New Persuasion

Creative Ideas for Advertising

Gareth Kay over at Brand New pointed me to this article from Campaign magazine about how today's advertising folk are missing the point on new ideas:

As Mother's Dylan Williams puts it: "Most of the stuff that inhabits popular culture starts from audience response and works back to an idea. We in advertising tend to start with our message and work outward. We are spending too much time on what we want to say, rather than what people want to hear. Maybe we should flip the traditional planning process. From message-out planning to audience-back strategy. Dispense with propositions and focus on more thoroughly understanding what people are into. Spielberg said he wanted to make everyone in a cinema feel joy. Then worked back to ET. What would we make if our development process worked this way around?"

The Chairman of Fallon London, Laurence Green, wrote the article.  He thinks that even when advertising is not for the Internet, it should be conceived as if it were:

And even when there is no strategic or executional online element to our
campaigns, we can still benefit from "thinking digital". Most simply by
asking: how can the consumer - or other parties - interact with, engage
with, or use our idea? Have we invited participation somehow, even if
our invite goes unanswered?

Advertising should start with the customer - not the product. 

Free - A Rising Business Model

A couple years ago, I wrote about free.  And now that I'm finally catching up with my daily blog reading, I find that Chris Anderson of The Long Tail, is writing a book about free.  He's delving into the economics of free and how it can work in many different industries.  One quote - from an old Financial Times article - caught my eye:

"Never in history has so much innovation been offered to so many for so little. The world’s most exciting businesses – technology, transport, media, medicine and finance – are increasingly defined by the word “free”. Whereas WalMart, the world’s largest retailer, promises “everyday low prices”, entrepreneurs and ultra-competitive incumbents develop business models predicated on providing more for free. It is a difficult proposition to beat."

It is hard to beat free.  It's become part of our changing expectations.  We expect things to be free - especially when it comes to the Internet. 

Firsts

Here at McGinn MS&L we find it important to keep track of the first time important things occur in our society.  These changes tell us a lot about things that may be surprising or even overdue, and are a great indication of where we stand.

Some recent firsts that are significantly important are:

Ø      On July 25, 1978, Louise Joy Brown, the world's first successful "test-tube" baby was born in Great Britain.

Ø      For the first time at least since World War II, there were more failed marriages than lasting ones at the 25-year mark: Slightly more than half of the men and women who got married in the late 1970s were separated or divorced -- or widowed -- before they reached their 25th anniversary.

Ø      The 2008 edition of “America’s Best Black Colleges” marks the first time U.S. News & World Report has released a stand-alone ranking of historically black colleges and universities.

Ø      John Edwards appeared in the first MySpace/ MTV candidate forum. The Democratic presidential hopeful was the first in a string of candidate dialogs planned by those two stalwarts of modern culture.

Ø      The number of violent crimes increased by a larger amount than expected last year, extending the first significant rise in murders and robberies in a dozen years.  Robberies surged by 7.2% and murders rose 1.8%.

Ø      The number of people living past 100 in England and Wales reached almost 9,000 last year for the first time ever.  The number of Centenarians had increased ninety-fold since 1911 when there were only 100 total in the country.

What does this all mean?  Well, advances in technology have made things like the "test-tube baby" and the record number of Centenarians possible.  It also is the main factor behind the MySpace/ MTV political influence which signals a huge shift in society and the things that we emphasize as a nation.  Technology is changing everything about our world and we are taking notice.  It's great to see that we are taking advantage of our ability to communicate to mass audiences and political leaders are taking the time to speak to these audiences-- young and old.

The rise in the number of murders and robberies could be because of a larger issue, such as Hurricane Katrina or the terrorist attacks on September 11th.  We are starting to realize that we should stop and enjoy life, and how important is really is to remember that everyone is an individual with their appreciation for the world around them.  This could be the reason for the record number of failed marriages as people begin to explore what they find most important in life.  We are encouraging individuality and uniqueness, as well as embracing positive changes such as the first edition of U.S. News and World Report releasing a ranking specifically for the nations Black Colleges and Universities.

As new firsts emerge and these changes continue to become an integral part of the way we live, it's important to just stop and take in these shifts before years go by and we never even realize they occurred.

The Green Umbrella Part 2 - Opportunities for Entrepreneurs

Dr. Karel J. Samsom, a specialist in environmental and sustainable entrepreneurship and author of Spirit of Entrepreneurship told Entrepreneur magazine that green business is “… a highly underrated opportunity for small business.”   

What are the opportunities for small businesses that want to “go green”?  Every industry, every hobby, every action can have a shade a green.  Broadly, green means either improving the planet or improving its people or both.  Any process, product or service that saves natural resources or re-uses these resources is considered green.  Any effort to help people live healthier lives is green.  The green umbrella also includes the growing field of social entrepreneurship – a business which sets out to solve a social problem while at the same time making money. 

