Social Media, Social Justice & Environmental Education

The intersection between youth, activism and new media technologies continue to grab the attention of brands, educators and policy-makers with growing interest.  "Green" has become the new face of youth activism and millions of young people around the world are participating in environmental initiatives discovered through online portals.

Here in the United States, there's also a growing movement connecting the natural environment to traditional school subjects including math, science, reading and writing.  As we guide our youngest generation towards environmental literacy, how much of a role should social media play (given the "brand dominant" nature of the conversations) -- and is it in conflict with the social and environmental justice sought by our parents, educators and policy-makers?

On Saturday, September 25^th, 2010, KooDooZ founder, Lee Fox, will moderate a free workshop entitled: “Social Justice, Social Media & Environmental Education.”  The purpose of this blog post is to offer some context for anyone interested in adding their voice to the conversation. 

 

#1: Are we on the brink of experiencing a new generational divide...
that's green in color?   

It should not be lost on any of us that today’s kids have been witness to the most severe environmental disaster our country has ever seen, that climate change has become a big part of our national dialogue and that the lives of millions of people, irrespective of age, geography or socioeconomic status have been directly affected by -- as stated in the 2010 Cone Cause Evolution Study -- “the irresponsibility of big business.”

82% of kids polled by Scholastic News stated they were concerned about the BP oil spill, and 48% said they were most concerned about its effect on the animals and the Gulf ecosystems.  Kids of all ages demonstrated their commitment to the environment by joining their voices with the public's out-cry:

• 14-year old Lauren Spaulding who confronted BP representatives at a town hall meeting about its lack of initiative to educate children about the spill.  She pointed out that kids were “worried about the environment and their parents’ livelihoods,” and wanted to learn more about how they could help. 
• 11-year old, Olivia Bouler, who contacted the Audubon Society looking for ways she could help fund relief for the wildlife impacted by the spill and raised $175,000 dollars.
• 13-year old and 16-year old Toth sisters who collected dishwashing soap to be used to clean birds and animals affected by the spill.

While there’s overwhelming evidence that youth want to make a difference, it’s also apparent that our scholastic infrastructure has of yet to provide kids with the educational basis to translate their green altruism into leadership. 

Last year, a groundbreaking study revealed that U.S. students ranked 34th out of the 57 countries surveyed in both environmental science and geosciences.  Being that school is the main source of eco-education for 85% of kids (13-17 years old), isn't it clear we need some kind of an upgrade to help support the youth values of:

• LIVING GREEN:
  87% recycle; 84% turn off lights; 80% reduce water use; 73% user energy-efficient light bulbs
• GREEN BRANDS: 
  76% feel it’s very important or important for brands to get involved in the green movement (though not all are willing to pay the higher prices for the luxury).

#2: If there's a sense of collaboration and conversation, will youth turn to brands they trust to get information?

Luckily, trust is earned, never bought.  It comes from years of doing rather than saying.  Still, it's extraordinarily important that parents, educators and policy makers understand that brands are committing larger and larger budgets to building trust, and that cause-marketing is one of the vehicles.  When youth have high trust in a brand, they use the resources the brand gives them to advocate and spread the word.

BP is going to be an interesting case-study in the years ahead.  Though their brand-value was "destroyed" by mal-handling many aspects of the Deepwater Horizon disaster, BP does have a viable opportunity to rebuild trust by staying committed to the community's needs and working closely with the people of the Gulf to rebuild their livelihoods and restore the environment that supports them.  BP's best asset is that it had a name consumers once trusted.  Now is the time for BP to exhibit profound green-leadership.

It bodes well for the oil giant that in recent years it has spent heavily on green education initiatives in California.  Just last week, BP completed a 7-year project which culminated in a 13,000 page curriculum designed to update California’s Environmental  Science Education offering for its’ K-12 public schools.  The curriculum is expected to be taught to over six million pupils in some 1,000 districts.  While many people support the investment California is making in environmental education, others are questioning the practice of allowing a brand -- that has paid to avoid prosecution, more than $370-million dollars in fines after admittedly breaking environmental and safety laws -- to shape the curriculum intended to foster critical thinking and open-mindedness on this subject. 

#3: Will environmental literacy extend past the classroom and into our homes?

Eco-friendly behaviors are measured in a variety of ways -- by people’s transportation patterns, household energy use, consumption of goods, and what’s being done to minimize the impact these activities have on the environment.  

At the surface, Americans do appear to be environmentally literate and capable of making sustainable choices.  According to the 2009 Cone Consumer Environmental Survey, 70% of Americans pay attention to what companies are doing in regard to the environment.

Sustainability has crept up the corporate agenda, now higher than ever before.  A company’s commitment to social and environmental issues has undeniable weight in the marketplace, and transparency has become a key component to building public trust and managing consumer expectations.

However, when it comes to practicing what’s preached, everyday Americans are not taking the same action-oriented approach to environmental stewardship that they demand of their brand counterparts. 

