Is It Easier Being Blue Than Green?

Just as we were getting used to the "Green Movement," there's a new movement emerging.

The so-called "Blue Movement" is the brainchild of former environmental activist Adam Werbach, who espoused the term in a 2008 speech. Author of the best-selling book, Strategy for Sustainability: A Business Manifesto, Werbach was the youngest person ever to be elected president of the Sierra Club.

He subsequently joined Saatchi & Saatchi to launch its "green" (sorry, blue) advertising division. Three years later, Werbach still works for the firm, where he is global CEO of Saatchi & Saatchi S, its sustainability practice. Saatchi's website promotes Werbach's ideas with a section titled "the birth of blue."

Another website, thebluemovement.com, quotes Werbach and might appear to be affiliated with Saatchi or Werbach, who is mentioned in a section labeled "Green Turning Blue." But it turns out this website is not affiliated with Werbach or Saatchi, and its Blue Movement is a more of an individual initiative, as we discovered in a chat with its creator.Continue reading...