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Posts Tagged ‘green interviews’



Special Interview with Nathan Winters – Riding Across America


Tuesday, February 23rd, 2010

Around Earth Day 2009, Earth Promise conducted a series of interviews asking people from a number of areas questions about the environment, what they are doing to help, their thoughts on the direction government, business and organizations are going in.  For all the Earth Day 2009 interviews along with others since then, click here and enjoy.

3557386480_b9d790d8cb_mOne of the people we had the privilege to interview was Nathan Winters.  Not an actor, a politician, musician or movie director.  All he did was ride his bicycle across the United States to raise for the Nature Conservancy and increase awareness regarding our environment and the importance of protecting it and caring for it.   To read more about Nathan and his amazing journey, visit his site at www.FollowNathan.org

Ten months after our first interview and since he has completed his ride, we were able to interview him again and see how the experience was. 

 

Earth Promise: So 4,300 miles later…. First off, it is an amazing accomplishment.  My wife, who is an avid rider, is very jealous!  As a recap, can you tell the readers again about the ride and why you did it?

Nathan Winters: During the spring and summer of 2009 I took the notion of riding my bicycle across America. I would travel 4,300 miles over the course of 5 months.  It was done with a very nomadic spirit and documented through social media and a very personal journal.

Throughout this journey I carried a piqued curiosity into agriculture, food systems and environmental issues as I conducted a research project. I would stay, meet with and interview a very diverse group of individuals, experts and organizations from various regions across our nation. I engaged with and captured the opinions and thoughts of as many people as possible through in-depth conversations.

EP: Tell me about the ride?  What states did you go through?

NW: I decided on the northern route in an effort to visit a few states I had not visited prior to this trek. All in all I would touch 14 states including ME,NH, VT, NY, PA, OH, MI, WI, MN, SD, ND , MT , ID, WA

EP: On average, how many miles would you ride a day?

NW: It varied greatly depending on who and what was in the area. For instance, when I was in the north east I found many of the communities to be fairly close to one another and often rode less than 30 miles in a day. When I was in the plains towns were often 60 miles apart and I had no choice but to ride that distance. For me a great day on the bike was 50 miles followed by good conversation and a cold beer. It is also important to note that given my nomadic spirit I would often times stay within a community for several days. So there were also plenty of times in which I would not be on the bike but rather conducting my research.

EP: Tell us about some of the highlights.

NW: There are honestly so many of them. I stayed and met with endless types of individuals, families and organizations. For me the biggest highlights were the times I spent on the farm. I stayed on a variety of types of farming and practices that truly allowed me to get a strong understanding for what was going on with agriculture, food and how politics, science and marketing were shaping the food chain. I can hardly describe to you how vastly different having lunch with an Amish family in comparison to doing shots of crown royal in a honky tonk with a cattle rancher.

EP: See some odd things along the way?

NW: There was certainly more than enough interesting encounters with people along the way. I think most of the “odd” things I had witnessed were the homemade signs that people made and planted in their front lawn. You would be surprised what people are willing to share and illustrate with a piece of plywood and a can of spray paint.

EP: You did this to raise money and awareness for the Nature Conservancy.  Was this a success?

NW: It was a success. All of the donations were very much appreciated, collected through First Giving and went directly to the nature Conservancy. I didn’t have to handle any of the monetary responsibilities. In my eyes, giving a few thousand dollars to an organization that does wonderful work protecting the worlds ecosystems was a huge success.

EP: What were some of the key concerns that people discussed as it relates to the environment?

NW: I think that the major concern at this point is finding ways to go beyond the things we do in our daily life such as recycling and composting. While these small steps are helping us move forward in our daily lives the reality is that we need to change an entire paradigm in terms of the way we operate on a global scale. Many of the experts that I met with were not afraid to speak of a small window of just a few short decades before we start dealing with the consequences. That to me is alarming.

EP: Any conversations really stand out?

NW: So many of them touched, and influenced me. My greatest inspiration came from a man by the name of Greg David in Jefferson, Wisconsin who spoke about things I had never considered prior such as restorative agriculture and social capital. I left that visit knowing and believing that we need to put the ethics back into capitalism, create ecological capital, perform honest accounting in regards to the cost of production of goods and get involved as a community to build social capital. These are the things I now hold true to my values and hope to see become a reality as our nation and world moves forward.

