????七年來，《財(cái)富》雜志堅(jiān)持舉辦綠色頭腦風(fēng)暴大會(huì)（Brainstorm Green），旨在探討如何拯救地球。與會(huì)者的討論主要涉及立法、監(jiān)管、科學(xué)和金融等主題。今年，一個(gè)意想不到的工具——市場(chǎng)營(yíng)銷成了環(huán)保行動(dòng)的一個(gè)主題。

????從首席執(zhí)行官們到倡導(dǎo)可持續(xù)發(fā)展的人士再到政策專家們，與會(huì)者一再?gòu)?qiáng)調(diào)，更好地與選民們溝通、向他們宣傳我們每個(gè)人能為環(huán)保事業(yè)做些什么的重要性。他們表示，法律、政策和各種項(xiàng)目的力量有限，下一步的關(guān)鍵在于使人們真正關(guān)心環(huán)保事業(yè)。

????這就要看營(yíng)銷大師們的了。

????李?克洛可謂廣告界的傳奇性人物，他曾經(jīng)幫助史蒂夫?喬布斯推出了包括“1984”和“不同凡想”在內(nèi)的一系列偉大的廣告。如今，克洛與非盈利環(huán)保組織保護(hù)國(guó)際（Conservation International）合作，將推出一系列令人動(dòng)容的廣告。克洛在本次綠色頭腦風(fēng)暴大會(huì)上展示了一些廣告小樣，其中一則十分激動(dòng)人心。它以海洋的口吻進(jìn)行敘事，由演員哈里森?福特配音。（福特是保護(hù)國(guó)際組織的董事。）廣告語是：“大自然不需要人類。而人類需要大自然。”克洛指出，廣告宣傳活動(dòng)需要有適合印在T恤上的標(biāo)語。關(guān)鍵在于，以人們喜聞樂見的方式，使他們意識(shí)到我們?nèi)祟愋枰獝圩o(hù)地球。克洛與保護(hù)國(guó)際設(shè)計(jì)的廣告還吸引到了其它許多名人獻(xiàn)聲，廣告將在今年晚些時(shí)候亮相。（關(guān)于克洛的講話，《財(cái)富》的克萊爾?齊爾曼進(jìn)行過更詳盡的報(bào)道。）

????一則旨在制止殺戮瀕危物種的宣傳活動(dòng)的廣告制作也很出色。環(huán)保組織野生救援協(xié)會(huì)（Wildaid.org）理事長(zhǎng)奈彼得展示了他們制作的移動(dòng)電視廣告，廣告中匯聚了一大批名人，包括姚明、威廉王子和萊昂納多?迪卡普里奧。有些國(guó)家的文化把象牙和犀牛角當(dāng)作珍寶，奈彼得希望能在這些國(guó)家把購(gòu)買象牙和犀牛角的行為變成一種恥辱。這些廣告十分感人，觀之令人心痛不已。他們的標(biāo)語也很棒：“沒有買賣，就沒有殺害。”靠著微薄的預(yù)算，奈彼得請(qǐng)到了紐約和倫敦的頂級(jí)廣告公司幫助制作這些廣告。上述廣告已經(jīng)發(fā)布；點(diǎn)擊此處觀看。

????即便對(duì)那些更嚴(yán)肅的環(huán)保運(yùn)動(dòng)而言，營(yíng)銷同樣不可或缺。本次綠色頭腦風(fēng)暴大會(huì)的最后一天，我參加了一個(gè)名叫“能效爆發(fā)”（ "Efficiency Explosion"）的早餐小組會(huì)，各路專家在會(huì)上討論了公用事業(yè)公司幫助客戶減少電力消耗的方法。一位與會(huì)者指出，目前我們掌握了許多提高能效的方法，許多公用事業(yè)公司有很好的項(xiàng)目，有些政府也推出了很好的鼓勵(lì)政策。但問題在于，絕大部分用戶對(duì)于節(jié)能漠不關(guān)心。然而，技術(shù)人員深知，假如人們都能省一點(diǎn)電，積少成多，就能夠大大地降低有害物排放。“能效爆發(fā)”專家小組的成員一致認(rèn)為，節(jié)能事業(yè)要想取得成功，最后的關(guān)鍵在于更好地宣傳節(jié)能的好處。

