Killwood is introducing Blue as the new Green. Wait what does that mean? As you and I know, the best practices for being green are the three R’s, reducing, reusing and recycling. These are fantastic ways to be sustainable and help control consumption, but at the end of the day we are not achieving an overall reduction in the amount of waste we produce. So, being green is actually not as beneficial as we’ve all thought! Also, many people are reluctant to change their routine behaviors that have been engrained into their daily lives. Too many people just aren’t motivated enough to break their habits. And when they do go green – they recycle, or reuse their paper bags for example – it’s not as effective as it potentially could be.
People are raised with specific beliefs and certain behaviors, so giving things up like long hot showers and drastically changing their behaviors can be tough for a lot of people. Traditionally, being green has involved messages about the world coming to an end if behaviors are not drastically changed. This almost dictating tone of “recycle, or else!” causes people to constantly feel guilty, like the return-it, recycle, bottle guy will find them in an alley and give them an ass-kicking. While the guilt imposed by green messaging can sometimes motivate people to adopt new eco-friendly habits, many just end up justifying their bad behaviors with some of their good ones. This is something that the famous Freud wrote about, a theory called defense mechanisms. When people feel guilty they naturally take actions to reduce that guilt and feel better. I mean, who likes feeling guilty? Some of the behaviors that stem from guilt are rationalization, denial, and repression. I’m not here to provide you with a PSYCH 101 lesson, but here’s something to think about next time you’re asked this question. When someone asks you, “how do you get to work every day?” Your answer might be something like “I drive to work… but I don’t really drive on the weekend”. Like many others, societal pressures cause you to rationalize behaviors you know are harmful. Truth be told, many people don’t want to sacrifice comforts in order to help the earth. Being green just isn’t working to its full potential. So, the key is to simply provide an avenue to help the environment, while benefitting people’s daily lives and creating a sense of pride at the same time.
This is what Killwood has set out to do. We want to provide sustainable products that provide immense benefit not only to the planet, but the user as well. By creating functional and elegant lifestyle goods, the user receives something that benefits their daily living without compromising their typical behaviors. When someone uses a Killwood product, they are physically holding a reduction of CO2 in their hands, guilt sold separately. This philosophy is seen with another company of passionate eco-designers called Tesla. You may have heard of them. Elon Musk created an elegant car that performs better than traditional cars, but allows you to feel good for benefiting the planet while looking like pure class.
To make going green more effective, Killwood is proposing another element to add to the three R’s: upcycling. That is, taking a material that would otherwise be wasted and using it to make awesome goods. Killwood is making use of trees that are standing in forests releasing CO2, and using them to provide products that benefit people’s lives. So, by adding to the green equation, people can now minimize how much they consume (reducing), not waste as much (reusing), properly get rid of what they consume (recycling), and take what is accumulating as waste, and repurpose it to break the cycle of consumption (upcycling). So where does blue come into the picture?
Our material, of course. Pine Beetle Kill Wood, or just kill wood, has a natural and beautiful grain that is a result of pine beetle’s attacking the tree. When the tree dies, a fungus is introduced which causes blue streaks to spread throughout the insides of the tree. Not only does the wood become extra beautiful and unique, it also maintains its durability as long as it is harvested within 10 years. This means that it is a perfect material for all kinds of construction and product design. Being blue is about going beyond green, and replacing common assumptions of what sustainability means. It is about pushing the boundaries while also making sustainability something easy, and enjoyable, to achieve. Being blue is about adding upcycling to the green equation and using a beautiful and sustainable material that would otherwise be wasted. Alongside the aesthetics of the wood, smart product design with kill wood can truly make daily life better, while making sustainable living a breeze. We truly believe that the simplest way to achieve effective sustainability is by providing products people will love to use and closing the consumption loop so we can actually cut down on our total waste and progress towards a cleaner planet. Join us in the movement. Be bold. Be beautiful. Be blue.