EP: Thinking of the environment and how people care about it, did you see differences as you went across the country?  Where were some of the most environmentally conscious people you encountered?

NW: Naturally, you are going to see a wide variation in the mindsets as you move across America. One thing that I found to be consistent was the influence of academia surrounding these communities. It was very interesting to see the influence in how these places developed socially, politically and economically. I witnessed a lot more compassion for mother earth and a desire for local and sustainable agriculture. These areas are places such as Burlington, VT, Ithaca, NY, Ann Arbor, MI and Missoula MT to name a few. These folks are what I would consider to be on the “tip of the antenna”. Please don’t get me wrong however. I found many hidden gems in all of the communities I visited from coast to coast.

EP: I loved following your progress as you did it and the TwitPics you posted.  Is there a place where all of these can be viewed?

NW: The majority of the content is online at http://www.follownathan.org While I have a plethora of content that I need to add to my current platform there is more than enough on my website to keep one busy.

EP: Now that the ride is over, any next steps relating to this ride?

NW: I have decided to write all of this down and compile a book. I started my manuscript and I am well over halfway. This is an excellent way for me to not only share my experiences and what I learned but also a tremendous way for me to relive my journey every day. I am currently working diligently to seek out a potential publisher that would be willing to share this Endeavour with me. I am also looking into creating an innovative digital book format that would incorporate all of my video, photos and audio, giving readers the full experience from the convenience of their own home. Lately I have been participating in various press opportunities and engaging online through social media in an effort to bridge gaps between those with a difference in opinions or outlooks.

EP: I asked you this before your ride and definitely interested in the answer.  How did you get home?  Assuming it was a little quicker than the trip out west!

NW: I did in fact take an emotionally draining flight back from Seattle where I was greeted by amazing friends and followers alike. It was odd to think that I could bike for 5 months from one end of the country to the other only to fly home in 5 hours.

EP: Any future rides planned?  Europe? 

NW: I would always be on the lookout for another @follownathan journey.

EP: What is the one key message that you wanted to pass along to the people you encountered on this trip as well as moving forward?

NW: This is an amazing country with wonderful people who want to make this planet a better place. Please remember that it is not about you and it is not about me. It is about all of us and the tide is turning.

EP: Thank you very much.  Please keep us posted on your future plans.


Obama’s Environmental Team Has Only Just Begun


Tuesday, September 1st, 2009

The August 27th article in Newsweek Web Exclusive provides a comprehensive, updated overview of President Obama’s environmental team and their eco-agenda.

green-dream-team 
“The League of Conservation Voters calls them President Obama’s “Green Dream Team”: Carol Browner, the White House climate czar; Lisa Jackson, the EPA administrator; Ken Salazar, U.S. secretary of the interior; and Steven Chu, U.S. secretary of energy. These men and women have the ear of the president, as well as the power, budget, and commitment to right what many environmentalists see as the wrongdoing of the Bush administration. This fall they will try to pass landmark climate-change legislation in the Senate; approve and oversee countless projects funded with stimulus money and push for international standards for carbon emissions at the United Nations Climate Change Conference in Copenhagen. They’ve been lauded by green advocates and lobbyists and pilloried by Republicans and moderate Democrats (particularly from states where industries such as coal still dominate). Whatever your feelings may be about their agenda, one thing is certain: they’ve only just begun.”

To read the full article, click here.


It Isn’t Easy Being Green


Thursday, August 20th, 2009

greenwashing_cartoonAn interesting article, entitled, Just tell the Truth, from Mediapost.com  explains how and why companies should be careful about how they label their products and services.   Greenwashing and providing false green claims are becoming widespread.   According the Wikipedia, Greenwashing is “The term generally used when significantly more money or time has been spent advertising being green (that is, operating with consideration for the environment), rather than spending resources on environmentally sound practices. This is often portrayed by changing the name or label of a product, to give the feeling of nature, for example putting an image of a forest on a bottle containing harmful chemicals.”


