The Gort Cloud: A New Trend In Green Branding

I’ve just been reading a new book, The Gort Cloud. Written by “brand expert” Richard Seireeni, the book is a collection of interviews with leading green entrepreneurs (or ecopreneurs, as Seireeni labels them).

The Basic Thesis:

There is a “vast and largely invisible network of NGOs, trendspotters, advocacy groups, social networks, business alliances, certifying organizations, and other members of the green community that have the power to make or break new green brands.”

The Review:

The book is too verbose and could eliminate some redundancies. Seireeni’s interviews are well-done, and while some of his subjects are the “usual suspects” (think Jeffrey Hollender of 7th Generation and Gary Hirshberg of Stonyfield Farm), some are interesting new stories that I, at least, hadn’t previously known – including one from the folks at Dr. Bronner’s Magic Soap.

That aside, what about the thesis? In short, I agree with it. As someone who’s been in the heart of the green community for years (to wit, as founder of Seattle Greendrinks), I know there’s a steadily thrumming flow of energy around exciting new ideas and brands (for example, see the rise and adoption of national green brands such as Working Assets/Credo Mobile, Ben & Jerry’s, Theo Chocolate, or Patagonia). Indeed, I do my best to help create and stoke that energy.

The question that arises for me, though, is whether this is truly a new thing – a “Gort Cloud,” previously unidentified – or whether this trend is merely speeding up and broadening through modern technologies.

My suspicion is: it’s the former. In 8th grade, I really wanted Guess! jeans. Why? Because they were cool, because people to whom I looked up were wearing them, because they were “the buzz.” Same goes for myriad other consumer products.

However, never before have so many organizations colluded to push a social agenda through consumer products. My fascination with Guess! jeans moved on as quickly as any style; but today’s connectivity results in a fundamentally new method of sharing information with like-minded people – one that is more powerful, broad, and continual than ever before. With it, comes a new awareness (macro-realization, if you will), from people trying to support noble ideas (a healthier planet, a more socially just society, etc). These ideas, and the community they foster and support, have far more staying power and stickiness, than do brands based solely around current notions of style.

All of that said, I still believe some of the current green hype is going to go away. Indeed, green fatigue has been a conversation topic for a few years already, and undoubtedly some of the shine on these green brands will fade. But I believe Seireeni may have identified an interesting new flow of awareness and adoption that truly does have more staying power, and more ability to foster social change, than has historically existed.

THE LAB