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Welcome to "nouveau monde", your "nouveau genre" (see, we even create new words) newsletter to better understand how to make the world better through the lens of retail. This is #46
Things move fast in retail and sustainability, we’re really happy to help you get the right tips and be inspired, if not informed. Deal?!
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Le menu du jour at nouveau monde is about.. revolution.
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Today's newsletter is 719 words, a 3-minutes read.
Like it or not, advertising has a strong impact in the composition of our world, of the imaginary we collectively build to live together as a - now globalized - society.
So, it’s meaningful to see that some people are aiming to deconstruct one of our biggest consumer habit, at least in our western societies.
The city of Haarlem, in the Netherlands will ban meat advertising in 2024 after being officially passed by the city council earlier this month.
We all know that meat has an impact in climate change. About 15% of all greenhouse gas emissions comes from meat and dairy. And, even if it has big consequences of an entire industry, it is a habit we can change very quickly. (A lot more difficult to change the gas heating system you have at home, for instance). Quitting the habit to eat meat could have an immediate impact on emissions (see #40 of nouveau monde to learn more) and therefore start to really engage that shift in the emission curve…
A few takeaways about Haarlem’s new law :
it comes with other regulations such as banning flights ads too
it will take time before we don’t see any meat ads in the city : they have contracts with agencies running from 2024 to 2031
they only ban “industrial” meat for the moment. Yes, industrial meat has a larger impact than your local farmer but thinking that eating local meat has a low impact on greenhouse gas is an error. Let’s say it’s a first step…
I really think that this kind of initiatives can have an impact on our collective mental models, and I am certain that this is the only way to shift. Just look up, and imagine a world without meat…
"Earth Is Now Our Only Shareholder", says Yvon. “It has always been”, says me. “Will it be?”, says you?!
Yvon Chouinard (here in the center back in 1964 at the North America Wall, Yosemite National Park, California) was born on November 9, 1938 (he’s 83 years old), in Lewiston, Maine, USA.
Let me help me a bit with Wikipedia here, to draw the situation. “Yvon Chouinard is an American rock climber, environmentalist, philanthropist and outdoor industry businessman. His company, Patagonia, is known for its commitment to protecting the environment.”
“Chouinard's father was a French-Canadian handyman, mechanic, and plumber. In 1947, Yvon and his family moved from Lewiston, Maine to Southern California. They were Catholic. In 1971, Chouinard met and married his wife, Malinda Pennoyer, who was an art and home economics student at California State University, Fresno. They have a son (Fletcher) and a daughter (Claire).”
Sustainability?! Do some research, and you’ll find a long list of demonstrations that, if not inventing it, the company had a leadership in this domain in Retail.
In late November 2011, the company took out a full page in the New York Times, explaining the environmental costs of manufacturing the item, and asking people to think twice before they bought one. How about that?!
Founded in 1973, Patagonia's sales were worth around $1.5bn this year, while Mr Chouinard's net worth is thought to be $1.2bn.
“Rather than selling the company or taking it public, Mr. Chouinard, his wife and two adult children have transferred their ownership of Patagonia, valued at about $3 billion, to a specially designed trust and a nonprofit organization. They were created to preserve the company’s independence and ensure that all of its profits — some $100 million a year — are used to combat climate change and protect undeveloped land around the globe.”, says the NYT. Decision from the whole family, not just Yvon.
Sustainability? A lot are talking about it. A bunch of micro-efforts are made by corporations, here and there. Some good stories and marketing materials for the media.
There is no better example that making real impact by doing the right thing for you. For the nature.
Being true to yourself. You, your family.
Chapeau, Yvon, chapeau les Chouinard.
Bonus track by Anthony
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