May 8, 2012

By Terry Waghorn

Futurist and evolutionary economist Hazel Henderson is president of Ethical Markets Media (USA and Brazil), author of nine books, a syndicated and author of over 200 articles in Harvard Business ReviewNew York Times and other publications. She has been profiled in Wired (were she was nominated as “one of the 50 people most likely to change the world”), Christian Science MonitorScience and many international journals. She served on the advisory boards for the U.S. National Science Foundation, the National Academy of Engineering and the Congressional Office of Technology Assessment, as well as the Calvert Group of responsible mutual funds. She founded the EthicMark® Award for Advertising that Uplifts the Human Spirit and Society.

What made reforming economics, conventional metrics and ethical advertising the focus of your work?

As an early environmental activist, I worried about my baby breathing the dirty air in New York City. After co-organizing Citizens for Clean Air in the 1960s, I realized all economics was based on obsolete textbooks that allowed companies to “externalize” their costs to others, such as the pollution of air and water. We contacted the late Sen. Robert F. Kennedy and arranged for a helicopter ride around New York City to show him all the sources of air pollution and why our group proposed correcting our national GNP to subtract the costs of pollution and other externalities. Sen. Kennedy was convinced and went on to make his famous 1968 speech about GNP’s mistakes and why we needed to correct this narrow scorecard.

As I dug deeper into economics textbooks, I began to connect all the dots in other scientific areas, realizing that we were living at the end of the 300-year Industrial Revolution based on fossil fuels and outdated methods of production. I wrote Creating Alternative Futures in 1978, followed by The Politics of the Solar Age in 1981, where I described the great transition already underway to economies based on efficiency, renewable energy and resources managed for long-term sustainability.

So why did your research on this global economic and technological transition lead to your focus on media and ethical advertising?

I realized since the 1960s that U.S. mass media are funded by advertising—quite different from in Britain, where I grew up watching the BBC. I first wrote to the TV network bosses asking them to carry the city’s air pollution index on their weather shows. Then I found after much effort an advertising agency, Carl Ally Inc., which agreed to create a volunteer public service campaign for Citizens for Clean Air. This campaign ran free in all media in New York City with the volunteer help of several concerned media moguls. After all this media attention, public awareness of New York’s air pollution led to the first local environmental ordinances. I was propelled onto NBC’s Today Show as well as ABC and CBS morning shows – and realized that media was key!

Today we have what I call “commercial censorship,” where major advertisers dominate the airwaves, still promoting fossil fuels and mass consumption of unsustainable products—often unhealthy foods, sugar snacks and beverages—and using fear and anxiety-producing ads to sell patent medicines, clothes, make-up, even manipulating consumers with neuromarketing techniques.

So what made you try to take on all these mainstream forces with your own media company?

I knew that mainstream media would be late covering the great global transition from the fossil-fueled industrial era to the cleaner, greener economies of the solar age due to their dominant advertisers. At the same time, I saw the rise of the Internet and the new, low-cost platforms available for new media to emerge. By 2004, I felt the time was ripe to found Ethical Markets Media, LLC, with the mission of reforming markets and metrics while growing the green economy worldwide.

Our first series was distributed on PBS stations as free satellite feeds by Executive Program Services. We only take ethical advertising, where the company passes the screening of most social investment fund criteria and the highest ethical, environmental and governance audits. We license our TV shows to colleges and libraries through Films Media Group and have a thriving licensee Mercado Etico in Sao Paulo, Brazil.

How did this lead to your EthicMark® Award for advertising that uplifts the human spirit and society?

I founded the EthicMark® Award because I wanted to remind people that our founders considered media vital to a functioning democracy. Advertisers are the most powerful force for educating or mis-educating our population. Since I support the First Amendment rights my company and all enjoy, I decided to try to challenge advertisers to aspire to fulfill their full Fourth Estate role in our constitution by using their power to inspire us all to a greater vision of our full personal potential and social progress.

Terry Waghorn Former Contributor

I am the CEO of the Katerva ( Katerva’s mission is to create the world’s first truly open global platform for change. I am a bestselling author, speaker…