Are people really buying green?  The answer is yes – although many green businesses find it helps to sell quality and price first, and green bona fides second.   Some 63 million American consumers are classified as LOHAS (those with “lifestyles of health and sustainability.”)  According to the Natural Marketing Institute, this means that they
“have a profound sense of environmental and social responsibility... these consumers are also the most likely of the segments to buy environmentally and socially responsible products.”  These are the customers who, according to Fast Company magazine, “…have proven themselves willing to spend up to an astounding 20% premium on clean, green products…”  Add to that another 38% of consumers who “are less resolute in their LOHAS attitudes, though still show moderate levels of related concern and select LOHAS behaviors (such as recycling, among others), and you have an incredible consumer base which at the very least open to green ideas and products.

So where are the best opportunities for entrepreneurs?  Here are five areas:

1.  Organic Products- We’ve all read about the exploding organics industry – There are organic cosmetics, toiletries, vodka, pasta, tea, waffles, peanut butter - but there is still tons of room for growth here particularly since, as Andrew Zolli wrote in Fast Company, “With two huge generations dominating American society--the baby boomers, who created the first draft of contemporary environmentalism, and the millennials, the most globally connected cohort in history--principles of conscious consumption will come to dominate the brandscape.”

• About 75% of shoppers buy organic products at least occasionally, up from 55% in 2000; 23% buy them at least once a week.  (Supermarket News, 8/27/07, subscription required)
• Organics are here to stay - Goldman Sacks snalyst Steven T. Kron said, "We believe that the recent surge that organic foods have experienced is not transient, but rather a sustainable shift in food consumption with ramifacations up and down the food chain."  (Associated Press, 7/13/07)
• Organic beer still represents less than 1% of U.S. beer sales, but those sales doubled to $19 million between 2003 and 2005 (last year figures available).  In 2005, organic beer ranked with coffee as the fastest-growing organic beverage.  (Reno Gazette Journal, 6/27/07, purchase required)
• U.S. organic food and beverage sales totaled nearly $17 billion in 2006, representing 3 percent of all retail sales of food, up from 2.5 percent in 2005 and 1.9 percent in 2003.  So though organic retail sales have grown between 20% and 24% each year since 1990, that’s still only 3% of the category.
• Organic-cotton production in the U.S. increased by 8%—and was up 7% in China, 25% in India, and 40% in Turkey—between 2004 and 2005, according to an April, 2006, Organic Exchange report that lists the top four producers. But demand for organic-cotton fibers by clothing makers increased 93% in the same period.  (Business Week, 9/27/06)
• U.S. sales of organic sheets and towels rose 38% to $20 million in 2005, while sales of organic mattresses and pillows increased 32% to $2 million. (Financial Times, 9/3/06)
• MediaPost reported that the $20 million organic chocolate category grew 57% last year, compared to a decline of 0.1% for conventional chocolates.

One example of an organic company is Eco Lips, which makes organic lip balm.  From Entrepreneur magazine: 

Placed “anyplace that has a cash register,” the product, which is made using solar  energy, is an easy sell to consumers who not only want to buy green, but also  want a quality product. “It's so inexpensive, and it's a gateway organic product-- people will try Eco Lips and maybe have such a good experience that they'll want  to try organic orange juice or organic cotton sheets,” says [Eco Lips co-founder  Steve] Shriver…

For more information, the Organic Trade Association runs HowToGoOrganic.com – a site “for anyone exploring how to transition to organic.”

2.   Trash – Thar’s gold in them there rubbish hills. According to the EPA, Americans generated some 245.7 million tons of garbage in 2005 (latest figures available.)  That’s 4.54 pounds of trash per person per day.  Here are some of the things we throw away:

• Americans currently dispose of 128 million cell phones a year, only 1% of which are diverted from landfills.  This does not include the 2 million tons of used electronics we also discard annually.
• A typical baby goes through around 5000 disposables during its diaper days; across the US, this adds up to an astonishing 20 billion each year, enough to cover a football field with a three-mile high pile.
• Each year, 3.5 billion wire hangers end up in U.S. landfills. (Reader's Digest, June, 2007)
• Americans throw away 2.5 million plastic bottles every hour. (Illiinois Times, March 8, 2007)

If you can figure out new uses for a specific garbage item, you’ve got yourself a business.  Terracycle makes plant food from worm poop and packages it in recycled soda bottles.  One company, EVCO Research in Atlanta, uses scrap plastic beverage and water bottles to make water repellent coatings for cardboard boxes used for shipping fruit and meats. Chicago Cargo Bike and Trailer Co. makes bike trailers out of reclaimed materials.  ReCellular, Inc. collects, recycles and resells cell phones.  They process around 300,000 phones a month – which still leaves over 120 million phones in the trash. 

