Interview with Mark Simmons
- 1. MARKsimmons Shaping a sustainable mindset Interviewed by Wakako Takagi all images courtesy of USELESS Interview with Mark Simmons, a founder of USELESS
- 2. Mark was working on “messaging” with Al Gore’s Alliance for Climate Protection when it became very clear to him that there was an underlying feeling that we use too much stuff without really thinking about the consequences. “People often knew about the issues but want really tangible ways to make a difference beyond just changing a light bulb or two. The thought of "use less" stuck in my mind.” People want really tangible ways to “ make a difference beyond just changing a light bulb or two.
- 3. Few month later Mark was reading more and more about the crisis of not having enough clean water or sanitation in the developing world. He began to understand that there was a connection between these issues... While the "haves" in the “ developed world are using too much stuff they don't need, and that's causing a climate crisis, in other parts of the world the "have- nots" are struggling for the very basics of life.”
- 4. Together with friend Kathy Fletcher, Mark launched USELESS to create a “It's a name that says brand that gives people ways to start solving big crises. what it does and does USELESS sells sustainable conscious what it says. products and gives 10% of profits to water and sanitation projects. To him a name like USELESS with its It's not gimmicky, it's double meaning of USE LESS seemed perfect, especially for the very straightforward and audience of younger consumers who appreciate edgy messages. memorable.”
- 5. USELESS products are made out of organic or recycled materials and they are all made in the U.S. to reduce their carbon footprint as much as possible. For Mark, ideally all products will eventually help people reduce their environmental impact. He sees the beginnings of a big shift towards responsibility from many manufacturers and retails. “Wal-Mart is now taking the issues seriously and are about to start labeling to their products to tell shoppers the impact each one has. Initiatives like this gives more power to consumers to make responsible choices.”
- 6. USELESS works with their NGO partners to bring clean water to people in need. “With 2.6 billion people in the world who lack proper sanitation and 1.1 billion who lack ready access to clean water, we have had to be very focused in how we choose the projects we support. Through our partners we sought individual villages that are in desperate need of water and sanitation and where there were clear measurable goals for the money we donate. I think the cause-and-effect of So far USELESS has fully funded one of their rst projects, The Jonathan Gonzales consuming responsibly and School Project in Nicaraua, through a partner H20 For Life. The project supply clean water to 400 students and 11 teachers at the school. then seeing the positive impact that one can have on the world, both in reducing impact on climate change and in helping others, is such an important part of what we're trying to do. We want the people who buy USELESS products to see Currently USELESS is working on funding a $4,000 project in the village of exactly where the money goes.” Kundorwahun in Sierra Leone that includes sinking a borehole, installing a hand pump and cement apron, and providing training in water conservation and management. The facility is expected to help 250 people.
- 7. Our vision is for USELESS to “ be not just a product-line but a grassroots movement. As a next step Mark is planning to expand “Our vision is for USELESS to be not enthusiastically embraced USELESS as the line of USELESS products and just a product-line but a grassroots soon as we launched in April. include virtual and digital items in their movement, and are starting to work with (uselesshampshire.ning.com) line-up as well as selling their products in partners to make this happen. They even made USELESS steel stencils, select retail stores. A glimpse of what this might look like is at which we are now selling online, We think Hampshire College in Western the brand has a huge amount of potential Massachusetts where a group of students and we've really only just begun.”
- 8. “S ustainability is a mindset and being socially responsible with what we buy is just one, albeit a very important one, part of it. Buying the right things is just the first step to making the larger shift of living in a way that doesn't depend on depleting natural resources that can't be replaced. But it's a good way to start. If you can help people make small positive changes in their lives, and they feel good about them, they will be more likely to embrace the bigger challenge of living sustainably. In other words, buying a USELESS product won't change the world but it might nudge it in the right direction.”
- 9. Mark’s Tips to other entrepreneurs 1. 3. DEFINE what you're BRING IT TO LIFE in as many about in the simplest, ways as possible, but keep most compelling way. focused on your brand's strengths and the your core target audience. It's very tempting to try and be all things to all people, but in doing so you can end up meaning nothing. 2. CREATE A STORY DON’T PUSH the message out that is honest and straightforward. 4. there too much, let people discover some things about you for themselves, they'll feel good about and tell others about you.
- 10. for more information, visit www.useless.org