#5 Transparent Green
#5 is about achieving sustainability through creativity, and, being honest about it to avoid greenwashing.
This is based on David Bergman’s article “Transparent green” (2006):
[The green] is just transparent; it’s not there unless you’re looking for it. It’s Transparent Green. Here’s the ultimate goal of green design — make it disappear. Make every product’s green virtue so integral that it’ s assumed; so fundamental that it’s there whether you’re looking for it or not.
Here’s some inpsiration: 20 New Rules of Green Marketing, the Do Not Disturb Campaign, David Bergman’s “Green Design as Usual”, Greening Your Hotel makes Me Stay, and M&S’s Plan A.