3.  Government– including Federal, State, County, and City levels.  How are governments an opportunity for small business?  Two ways:

a) Find out what your local government is doing re “green” – and craft a service to meet their needs. A good place to start is The SustainLane Government Knowledge Base – where, according to Shirl Kennedy at Resource Shelf, “You can read full documents submitted by urban planners and sustainability managers from across the country. Find out what cities, counties, and states are doing to improve their carbon footprints, quality of life and resource efficiency. Find the latest programs in urban ecology.”

b)  Create a service or a product that helps other local businesses comply with  environmental regulation/laws/ordinances that apply to them.  For instance,  San Francisco recently banned plastic bags – can you supply a biodegradable or  recycled or reusable alternative to retailers?

c) Take advantage of government grants and loans encouraging green practices. From the Wall Street Journal: “The government is also giving small businesses a spur to go green. Just as large companies receive government breaks for environmental-friendliness, the Department of Agriculture offers a Small Business Innovation Research Program that offers awards of $80,000 to $250,000 for using certain environmentally friendly practices in selling or processing wares. The Environmental Protection Agency gives grants to small businesses involved in environmental industries and initiatives. On a state level, New York awards  funds to small businesses that are involved in projects such as pollution prevention and recycling.”

RubberForm Recycled Products LLC, in Lockport, N.Y., recycles old rubber, such as tires, and turns it into new products.  The owners used federal, state and local funds (and private investments) to launch their business last year.

4.  The Green Lifestyle – As I said earlier, just about anything we do in our regular lives can be transformed or altered into a green state.  So if you examine your own life, you might come up with something you do everyday that could use a green element.  Do you use a lot of paper – how about making recycled paper?  It’s only left to your imagination.  Here are some of the small businesses created around the green lifestyle that may spur your thinking:

• Green Singles – find your perfect match in the environmental, vegetarian, or animal rights community…
• Vivavi – eco-friendly furniture and home design.
• Stay at a green hotel
• Save your money at a green bank – ShoreBank Pacific is the first commercial bank in the United States with a commitment to environmentally sustainable community development.
• Working Assets Funding Service issues a “socially responsible credit card.”
• Build and live in a green home.
• Memorial Ecosystems - Bury your loved one in a green cemetery.  From their website:  “Our main focus is to develop multi-functional memorial nature preserves that we create with the cooperation and assistance of non-profit organizations. Through becoming members of the preserve during life, and choosing burial in the preserve after, our clients leave a permanent legacy for their families, their communities and the natural world. We are committed to being the leaders in environmentally and socially responsible death care.”

5.  The Local Angle – Kemi Osukoya recently wrote in the Wall Street Journal, “Many green consumers tend to see a small, local business as naturally more environmentally sound than a sprawling multinational. And small businesses can provide a personal touch that big ones can't -- which can be important when selling complicated eco-friendly wares.”

This type of local green businesses commits to the locale and the customers, and they promote the green life beyond what they sell.  These green local merchants are authentically green – they consciously use less energy, try to find local suppliers so their carbon footprint is smaller, and often live a green personal life.  As small businesses they owe nothing to shareholders or investors – which in the eyes of consumers, makes them more trustworthy.  Their payback? Loyal customers, a decent business, and the notion that they are doing good. 

Green Opportunities for Existing Small Businesses

For existing small businesses, going green can be anything from a wellness program for your employees to reducing your energy consumption to making a green (or greener) product to committing to a sustainable business model – a cradle to grave effort. 

If you’re looking into going “green” figure out what that means for you and what makes sense for your business.  You need to find what the Harvard Business Review called the– “shared value” – does your green effort create a “meaningful benefit for society that is also valuable to the business.”    If you sell office supplies, it probably doesn’t make sense for you to sponsor a program at a nursing home – maybe you could open a section or your store with sustainable supplies or solicit supply donations to a school in your area – or if you’re in a relatively affluent area – then a sister school.

The other thing small business owners should keep in mind is that they need to tell people about their green efforts –customers and suppliers and anyone else.  Local papers and local television news always like a good story.  Small Businesses can position themselves as part of a larger story about how local businesses in the area are trying to improve the planet in lots of different ways.  And don’t underestimate the value of blogs – write an article, offer an interview to a green blog – there are loads of them – here’s a good list to start and you can always look at their blog rolls for more:

Treehugger
WorldChanging
Clean Edge-The Clean Tech Marketing Authority
Ask Pablo – Sustainability Engineer
ecogeek
Green Trust Sustainability and Renewable Energy
Joel Makower
Lazy Environmentalist
Lime – Healthy Living with a Twist
Marketing Green
Organic Researcher
Envirolink Network – environmental resources
The Watt - energy news and discussion

I would also recommend these two books for an overview of green issues:

Shopping with a Conscience by Duncan Clark & Richie Unterberger
WorldChanging: A User’s Guide to the 21st Century, edited by Alex Steffen

Are We Bad Parents?

My best friend Kelly is a kindergarten teacher.  She has 29 children in her class.  Normally, she says that maybe 2 or 3 are disruptive, don't listen, and don't respond to threats.  This year, Kelly has 14 kids like that.  What's different?  Kelly thinks it's the fact that this is the first group of kids she's had born after September 11.  She speculates that this event affected parents so much that they never set limits, they never said no to their children.  (And here in the Washington area, 9/11 was followed by the sniper - which didn't help matters much.)

One of my sisters - she has six kids - once told me to never feel sorry for my children.  If you feel sorry for them, they got ya.  Over the years, I've come to think she's right - and now we have a nation of people feeling sorry for our kids because of scary incidents like 9/11 or the sniper. 