????不過，一切都還有希望。綠色頭腦風(fēng)暴大會(huì)的與會(huì)者感覺，痛苦的環(huán)境戰(zhàn)正在漸漸平息。沒人再去理會(huì)那些否認(rèn)氣候變化的怪人。因此，政策制定者們能夠?qū)Ｗ⒂谡业浇鉀Q方案。（美國(guó)總統(tǒng)奧巴馬計(jì)劃于6月2日發(fā)布新的環(huán)保方案。）一旦我們離答案更進(jìn)一步，如果之后的最大障礙不過是教育、說服、引導(dǎo)或使出現(xiàn)代營(yíng)銷的各種手段，使消費(fèi)者做正確的事，那就好辦了。

????不同凡想，確實(shí)如此。(財(cái)富中文網(wǎng))

????譯者：項(xiàng)航

????For seven years, Fortune magazine has hosted a forum, Brainstorm Green, to discuss ways to save the Earth. Attendees typically discuss legislation and regulation, science, and finance. This year an unexpected tool emerged as a theme for environmental action: Marketing.

????Over and over the "green" crowd -- from CEOs to sustainability advocates to policy wonks -- made the case simply for communicating better with various constituencies about what can be done for the planet. Laws and policies and programs can only go far, they said. Getting more of the right people to give a damn is the next step.

????Enter the marketing gurus.

????Lee Clow, the legendary advertising sidekick to Steve Jobs on epic ad campaigns including "1984" and "Think Different" has teamed up with Conservation International to release what promises to be a shoulder-shaking series of ads. At the conference, Clow showed some samples of his work, including a stirring first-person narration by the ocean, courtesy of Harrison Ford. (Ford is a board member of the conservation group.) The tagline: "Nature doesn't need people. People need nature." Clow, who cleverly noted that campaigns need slogans that fit on a t-shirt, said the idea is to sensitize people to the need to care for the planet without making them feel bad. The ad campaign, which features other famous voices, debuts later in the year. (Fortune's Claire Zillman covered Clow's talk in more detail.)

????Spiffy advertising also features in a new campaign to stop the killing of endangered species. Wildaid.org Executive Director Peter Knights showed his moving TV ads, which feature a host of celebrities including Yao Ming, Prince William, and Leonardo DiCaprio. Knights wants to stigmatize the purchase of elephant tusks and rhino horns in the countries whose cultures value them. The ads are moving and disturbing and heart-wrenching. They also have a great tagline: "When the buying stops, the killing can too." On a shoe-string budget, Knights has recruited top New York and London advertising agencies to create his organization's spots. These ads are out already; watch them here.

????Marketing is one of the answers even in wonkier realms of the environmental movement. On the last morning of the conference I wandered into a breakfast panel called "Efficiency Explosion," where various experts discussed how utilities can help their customers reduce electricity usage. One participant observed that efficiency methods are now well understood, many utilities have outstanding programs, and certain governments do a good job with helpful policies. The problem is that too few customers give a damn about saving a bit of energy. As the technicians know well, however, tiny yet widespread reductions in electricity usage translate into dramatic lowering of noxious emissions. The panelists agree that the last key to success is marketing these opportunities better.

????There's something hopeful about all this. There was a sense at Brainstorm Green that the bitter environmental wars are quieting down. No one much pays attention to kooky climate-change deniers. So those who remain in the policy arena can focus on solutions. (President Obama plans to release his latest efforts on June 2.) Once we are closer to answers, if the biggest hurdle after that is educating, convincing, cajoling and otherwise pulling all the levers of modern marketing to get consumers to do the right thing, then we'd be in a pretty good place.

????Think different, indeed.