Here’s a portion of Just Tell the Truth:

“Green marketing claims describe, or assert, green attributes of companies’ products and services. Consider, for example, two food packages, one labeled “100% Organic” on one and “the other Eco-friendly.” Both make claims about the products, but they have different meanings and impacts: One has a specific legal definition; the other is so unspecific that many find it misleading.

Buyers have varying affinities for green products, but the bottom line is that green claims appeal to a large and growing constituency that is often willing to pay price premiums for “greener” products.  Inaccurate or overstated green claims can also turn people off of green marketing even if a watchdog group isn’t pointing fingers. If consumers start tuning out green messages, significant market opportunities will be lost, both for individual companies overstating their green claims and green products in general.”


Be sure to read this article in its entirely.


Celebrating Just Got A Little Bit Greener!


Monday, June 1st, 2009

CELEBRATEGREEN_Cvr.inddMy friends and family often tell me I come up with great green ideas for my girls’ birthday parties and annual Thanksgiving feast.   I have either emailed the birthday invitations or printed them on recycled paper; I present plants for the kids to bring home in place of plastic bags filled with even more plastic useless plastic trinkets; the place-cards are hand-made by my girls; I rarely use paper products to dine with; and I even have recycling bins available for the guests to use.  To me, these are just simple, everyday common sense ideas.  Thanks for the pat on the back, everyone, but a real big thank you should go the mother and daughter team who wrote, Celebrate Green! Creating Eco-Savvy Holidays, Celebrations and Traditions for the Whole Family, published in October 2008. Co-authors, Lynn Colwell and Corey Colwell-Lipson, really have some eco-innovative party ideas. 

“Celebrate Green! offers tips, strategies and ideas for creating celebrations with more meaning and less negative impact on people and the Earth. Whether planning a wedding, a Thanksgiving feast, an Easter egg hunt or any of dozens of other celebrations, this book is a font of creative, engaging activities and memory-builders for the entire family. From food, to decor, to gifts for people in every stage of life, you’ll be astonished by the easy, inexpensive and even free ways to make every occasion eco-friendly and fun.”

Not only is this mom and daughter green team accomplished authors, but they do speaking and consulting engagements; they are guest bloggers on various sites (KIWI magazine, Green for Good, Best Eco Stuff, to name a few) and have their own user friendly website, Celebrate Green and blog.  Of course, the Celebrate Green site offers detailed information about their book, but Lynn and Corey also present a hefty listing of eco-savvy celebration ideas to choose from.  I happened to click on Family Reunion  to see what unique idea they recommended. 

“The number of eco-friendly hotels and resorts is growing, but by far the best option if you wish to leave the smallest footprint for your gala family gathering, is likely to be camping in any U.S. national park, especially if you’re fortunate enough to have one close by the majority of participants.”

Lynn and Corey, then,  provide a select list of environmenatly friendly locations for your reunions.

The Celebrate Green blog offers snippets of green information from How to grow “living grass” for an Easter basket  to just keeping it’s visitors up to date on what’s going on in their lives.  At Earth Promise, we find the Celebrate Green blog an excellent green and environmentally friendly resource, so we’ve added it to our blogroll!

Lynn and Corey show us how easy it can be to make small changes.  Their passion is real. Without being preachy, Lynn and Corey offer truly surprising ways to celebrate a little bit greener.  From the eco-neophyte to hard-core greenie, the Celebrate Green book and site are a true find. 

After visiting Celebrate Green, come back to Earth Promise  to create more promises to take better care of the environment.


Yard Waste Is Green and Useful


Thursday, May 28th, 2009

ar_rake_200What do you do with your yard waste (i.e. grass, weeds, small branches, leaves and plant clippings)?  Do you compost?  Do you bag it for curbside pickup? Rentech, a Realto, California company will take your organic waste and put it to good use—productive renewable energy use.  Rentech plans to work with green waste hauling contractors to collect this woody green organic waste and manufacture it into a new fuel “which burns cleanly in engines that use diesel fuel.”

There is also a partnership in Naperville, Illinois, between City of Naperville, Packer Engineering, Argonne National Laboratory and the College of DuPage that is working on collecting yard clippings to produce renewable energy.   A “green depot” will be set up to manufacture the organic waste into a useful renewable fuel.  Naperville City Councilman, Robert Fiesler explains,

“At first, the depot would be used mostly to generate electricity to fuel plug-in hybrid vehicles or supplement the city’s municipal electric system.”