Which may explain the growing success of a book by psychologist David Walsh: No: Why Kids—of All Ages—Need to Hear It and Ways Parents Can Say It. Walsh says our kids are suffering from a discipline deficit disorder.  What I find fascinating about the book is that teaching professionals are pushing it.  From U.S. News & World Report:

In Minnesota, Walsh's home state, a "Say Yes to No" coalition of educators and PTA parents sent "tool kits" touting the book...to 2,500 principals before school began last week...School principals from Indiana, South Carolina, and several other states are getting set to work No into teacher training sessions.

Kelly told me that on her back to school night, she was firm with the parents about setting limits and saying no to their children.  Again, our teachers are telling parents how to behave.  When and how did we stop parenting?

You're Renting What?

Springwise had an interesting post today about a type of rental service that I've never heard of before.  It just seems to make sense. 

"German Lütte-Leihen came up with a solution [to the costly adventure of newborns growing out of their clothes every few months]: a layette rental service for a fixed fee per month. Parents can choose from different sets of onesies, pajamas and outerwear. The clothes are delivered by post (or by hand to Hamburg and its suburbs). Once babies grow out of a size, the set can be exchanged for the next size up, free of charge. Like NetFlix for baby clothes."

"Lütte-Leihen's 9 – 11 piece sets come in a limited range of neutral colors and patterns, and include everything from bodysuits and pajamas to socks and hats. Pricing ranges from EUR 17 – 26 per month, depending on which set is selected. The clothing may be used, but it’s in great condition; the items are only used for short while by each baby, and there's not much wear and tear in the first six months. Moreover, most of the clothing provided Lütte-Leihen is made from 100% organic cotton."

This seems like a service that so many people have needed at one point or another.  There are plenty of families that are not thrilled about spending money every few months to replace entire wardrobes for their babies, and this seems like the perfect way to always have the right size clothes on hand.  The trend of renting things-- from homes to pets to cars to clothes, is something that is more popular now than ever.  The practical aspect of services like this is something we have grown to appreciate.

Does This Diet Make my Footprint Look Smaller??

As an overachiever, I'm always looking for ways to make myself better.  I am constantly trying to plan for the future, figure out how to do the best I can in the moment, save money, take care of myself, be a good person, take care of others, and stay happy.  Sometimes this is a tough thing to accomplish without becoming stressed-- which can make me act like a different person.  It's like a vicious circle.

I think a lot of other people feel the same way I do.  We are all so busy and we feel that we have capabilities to fill roles that we couldn't fill in the past and are trying to take full advantage.  Technology has changed our lives and has made a lot of things easier-- but this doesn't mean we want to do less.  We always want more.  We want to accomplish more during our days but we also want more sleep.  We want to save money but we still want to spend it on luxury items we may not necessarily be able to afford.  We want to be successful at work but we still want family time.  We want huge homes but we don't get to spend time in them because we have to work so hard to be able to pay our mortgages.  Basically, we want everything. 

Because the environment has been a topic that has gotten lots of attention lately, and global warming is on a lot of our minds, the concept of carbon offsets has become big news to a lot of people.  When I think of carbon offsets I immediately think of travel by plane and the option of paying for carbon offsets from our flights-- that sort of thing.  Apparently, I need to think outside the box.  The Washington Times published a short piece on a unique diet coined by Laura Stec, a chef from San Francisco, who has created "The Global Warming Diet."

She realizes that food choice has a big effect on climate change and wrote a 250-page  book packed with vegetarian items, scientific claims from the United Nations and the Union of Concerned Scientists, as well as guides for "discussion" parties.  She says, "One of the most positive effects you can have on the environment begins on your dinner plate."

Here are some shocking statistics from the article:

• It takes 10 times more fossil fuel to produce a calorie of meat than a calorie of plant protein.
• Flatulent cows and methane-producing manure piles contribute to 18% of all greenhouse gases-- the equivalent of 33 million cars on the nation's roadways.
• 11 pounds of grain and 2,500 gallons of water go into making a hamburger.
• The average meal travels 1,500 miles to get to your dinner plate.
• Americans consume more than 1 billion pounds-- and 1 trillion calories of food each day.

The fact that our idea of a "diet" may not just revolve around losing weight, but also focus on the good of the environment is a good sign.  Cutting out meat altogether seems like an extreme move to me, but I would be willing to buy locally and make vegetarian meals every now and then.  We will probably see more of this type of thing in the future as more attention is paid to our world and the impact we have on our environment.  Making a few small changes is definitely doable, but I can't see myself hosting a "discussion party" anytime soon.

