Is that time of the year.

A multitude of kids are flocking the stores to dive in one of the most lucrative shopping spree of the year (from a retail perspective). It’s back to school time, that means that from laptops to apparel to mattresses marketers are trying to get the attention of overwhelmed moms looking, more than ever this year, to spend wisely their pennies.

But apparently is big time Back to School at UCLA as well, as the newly announced first Certificate in Global Sustainability at the Extension starting this Fall has received an unprecedented enrollment and maxed out the first class. The certificate still needs to be officially presented at UCLA Open House on September 15th, but it seems definitely off to a good start.

The certificate requires three core courses on the Principles of Sustainability that cover the environmental, economic and social dimension. Building on this foundations students may choose one of four concentrations in: Design, Business Strategy, Environmental Law and Policy and Energy and Technology.

The early positive response of this Certificate is a sign that education and particularly Continuing Education will play a key role in the cultural shift toward a more sustainable lifestyle and business approach and, given the broad appeal of the certificate, that there is at different level for more content and education on the matter.

Green Marketing Strategies is part of the Business Strategy concentration and already in its third session will be offered again this Fall.

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“75% of people that buy a hybrid, does it for economic reasons, not environmental”. I often cite this finding of a J.P. Power and Associates survey that helps me make the point that sustainability per se’ is not sufficient to win people’s heart and influence behavior if it doesn’t respond first to very personal needs (Like saving money on gas!!).

Today I would like to focus the attention on the remaining 25%. Who are they? Why are they driving a Prius?

Amazing enough, they are not the hard core LOHAS enthusiasts, they would be driving an old Mercedes, filling their tank at the Mc Donald around the corner.

Not surprisingly, they are not some weirdos fascinated by the estethic of the Prius.

They are those CEOs and VPs that decided that in a time where everybody else is counting pennys, showing up with a Maserati or a brand new Lamborghini, just because they still could,  simply isn’t cool anymore. And probably it isn’t, parking your brand new F149 after you just signed off on a massive lay-off…after all, isn’t luxury all about image?

Celebrities spotted driving their new Mini E to the Farmers Market wearing vintage outfits.

Frugality is the new mantra, and the “in-crowd” is now showing signs of sobriety and self-imposed rigor. Luxury has become a “dirty” word with the recession, leaving the spot light to “conscious spending” or “sober living“.

And because most of the time these people are the influencers, the opinion leaders, the ones that folks emulate and look up to, their behavioral shift is helping the masses accept and normalize sustainable practices.

America is discovering that the new luxury is spending time with family and friends, collect memories that will last longer than a 401K and develop real connections.

So what is next for luxury brands?

Don’t get me wrong, people will still look for aspirational appeal in the things they buy, they are just shifting aspirations and ask for more inspiration.

People don’t want to buy just a watch, they want to buy a piece of immortality, that will stay in their families for generations to come. They don’t want to buy just a table, they want to buy the story behind it and the vision of the many dinners with family and friends around the centerpiece of the house. They want to learn about the hands that built it and feel good about the fact that their purchase will help feed those hands.

“The concept of luxury needs to go back to what it used to be about: discretion and elegance, not bling bling.   Luxury is about quality, refinement, innovation and not about price.” Karl Lagerfeld

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According to a recent survey by Forrester research, 84% of consumer product strategy professionals surveyed said that their companies have environmentally conscious or socially responsible products in development or on the market. The Orange County chapter of the American Marketing Association is hosting a learning event to explore the impact of green strategies on marketing professionals and marketing activities.

Drawing on case-studies and real life examples, attendees will be given a broad exposure to green marketing for product lines which are already perceived as green and those which are not.

VERT Brands CEO, Barbara Manconi, will be one of the key-note speakers expanding on greening the CPG industry.

Location: Gallup Inc – 18300 Von Karman Ave – 10th Floor – Irvine, CA

For more info http://orangecountyama.org/events.htm

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Unemployment is at the highest rate in 14 years and it only looks like layoffs will increase as the economy worsens. The bottom-line is that budgets are being squeezed everywhere, including the public, private, and NGO sector. Non-profits are also feeling the pinch as philanthropic giving has dried up with the market in the tank.

During troubling times like this, many people go back to school to set themselves apart or after being laid off enter a new degree program to retrain themselves.

Even in this case sustainability seems to be the answer. In fact as the economy falls, the green one raises. In many ways, “being green” or sustainable business is smart business that focuses on efficiencies in energy, waste, and processes. Taking time to educate yourself and learn more about Sustainability and how to market Green could prove to be your best career move at this point.

Enrolling in online classes is an affordable and convenient way to get this done quickly. UCI will be offering the first online Green Marketing class this coming January. Completely online. You can even earn certification with the online Sustainability Leadership program.

For the Angelinos UCLA Extension will start in the Fall Quarter an on campus Green Marketing class. A great networking opportunity as well.

Learn as much as you can and remember to update new job abilities on your resume.

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