Give your attention to the good stuff…

Voting with our wallets is great, but there’s more. We have the power to do good and change the world in almost everything we do. Beyond the physical things we consume, we should also be conscious of the digital media we consume.

The apps, the websites, the subscriptions… although much less tangible, money is changing hands in the digital world too. We support businesses most directly through the apps and subscriptions we purchase, but we also support business with the attention we give them. Our time spent in an app or on a webpage drives the statistics they use to set the price of their advertisements.

Advertising is the easiest example, but it’s not the only way companies make money through digital mediums…

A quick overview of how our attention translates to cash.

After working in the tech space for two years – trying to raise money during most of it – I became acquainted with the “important” metrics to determine the monetary value of an app or website.

• How many people are using your app
• How often are they accessing your information
• How well can you classify your audience
• How are they interacting with your app

All of these metrics are meant to get to the true question: How much money can you make from the attention your app/website is attracting? The more eyes on the screen and the more defined your users are, the more valuable the advertising space is.

More users and more interaction is also the basis for other ways of monetizing. Users can simply pay for a service by buying an app or buying things within an app. Some apps like DuoLingo (the language learning app) even have their own currency. The more you play the more ‘lingots’ you get, allowing you to access more features of the app, and of course you can buy credits with real money if you want to jump ahead.

Another popular model is a subscription or premium (aka freemium or upsell) service like Pandora.

Sites and apps can also make money through affiliate marketing. This is a popular strategy for fashion blogs. You blog to build a following, recommend a product, and share part of the revenue when you send your readers to an ecommerce site.

Not everything has to be about money all the time though, so big ups to those out there who develop and blog just because they love it.

The upside to consciously consuming media.

Understanding how an app or website is making money helps me decide which ones to support and which ones to boycott. Almost just a valuable on an insight, this knowledge also helps me develop habits to prevent myself from binging on mindless content and losing chunks of my life to bad YouTube videos and news about the Kardashians.

A few perks of consciously consuming media:

Support companies that are doing good – Just like voting with my wallet when I buy things from the store I’m voting with my time when I visit sites or use apps.

Save time so I can do more of the things that make me happy – Get off the screen, out of the chair, away from the desk, and into the world. Yes.

Learn new stuff and meet new people – There are so many great communities to join, people to meet, and interesting things to learn. When I’m not tied up in junk content I have time to explore valuable places of the interwebs.

Improve my outlook but consuming less mindless content and more inspiring content – Substitute the status updates from people you haven’t seen since high school for an inspiring nat geo article about a project to clean up the pacific ocean garbage patch and you’ll have a better day.

How to consciously consume media.

Manage your subscriptions.
I make conscious decisions about how to manage the apps and digital subscriptions I have. I’m continually unsubscribing from email lists I no longer find useful which really helps cut down on my inbox clutter. Rather than delete that stupid email every week, take the extra 30 seconds to unsubscribe.

I also go through my subscriptions every few months to make sure I’m actually using them. Too often we get excited about a cool new service, sign up, and forget about it. Meanwhile the auto payments are chipping away at our bank accounts. Save time and money with a little housekeeping every now and then.

Turning off notifications is huge.

Apps want to ping you as much as possible without totally pissing you off, “Come back and spend some time with us!”. That’s why notifications are automatically set to notify you anytime anything happens. I don’t need to know every time someone likes, retweets, or mentions me on Twitter. I just check my feed a few times a day and see them all at once so my day isn’t chopped up into fifty tiny distracting Twitter sessions.

When I download a new app I’m excited to jump in and just start using it. But if I can, I try to setup the notifications and sharing settings right away so I don’t have to do it later. Sometimes I’ll go back and make adjustments if I’m getting too many notifications.

Paid vs Free – the real value.

I always used to use the free version of apps and fight through the ads, but I didn’t save much money and it devalued my experience. Back in the day when I used Pandora I would set my birthday to 1930 so they thought I was an old man and the ads were less intrusive, but even with little tricks like that the ads are still there interrupting your music stream.

For the most part, paying for no ads (there are usually other upgrades too) is worth it. I justify the $10 a month for Spotify premium with beer. A pint of craft beer in most cities is going to run you about 7-8 bucks with tip, maybe $12 if you want a Sculpin. I forego 1 beer I would have otherwise had once a month and I put that money toward Spotify Premium. I have no problem skipping one beer, on one day, for a month of ad free music.

