Sometimes people assume that Lazy Environmentalism is about making a few small environmental changes to reduce the impact of our lifestyles. My point of view is actually slightly different; I believe that there is already so much high-quality, green innovation underway in the marketplace that it’s easier, more appealing, and more affordable than ever for each of us to bring the bulk of our lifestyle decisions into balance with nature. Green alternatives that also improve the quality of our lives can increasingly be selected in terms of where we take shelter, how we get around, what we eat, dress in, wash with, sleep on, lounge on, and how we choose to entertain ourselves. We don’t have to wait for environmental panaceas. We can make lots of high-quality green choices right now. We just have to know where to find them, which is what I highlight in the Lazy E books and what we routinely highlight in my upcoming television show.
There is, however, one environmental campaign in which I’m deeply involved that is extremely effective in driving change by emphasizing one simple choice; it’s Brita’s FilterForGood campaign that asks people to curb their bottled water drinking habit. As a spokesperson for the campaign (see my green living tips on the campaign’s website), I’ve seen the power of this simple idea to inspire thousands of people to engage in environmental action. For example, this past spring, I visited Cal Lutheran University outside of Los Angeles where students have taken the initiative to ensure that all incoming Freshmen receive FilterForGood reusable water bottles. Dorm suites receive Brita pitchers to offer students access to filtered water to take on the go. When I met with the students who launched the initiative I was moved by their desire and confidence to build upon their success to go out into the world and foster more environmental change.
The FilterForGood campaign is well-managed, creative, and effective. For the past two seasons contestants on the hit tv show The Biggest Loser have been drinking from FFG reusable water bottles to hydrate while exercising, spreading the message about a viable alternative to bottled water drinking to millions of viewers. Earlier this spring, FilterForGood partnered with the Dave Matthews Band to do the first ever album release on Pandora (if you don’t know about Pandora, you definitely should because it’s one of the best ways to listen to and discover new music). Also on Pandora you can opt to listen to the FilterForGood station which features music from today’s most eco-friendly musicians. It’s a smart, clever, and entertaining way to spread an environmental message.
To foster big positive environmental change we need big, creative thinking, innovative strategies to cut through the cacophony of media messages, and top-notch execution of those plans. FilterForGood is an example of a campaign that understands the entertainment and technological levers in our culture that drive change. Of course, Brita is benefitting as result. Yet, the environment is benefitting too. And this is one of the key takeaways here; the more Brita benefits from the campaign, the more resources the company will allocate toward it, and the more the environment will continue to benefit too. Companies are absolutely going to be part of the big transformation that’s already underway to bring our lifestyles and society into balance with nature. The fastest way to accelerate change is to encourage it. Visit FilterForGood.com. In this case, one small change really can add up to a big difference.
