While Miley Cyrus’s photoshoot maybe the talk of the hallways over at Vanity Fair, I think they have bigger problems – that of leadership. This month every magazine had their version of a Green issue. Finally, it seems that the wake-up call to protect the environment and reverse some of the damage we’ve done is reaching the mainstream. Last year I was so impressed withVanity Fair’s Green issue that I subscribed to the magazine. When this year’s Green issue arrived in my mailbox, I couldn’t wait to read through it. And now I’m completely confused.
In spite of all of the incredible innovation and creativity happening in the world of sustainability, this year’s VF Green issue simply rehashed the same old topics and players that have been kicking around for years. I didn’t see anything about entrepreneurs with green-collar jobs, young companies that are making a big difference (i.e., Method), the growing popularity of CSA’s, or the locavore trend. All of these are timely, trendy topics in Green. Rather than the fine reporting I’ve come to admire in VF, this issue’s features are pretty much the same as those found in nearly every mass media source.
And then to add insult to injury, there’s a double-sided, heavy stock coupon for cigarettes right in the middle of the magazine! I guess I’m supposed to feel better that at least the tobacco is “additive-free”, the coupon is printed on recycled paper, and the executives at the tobacco company are “passionate about the environment” and have organic growing programs. Gross – the ad was an exercise in how many environmental buzzword the company could haphazardly throw together on one sheet of paper. Their product still causes illness, and is not part of a healthy lifestyle. Healthy living is exactly what Green is all about! What was the VF advertising department thinking when they accepted and prominently featured that ad? Clearly, they weren’t thinking at all.
Here’s to hoping that VF makes better choices in the 2009 Green issue and that the rest of us take-away the power of being genuine. The damage being anything less than genuine can cause is not something any company can afford.
Published by Christa Avampato
The short of it:
Writer. Health, education, and art advocate. Theater and film producer. Visual artist. Product geek. Proud alumnae of the University of Pennsylvania (BA) and the Darden School of Business at the University of Virginia (MBA). Inspired by ancient wisdom & modern tech. Proliferator of goodness. Opener of doors. Friend to animals. Fan of creative work in all its wondrous forms. I use my business skills to create passion projects that build a better world. I’ve been called the happiest New Yorker, and I try hard to live up to that title every day.
The long of it:
My career has stretched across Capitol Hill, Broadway theatre, education, nonprofit fundraising, health and wellness, and Fortune 500 companies in retail, media, entertainment, technology, and financial services. I’ve been a product developer and product manager, theater manager, strategic consultant, marketer, voice over artist, , teacher, and fundraiser. I use my business and storytelling to support and sustain passion projects that build a better world. In every experience, I’ve used my sense of and respect for elegant design to develop meaningful products, services, programs, and events.
While building a business career, I also built a strong portfolio as a journalist, novelist, freelance writer, interviewer, presenter, and public speaker. My writing has appeared in The Washington Post, The Huffington Post, PBS.org, Boston.com, Royal Media Partners publications, and The Motley Fool on a wide range of topics including business, technology, science, health, education, culture, and lifestyle. I have also been an invited speaker at SXSW, Teach for America, Avon headquarters, Games for Change, NYU, Columbia University, Hunter College, and the Alzheimer’s Foundation of America. The first book in my young adult book series, Emerson Page and Where the Light Enters, was acquired by a publisher and launched in November 2017. I’m currently working on the second book in the series.
A recovering multi-tasker, I’m equally at home in front of my Mac, on my yoga mat, walking my rescue dog, Phineas, traveling with a purpose, or practicing the high-art of people watching. I also cut up small bits of paper and put them back together as a collage artist.
My company:
I’m bringing together all of my business and creative career paths as the Founder of Double or Nothing Media:
• I craft products, programs, and projects that make a difference;
• I build the business plans that make what I craft financially sustainable;
• I tell the stories that matter about the people, places, and products that inspire me.
Follow my adventures on Twitter at https://twitter.com/christanyc and Instagram at https://instagram.com/christarosenyc.
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Christa Avampato 