Becoming ‘a verb,’ Coca-Cola and lessons from Brainstorm Green

Read the full story at GreenBiz.

There was no shortage of celebrities at this year’s Fortune Brainstorm Green conference.

Harrison Ford started us off by talking about the work of Conservation International, Adam Gardner of Guster filled us in on Reverb, his new company designed to make concerts more sustainable, and will.i.am brought us to a close. I think will.i.am was there to talk about EKOCYCLE, but he wound up delivering one of the most important insights of the conference, in my view:

“Be a verb.”

Thankfully, he paused and then said, “If you don’t know what I mean, Google it.”

His point was that sustainability should be about action and that action should be synonymous with brands. Although he didn’t say it quite like this, what I took him to mean was if your sustainability efforts aren’t obvious in your company’s actions, and your company’s not known for them, they’re not very effective.

 

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