Change is Cool
Two years ago, Jerry contributed to a sustainable industries’ online forum asking branding agencies “how to make sustainability cool.”
Here’s what he told them~
“Sustainability IS cool. From Bo Diddley to Miles Davis, John Coltrane, Jack Kerouac, the young Elvis, Jimi Hendrick’s, punk DIY culture, the Merry Pranksters, Marlon Brando, and Burning Man – the essence of cool is personified by communities and sub-cultures driven by individuality and self expression. The essence of being cool is being your own damn self. The opposite of cool is forming yourself based on social influence and conformity. (No one buys a Ford Explorer or a McMansion because they’re following their heart).
And in an organic, local, ethically hip, off-the-grid world, individuality and self- expression are rampant.
April 7th, 2008 at 5:45 pm
hey jerry, again, i say, it’s good to see your words. and especially about being cool. all i can say, is that i think your a pretty cool son. thanks for the words, mom