Intellectual Property Trends

I recently did a survey of Intellectual Property articles we had collected over the last year.  After going through tons of information, I reached some conclusions - which may seem simplified and obvious to some, but since I went into this knowing nothing, I had to spell it out for myself:

• Intellectual Property is increasing in value.  Big money is at stake.
• What Americans define as IP is changing.  The definition seems to be
  broadening.  Industries that up until now had no IP are now claiming the right to it.  Comedians, Chefs, Fashion Designers, and Sports Leagues are all pushing to get protection and recognition for their work.  It’s a matter of respect.  A fashion designer wants to be on the same level as a software engineer.
• The IP arena is going to be one of the most fundamental, important areas of the 21st century.  Court decisions and legislation will affect every industry, every creative.
• The U.S. government systems are outdated and cannot keep up with both the number and complexity of patent applications and copyright issues.  The consensus is that too many weak or broad patents are granted.  And companies end up paying licensing fees to patent trolls who have no other business or product than to collect these fees.
• U.S. Patent law will most certainly change in the next few years.  Which means it changes worldwide as the U.S. leads the globe on IP issues.
• There are indications that Congress and the Supreme Court are both leaning toward a patent process that tech companies (Apple, Microsoft, Comcast) want and not the present system which more old school companies favor (3M, Dow Chemical, General Electric) This is because the tech sector’s complicated products can rely on hundreds of patents for one product, so they need a system that reliably produces quality, focused patents.  The tech companies take on IP issues seems to be more about collaboration and quality – and less about protection and fear.
• IP issues are fundamentally about creation and control.  On copyright, the direction seems to be for individuals or small groups to retain control over their own material and not sign their rights away.  Organizations like Creative Commons have evolved to give creators a place to decide how their work will be used.  On patents, holders of individual patents are looking for ways to sell or license their IP that gives them more power over fees.  For example, one-on-one negotiations give the seller little leverage over the prospective buyer (usually a big corporation), but a more open auction lets market forces play in where the true value of the IP is revealed, usually benefiting the owner.
• Pharmaceutical companies are in a losing situation.  Global health issues are the one area that we think overshadows ownership issues.  Don’t try to make a profit off the world’s poor and sick people – it’s a very hard position to defend.
• Pharmaceutical companies are facing increased competition from Asian and South Asian countries that are developing a drug industry infrastructure.  Using India as an example, the pharmaceutical industry develops first by ignoring IP and reverse-engineering patents, and then moving into their own R&D, and then looking for richer markets to move into as they now want to protect their own patents.  Look out for India, China, Thailand, Brazil.
• China’s Piracy problem – they copy all brands, all products.  This will probably continue for years and years.  Time may be the only answer – as the Chinese economy develops a huge middle-class that insists on quality goods, not fakes.
• More IP Claims, More IP Free - Paradoxically, as the number of IP claims grow, so does the amount of freely available, usable IP.  Many forward thinking companies are releasing valuable patents and other IP material – sharing ideas with either the public or interested parties.
• The Internet has changed and will continue to change the entertainment industry.  Music, video, creative content are all in flux right now and big issues still need to be decided as several lawsuits are pending.  Music seems to be at the forefront of change – with artists retaining control and cutting out the record companies, with music sold in every format imaginable, with digital music starting to be sold without DRM (copy protection).  Even digital products (like a bed in Second Life) are claiming IP protection. 

Information Therapy - User Generated Wellness

Managed Care. Magazine recently ran an article about Information Therapy. What is information therapy?

"... the practice of providing more and better information to patients so they can contribute more to their healing...the term information therapy applies to a wide range of uses and situations. For some providers, information therapy is literally a physician-written prescription telling a patient to read specific information, learn it, and apply it. For others, information therapy is used to help a patient make treatment decisions, such as whether to continue chemotherapy."

There's even The Center for Information Therapy - a non-profit which gives support to both doctors and patients. 

This is personalization at its best.  One doctor said, "The greatest untapped capacity in health care is the patient.  Engagement of the patient is powerful and allows for outcomes that aren't available with any other approach."

It sounds a lot like user-generated content - or in this case - user generated wellness.

Thanks to Resource Shelf for the link.

Flickr photo by Anti-Social Butterfly

Did you Drink you Nutrients Today?

I don't think the American public will ever get sick of hearing about anything health-related.  We spend hours worrying about dying of cancer and getting mercury poisoning, and we often buy things that we hope will make us live longer and look younger.  Sometimes our priorities are completely off-kilter.

I was really interested when I saw that The Wall Street Journal had an article about getting your daily vitamins through drinking liquids like Propel Fitness Water, Vitaminwater or the new Coke Plus soda.  I feel that we as a nation are always interested in stuffing vitamins anywhere we can, and don't even flinch when we hear that consumers are willing to pay about $2.00 for a drink that may not even be as good for you as it wants you to think it is.

The article points out, "For example, each 8-ounce serving of passion-fruit-and-citrus-flavored SoBe Life Water has 10% of four types of B vitamins, considered essential to helping cells make and use energy.  But a bowl of breakfast cereal or a couple of slices of bread typically offer even more than that amount."

Drinks containing nutrients have more than tripled in volume growth in the United States-- compared with a growth rate of only 5% for the entire beverage industry.  It is important to note also that popular drinks like Life Water and Vitaminwater have about 125 calories per bottle, whereas sodas generally have over 150 calories per can or bottle.  Obviously drinking something with some nutritional value (instead of having a regular soda) is likely better for you, but so is taking a multivitamin with a tall glass of water.

