Michael Martin Marketing: Green

Michael Martin is the Founder and CEO of Effect Partners, a Minneapolis-based consulting firm/think tank that works to effect positive change in the world through creating new models of business/social change innovation. Through EFFECT”s partnerships with values-led businesses, organizations and leaders in the music industry, Michael has created and led some of the most innovative business social change campaigns and practices of the last decade. One of the country’s top social change activists, Michael consults with well known brands and bands to make environmental change a part of their business strategy. He and his team create social change campaigns, concepts, experiences, new products and marketing initiatives that deliver social change AND bottom line results.

As an example of his leadership in this space, Michael created the concept of EFFECT Marketing™. EFFECT Marketing is where social change is created to build a brand and is quickly becoming a standard in business. For example, he created the Ben & Jerry’s Dave Matthews Band “One Sweet Whirled” Lick Global Warming flavor that started the movement of positioning a brand as the campaign and a campaign as a brand. This model has been followed by such organizations as RED. He also developed the “Enviro Rider” guide to sustainable touring years ago that has become the bible for green music touring and the business standard in music today.

Recent highlights of Michael’s and Effect’s unique Effect marketing programs and campaigns include:

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