Have you ever thought about what buying organic products means to sustainability and the environment? The folks at So Nice in Canada produced this infographic illustrating some of the effects.
Lars Breneman is planning a vacation to visit his relatives in Germany next year and after reviewing his flight options he’s chosen to fly with Lufthansa. Lars’ decision wasn’t based on any loyalty to his German ancestry, rather he chose the German airline because he’s doing his best to save money – and reduce his carbon footprint. Lars, who lives in Seattle, discovered that Lufthansa has recently begun testing bio-fuels to help lower its carbon emissions, which also means the airline may eventually pay less towards the new EU carbon fees.
The New York Times recently reported, “starting Jan. 1, 2012 the European Union will require all carriers entering or leaving its airports to either reduce their [greenhouse gas - GHG] emissions or pay a charge — whether the airline is United, Air France or Lufthansa… and the “cleanest” airlines will pay less in emissions fees.”
Depending on the size and model of aircraft, airplanes on average spew 244 pounds of carbon dioxide emissions for every mile flown. Source: Blueskymodel.org
For Lufthansa the objective is to become the “driver of change” in reducing GHG emissions with its new biofuels and has estimated a savings of 1,500 tons of CO2 emissions during the recent test period.
On the other hand the US airline industry has taken a different approach having recently filed a lawsuit before the European Court of Justice.
It would be safe to say that the impending fee has caused some friction. “The European Union is imposing this on U.S. carriers without our agreement,” Wendell Albright, director of the Office of Aviation Negotiations at the State Department, said in a recent NY Times interview. “It is for the U.S. to decide on targets or appropriate action for U.S. airlines with respect to greenhouse gas emissions.”
How Long Can the Airline Industry Avoid Being Part of the Solution?
Despite loud protests from the airlines in the US, China and Canada, the issue really stems from the United States defiant position on what proper measures should be for reducing GHG emissions and the true impact of climate change. Since 2005, the EU has been obligated under the Kyoto Protocol to reduce emissions, whereas the US had opted out of the agreement. The fact is, 191 countries have signed and ratified the Kyoto Protocol, therefore all US industry involved in global trade may eventually be facing a future where GHG fees and penalties will have become standard practice.
When asked about the US airlines opposition to the planned carbon fee, EU commissioner for climate action, Connie Hedegaard, commented, “we would have liked to see a global agreement, but for how long can this [airline] sector avoid being part of the solution to the climate problem?”
The First Carbon Neutral Airline in North America.
If only the North American airline industry had emulated the forward thinking approach that the world’s largest seaplane airline undertook starting in 2007.
Harbour Air, based in Vancouver B.C., is today a fully carbon neutral airline.
The 50-plane operation managed the feat by partnering with Offsetters, Canada’s leading provider of carbon-management solutions.
For those who say the heydays of watching TV and cable are well past us, they need look no further than AMC’s Breaking Bad to realize TV still has mass appeal.
As usual, the new season features superb writing with gripping storylines, thick plot twists and solid character development.
The series star, Bryan Cranston, who plays Walter White, recently commented on what to expect this round. “Season 4 has been masterfully written by Vince Gilligan and his writing staff. To churn out the agony and the ecstasy of these characters? It’s like a well-crafted tragedy. It keeps getting tighter and tighter. This life that Walter White has chosen is fraught with complications and tension. And its so exciting to watch it all play out.”
So far the reviews have been more than positive. The Hollywood Reporter lists dozens of comments from fans and critics alike who all are applauding the series premiere and include the likes of:
“Dear Breaking Bad, we give up – The Rest Of Television.”
Larger audience tunes in…
According to overnight ratings for the season 4 premiere telecast, Breaking Bad had a total of 2.6 million viewers and 1.5 million adults 18-49 who tuned into. That’s a 30% increase from season 3 more than a year ago which definitely indicates that loyal fans will focus on watching TV first and foremost to enjoy their favorite programs.
Even though audiences are continually fragmenting, time-shifting and watching TV programs and movies online, the fact that series such as Breaking Bad, Mad Men and Rescue Me are still thriving on the air means that TV remains a great vehicle for brands to connect with their targets. Go Walter!
To advertisers and marketers it’s important to realize that kids and young teens are extremely media/computer savvy and the best way to engage them is to be authentic and to always converse with them on their terms. What may be surprising for parents and teachers is what were once thought to be effective and efficient methods for teaching and providing guidance may now no longer be as relevant or meaningful for todays kids.
Just a few years ago the folks at Common Sense Media wrote, “we may think of our kids’ online, mobile, and technological activities as “digital life,” but to them, it’s just life. Their world is as much about creating media as it is about consuming it.” And that in essence is what matters most – much of how kids view their world is through technology.
Generation Z
For kids born after 1998, “known as “Generation Z”, they know of no life without Internet, ubiquitous cell phones, iPods, iPads, social media or 24/7 entertainment.” They’re also much more brand and fashion conscious at these younger ages.
This axiom holds true when considering how kids are learning and how they are choosing to get involved in activities both online and off.
The Power of Agency
What shouldn’t be surprising are the things kids can do – and are doing – when empowered to do so. As Melissa Clark-Reynolds, CEO of Minimonos, stated at the Sustainable Brands ’11 conference, “kids need to be given agency”, that is “they need to be given the capacity to make powerful choices and affect the world.”
Minimonos (Spanish for little monkeys) is an online game that challenges kids to think in sustainable terms by rewarding them for doing the right thing. The purpose of Minimonos is “to have a place that embodies core values like sustainability and generosity, without turning those values into a boring lecture.” What’s more, these kids are looking for authenticity and something that will inspire them – but it has to be on their terms and level of interest.
More than most parents may be willing to admit, a large percentage of today’s kids are extremely media savvy (they totally get it!) and they can detect the insincerity of a website, a social media platform, or any game or program that may be purportedly “designed for kids” but clearly doesn’t understand what motivates and engages them. If any of the content feels like it’s being imposed or is just irrelevant, then it’s summarily rejected. However, if the content has real value where the kids feel empowered to make decisions, are able to connect with other like-minded kids and can realize social status through rewards (gamification) – and it’s fun – then there is a good chance the website/game or social media platform may be a success.
What’s also important is when kids are given this ”agency” it is not to diminish or negate the need for providing safety, structure and supervision while they’re spending time online. “The very nature of their constantly connected culture means kids must understand the concept of privacy so that what they post and create won’t hurt them or embarrass them at some point down the line.” However, as Emily Bazelon writes the The New York Times, “parents and lawmakers are [at times] so worried about protecting our children that they can fail to distinguish between real threats and phantom ones.” The point is to strike a balance between protecting and monitoring kids while also allowing them to find their space online where they can flourish.
A Different Way of Learning
For older kids a shining example of turning a subject that’s often perceived to be boring into something that is engaging are the YouTube learning videos created by Salman Khan. (Now collectively known as The Khan Academy.)
In part by using gaming and rewards systems as motivation, students can learn from a variety of topics at their own pace and often find that the system works – especially when so many are achieving positive results. What started as pre-college mathematics video tutorials for Khan’s niece and nephews is now, as Khan states, “the world’s first free, world-class virtual school where anyone can learn anything.” He adds that the system isn’t a replacement for the traditional classroom; rather it’s an adjunct for learning where students are encouraged to explore and make mistakes as they learn to master each topic.
