Live in an environmentally sustainable community—a community that thrives on the ideas and practices that surround the act of lowering carbon dioxide emissions. Live in a community that lives exactly as that—a community: one that values history, community, fellowship, its responsibility to the earth, and its “coolness factor”. Live in a community that believes and practices the phrases “re-use” and “re-purpose” without sacrificing aesthetics.
Many environmentalists use scary, “Armageddon-like” descriptions of our future world and explain how our environmental irresponsibility will destroy us. However true these descriptions might be, what if we used a different way to convince people to care and to change. Could we make an environmentally sustainable life attractive, or even “cool”?
My community would be one that attracts its members through “buzz”. If “buzz” works for so many other products—why not use it to work for a radically different way of life? Exploring the benefits of my community through the different areas of media would be the typical way to create a following or a fan base. However, my community would first be marketed to a niche group of individuals with a sure-fire belief in my community’s standards of living. As with most “cool” things—it would be important to create a lifestyle that would cause a stir and a significant amount of intrigue. By narrowing to a niche group, a form of exclusivity would be created and, in turn, that exclusivity factor would generate want. The next step would be to appeal to the masses in a slow, calculated way that would convince them that they, too, could live the life offered in a community such as mine.
As with anything being sold or advertised, my community must be seen as better than what is already in place. If I can convince people to live a better life, why not do it using cool tactics and not scare tactics?
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