In the 1990s, EFFECT™ CEO & Founder Michael Martin helped revolutionize social change in the music industry as the Executive Director of Concerts for the Environment. He went on to build MusicMatters™, a pioneer in the world of sustainability marketing. As the years passed, the company outgrew its roots and expanded into EFFECT™, of which MusicMatters™ is now a division. See below for a list of Michael and EFFECT's highlights over the years:
Helped found and continues to sit on the board of Climate Counts, the influential non-profit that rates corporations on their efforts towards mitigating climate change.
Member of the Technical Advisory Group for the International Organization for Standardization (ISO), helping to develop procedures that will be the governing document for sustainability standards globally across 30 countries.
Advising a senior cabinet-level member of President Obama’s administration on sustainable economics model trends.
Helping James Cameron leverage the environmental impact of his groundbreaking film, “Avatar.”
Working wih leading brands such as P&G, General Mills and Clorox to create EFFECT Marketing Campaigns to help them take the next step in sustainability.
Serving as campaign director and advisor for Jack Johnson’s All At Once community.
Developed the Go Organic!™for Earth Day Campaign and the Organic and Natural Experience™ to reduce chemical and pesticide consumption by increasing national awareness and sales of organic and natural products in mainstream America.
Built a campaign for the White House to raise national awareness of the “United We Serve” public service initiative.
Worked with Live Nation as the international sustainability advisor for the largest tour in history: the 2009 and 2010 U2 360° tour.
Created CLIF Bar’s GreenNotes program, to work with artists on environmental initiatives in touring while encouraging music fans to get involved in their communities.
Developed and executed the Black Eyed Peas “RETHINK Campaign” with Green For All, League of Conservation Voters and RETHINK Fabrics™.
Today we work with companies, bands, and other motivated organizations to create ground-breaking campaigns that make a positive social change while building the business. We're a unique mix of backgrounds: brand managers, sustainability and environmental experts, musicians, parents, concert producers, lawyers, and at least one helicopter pilot and former swim team manager. But, we all have a common thread - a passion for making the world we live in a better place and knowing the right tools to make it happen.
These Guiding Principles have kept us focused and effective for more than two decades and will continue to do so in years to come.
We won't abandon our beliefs for short-term gains.
Our passion is infectious and inspiring.
We’re a family and a leader in a larger, collaborative community.