 

Media is something we often just accept as part of our daily lives and we don’t realize how much of an influence it can have on us. While I love using the tools my iphone and laptop give me access to, it’s a lot of work to keep myself in check. It’s easy to slide down the slippery slope of mindless entertainment, but by understanding the world of digital media and developing some simple habits we can do good and improve our quality of life.

The North Face: Backyard Project Round 2

What started out as an experiment by The North Face has turned into a whole new line. Thanks to the demand of conscious consumers, companies like TNF are looking for ways to source and produce their garments more responsibly.

The North Face just launched their second installment of The Backyard Project, an almost completely local and 100% domestic clothing line. This line of cotton tees and hoodies for both sexes is grown in Arizona, processed in South Carolina, and sewn in California. This expansion of their original project, which started with a unisex hoodie, shows opportunity for growth in the domestic clothing market.

The roots of the Backyard Project

The North Face started this project in 2014 as a test run with one unisex hoodie. Working with Fibershed and the Sustainable Cotton Project, they were able to source Cleaner Cotton fibers from local farmers and complete most of the manufacturing locally.

Cleaner Cotton is a product of the Sustainable Cotton Project which brings together farmers using biological farming practices that exclude the use of pesticides and herbicides. This process eliminates the 13 most toxic chemicals used in conventional cotton cultivation. While not organic, the environmental impact of this cotton is much lower than conventionally grown cotton.

Fibershed connects the community of growers and artisans which allowed for everything other than the carding, spinning, and knitting of the cotton to take place locally. Due to the fact that there were no mills in the region to do this work, it was completed in North and South Carolina by family owned mills.

This Year’s Line

The North Face has scaled their operations considerably from last year, moving up from 1 unisex hoodie to 7 new styles of hoodies and tees in eight different colors. To supplement their California cotton source they have started sourcing cotton from the Arizona based The Natural Hue Company. They have also moved the majority of their production to Los Angeles, which has much more apparel manufacturing infrastructure.

Overall, this second line is slightly less local, but still holds true to the ‘Made in the USA’ and environmentally/socially conscious ethics they set out to meet. It’s certainly a big step in the right direction. Success in this product line will undoubtedly spur similar projects.

Highlights of the Backyard project

• No petroleum based dyes – they use a strain of cotton whose natural color eliminates the need for synthetic dyes.  
• Less waste – The North Face produced a new, more efficient pattern to reduce fabric waste between cutting and sewing of the material
• Local jobs – the process supports over 100 American-based manufacturing jobs
• Conscious at scale – 16,963 garments made

In a time where 95% of apparel in our closets is produced overseas, it’s difficult to find the same sources and services in shore. In their 2014 experiment, The North Face proved that it is possible to produce local and responsible products at a reasonable price. And, because of the success of their efforts I expect them to continue growing this clothing line!

Image Credit: 1) The North Face

Barley, Yeast, Hops, Beards, Independent, Local, Handcrafted, … Sustainability?

Along with all the other great qualities of craft breweries, social responsibility and environmental stewardship seems to be ingrained in the culture too. Craft breweries are appearing on every corner and we can’t get enough. Just when you thought it couldn’t get any better…BAM!… sustainability. And they might be around for the long hall.

A quick shout out to the 90’s – thanks for fostering the craft brewery revolution – we have that and much more to thank you for.

This chart from the brewers association shows the explosion:

What was once a garage hobby has blossomed into a booming industry. Craft brew is dominated by young men who started brewing beer in their garage for their friends, which is why it comes as no surprise that the small time community culture they embody is an essential ingredient in the craft beer scene.  

We’re talking about a generation of kids that was deeply impacted by the environmental damage of previous generations. A generation that despises cubicles and strives to reform the old way of business.  

They understand that profit isn’t the only bottom line in business. That’s not to say it isn’t a factor, because craft beer is a big industry. It contributed $55.7 Billion to the US economy in 2014.

But craft breweries seem to see the big picture. Not only does being green improve the way they are perceived, but it makes business sense. The price of fossil fuels and water are only expected to increase, so investing in efficient operations and renewable resources is a pretty easy decision. 

