Green Is The New Black

Stephanie Dickson is a leading voice in sustainability across Asia. She founded Green Is The New Black, Asia’s first Conscious Festival and media platform, for people who want to live more sustainably by improving the way they think, work and consume while doing more good in the world. Her mission is to make sustainability mainstream, accessible and sexy.

Stephanie is regularly asked to conduct talks and workshops on directing and driving corporations green initiatives, rethinking and implementing sustainability at work, and inspiring keynotes on actionable green steps for meaningful change. She has conducted talks and workshops in cities around Asia, over 70 stages. 

As a change maker in the green space, Stephanie has been described as "sustainability entrepreneur helping Asia businesses combat climate change" (CNBC) and a "force of nature" (Honeycombers). She is also a two-time TEDx speaker (P&G), and one of Prestige 40 Under 40 (2018).

We live in a world of crisis with more and more people waking up, realising the severity of the crisis, leaving them feeling lost, overwhelmed and anxious. The science and answers are there, but what can we actually do about it? People are searching for ways to be part of the solution, learn about sustainability, connect with others to take action. Green Is The New Black is a bridge and part of the journey providing direction, community and, most importantly, hope. 

We are making green living the new normal by inspiring the next generation of creatives and entrepreneurs to solve systemic issues through media, business, influence and collaboration. 

Systemic change through pop-culture. 

We provide tips and resources for people and businesses to live more consciously - embrace what should be the new normal. 

When we reach the collective tipping point, the world will change.

More than 1,000 clinical psychologists have signed an open letter highlighting the impact of the climate crisis on people’s wellbeing. Global Action Plan revealed 77% of students say that thinking about climate change makes them anxious. 

People are lost, overwhelmed, sometimes angry and even anxious (!). There is a lot of fake news, misinformation and confusion. People are searching for a community, which can guide them, with strong ethics and values, where they can feel connected. They want convenience, ready to implement ideas, so that they feel part of the solution, instead of the problem. 

What we've seen with the rise of the student strikes around the world is people are waking up, but there isn't a collective effort or action plan to move forward. 

The best way to move out of overwhelm is to take steps forward. We help people on their sustainability journeys through the power of #littlegreensteps, by removing the feeling of being lost, and instead giving direction and hope.

We believe in the power of stories to inspire people to care about the planet, themselves and others. Through the power of pop-culture (celebrities and influence) we can to empower the masses into action. 

As an evolution of the work we already do (events, media), we want to connect the community virtually with two main things: 

- Virtual Conscious Festivals - bringing speakers, brands and individuals together from around the world. Our first pilot was successful with over 1300 attendees, 90 speakers, 60 conscious brands, and non-stop engagement and encouraging feedback. Now we know what works and doesn't, we can amplify and grow. 

- Virtual Green Steps Masterclasses - with celebrities and influencers around the world. These would deep dive on topical issues (e.g. regenerative farming/fashion, intersectionality, electrical vehicles, renewable energy, moving your money etc.) and each championed by a different persona who is passionate about the issue. These would not only debunk and demystify these topics, they would also provide clear action plans and resources for people to join the collective change. 

The combination of these two together will allow for ongoing learning and community connection at the virtual events. Using pop-culture to change the system.

People are reluctant to change. We need to understand the barriers, what makes some people care and change their lives, and why others do nothing. Therefore this project will be build with people, by understanding their behaviour, we can better help to break the patterns, and provide the content and resources they need to be the change. With collective focus and pressure on the right issues, we can lead to systemic change. 

The UN SDGs that we are addressing are: 

> 12 - Responsible consumption and production through our advocating and education of green living, as well as the work we do with brands to support them to reduce their footprint. 

> 13 - Climate Action by being a bridge between individuals and taking the next steps on their sustainability journeys, as well as media and resources of the latest climate news and action. 

> 11 - Sustainable Cities and Communities as the majority of our community lives in cities we are supporting the lifestyle changes required to live sustainably. 

> 17 - Partnership for the Goals our entire community and events work on collaboration and partnerships, this is how we can change the game.

By using popular culture we are able to influence and change people's behaviors by making it trendy, aspirational and cool. By doing this we are first raising awareness on these issues, secondly helping to change people's beliefs, thirdly providing clear actions to change, finally increasing the feeling of belonging and connectivity to something bigger than ourselves. While the initial catalyst is maybe driven by being seen to do the 'cool' thing, it will hopefully lead to engrained changes and attitudes. It will also help to shine a spotlight on some of the most difficult and pressing issues in the world.

