Striving For Perfection

Peter Seligmann, CEO-chairman of Conservation International, delivered a keynote address at Advertising Age’s Green Conference in New York yesterday, telling brand managers it’s okay to be not perfect.

In the current environment, accusations of “greenwashing” have become the norm, but that’s no excuse to sit on the sidelines.
None of us are pure. None of your brands are pure,” he said. “We need an aspiration to be pure. We’re not going to achieve that if we wait until we’re pure to say something. We’re going to be silent. And we can’t afford to be silent.”

I agree that we all need to move in a better direction, but I also believe striving is not enough. We actually need to reach our environmental goals.
Later in the piece, there’s a mention of a program at Fairmont Hotels where guests go shopping for organic produce with chefs from the hotel restaurants. I like that.



About David Burn

I wrote my first ad for a political candidate when I was 17 years old. She won her race and I felt the seductive power of advertising for the first time. Today—after working for seven agencies in five states—I am head of brand strategy and creative at Bonehook in Portland, Oregon.