Finally, you have to please your customers and the hip millennials are out to eat and drink local. As long as craft brew drinkers care, craft brewers will care.

A Few Sustainability Highlights from Progressive Craft Breweries

Alaskan Brewing

• CO2 recovery system prevents over 1 million pounds of CO2 from being released into the atmosphere each year. That’s the equivalent of the emissions from 45,000 gallons of gas.
• Mash filter press – saved over 1 million gallons of water and 60,000 gallons of fuel in its first year of operation
• Spent grain steam broiler – turns used grain into energy preventing them from having to ship it out and cutting their fuel usage by up to 70%

Stone Brewing

• Reclaims 75,000 gallons of water a day
• Solar contributes to about 20% of their energy usage (1,561 solar modules)
• They are the largest purchasers of local produce in San Diego County
• Participate in meatless monday at their restaurant (saves 110,448 lbs of CO2 annually)

New Belgium

• They measure and publish their water, waste, and emissions metrics annually (check it out here)
• 99.9% of their waste is diverted from the landfill
• 12.6% of their energy is produced on site with solar and biogas
• In 1998 the staff voluntarily took a cut from their bonus checks to subscribe to he Fort Collins Utilities Wind Power Program after learning that the biggest contributor to their carbon footprint was the city’s coal-fired power plant.

Sierra Nevada

• Their Chico brewery gets 20% of its energy from solar (10,751 panels)
• They generate electricity from microturbines that run off natural gas and biogas produced by their own wastewater treatment plant
• CO2 recovery systems capture CO2 produced in the fermentation process
• 99.8% of their waste is diverted from the landfill
• They capture rainwater at their Mills River location and utilize it for non-potable uses around the brewery

I know you didn’t need another excuse to drink beer, but this might be your best one yet.

Cheers!

 

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Do You Look for These Eco Labels While Shopping?

Do you know what they mean…

About Eco Labels

Ecolabelling refers to the small seals usually found around the edges of products that denote product attributes such as certified organic, fair trade, or cruelty free.  These eco labels are a form of sustainability measurement that help consumers make decisions while shopping.

There are over 460 eco labels, but only a handful are widespread among the products we see in store. In order to display an eco label, products must be certified by a third party with strict qualification standards. However, there are some eco labels created by the company themselves so it’s important to know which ones are credible and which ones are likely biased.

All of the eco labels outlined below are third party certifications. This guide will help you recognize and understand the most common eco labels so you can choose more responsible products.

Common Eco Labels for Food Products

This USDA Organic eco label is the most recognizable. For a product to get this seal the ingredients must be 95% or more certified organic.

Certified organic ingredients are free of synthetic additives like chemical fertilizers, pesticides and dyes, and can’t be processed using industrial solvents, irradiation, or genetic engineering. USDA has made a few exceptions to the rule however, such as with additives in processed goods like enzymes in yogurt, pectin in fruit jams, and baking soda in baked goods.

Many have argued that the standards for the USDA certification are loose, but products with this eco label are much closer to being healthy and responsible than their counterparts. You should also keep an eye out for the following claims that can only be made if these requirements are met:

• “made with organic” – This means at least 70% of the ingredients are organic but the rest do not need to meet organic standards.
• “100% organic” – All ingredients meet the USDA organic requirements

Although the USDA Organic certification prohibits the use of genetically modified organisms, many food products also have the NonGMO Project verification as well. As the name suggests, this eco label verifies a product’s ingredients are not genetically modified. The Non GMO Project has a thorough testing process for all product ingredients which is conducted annually. This eco label offers the most thorough verification available for non GMO.

Watch out for “GMO free” or other non GMO claims that are not backed by a third party certification. If you want to be sure you’re supporting a business that actively avoids he use of genetically modified organisms, look for this eco label. Also, not all products that are verified sport the label, but you can double check with the NonGMO Project site to make sure.

Fair Trade Eco Labels

When you purchase fair trade certified products, you are supporting human rights for workers around the world that have historically been exploited. The mission of fair trade is to ensure that small farm owners and agricultural operations receive a fair price for their products. Fair trade also means all the workers are paid a fair price and are guaranteed good working conditions.