The relief people get from doing something that makes them feel better about their choices is likely to be a driving force behind the popularity of vitamin drinks.  People know about healthy choices and could just as easily make small diet adjustments, but enjoy feeling trendy and doing something that is new and "healthy" without having to change their lifestyle.  I can see why parents would prefer to buy nutrient-fortified products for their children in lieu of soda or other sugary drinks, but I can't see why anyone (like CC Brunk-- mentioned in The Wall Street Journal article) would want to spend money to drink three bottles of Vitaminwater per day. 

I think this trend tells us that we are interested in taking care of ourselves and in being healthy.  It's definitely on our minds-- but obesity rates are definitely up.  We have good intentions, but, unfortunately, good health benefits usually don't come without a little bit more effort.  A part of me believes that if products like these had hit the shelves in the 70s or 80s, very few people would have considered spending money on them.  I guess timing is the key.

Straight from the Tap

We are bombarded with advertisements every single day.  We see ads when we walk around outside, when we read the newspaper, and when we watch TV.  It's a challenge now for advertisers to create ad campaigns we really notice that stand out in the crowd of thousands we are exposed to on a daily basis.

One ad campaign I found out about in Brandweek really surprised me: the new "Get your fill" campaign-- gloriously paid for by the taxpayers of New York City-- promotes tap water to residents and tourists.  Apparently, New York is one of only five U.S. cities that has a federal filtering waiver, yet, many children and adults have the preconceived notion that the city's water is not drinkable.  This may be partially due to the overexposure of people walking around with bottled water (which is still proving to be a very profitable business).  No matter what the cause, Mayor Bloomberg has taken notice and is doing all he can to change viewpoints.

The campaign will spend $700,000 and will post ads throughout the subway system, check-cashing stations and bus kiosks in hopes that use of city water will increase along with awareness. 

I know I have blogged a lot about water (especially bottled water or negative effects on the environment) and I most likely will continue to post articles or information in the future because water is so important.  Water is something that we as a nation often waste and take for granted, and I think the ad campaigns are a little obvious, yet, interesting.  I'm not sure that all taxpayers would agree that this is a good use of $700,000-- but the long-term effects could be worth it.  I think the fact Mayor Bloomberg even feels it's important to advertise tap water shows the way our societal viewpoint is shifting.  We are taking notice of the types of things we should focus more on as unit and are trying to come up with ways to get the word out.  We have realized that togetherness can pay off and that our environment is something that should be on the top of our priority list.

New Words in the Dictionary

  Merriam-Webster recently announced some of the 100 new words they've added to the newest edition of their collegiate dictionary.   If a word appears often enough in the mainstream press, and if they think it has staying power, then the editors there will define it and officially add it to the dictionary. 

So what's new?  Here's the list they released:

1. agnolotti
2. Bollywood
3. chaebol
4. crunk
5. DVR
6. flex-cuff
7. ginormous
8. gray literature
9. hardscape
10. IED
11. microgreen
12. nocebo
13. perfect storm
14. RPG
15. smackdown
16. snowboardcross
17. speed dating
18. sudoku
19. telenovela
20. viewshed

I confess that I've never heard of agnolotti, chaebol, flex-cuff, gray literature, hardscape, microgreen, nocebo and viewshed.  Seems like a lot of these words are basically from pop culture:  telenovela, crunk, Bollywood, speed dating, perfect storm, smackdown, sudoku, DVR.  These words seem so of the moment - yet they are understood by almost everyone in American society.  I guess only time will tell if they are merely historical words - to decribe an event or product or idea that has passed (crunk?) or whether they continue to be used far into the future (ginormous gets my vote).

Sweaters that tell us everything

One thing that we as consumers are beginning to appreciate is the concept of transparency.  We like to feel as if we can find out as much as possible about the products or services we chose to have in our lives, and we love when companies go out of their way to make this possible.

A great example of this is a Springwise post I found about "full provenance sweaters" from the Netherlands.  A company called Flocks by designer Christien Meindertsma gives out specific details to customers about the animal who provided wool for the products purchased.  Each item is tagged with an animal ID number as well as a certificate and picture.  You can even find out about the weight, breed, and birthplace of the sheep that made your sweater possible. 

Our priorities are changing and we are willing to pay a little bit more if we feel more in control of what we buy.  Technology is making it easier for us to feel connected and for us to understand the details that make products unique.  It will be interesting to see if this trend continues to maintain similar levels of popularity in the years to come.  While price seems to play the largest role in overall product selection, transparency often is a little detail that can make a big difference.

Water Skin?

I found a really great post on Springwise.com about a new type of bottled that could serve as an alternative to traditional plastic bottles used today.

Pitched as a water skin, a new bottle created by French packaging manufacturer Sidel provides a lighter alternative to traditional PET bottles. A regular plastic half-litre water bottle weighs 13 – 16 grams. Sidel's "NoBottle" weighs just 9.9 grams. According to Sidel, "Water is the largest beverage market by volume with 160 billion litres consumed in 2006. It also represents the highest growth sector and is expected to expand by 5.7 percent annually between now and 2010." On that scale, waste reduction of 20-30% adds up.

