Representative of Organicality has been involved in the organization since its inception. It is an a start up that put together a program called "practically natural." The audience of this program is people who do not know what is "being green" and are uninformed about product environmental impacts. The program reached a wide variety of people in the end. It was a process to determine what is the right audience, and how to go best go about it. She has done work with the Environmental Working Group.

Melissa - It's important to see how everyone is interconnected, and how all systems are interconnected.

Kristen Rowe - "I completely gave up on buying organic because it cost me so much money."

Cindy Robinson is the president of Sustainable North Carolina (used to work for Lenovo). In the last 6 months they have lost their methods on how to get businesses to achieve a triple bottom line. The organization has facilitated great conversation and dialogue about these issues, but the survival of the organization was the first priority until recently. She thinks that there may be some opportunities to use reality TV or instant gratification donation opportunities. The incremental impact of the sustainability movement makes it hard to mobilize and gain momentum. Prioritization is a tool that should be used - getting people to turn around and ask themselves, if I have the choice, what am I going to do.

Veronica Baker, from the Environmental Advocacy Network, works with a variety of stakeholders. There is "issue fatigue and choice burnout," we're trying to make changes and educate for lifestyle changes.

Melissa M. - Works for the federal air office (EPA) and is working to create the tools that will help facilitate consumer choices. It is important to develop social marketing programs.

Mike Nolan - MEM/MBA - looking to learn what's out there.

Thoughts about labels have a great deal of potential to be a powerful tool. At Lenovo, there was a label that provided information about the environmental implication of their products. In particular, saving energy is an important one - EnergyStar labeled is a big plus in products. There are, however, other things that can transform markets. Looking at the iPod and the iPhone are important to look at as market change. Chris ____ did a study that found that enough people bought enough iPods that would have gone into disc players and cds to be able to play the same number of songs. [However, how much did that sponsor consuming a greater volume of songs?] It served to provide product consumption incentives, while reducing consumption of materials overall.

It is important to look at demand and supply in large markets. The power of Walmart, and broadly implemented sustainable seafood practices are more powerful and worth targeting.

In terms of facilitating funding from individuals there are multiple ways of improving what is currently going on. In addition to giving money to Haiti, such entities as NPR has an interesting mechanism- having a set goal of 100,000, and providing incentives (like prizes) can be helpful. There are ways to also make a connection to popular culture. There are potential for including celebrities to promote these ideas, however there is little actual presence of celebrities. It could make a stronger impact if there is improved coordination to use the media to promote certain sustainability concepts, and highlight sustainable businesses. The entertainment values of such entities as American Idol, have an interesting model. It may be helpful to do something like the "Hall of Shame."

Arlan from Novozymes, mentions that people don't necessarily understand the concepts, so people have to make an effort to learn what is going on. It is important to include such mechanisms as competitions. Sustainable Carolina has done 7 years of awards. And companies can chose their own concepts in sustainability, to add to the pool of sustainability implementation. It would be great to have a place where they can get together to discuss ideas and find funding sources. It would be useful to having an incubator of technological and programmatic ideas so that there is a supported development over time. Another good way to go about it is to use documentary film to promote ideas and information. Someone who knows how to do documentary film well, could put together compelling vignettes. Cysco bought the flip cam company, they could be a great source of sponsorship to get that sort of program off the ground. There could be a great way to have a great deal of info contributions by sending out flip cams and having them take footage, and then sending it back. There are great initiatives, EG: in India Lenovo provided reuseable water bottles and provided filtered water (as opposed to providing disposable water bottles every day). Film is a great way to facilitate competition. This could work well with the G-Wiz info stuff on Utube. There is a Utube video of a "save the date" video that got national publicity. One competition idea in the works is "Only for Green."

It's would be useful to use marketing research on who has what impacts on people. It's interesting to see who people want to see. If it's a technology, then userfriendliness is an essential component. If people could give money to contestants or companies that they like, then they would have a vested interest. If you can get people to vote, then they tend to be fully involved. It can also engage people into the topic.

This was a fantastic way to connect! Everyone exchanged information and plans to collaborate on projects.