Seems like half of everyone else we know has relaunched a website — so why not us?
Part of the fun means composting, er, retiring, our original blog, It Grows On Trees, and bringing blog duties in house. Introducing Mighty Good Planet You Got — a conversation on keeping up with the Klaatus.
When Astronaut launched nearly three years ago, the mainstream conversation on green business was still fairly fresh — particularly among marketers and businesses. It’s true there were all kinds of excellent resources that focused on policy, lifestyle, investment and innovation (some faves: Tree Hugger, Greenway Communiqué, Greenormal, and Joel Makower, among others). But no one was really dialing in on the execution of green marketing or sustainability communication.
We set out to dissect the creative, the powerful, the inane, the shocking ways companies used media to tell their sustainability story.
At It Grows On Trees, we described it thusly: It Grows on Trees is about advertising and marketing green. Find policy and activist chat somewhere else. This is where we get down and dirty on brand maneuvers to communicate green in a noisy marketplace. The object is simple: make sustainability mainstream and grow business.
That was fine for spell. But things have changed — and so can we. Green marketing, green design, green brands and so forth are a tasty slice of the conversation. But they’re also small slices. And, as we’ll suggest shortly, green brands and corporate green communications will eventually evaporate into irrelevance
What’s more interesting is the explosion in the “green conversation” across the entire geography of the market, culture, politics and media. It’s big, contentious and delicious. So we’re throwing our original focus into a little mixed-source recycling.
Our new focus will be the broader conversation on green — how we talk about it, how its business, design, policy, activist and lifestyle branches intersect and often conflict with each other. This much is true: that conversation affects you whether you’re paying attention or not. So let’s pay attention — together.
You can also enrich your soul here with a sumptuous trove of news and updates about Astronaut. Whatever your fancy in the “green conversation,” you can stay looped in via @AstronautStudio and our Facebook page, too.