and then give answers that interest them, they'll keep coming back to you for more.

Relevance
Posted by hedgewitch3 | Wed, Nov. 5, 2008

I enjoyed reading this article, especially the "challenge" to various companies to sell useful, healthy products.
I worked for Target as a cashier for just shy of 5 years before being "released". It was probably very much my own fault I'm not employed by them any longer... I raised questions and stood my ground about some of the products sold (foods/snacks, cleaning products, cosmetics) that contained less than healthy ingredients. When customers asked my opinions, I gave them. This gave way to the management looking for any reason to let me go from employment. While I've been unemployed for little over 5 months, I have to admit it was a relief not having to "compromise" my ethics for the sake of corporate policy.
I advocate consumer education. Apparently the managers at the store location I was employed at didn't care about that so much as they cared about making the sales goals and consumers leaving without complaints... healthy or not.
Now, as a "mere consumer" rather than a "team member" I can speak out very freely on what I like or dislike at Target AND, for the first time, my voice is actually heard! If more consumers approach companies and advocate for healthier choices, those companies will be forced to listen and make the changes involving everything from consumer products and education of them to the way those companies handle their trash and recycling efforts.

How to Help Out
Posted by Blusummit | Thu, Nov. 6, 2008

I decided several months ago that I will make those muslin cloth bags with handles for everyone on our Christmas list. Hoping to make 2 for everyone. Use for grocery shopping or any other shopping so you will not need to have your items packed in plastic or paper sacks.

While you are at the grocery stores, suggest they carry more 7th Generation products. There is a form here that you can take to the store for this purpose.

Use your coffee grounds in your flower beds. Don't toss out your hosiery with runs in them. Wash them after wearing them, then cut of the top band to use instead of rubberbands. Then cut the shear part into shear bands at least an inch wide. They are wonderful for tying the bags of frozen food; terrific to tie up plants on stakes (they will not wear out for at least two years);use the bands to hold several months of your favorite magazines. Another use for the top band is to put on cups of cold soft drinks in the picture shows. I continue to find new uses for them. Best feature: you have a continuous supply.

The Next Step for 7th Gen
Posted by jdegrazia | Mon, Nov. 17, 2008

What is the next big thing you guys are going to do that moves your business in the direction of creating only products that are ALL GOOD?

Helping out, Doing our Part
Posted by nikandmarie@rocketmail.com | Sun, Nov. 23, 2008

I hope decisions-makers at corporations will figure out a way to do the "right thing", but until then I really believe we vote with our dollars. Our consumer demands drive supply, so if we want to get companies like Target and Wal-Mart to stop stocking junk, we as a society have to stop buying it.

Also, we could take a few minutes to ask store managers about their environmental efforts. This may let them know that more and more people are serious about it. Mainstream companies like Home Depot seem to be making changes. That is a good sign!

About the book "Relevance: Making Stuff That Matters", I haven't read it, and this may sound cliche, but things that bring true joy and peace cannot be bought in a store. Giving, especially during the holidays, doesn't have to be materialistic. Last Christmas we donated $100 in my Dad's name to a World Vision clean water project, and he was so honored, and happy that we didn't buy him something! Thanks for reading.