As a brand, 'green' still doesn't perform terribly well against' cool' and 'aspirational' attributes, amongst the masses. This 'cool' piece of content by Wired (not MTV) helps change that.
Whilst the house is a bit conspicuous (an issue in itself), content like this is is great for:
- Giving 'Green' a relative advantage: secondary and tertiary benefits beyond it just being sustainable - it can be cool, too!
- Educating consumers: in a similar way that the Energy Performance Certificate aims to do, yet in a more entertaining way
- Using role models - whilst there is some debate about green as entertainment, I'm all for it. Check Jamie Oliver etc. Wrap a boring issue such as nutrition in entertainment, and it immediately becomes more accessible
- Driving momentum - innovation does this, and even if the idea is rubbish, 'new' creates debate and a sense of pace
Next step? Now that all of the houses in Hollywood have burnt down, how about Fat Joe and Ja Rule drop their 'beef' and drive the demand for sustainable housing in Hollywood? ;-)
Sunday 11 November 2007
MTV cribs goes green
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4 comments:
I guess they decided to build this house where it is for all the aspirational reasons you mention in your post. It's great for all those reasons - but erm, living in this part of California isn't the greenest thing to do is it?
You're right, which is why CountryHome have developed this list below, based on criteria from air and watershed quality, miles of mass transit, and green power to farmers markets, organic producers and groceries etc.
http://www.countryhome.com/greencities/top25.html
Do you agree with the list? I thought that Barnstable Town was the most sustainable town in the US?
I don't know enough about these places to be honest. Barstable Town sounds nice though! Although it does sound as if it belongs in the middle of the final scores on BBC1... League Division 3: Leyton Orient 2 Barnstable Town 0
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