We have been on the mission of making sustainability mainstream, accessible and sexy for the last 5 years. Everything we do is an evolution for that mission. In June 2020 we were suppose to expand our physical Conscious Festival to London (our 3rd city after Singapore and Hong Kong), but when Covid-19 hit this was no longer possible. Instead our team pivoted and within 2.5 months launched our first Virtual Conscious Festival. And while it wasn't without its challenges, the team rose to the occasioned, and the experience has opened a whole new world of possibilities. We were able to give people hope, connection, knowledge and action in a different way and that inspired us to do even more. 

By expanding our virtual events and virtual content we can reach more people, in a format that is evolving with the times, and will be tweaked to create the best experience for all. We are now in a position where we know or can easily be connected to people of influence to amplify these projects and empower more people.

Before I started GITNB I worked in fashion events. It was my dream job. Until the day I came to learn that fashion was one of the most polluting and socially corrupt industries in the world. I felt completely blindsided, naive, and cheated. At the time I tried to find a community that I could learn about sustainability but was faced with the stereotypes - too businessy, preachy or hippie. I was sure I wasn't alone. I used my skillset of events to start my own, and built a community around the idea that sustainability is a journey, it is okay not to be perfect, as long as we can keep moving forward, we can be part of the solution not the problem. Which is where our movement of #littlegreensteps came from. 

Helping others (and myself!) through the anxiety, overwhelm and feeling of being lost - to a feeling of having direction and hope. This is what keeps me motivated and focused on delivering this to as many people as possible in the best way that serves them. Climate change and the state of the planet can be scary, but being empowered can bring joy and focus through the fog.   

Designing events and experiences is my expertise, it is what I have been trained in and what I have always done. Bringing people together is a joy. Our team is made up of very passionate women (and one man) who want to bring our mission to light. 

My co-founder Paula is a trained videographer, photographer, and sustainability consultant (having worked with the likes of Unilever and National Geographic). She is bold, creative, and big thinking. 

Our other partner Jan is the analytical one, he loves numbers, systemising, and optimising. He wants to get us to profitability so we can continue to do the work we love while reaching even more people. 

Our other team members are creative editors (both word and visual), writers, community builders and logistic experts. The thread that links us all is our passion for furthering the movement and connecting the dots. 

We have been working together for the last few years, and already have a proven track record of: 

- Conscious Festivals in Singapore (5 years) and Hong Kong (3 years) having welcomed over 23,000 guests and over 500 speakers from around the world. 

- Media platform that currently has on average 80,000 page views a month with over 35,000 unique visitors. 

- Brand memberships with over 160 members from over 10 different cities (in Asia and Europe). 

We would love the opportunity to elevate and connect even more people, and change the system through behavioural change.

Earlier this year in April 2020 we were suppose to have our third Conscious Festival in Hong Kong. We had lined up our speakers, venue, workshops, graphics and had even gone live with the Facebook event page. Then COVID-19 hit and we decided the best thing to do was to postpone it to later in the year. We then turned our attention on our London Festival in June 2020. Fast forward a few weeks and we were yet again faced with the same issue - what should we do about our event? This time we decided to innovate and do our very first Virtual event. Amidst a global pandemic, the team rose to the challenge together. Within 2.5 months were able to research and select a platform, secure 90 speakers, 60 conscious brands, and 20 workshops bringing our event online. 

The event had media circulation/reach of 22,519,005, with $380,906 PR value and over 1311 attendees. With incredible feedback like "I can barely find the words to say how much this festival means to me! It provided so much information, encounters and insights! So grateful to have been attending this and seeing so many amazing people working on a better future!"

I strongly believe in leading by example. For me partnership and collaboration are key to any successful and meaningful endeavour. We have been fortunate to understand this in the beginning and work to build partnerships which are still going strong today 5 years later. 

When it comes to the Conscious Festivals we can have upwards of 40 volunteers, provide a platform for over 20 non-profits and movements to recruit new supporters and raise awareness of their fights, which they receive for free. The physical events are free for people to enter because we don't want to put a barrier in front of people who are willing to learn more about sustainability and green their lives. 

This is all designed to provide a platform for the community to come to learn, share, connect and grow together. 

When people are lost and confused they need somewhere to go, someone to guide them on the next steps of their journey. We play that role. A resource for people to grow and learn together. It takes time to build trust and community, but that is what we have spent the last 5 years doing. Now we are ready to amplify our impact on a global scale. But to do that we need help. 

Sure we are not the only ones doing what we do - but where we have something special is the marrying of the online and offline experience, connecting brands and consumers, influencers with the masses. 