For detailed information on these upcoming innovative projects, visit these sites:

Contact your local waste collectors to see if you can implement a yard waste renewable energy program.  Now that would be a fantastic Earth Promise!


The Environmental Journey is Underway


Tuesday, May 26th, 2009

3557386480_b9d790d8cb_m1Nathan is on the road.  On May 10, 2009, Lancaster, Pennsylvania native, Nathan Winters hopped on his bike to unite his love of nature with his love of exploration hoping to draw attention to support the conservation of land and nature.   Belfast, Maine was his launching point and he’ll finish across the continent in Seattle.

“I will be embarking on a 4,000 mile bike ride across America to raise support and awareness to the importance of land and nature conservation. My goal is to Raise $50,000 for the Nature Conservancy and educate my followers on the importance of living a more sustainable lifestyle.”

In March, I stumbled across the Follow Nathan website and blogged about his adventurous eco-mission.  Earth Promise  was even lucky enough to interview Nathan before he embarked on his ride. Being an avid cyclist and eco-conscious person myself, I found Nathan’s idea nothing less than inspiring.  Now I keep up with his whereabouts via facebook  and twitter  .  Thanks to his main sponsor, Greenopolis it is simple and fun to live vicariously through Nathan.  Greenopolis explains,

“We’ll be following Nathan every mile of his route, with a map to track his progress, daily blogs, photos and video reports of the people he meets and the places he visits along the way! He’ll be spotlighting recycling, reuse, conservation and all the ways everyday folks across North America are transforming waste to resources in their own unique ways.”

Be sure to donate to keep Nathan’s environmental awareness ride going and to help support the Nature Conservancy.


Earth Promise Interview – Ed Begley Jr.


Wednesday, May 6th, 2009

 edjr

Ed Begley Jr. – Actor and Environmental Advocate

Ed Begley Jr., an actor on the stage, television and on the screen has been nominated for awards numerous times.  Begley is perhaps best known for his role on the television series St Elsewhere, for which he received six consecutive Emmy Award nominations. He currently has a reality show about green living called Living With Ed on Planet Green with his wife, actress Rachelle Carson.

In addition to acting, Ed has been considered an environmental leader in the Hollywood community for many years. He has served as chairman of the Environmental Media Association, and the Santa Monica Mountains Conservancy. He still serves on those boards, as well as the Thoreau Institute, the Earth Communications Office, Tree People and Friends of the Earth, among many others.

His work in the environmental community has earned him a number of awards from some of the most prestigious environmental groups in the nation, including the California League of Conservation Voters, the Natural Resources Defense Council, The Coalition for Clean Air, Heal the Bay and the Santa Monica Baykeeper.  He currently lives near Los Angeles in a self-sufficient home powered by solar energy.

 Some other key sites Mr. Begley is involved in are Fixing the Planet, and Begley’s Best.  For a full list of sites and organizations he is involved in go to his website for more details.   

Earth Promise: Your care for the environment and steps to protect it are well known and you are one of the main faces of the green movement.  What was your inspiration for this?  Were you “green” as a child?  What was your first, ah ha! Green moment?

Ed Begley Jr.: It was the first Earth Day in 1970. I had lived through 20 years of horrible choking smog in Los Angeles, and I had had enough, and decided to take action.

EP: Are you seeing an uptick in the number of eco-conscious people and also in the level they are taking their changes to help the environment? 

EB: Yes. I speak all around the country, and I see folks from both sides of the aisle eager to take action to protect our environment.

EP: How would you classify being green?  Is it a lifestyle or philosophy?  Or put a different way, is it a way of living as part of your normal everyday routine, or is it a central belief that should guide all decision you make in your everyday world?

EB: It is both an everyday routine and a central belief that guides that everyday behavior. I try to live simply so that others may simply live.

EP: You have a lot of shows, sites, and projects that you are involved in with the environment in mind.  Can you tell me about some of them?

EB: I have a show in reruns on Planet Green called “Living With Ed” that shows that has been quite successful since its original airing on HGTV.

