[caption id="attachment_5626" align="aligncenter" width="491" caption="portraits by Charlotta Janssen www.charlottajanssen.com"][/caption]
In recent days environmental activist Tim DeChristopher began serving a two-year sentence in federal prison. Back in March the Utah economics student was convicted on two felony charges: making a false statement and violating laws on oil and gas leasing. He was also fined $10,000. Having disrupted a controversial auction to sell off the mining rights to public lands near two National Parks, DeChristopher committed in his words an act of civil disobedience in the hopes of doing good on behalf of the environment and future generations on this fragile planet.
I believe that business can be an active force for good. And as I’m gearing up for the 2011 Outdoor Retailer Summer Market I’m excited about several emerging initiatives that blend commerce and philanthropy to achieve positive social change. By adding benevolent acts of good to their bottom line companies large and small can effectively contribute to the preservation of wilderness and the betterment of human lives.
A grand ideal to be sure but since 2004 a marketing firm from my home base in Madison Wisconsin has contributed more $1.8 million in goods and services to support the work of over 100 non-profits. Knupp, Watson and Wallman (KW2) created a unique promotion vehicle to quickly build high quality advertising materials to help these charitable organizations tell their stories. Called Goodstock the annual event conjures up frantic storm of enthusiasm that is inspiring to behold. And I’m thrilled to announce that in 2012 the Outdoor Retailer Winter Market will host Goodstock as a four-day marketing experience live on the show floor.