Can Collectively become the ESPN of sustainability?

Read the full story at GreenBiz.

In my baby boomer circles, I hear critical comments about the content of the website Collectively, which has a mission to make sustainable living mainstream with a focus on millennials.

I, too, scratch my head and wonder about the seemingly quirky array of stories. For instance, the headline features from the past few weekly newsletter feeds I received were:

People React to Two-Way Mirror Toilet at Glastonbury

OITNB’s (Orange is the New Black) Ruby Rose Destroys Gender Binaries in Her Stunning Video

Because You’re Worth It: L’Oreal Is Now 3D Printing Human Flesh

At first, these stories made me uncomfortable. Then I realized that I am not the target audience. The fact is, boomers like me, especially in the corporate world, have had a decades-long, massive failure reaching any consumer segment with relevant, motivating sustainability content. As a matter of reality, many companies think more of “greenmuting” to avoid getting in trouble and stirring up the activists.

Thank goodness this new approach by Collectively is starkly different. It’s a refreshing sign that they’re headed in the right direction.

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