Project Green Search is on a mission to find the next green "it girl," - more than just a pretty face, she's "an advocate for the environment, animal welfare, fair trade and human rights. She's a model, spokesperson, host, brand ambassador and all around green model citizen."
Targeting a demographic that thinks twice about strapping on her Tevas and instead might opt for her Terra Plana heels or Cri De Coeur boot, Project Green Search is reaching out to a broad group of modern women who are passionate about the environment and want to make a difference.
Over the past decade, consumers and brands alike are making a bigger effort to align with important causes. For example, Teslas are sexy because they are better for the environment than traditional gas guzzlers coupled with a sleek design. American Apparel is popular because it's where workshop-free meets self-inspired style. And we can't forget the 50 million $1 yellow Livestong bracelets manufactured by Nike for Lance Armstong's Foundation.
The pattern above suggests that consumers care about and are invested in the causes and the companies that they identify with. This is directly tied to the explosion of cause-marketing we see all around us. In the past, role models like Britney Spears, Paris Hilton, ruled the stage. Today, Project Green Search among others are looking for a role model that represents positive change and activism.
Project Green Search is inviting the public to vote until October 16th on 10 finalists to continue on to the final phase where girls will be interviewed, filmed and participate in an eco fashion shoot among other events. Please don't mind the shameless plug, BUT vote for me!!
Follow Hillary Newman on Twitter: www.twitter.com/ecowarriorr