I go around the country and speak regularly, as well as serving on many environmental boards.

EP: What are your top five recommendations for the people who want to do a self-green audit of their home?

EB: I would say these are the top five:

Energy saving light bulbs
Energy Saving Thermostat
Weather Stripping around the doors & windows
Public transportation, if available near you
Bike riding, if weather & fitness permit

EP: What are some of the things that anger you or drive you crazy that you see people do that hurts the environment?  I guess your eco pet peeves. 

EB: Throwing trash in the street. Pouring liquid waste down a storm drain. It’s hard to believe that some folks don’t know that that goes straight out to the ocean.

EP: One misperception I hear about a lot is that going green is expensive.  Can you provide some examples for the average person on how taking steps to help the environment can also help your wallet?

EB: See the answers I gave a few questions ago.  All that stuff is super cheap.

EP: In what ways will green awareness and green initiatives help us, both as a country as well as individually, during these tough economic times?

EB: We need to do the cheap and easy stuff right away. It will give us instant relief environmentally and financially.

EP: How much of an environmental crisis are we really in? What are the consequences of non-action or limited change?

EB: There are thousands of scientists who feel the situation is dire. Global Climate Change, overfishing, deforestation, water shortages to name but a few.

The sad thing is that there are economically feasible solutions to ALL of these problems.

EP: Overall, are we on the right path for “Fixing the Planet”, given the problems of the world economy, world poverty and other global issues such as terrorism?

EB: We have the right path laid out before is. We all just have to take it and pick up the pace.

EP: Do you think the lack of green innovation is somewhat to blame for today’s economic crisis?  For example, if the major auto makers had been focus on making more environmental friendly cars as opposed to SUVs, they would have been in better shape (and we would too), especially given all the strides made in California to improve air quality via emission control?

EB: There’s been plenty of green innovation. The auto industry is partly to blame for promoting the SUV over all else, and so are we for responding to that pitch.

EP: We hear a lot about how to green one’s home whether online or on TV.  However, most people spend 40+ hours at work whether an office, home business, office business, outdoor business (construction, landscaping, etc) and any others. What are some of the best steps people can take in their workplace when it comes to benefiting the environment? 

EB: There’s much we can do at work. From recycling to car-pooling to get there to buying recycled paper, our environmental ethic should not stay cooped up at home.

EP: What causes the most climate damage in the business world and how can we fix it?

EB: Power plant emissions are huge, so any way that we can become more energy efficient at work, we accomplish a great deal. Transportation to get to work, and transportation on the job are the other big ones.

EP: The average person views the Hollywood lifestyle as being very lavish, materialistic and one filled with excess like big homes, expensive cars and clothes, etc.  This of course does not apply to you!!  When people think this or see this, can they take Hollywood serious when it comes to a green message?

EB: Hollywood has been a Mecca for excess for a hundred years. That has begun to change, but the entertainment industry needs to do much more.

EP: Do you think your audits that you conduct inspire the average citizen to know that a Hollywood celebrity is changing their lifestyle to be greener?

EB: I sure hope so.

EP: How much of an impact can celebrities have on leading or driving the green movement?  

EB: Anyone famous in Sports, Politics or entertainment can have a very loud voice that the public often responds to. But, with that voice comes great responsibility. It must be used wisely.

EP: What is the one Earth Promise you are going to make in the future that you have not done yet?

EB: I’m going to put in an underground Greywater and rainwater collection system.

EP: Thank you very much.  Your input is greatly appreciated.


Inspiring Green Picnic Ideas


Tuesday, April 28th, 2009

After watching a back episode of the AMC drama, Mad Men, where the Draper family picnics in the park, it was astonishing to watch the amount of waste and littering they innocently took part in.  The series authentically portrays the sign of the times—car idling with the door open, radio blaring, their car was the source of entertainment; Don strappingly throws his empty beer can into the woods; while shaking the checkered picnic blanket, Betty not only provides crumbs for the park critters, but all the paper/plastic products tumble onto the grass. (Was there a garbage can in sight?)