Fair trade eco labels are most commonly found on food items but aren’t limited to food. Some textiles are starting to sport the eco label to show they have used fair trade ingredients. Here are the most common fair trade labels to look for:

The Fair Trade Certified eco label is issued by Fair Trade USA, a third party non profit certification body that audits suppliers to ensure they meet minimum wage and working condition standards. Their programs help to protect farmers in third world countries from being exploited and they emphasize sustainable practices.

Best explained by them, “We provide farmers in developing nations the tools to thrive as international business people. Instead of creating dependency on aid, we use a market-based approach that gives farmers fair prices, workers safe conditions, and entire communities resources for fair, healthy and sustainable lives. We seek to inspire the rise of the Conscious Consumer and eliminate exploitation.”

FairTrade International facilitates trade partnerships to ensure producers get a fair price for their products. Traditionally, small scale farmers in poor countries have been exploited because they have little or no bargaining power with large established purchasers. They not only facilitate fair trade but also support standards for hired labor, democracy, and transparency among developing communities.

 

Similar to the previous eco labels, the Fair for Life certification aims to support human rights through their work. Fair for Life certified products ensure farmers receive a fair share of profits and workers have fair working conditions. They also foster programs to provide the means for social community projects and empowerment of the people.

 

The Rainforest Alliance eco label certifies products that originate on or have ingredients that come from a farm or forest operation. The certification criteria for the label is designed to conserve wildlife, safeguard soils and waterways, protect workers and their communities, and support long-term sustainability. This eco label can be found on coffee, chocolate, tea, fruit, flowers, paper products, furniture, and even on some tourism lodges.

 

Common Eco Labels for Electronic Products

Energy Star is one of the most recognized eco labels as it is one of the oldest. Like the USDA Organic label, Energy Star is government backed – the EPA (Environmental Protection Agency) is the issuer. This eco label signifies energy efficiency for products and even homes and commercial/industrial buildings. For products to receive the Energy Star certification they have to meet the energy efficiency requirements established by the EPA.

Each product category has its own set of requirements, which are revised regularly. Essentially, the Energy Star label is awarded to the most energy efficient products in their class. As technology advances the requirements change, so products need to continually improve to meet the standard year after year.

While the Energy Star eco label doesn’t provide discrete values or ratings, it does provide an indication for products leading in energy efficiency which helps when deciding what to buy. You can lookup all Energy Star certified products here.

EPEAT  (Elecronic Product Environmental Assessment Tool) is a rating system that uses criteria to register products that are manufactured with less toxic content, are easily recycled, and are more energy efficient. This is a label you may not see on a physical product in the store, but is sometimes displayed when shopping online. There are three levels in the EPEAT rating system – Bronze, Silver, Gold. And yes, in case you are wondering… Your Mac Book is certified Gold. You can search products and companies here: EPEAT Search.

Other Types of Eco Labels to Look For

The B Corp eco label is a certification for corporations with a goal of using business to solve social and environmental problems. A B Corp is to business as fair trade certification is to coffee.

Unlike traditional corporations, social and environmental responsibility are built into the framework and mission of the certified B Corps so money is not the only factor that dictates decision making. To maintain their status, B Corporations are held to comprehensive and transparent social and environmental performance standards.

Some notable corporations that have joined the movement include Patagonia, Ben & Jerry’s, New Belgium Brewing, and Couchsurfing… So whether you feel like drinking a beer, eating some ice cream, or traveling, you can support responsible business while you do so!  Find out if your favorite brands are certified B Corps here: Find a B Corp

Cradle to Cradle is another eco label with multiple tiers: Basic, Bronze, Silver, Gold, Platinum. Each product assessed by Cradle to Cradle is measured against five criteria which are combined for an overall score:

• Material Health
• Material Utilization
• Revewable Energy & Carbon Management
• Water Stewardship
• Social Fairness

Cradle to Cradle has certified a wide variety of products including furniture, health and beauty products, cleaning supplies, and some apparel. You can browse the certified products and their ratings on the Cradle to Cradle website.

 

Looking for eco labels is a great way to identify socially and environmentally responsible products. While these marks aren’t a complete sustainability rating for products by any means, they do help determine the social value of products which makes shopping responsibly much easier.

Be careful though! Not all labels on packaging are authentic. If you find an eco label and aren’t sure what it means, the best place to search is the Eco Label Index. If you don’t find it there then it’s probably not a valid label.

What are your go-to eco labels?