2008 Will Be Whatever We Make It
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I bought a shirt.
A shirt that cost 25 euros.
Expensive? For a tee, definitely.
Worth it? Absolutely.
“The future will be whatever we make it”
This black tee shirt is a part of a brand new collection called JJ ECO from Jack&Jones. A collection made of organic, fair trade cotton, printed with natural colors, transported and packaged ecologically.
A perfect collection for 2008 that defines what this year will be about:
Taking action.
Responsibility.
Yes. We want to make a difference.
A growing number of people in our generation is tired of standing still, just taking care of themselves and getting it done with their lives. We want to make a difference. The life cycle model of studying, getting a job, working hard and relaxing when retired in our seventies is starting to feel old.
We know that the world as we know it is in trouble. We know that there are people starving. But even more importantly, we want to feel passionate about something good.
This view on life has been building up in the secret for quite a while already.
I believe 2008 will go to history as the year when the idea tipped.
It will be done through business.
I’m a business geek (entreprenerd, maybe?) and maybe it’s just because of that, but I am believe strongly that this next big change will happen through business.
While a regular Joe can make an impact by making conscious, fair and ecological choices, his choices are limited to those that business owners give to him. That’s why to make real change, we need to do create those choices: We need to start building fair businesses that go beyond regulations and even beyond good initiatives such as fair trade. Businesses that put values before money.
And this is where you, the insanely interested come to play.
As someone interested in the big picture you can see the opportunities that being environmentally friendly brings to your business. Or what you can achieve by making your work enjoyable and insanely interesting. There are risks, make no mistake about it, but there are huge opportunities as well.
People are awakening to making conscious choices.
To make these choices they need good options.
And creating good options, that’s where changing the world starts.
2008 will be whatever we make it. What do we want it to be?
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