Michael Martin’s companies act as catalysts for social and environmental change. EFFECT Partners create movements leading to social change in the entertainment industry, and r.Cup tackles the plastic crisis.
EFFECT identifies major sustainability issues and acts as a catalyst to create movements leading to social change using music, arts and culture. Michael’s latest venture, r.Cup tackles the plastic crisis with an innovative campaign based impact company using culture to educate communities, concessionaires and the general public about the issues with single use plastics and providing a viable market-based solution.
In addition to r.Cup and EFFECT, over the years, Michael has been instrumental in conceiving of, starting, incubating or funding companies in organic food, renewable energy, CO2 offsets, technologies to reduce paper and plastic use in the security industry, wellness training and recycled paper products.
Michael developed the first-ever, national global warming campaign, putting global warming into the public consciousness. Dating back to 1990, he has helped produce the national Earth Day Concerts on the National Mall. He contributed to the growth of green energy in this country, has created national campaigns for the organics industry and created movements around new technologies such as the Prius and Mirai. His companies have worked with clients ranging from Apple, Toyota, UPS, Target, Clif Bar, Live Nation, U2, Jack Johnson, Dave Matthews Band and Mumford & Sons.
With a focus on culture as a social change tool, Michael introduced many of the greening practices currently being used in the live event industry today. He has consulted and advised several hundred artists, festivals, venues and events over the years in best greening practices, innovations and communication strategies.
3 Key Points
- Part of the definition of a movement is to get the different players involved.
- Superordinate goals allow you to get a train moving out of the station that everyone wants to be on.
- Effect marketing comes after cause marketing: effecting change with your marketing platform.
Quote
Everybody’s working with such passion and belief [when so focused on mission and purpose].
What We Talked About
In this episode, you’ll learn:
- 01:30 – tagline: “Movements are born here” – what does that mean?
- 02:47 – catalysts for environmental change: diverse portfolio
- 4:01 – global warming, Ben & Jerry’s and Dave Matthews Band
- 5:15 – creation and evolution of Earth Day
- 6:50 – sustainability and Apple
- 7:30 – mainstreaming the Toyota Prius
- 8:20 – Native American culture: Native Energy and offsets
- 9:02 – veganism: meat and dairy consumption reduction
- 10:23 – coalitions/partnership to create movements
- 14:36 – how do you define and find a good partnership?
- 18:55 – r.Cup and greening in the event/entertainment industry
- 28:18 – impact investing: supporting impact-focused companies
- 30:08 – strategy for impact, or responding?
- 31:34 – leadership for impact
- 33:53 – culture of impact and ownership
- 35:30 – conscious culture creation
- 36:24 – daily practice to maintain energy
Actionable Tips
- View impact as completely compatible with business – don’t be forced into what is a false choice.
- To have more impact, listen, be willing to pivot, and have a superordinate goal (the big tent).
- Put impact first.
Resources Mentioned
- Effect Partners
- r.Cup
- Connect with Michael via LinkedIn or email: mm@effectpartners.com
- Native Energy
- Switch4Good
- Vegan Strong
- 2 A Billion
Resources for Your Business
Click here for free resources to increase the impact of your business.
Support the podcast
If you find the podcast valuable, click here to make a donation to support the podcast. Thank you!
SUBSCRIBE TO THE WORK ALCHEMY PODCAST
Ursula Jorch, Host of The Impact Interviews
Ursula Jorch is a business coach, speaker, and podcaster who shows women leaders how to turn their businesses into profitable agents for lasting change, global impact, and a force for good in the world.
