• Laura Bennett

Feeling the Change?  3 Examples of the New Vision Changing The World

In just one 24 hour news cycle – 3 rather major announcements, one as part of a paid ad, hit me as what I’ll call the New Vision.

global change 1

Trend watchers like Faith Popcorn predicted this day of accountability and action were coming… and from what I am seeing we are about to see true change and a parallel change in the global mindset.  Are you ready?  How can you join this new message trend and feel good about it too?

Let’s take a look at the 3 recent announcements and you’ll see how they come together in the New Vision.

According to the New York Times, Leonardo DiCaprio may be taking on his highest-impact leading role:  He has purchased an island in Belize that he is restoring –with a purpose to “heal” the island.  And while he is at it, teaching his soon-to-be-built resort guests how to think and act eco-conscious too.

Opening in 2018, “Blackadore Caye, a Restorative Island” will have a different mission.

Blackadore Caye has suffered from overfishing, an eroding coastline and the deforestation of its mangrove trees … says DiCaprio:  “The main focus is to do something that will change the world.  I couldn’t have gone to Belize and built on an island and done something like this, if it weren’t for the idea that it could be groundbreaking in the environmental movement.”

Remember that vision… “restorative”, “groundbreaking” and “change the world”

Next comes an ad from designer Eileen Fisher, the headline is ‘Vision 2020 – No Excuses’.  She had me at “vision”.  The images are models in her clothing designs but the copy below is powerful:  Our vision is for an industry where human rights and sustainability are not the effect… but the cause of a business well run.”

Her last line says:  “Where excuses are ignored and action is taken”.

Fisher’s vision includes these terms:  “sustainability” and “action”

The 3rd example is from an icon of my hometown of Cocoa Beach – surfer Kelly Slater and partners are launching a product line this Fall called Outerknown, a reference to the furthest reaches of our knowledge today.  The website is black and white, with powerful images and well-written copy, but just a few pages and a way to sign up to “follow our journey”.

Their vision includes the consumer, “transparency and global citizens” – for the purpose of discovering the next Outerknown.

Earth Day NYT
This cycle of life is an awe-inspiring thing – learning of these 3 initiatives feels very much like the movement known as Earth Day which began April 22, 1970 – 45 years ago.  I remember it well since it was my birthday and my high school friends all pitched in to buy me a new spring green bicycle and it made front page news in our local newspaper.
earth day April 22

I will watch DiCaprio , Fisher (www.EileenFisher.com) and Slater (www.outerknown.com) closely and report on their progress – what could be more relevant or important than being inclusive, groundbreaking and reaching beyond what is known today?  That’s a New Vision I am 100% behind.

#EarthDay1970 #marketingtrends #NewVision

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