According to National Geographic’s Greendex, (a survey tracking global consumer choice in regard to the environment), U.S. consumers continually ranked last among 17 countries surveyed.  This is perhaps not all that surprising being that a Roper Report revealed 80% of American adults are environmentally illiterate.

A potential for discord exists between the next generation and the rest of us, if a higher commitment is not soon made to embrace social and environmental literacy.

#4: Is the social web, as a real-time medium, a viable tool for environmental education?

Join KooDooZ,  Green My Parents,  Alliance For Climate Education, Team Marine, Real Curriculum and ReUse Connection as we explore whether or not the time is ripe with opportunity to incorporate 21^st century skills in our schools to heighten relevance in the classroom.

Posted via email from KooDooZ

Sustainability: Our Challenge. Our Future.

Today is August 12^th – International Youth Day. Designated by the United Nations one decade ago, this day is purposed with raising awareness of youth-related issues around the world.

Sustainability: Our Challenge. Our Future.

This year the United Nations is encouraging youth to prove themselves to be key partners in sustainable development. “Young people often lead by example,” said U.N. Secretary General Ban Ki-Moon. “Sustainability is the most promising path forward, and youth can lead the way.”

According to the UN, sustainability does not only mean keeping our environment safe for the future, “sustainability encapsulates three facets of life: the environment, society and the economy.” That means that everything we do -- every action we take – can have a ripple effect expanding beyond local communities clear to the other side of the world.

One way in which KooDooZ is embracing the United Nations’ Sustainability Challenge is to encourage KDZ (our site users) to put a sustainable message on a bottle. Literally.

“We’re asking KDZ to design an image or a message that effectively communicates the importance of water as a source of health and wellness for both people and planet,” said Lee Fox, founder of KooDooZ.

The winning “Ripple Effect” design will be produced on white stainless steel water bottles, earning the creator $125-dollars PLUS $1 per bottle purchased on the KooDooZ website for the first year. Additionally, $1 from each bottle sold will also be donated to KidShape, a non-profit organization that builds healthy families.

Sponsoring this challenge is EcoUsable, a company with the mission to save our planet one bottle at a time. “Every day, 60-million water bottles go into landfills,” said Joey Mendelsohn, EcoUsable President and Founder. “We team up with other environmentally friendly companies with similar visions because we can’t do it alone. If we combine our efforts, we will be able to make the difference the world needs for the success of future generations.”

One hundred community friends in Southern California will be gifted with an EcoUsable water bottle on Saturday, August 15^th during a KooDooZ co-sponsored walk to raise awareness for youth health & wellness.

As guardians of tomorrow, youth must be listened to, included and engaged today. It will be with their creativity and energy, that our challenge with sustainability will be turned into an achievement of stewardship.

To Create an EcoUsable “Ripple Effect” Design: (Challenge Ends: 09/30/09)

This challenge serves as a call to action for KDZ (kids & families using KooDooZ) to make a difference by focusing on a global sense of social responsibility. NOTE: “Ripple Effect” is also a term used to describe how one action can trigger another.

• Go to KooDooZ: http://www.KooDooZ.com/
• Click “Get In:” on the landing page and “Log In:” on your KooDooZ desktop
• Click on “Global” on the left side of the bulletin board
• Click on “To Do A Water ‘Ripple Effect’ Design” challenge (Note: you may need to scroll down)
• Click on the “Subscribe” button (the red bulls-eye)
• Complete the challenge To Do List and turn this challenge into an achievement!

Together, KooDooZ and KDZ can celebrate 10 years of International Youth Day while inspiring health and wellness for both people and planet.

Make a Pledge to the Planet

Cities across the world... and the people in them... are getting ready for Earth Hour! Of note is Mayor Newsom (San Francisco) who will "green out" landmarks like Ghiradelli Square, City Hall, Coit Tower, AT&T Park and the Embarcadero Center.

Flex your own power and reduce your annual emissions with these simple ideas:

• Turn-off / un-plug: When you leave a room, ask yourself, "is there anything I can turn off?" A lot of appliances remain on "stand-by," so it's up to you to unplug things like mobile phone chargers, TVs, microwaves, and MP3 players -- guess what? You'll save on your electrical bill as well!
• Bright idea: Don't be dim! Compact fluorescent light bulbs use 75% less energy... trade your bulbs out now!
• Close it up: If you have to run the A/C or heat, keep your doors & windows closed to maximize your expenditure. Don't forget to make sure there's nothing blocking the vents!
• Bag it: Keep extra bags around to bring to your favorite stores. You don't have to waste!
• Use less: If you see a leaky faucet, get it fixed. Spend one minute less in the shower! This is not only a good water saving tip, it saves electricity too.
• Watch what you trash: You don't want toxics, poisons, medications or other chemicals to enter the environment or our food systems. Dispose these products carefully.
• Eat locally: When you benefit the local economy, you benefit the environment as well! You're also likely to get fresher, healthier eating choices as well.
• Love a tree: Old forest trees shouldn't be cut down -- you don't have to buy products from companies that are. Remember, one tree can offset tons of carbon over its lifetime. Part of loving our planet is planting a tree.
• Trade up: You don't have to buy "new" to get something wonderful. You can trade-up for a gently-used item.
• Green power: Contact your electricity provider and switch to a cleaner, more renewable form of energy that does not contribute to global warming.

