Only The Selfish Can Save Us

Devils Lake Wisconsin

Saving The World Can’t Just Be For Altruists

If we all lived in communes, rode bikes instead of driving, and ate zucchini and micro greens over beef and pork, then yes, we would have a better shot of fighting off climate change.

The problem is, not a lot of people want to live that way.

So what do we do?

The use of economic incentives have been discussed and created (carbon tax and carbon offsets, respectively) but no one seems to be very happy about it. Half-measures are deemed by environmentalists as too small, insignificant, or easily gamed by the largest offenders. Companies have argued the cost will hurt the economy and cost people their livelihoods.

To me, there’s only one way forward.

Make Green The Best Option, Period

For both B2B and B2C. Green, clean, and sustainable products and services must beat their non-green competition in the marketplace.

While studies indicate Gen Z will be very environmentally conscious, that will not be enough. The coming generations will be facing the effects of climate change as well as rising inequality.

People can’t eat their morals or shelter under their values. So if we want to get ahead of climate change, we need to make sure green products are the best products in the market. That means beating the non-green competition when it comes to:

  • Price
  • Variety
  • Convenience
  • Access
  • Cost of ownership
  • Re-sale value
  • Lifespan
  • Aesthetics
  • and More!

We can’t, and shouldn’t ask the next generation to pay a premium so that they can clean up the mess us and past generations have made. We should invent and promote green products and services that beat the competition on all fronts!

But, How Do We Do That?

This part is only two (albeit difficult) steps:

  1. Create awesome green products.
  2. Market the living s**t out of them.

My first job marketing for a green tech company was with a modern farming company. Their operation uses vastly less resources (water, energy, transportation) than a traditional farm.

That’s great, right?

We should market that, right? 


We used search ads to market the taste! The freshness! The flavor! Forgive the exclamations but it’s important to realize that while the people who bought from us were likely sympathetic to green tech and could afford to pay a premium price, the food ultimately had to taste delicious. (and it does!)

The hope is that with future economies of scale, that price can be brought down to compete with mass-produced, insecticide-laden, GMO’ed produce.

Is It Enough? Will It Be In Time?

Events are still unfolding, but if you ask me. We are too late. If by chance we are not, applying Pascal’s theory we lose little by acting as if we are. Whatever the case is, when you are in a bad position I think about my ju jitsu coach who said, “you already f**ked up, now you need to make the next best decision you can make under the circumstances.

There are promising technologies on the horizon.

But they will be new.

Maybe even strange.

So much of the problem (waste, inefficiencies, resource-use, pollution) is hidden from the public eye. These new, green solutions will have to overcome the public’s preconceived notions. 

So I thought, the next best decision I can make is starting this digital marketing agency.

There are brilliant engineers and creators coming up with incredible solutions. But they need help.

Marketing will play a crucial role in the mass adoption of these new technologies.

Human Nature Marketing was created to provide world-class digital marketing to green, clean, and sustainable start ups. A lot of companies include green tech in their portfolio of clients. But we only work with: green, green tech, clean tech, climate tech, eco-friendly, and sustainable companies.

We are not here for press releases or pledges. Human Nature Marketing isn’t designed and frankly doesn’t care about winning a news cycle, getting good press, or amplifying promises that are never fulfilled.

In short, we aren’t here to f**k around. We’re here to fight climate change in the only way we think we can: by not changing people. Instead, we accept people’s sometimes narrow self-interests (which to be clear, isn’t always necessarily a bad thing) and seek to create and promote climate fighting technologies that align with human behavior. Yes, even selfishness.

Learn Something? Share This Article On Social!

More Articles From Human Nature Marketing

©Human Nature Marketing, 2021. Madison Wisconsin.