Updated: Jul 23
I think that it‘s important to point out that there is nothing new about environmental products and practices. People have been wearing linen shirts for decades knowing that they are better for the environment.
Where environmental products failed was crossing the chasm. This is a marketing term for crossing over from the innovators and early majority and into the late or main stream majority. This is partly because of the heavy associations that attach sustainable products and practices with a sub-cultural identity. You are either a dreadlocked tree-hugging hippy or an obnoxiously trendy hipster.
A part of the challenge of Small Changes For Good is abandoning those old associations and attaching them to everyday life.
The natural environment that we live in, our economy and society is something that we all belong to. In this sense, products and practices that protect this generation and the next are tied to each and every one of us.
So if you‘re a bogan, make it cool to not use plastic bags, if you‘re a conservative blue-blood, make it a social faux pas to not have a fully solar powered home. Abandon the environmental stereotypes and build everyday sustainable living into your own sub-cultures.