The innovation was made possible by using a highly flexible type of plastic with shape-memory, which lets the bottle bounce back into shape after being gripped or otherwise compressed. While calling a plastic water bottle eco-friendly smacks of greenwashing, Sidel's NoBottle is definitely is eco-friendlier. The potential waste reduction is significant and offering a lighter bottle — and its story — could boost sales for beverage makers marketing to green-aware consumers. NoBottle will be officially introduced at K 2007, an international trade fair in October.

I know that awareness is increasing across the globe and that we are starting to understand our environmental impact.  While this is a good idea for sure, we need to keep in mind that we should avoid one-time-use bottles when we have other alternatives.  The fact that companies are developing other means to continue making products that we demand on a daily basis shows that we hate to make changes that we feel could be inconvenient.  Hopefully we will find a way to keep everyone happy and healthy.

Products that Change for Us!

I read an article about shoe-related car accidents among women the other day and realized just how important wearing appropriate shoes can be to drivers.  I will admit-- I break the flat-shoe-while-driving rule almost all the time.  I saw a great blog on Trendhunter.com today with an invention that could save us all... convertible stilettos!

The website says:

Driving in heels is difficult and uncomfortable. Of course there’s always the option to take them off before starting the engine, but here’s a much glamorous idea. Why not wear high heels stilettos that go flat with a push of a button? It comes from Sheila’s Wheels, it’s pink and black, it’s classy, it’s practical. if you need any more reason to justify buying one, here’s a tip: it’s just as useful when you want to ride your bike, or just get comfortable after dancing the night away. 

This is a good example of how our minds in America work.  We don't like to sacrifice anything for anything... and we love products that let us live the way we want to live.  I think we'll be seeing a lot more examples of versatile products in the near future.  This gives you the best of both worlds-- safety AND fashion.   

Life Coach in the Palm of Your Hand

Wired had a great article about a new trend in Japan.  I personally think that knowing about trends in other countries says a lot about the possibilities for us in America.  We often can look at other countries latest and greatest and take a glimpse into our own futures.

The trend was using Nintendo DS as a life coach.  The article says,

Gals in Japan are using Nintendo DS to do way more than play with Mario. A flood of femme-focused self-help software now runs on the touchscreen handheld.

Female Power Emergency Up! DS (shown) promises to "Change your destiny in three months!" by measuring skills in love, fashion, beauty, diet, and fortune-telling(?!), then challenging girls to increase their scores.

My Happy Manner Book gives lessons on social etiquette — vital stuff, like which kimonos are proper for single women.

Mainichi Kokorobics DS Therapy (a play on the Japanese word for "heart" and the English "aerobics") is like a series of sessions with a digital psychiatrist.

And Yoga Anywhere is a CG personal trainer that demonstrates poses and guides girls through daily workouts.

People everywhere love convenience and control.  It seems that the Nintendo DS gives you both-- plus a little extra assistance.

Fake...Cake?

I've heard about and seen a lot of things that are fake.  Of course, there are the obvious-- fake teeth, fake designer bags and wallets, fake nails, etc...  There are so many things that pop into my head when I think of the concept of fake products.  One thing that I would never have thought of, until today, is fake wedding cakes.  Cynthia from work sent me a link today with a CBS article about the new trend of renting fake cakes for special occasions because she knows I'm getting married soon.

Below are some highlights:

For the budget-minded bride and groom, a new business is offering a less costly alternative to buying an expensive wedding cake: renting a fake one.

The idea is to have an elegant, multi-tiered pretend cake for show while serving guests slices from a real, tasty and inexpensive sheet cake.

The inside of a faux wedding cake crafted by Fun Cakes in Grandville contains mostly plastic foam, with a secret spot reserved for a slice of real cake to be shared by the bride and groom. Everything is covered by gum paste and fondant, a frosting-like confection made from sugar and water often used in cakes and pastries.

After a bride and groom take the traditional first slice of their real wedding cake, it's often wheeled away from guests, out of their sight, to be cut up and served on plates. Do the same thing using a fake cake and a sheet cake, and guests will be none the wiser.

"The only difference is the inside. nobody can tell," said Kimberly Aya, whose 3-month-old company also bakes real cakes. The online version of her business is called CakeRental.com.

This concept is really interesting to me because it shows that we are constantly finding creative ways to get around expenses that we feel aren't as important as others.  We typically want to keep up with the tradition of having a nice cake for our weddings, but we are becoming less willing to put up with the fact that cakes can cost us over $1,000.  Weddings are SO expensive today and I guess we think that if no one can tell, what's the harm.  Based on the faux cake website, everything seems pretty easy.   There is even an option available to keep the entire cake afterward.  We, as a society, love to get as much as we can for the least amount of effort and money.  Who can blame us?

The Slugging Experience

From our colleague Sandy Moore:

As a poor grad student in the late 1980s, my then-boyfriend (now husband) and I drove from Gainesville, Florida, to Springfield, Virginia, for a quick family visit.    Mike suggested we take a bus to “Bob’s” on Old Keene Mill, where we could get in the slug line for a free ride downtown.

