One of the most interesting people that spoke was Nina Guralnick, President of Live Earth.
The conference was focussed on understanding the generation of people born leading up to and around the year 2000. Nina's comments were quite insightful. If you want to reach out and engage this generation you have to:
- Understand globalism.
Millennials are very aware of the world around them and have a big sense of ownership of the world we live in. - Let users program their own content.
Advertisers and marketers are going to be forced to play close attention to this generation. Broadcasting the loudest message is not going to get through. - Continue the relationship.
It isn't enough to have an event that engages youth. If you're serious about leveraging online communities, you have to be sincere, consistent and committed to maintaining that relationship.
On the environmental front, Nina didn't get into too many specifics about the environmental solutions employed by Live Earth when organizing their concerts. However, she did mention they have a resource guide on how to run a large, green event. So I went googling after the conference...
I couldn't find the specific event guide, but that's mainly because I got distracted when I found the Live Earth Climate Crisis Solutions page.
This is good stuff.
Given the theme of the environmental causes I commit too, I was particularly happy to see the "Community" section at the bottom of this page.
During the open questions, I did get to ask if Nina thought that the general public understood the concept of a "carbon footprint". Not to any surprise, her answer was that she generally didn't think the concept was understood. Nina seems to think that in Canada and Australia there is at least an awareness and general acknowledgment of the concept, but that by-and-large it is a foreign concept in the USA.
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