Our thought process is a bit more earth friendly, now, wouldn’t you say?   It is second nature to want to reduce the waste we generate.  A great way to start is to pack all of your food in a picnic basket.  PicnicBasket.com has an array of baskets and accessories that can fit into anyone’s budget. Of course, be sure to pack the food in reusable containers.  Instead of plastic cups (and I shudder to say, Styrofoam?!) and utensils that end up in the trashcan at the park/beach, bring your own glasses and cutlery. Be sure to pack cloth napkins in lieu of paper ones. If you have your own compost at home, there are an assortment of sites that provide biodegradable products:

Treecycle has biodegradable plates made from cane fibers
Real Goods has 100 percent tree- and petroleum-free, made from plastic based on potato starch cutlery that will decompose in a compost pile
Eco Products sells cups and straws made from a corn-based plastic

If you have your own tips to contribute, be sure to create an Earth Promise


Happy Earth Day to Everyone!


Wednesday, April 22nd, 2009

We hope you enjoyed our “21 in 21″ Interview Series.  We got some great input, thoughts and opinions from many very interesting people.  They spanned across numerous fields, including politics, engineering, travel, music, and green retailers. 

We heard from environmental advocates including Alexandra Cousteau, and the man who created Schoolhouse Rock!, George Newall.  Robert Stone, the director of the forthcoming, Earth Days, gave great insite into the environmental movement, and Howard Waldman, told us how one school is making a difference.   Others must follow!

We heard from the CEO of this site, Earth Promise, which is directly involved in the green world as well as from the CEO of Figment Media, who is not in the green world.  Both ways, their message is clear.  Keep making differences in our lifestyle for the benefit of the earth.  They are easy to do, they are not costly and yes one person’s change can make a difference.  It is not a choice anymore.  It has to be done.

To see a list of all the interviews conducted to date, go to the link listed below.  And pass it on to others who might be interested and/or would take action to help our environment.

http://www.earthpromise.com/interviews.cgi

Today is a day to celebrate the Earth.  Enjoy her, but take care of her.


Earth Promise “21 in 21″ Interview Series – Matthew Owen of Cool Earth


Monday, April 20th, 2009

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Matthew Owen, Director of Cool Earth

Matthew Owen has been Director of Cool Earth since its launch in 2007. Cool Earth enables everyone to be a climate change hero.  Stopping rainforest destruction is the single most powerful action any of us can take, to keep 260 tonnes of carbon dioxide in each forest acre where it belongs. Cool Earth was created to help individuals, families, communities and companies do just that.  We invest from the bottom up in rainforest communities to secure many thousands of acres of endangered forest and make sure that is worth more standing than it is destroyed. 76,000 individuals have joined with Cool Earth to prevent 14 million tonnes of climate changing co2 emissions. This makes Cool Earth Europe’s fastest growing Environmental institution that has now set its sights on the US.

Earth Promise: What changes, or Earth Promises as we call them, have you made in your lifestyle to be more green?  Changes in home, travel, work, with your kids and community?

Matthew Owen: The usual easy ones- walking to school, store cupboard food in glass containers and we have gotten used to poor lighting.  I tend to ignore the tokenistic unplugging of phone chargers and spend the time on the train instead.

EP: Tell me a little about yourself as well as your involvement with the environment?

MO: About two and a half years ago I was approached by Frank Field – Britain’s smartest politician – and Johan Eliasch – a very successful businessman who runs the Head sportswear group – with the idea of creating a mass movement on deforestation, enabling individuals, groups, including schools and businesses, to directly fund rainforest protection on a massive scale. The idea was that if a million people were each able to protect one acre of critically endangered rainforest then together we would be able to put a protective arm around the world’s most valuable forests. Six months later we launched Cool Earth, a charity that does just that. Our original target of protected 10,000 acres in the first year was smashed. We are now heading towards our second birthday and with our supporters have protected 55,000 acres of endangered rainforest across South America.  The support that we have received has been exceeded our expectations and it’s not just individuals but schools and companies and because of their support we were able to launch in the US too.   In fact, we just launched a campaign with Tropicana called Rescue the Rainforest, where people can go online to www.Tropicanarainforest.com and be a part of saving the rainforest.  Specially marked cartons of Tropicana Pure Premium products will carry a code and for each code entered 100 square feet of rainforest will be saved.   Having Tropicana as the first U.S. company to get behind our mission is an important milestone in seeing our vision come to live.  We hope the campaign spreads across the country, thereby enabling us to make a significant impact on protecting the rainforest and its invaluable resources.   Imagine if everyone who drank orange juice was a part of this campaign  – the impact could be enormous.