I had no idea what he was talking about, but it turns out that slugging – catching rides from commuter drivers – is a unique phenomenon that started in Springfield 25 years ago, and some say even earlier.  Bob’s isn’t even around anymore but sluggers still wait here for free lifts on the restricted high-volume lanes, saving everyone time and the “slugs” money.  Up to 6,500 people a day rely on this option.

The name came from bus drivers who initially mistook the folks standing in slug lines for actual paying riders.  They started calling them phony riders or slugs, which were fake coins that showed up in bus collection boxes back then.  Now there’s a website http://www.slug-lines.com that not only provides extensive slug history, but offers links to message boards with titles like Morning Slug Lines Into the City, Afternoon Slug Lines, and Proposed New Slug Lines Locations.

Slugging is still around but there are some external forces that may change this type of transportation:

o The Internet
o Rising gas prices
o Future HOV / HOT lanes

There was no Internet in 1978 and slugging caught on by word-of-mouth.  That’s still pretty much the case, but riders and drivers alike have an extra tool – they can go online to find each other.  The other day, my colleague was rushing out the door at the beginning of her grueling commute home to Fredericksburg, Virginia, about 60 miles south of Washington.  In her hand was a printout of the name of a driver who could pick her up.   Every day she checks another website – mikeburkhart.com – for a possible ride.  If she lucks out, she just goes to the Pentagon where there is always a driver headed her way.

We all know that gas prices are out of control.  According to the Department of Energy, gas is well over $3.00 a gallon on the east coast, an increase of 11% from a few weeks ago and 33% from a year ago.  It makes one think fondly back to 1979, when gas was $1.41 a gallon (higher in today’s dollars, of course).  So have rising gas prices increased slug traffic?  My colleagues say there are more riders out there, but that slugging usually increases in the summer anyway when the weather is more accommodating to waiting outdoors.  But according to a Washington Post/ABC poll, few people are making any travel changes due to gas prices alone.  Only 11% of drivers surveyed said that gas prices would encourage them to drive less and gasoline consumption is actually up from this time last year.

What may permanently change the slug world is the introduction of HOT lanes, or High Occupancy Toll lanes, that will allow drivers to pay for the privilege of using the restricted lanes during rush hour.  Just this month, Washington area transportation authorities approved HOT lanes for I-95 heading south of the city.  Drivers with three passengers can ride for free.  Although these lanes are years off, some say they will encourage drivers to pay a toll rather than pick up a few strangers for a ride; others say slugging will continue as drivers will want to avoid the tolls which could reach $1 per mile.

Despite the changing dynamics of the slug world, the online community has kept its sense of humor.  A recent chat focused on a posting that a local TV meteorologist would take some slugs home on a certain day.  Other writers doubted it was legit.

“This is a likely hoax. If Sue X. does pick up any slugs, please let us all know. 

Maybe some other local TV personalities would then pick up some slugs too to help their ratings. 

Are there any of them you'd particularly like to ride with? 

This could begin a new reality series: "Sluggin' With The Stars"!

... or "Survivor: Beltway"

And then there's "American Slug". (doesn't quite have the same ring)

I don’t remember much about that ride I took many years ago, other than no one said a word and I thought that riding in a stranger’s car in complete silence was kind of weird.  Most often used as a noun – this morning I picked up a slug from the Lorton exit – it can also be a verb, as in – I would rather slug than drive home to Woodbridge – slugging is bound to change.  For now it still provides thousands of Washington commuters a free ride and the ability to find that ride in cyberspace.

Made-to-Order Online

What can be easier than buying things online?  As a country, we love the internet.  As consumers, we especially love the perks of cyberspace.

Now it's possible to order clothing that used to require alterations and measurements with the click of a button. 

TrendHunter posted a description of a website, www.asuitthatfits.com which says:

"Too busy to go for a suit? A change in the times for busy people. Now you can have a suit made to measure online. You send all your requirements: colour, material, measurements etc and they do the rest. There is a comprehensive step by step guide to assist you in getting that perfect suit, without moving. Look Natty, asuitthatfits.com."

I wonder how popular this type of thing is going to become.  We are always trying to save time.  I guess I understand that people feel they are not willing to compromise time if the product they are ending up with is basically the same.  If we have the choice of getting true-to-price quality in clothing right to our doorstep or going to the mall and getting measured, we pick the online option. 

Life Coaches, Spiritual Coaches, Dating Coaches and More

The term "Life Coach" keeps appearing before me.  Why do so many of us feel we need to consult a coach to help us make decisions or change our lives?  I don't know, but the Life Coaching profession seems to be growing - and expanding into niches:

• There are roughly 50,000 life coaches in the United States today -- and the numbers are going up like crazy...  More Magazine, April 2007
• In 1999, ICF [International Coach Federation] had 2,122 members.    Throughout 2006, membership in the ICF grew at an average rate of 200 new members per month, increasing to 400 members in September and 380 in October.Current membership exceeds 11,000.  The International Coach Federation Fact Sheet
• In an era when the pursuit of self-improvement often means hiring personal trainers and life coaches, another breed of manager — the spiritual coach — is heeding the call of people who speak of inner guidance systems.  In an International Coach Federation poll of 6,000 coaches, 18% said their specia