Generation Green

I’m proud to say that my household is doing its part to keep green. But I wish the experience was more positive than negative. I feel like too many families are expending energy in “ecoanxiety” activities- rather than getting invested in “eco-friendly” solutions.

Here are a few personal examples: After my son’s lunch box got stolen (for the 3rd time), I temporarily moved him into brown paper bags, and he freaked about killing trees. My oldest daughter is now refusing to flush the toilet in order to save water -- my youngest thinks not washing her hands will help with that same consumption problem! (Or is that just a typical 4-year old manipulation tactic?)

At the magical time of life when tooth fairies deliver gifts, and stuffed animals can talk, my kids are stressed by the thought that they (and worse, I) might be contributing to global warming.

As a parent, I don’t want my kids to be brainwashed into thinking that our planet is in imminent peril. (Nor do I want them insisting that to make a difference in global warming, I should keep the car at 55 miles per hour instead of 65 as we putt-putt our way from Santa Monica to Mammoth — even when the speed limit enables a faster passage!) I just want my kids to genuinely love and respect our planet then do their part to help keep it green.

The best way I believe this can be done is by providing our children with direct and meaningful connections with the natural world. That means getting our children outdoors… hiking, biking, camping, gardening, and exploring... so that they can forge their own relationship with the environment at a young age.

A New York Times article entitled, “EcoMoms, Saving Earth Begins At Home” does a good job describing how our current generation of mothers will “green” our children. And while planting the right trees in the right places can do a lot to lower school energy costs, I believe giving a child the opportunity to climb a tree is just as important.

Beyond creating waste-free school lunches and lobbying for green building codes, the EcoMom has to understand that children who grow up without much experience with nature may turn into adults who don’t think it’s important to protect & preserve it. (source: Nature Conservancy)

"One touch of nature makes the whole world kin." ~William Shakespeare

"Man's heart away from nature becomes hard." ~Standing Bear

"Look deep into nature, and then you will understand everything better." ~Albert Einstein

"Never does nature say one thing and wisdom another." ~Juvenal, Satires

Companies of Conscience & Kids

I was, in fact, driving my shopping cart down the middle of the aisle like a maniac. Time is money. And with three kids who love to “help,” experience dictates that when it comes to grocery shopping, if I don’t hurry it up, I’ll have a cart full of junk I don’t need.

Apologizing to the woman on aisle 8 who is witness to my frenzied tactic, I mobilize my team. “We’re looking for household favorites, household basics and household necessities,” I remind them as I stoop down to pick up a case of my husband’s favorite cola.

“You know, Mama,” my son says, as I shove the box under the cart. “we really should be buying that soda instead” , “because it’s made by a good company.”

I don’t just pause, I stop. (A miracle in of itself). “What do you mean,” I ask, “GOOD company?”

“Well,” he says with his most serious face, “they do stuff for people. They even give their money to poor kids. They worry about the earth, and they… I dunno… they … they’re good. That’s important right?” I work overtime to control the muscles in my face that are trying to alter the shape of my mouth into an oversized grin.

I can’t believe it’s happened. My son has graduated from “selfish consumer” to “selfless consumer” with a green halo over his head He is now a statistic. Part of the roughly 70% of Americans (according to a recent study by the Natural Marketing Institute), who want to purchase from a specific company because of their strong Corporate Social Responsibility (CSR) reputation.

“It’s very important,” I confirm.

Blind to the significance of this moment, his 4-year old sibling gleefully plucks products with ultra colorful logos off the shelves and piles them into our cart. I half wonder if any of these cherry-picked products come from a company of conscience, but my focus remains on my son. “Where’d you come up with the good company stuff?” I follow-up.

My son shrugs his shoulders, “Some kids were talking about it at school.”

First graders are now discussing aspects of CSR. Companies with a perceived conscience are making a difference to a demographic they find the most challenging to reach. CSR is clearly an investment that can lead to many long-term benefits, especially when marketed to kids (who make up a +$150-billion a year spending power – and doubling that number when factoring in their influence on mom & dad).

That evening, after I kissed my toothless son goodnight, I looked up the published CSR reports from both soda companies.

With their world-wide recognized brands, these two sizeable companies promote a positive image of their products and activities. Both firms have meaningful CSR programs with significant investments in the communities they serve. Both are capable of staying attuned to social issues relevant to their business – but it appears that one, over the other, has figured out how to communicate their efforts in a way elementary school kids can understand.

That is a diamond in the rough. The implications are life-long.

As a parent, I still have a long journey ahead of me to help my children enjoy greater discretion on consumption decisions. While I take great pride in the fact that my son -- at the tender age of 6 & ¾’s – feels that he should teach me (age deleted) about conscious consumerism, I also want to be sure he understands the difference between effective marketing and effective outcome.

Is it important to be a company of conscience? You bet your bottom dollar -- and KooDooZ™ to those who are out there, making a difference.