EP: Tell me about some of the steps you have taken in your professional life to help the environment?

MO: Putting Cool Earth together has been inspiring. Launching a charity in the digital age has meant that the vast majority of our work is done online and it is easy to keep in touch with supporters. Resource use has been kept to a minimum and therefore our admin costs are low too. Aside from putting real power into the hands of rainforest communities, I’d say making sure over 90% of all sponsor dollars go to conservation has been the biggest achievement so far.

EP: Let’s say you get a one hour meeting with President Obama.  What advice do you give him about making Earth Promises in his life?

MO: An hour is a long time and I’d start boring him past 15 minutes.  I would stick to three messages:

Use the obvious value of rainforest carbon credits to embed carbon trading into every part of commercial life in the US.  The essential reading for this is Eliasch Review – http://www.occ.gov.uk/activities/eliasch.htm

Get serious about enforcing existing sanctions on illegal logging- even if this means chasing plywood supply chains across four continents.

Use 0.1 percent of the USA aid budget to give every junior school in the US one acre of rainforest. Cool Earth can help out with that.

EP: Sometimes if a message is played over too much, consumers will tend to ignore it after a while or tune it out or turn against it.  How can green Evangelists be more effective in making sure we are relevant but not overbearing? 

MO: Be honest about what makes a real difference. Unplugging your cell phone charger every time you are not using it for a year would save the same energy as you use driving a car for ten seconds.  Lay off the car at weekends and don’t sweat the small stuff.

I also think it is key to keep the message simple.  The nature of the environment is that it impacts on so many things that the sheer weight of the message that you are trying to put across can people can get lost and then it is easy for them to shrug it off.  Deforestation creates a web of destruction that reaches across the globe but at Cool Earth we have one strap line: ‘keeping carbon where it belongs’. The message is simple and we think that this is why it as resonated with so many people.

EP: There are lots of people who fit into two eco groups – “think green”, meaning they know there is an environmental issue and they are concerned, but do not take any steps to help.  Then there is the “act green” group who take action and make changes to help the environment.  Getting people to move from the “think green” group to the “act green” group is key.  What steps can be taken to make this transfer happen?

MO: We have to work green behavior into the fabric of everyday life. Remembering to make green decisions can only take us so far. Green fatigue is already widespread since lifestyle environmentalism will always be at risk from changing trends. Being carbon responsible shouldn’t depend on engaging the brain’s green lobe.  

EP: If you had to put together an ad campaign around the climate crisis and global warming, what topics and images would you include?  What do you think hits home with people?

MO: Not polar bears, not hurricane battered palm trees. I would focus on supermarket aisles given this is the single most important battle ground for establishing green consumers.

EP: What are some of the things that anger you or drive you crazy that you see people do that hurts the environment? 

MO: The ignorance of cause and effect: Cheap meat = industrial soya = forest clearance on Mata Grosso = a loss of biodiversity, global air conditioning and the Earth’s ability to recover from the mess we’ve put it into.

EP: What is the most vital message you hope people will hear regarding the environment that will lead them to take action?

MO: They can make difference: but the mantra recycle, reuse, reduce mantra isn’t enough.

People need to know the right actions can have real bang for buck. It is easy to scare people with facts but we all just get resistant to their impact. It was that attitude that we took with Cool Earth and look how far we have come, what was an idea only 2 and half years ago is now an international NGO that has 70,000 members that together have protected 55,000 acres of rainforest.  And again, working with companies like Tropicana can make a huge impact if everyone got involved.  

EP: Were you “green” as a child?

MO: Yes but not necessarily through choice – we were all much greener in the 70’s.

EP: What was your first, ah ha! Green moment?

MO: Building bivouacs at scout camp.

EP: What is the one Earth Promise you are going to make in the future that you have not done yet?

MO: Leave the packaging in the supermarket.

EP: Thank you.






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