Cool Biz
I have about half a dozen posts half done and about half as much time as I wish, so for the moment I’m just going to tell a short story paraphrased from Tim Brown’s new book Design Thinking. But coming soon there will be more about that book (and IDEO, the amazing company of which Brown is the CEO), a piece about pirates (as democratic role models!!), a review of two remarkable new books about our future (one by Stewart Brand and one by David Orr), a discussion of how little I understand about the economy (after reading The New Yorker’s ” Money Issue”) and more. . .
In 2005 the Japanese Ministry of the Environment approached an advertising agency called Hakuhodo. They wanted help getting the Japanese people involved in meeting Japan’s Kyoto commitment. Hakuhodo suggested creating a campaign to mobilize the collectivist ethos of Japanese society toward the goal of reducing emissions 6 percent.
They called the campaign Cool Biz. Within one year a staggering 95.8% of the Japanese population recognized the slogan.
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JOHN ABRAMS is co-founder and CEO
of South Mountain Company and the author
of COMPANIES WE KEEP read more
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COMPANIES WE KEEP is published by Chelsea Green Publishing
read more -