What makes Green Is The New Black (GITNB) unique is that we are breaking convention by telling things as they are, disrupting the stigma and the status quo. 

We are building an online and offline platform that provides engagement and experiences that are related to current hot topics that are very popular with generations x, y and z, while responding to their needs. 

Expanding virtually is where the sweet spot for us is. We have already proven the pilot works. We already received incredible feedback from all involved. People are thirsty for knowledge and engagement and we can give it to them. 

We are also unique as we were born in Asia and are expanding regions. 

Currently we have the following average numbers for our products: 

1. Conscious Festivals

 - 4000-5000 attendees (Singapore and Hong Kong) 

- 40-70 speakers 

2. Virtual Conscious Festival 

- 1300+ attendees (global) 

- 90 speakers 

3. Media platform + Social media channels 

- 80,000+ page views on average each month 

- 35,000+ unique visitors each month 

- 13,000+ on Instagram 

- 10,000+ on Facebook 

- Monthly average reach 350,000+ 

In the coming year we hope to: 

- 10,000 people making #littlegreensteps pledges 

- quadruple our attendees for the Conscious Festival and triple for the Virtual Conscious Festival

- triple our page views and unique visitors 

- triple our social media following

- have thousands of people taking part and sharing our masterclasses

In the coming 5 years we hope to: 

- have 100,000 people making #littlegreensteps pledges 

- have over 25,000 people tuning in for the virtual events each edition 

- have over 50,000 people taking part in our masterclasses each year 

We hope that by acting as a bridge between individuals and awareness, we will be able to activate others to transform their homes, communities, work places, and beyond. 

While our content is primarily crafted for individuals, we also plan to increase the content we created for brands and companies. 

- Currently the pandemic poses a bit of a challenge for us to be able to film the masterclasses with the hosts around the world, however it is not impossible. As well as possibly expand to Paris for the Festival. 

- Financially we are working towards profitability, but in the process to get there, we will be fundraising to support and build out the vision. If there is a global recession, we may be further challenged as the business model isn't fully stable yet. Therefore if we don't receive the funding we need this could slow the growth and hires needed to achieve our goals. 

- We hope to be able to provided these masterclasses in multiple languages, either translated or with hosts/influencers from each country to ensure that the cultural nuances are respected. However this will depend on monetary support and partnerships. 

- For the expansion of the Conscious Festival to France (2021) (and physical events thereafter), will depend on the ability to travel and hold large scale events. However we do plan to create a hybrid between virtual and physical events moving forward. 

- Filming - we will reach out to videographers in each city to get on board with the project and support instead of flying everywhere ourselves. And we can partially film online. 

- Financially - We are working on a few bigger projects to help to float the company, we get sponsorships for the events. And we already have 2 interested investors who we are speaking to for a seed round as well as applying to this prize. 

- Multi-language - will reach out to our network and community to find the right expansion and language partners. 

- Conscious Festivals - we can continue to do virtual events until it is a viable option to have physical events. Then we can work on the hybrid. 

We partner with a variety of partners. A sample are listed below: 

- NGOs - WWF, Conservation International, PM Haze, Seven Clean Seas, Jane Goodall Institute, Fashion For Good, Fashion Revolution, Green Monday etc. 

- Corporates - City Developments Limited, New World Developments, HSBC, LUSH, Parkroyal etc. 

- Media - Plant Based News, Eco-Business, Gen.T by Tatler etc. 

- Social enterprises and local on the ground movements in each city we are present. 

We work with them in different capacities. Some are content partnerships, some are ongoing cross-promotional partnerships, some are barter trade, some are sponsorship, or media buys etc. 

1. Conscious Festivals (virtual is similar) - 

- Sponsorships, booth fees, talk tickets (entry is free to the Festivals, talks are ticketed). 

- In Singapore and Hong Kong we are the largest free to enter B2C event. We give 20% of our booths to NGOs and non-profits for free. We also give anyone who can't afford a ticket to the talks free tickets. 

- Sponsors get access to engaged audiences (online and offline), as well as branding/marketing opportunities, speaking slots etc. 

- Brands pay a small fee to get a booth, and then have access to thousands of their target audience, with some online promotion. 

- Attendees get to access the Festival for free and can top up to get access to the talks.  

- Our events are almost zero waste, carbon neutral, plant-based, inclusive, committed to diversity. 

2. Media platform - 

- Social enterprises pay us a small membership fee to get access to a  community with benefits (access to our network, private events for them to grow their business, content etc). They can top up for videos, joint campaigns with influencers and articles etc. We keep the cost as low as possible. 

- We have developed a carbon footprint widget for brands to track the carbon footprint on part of their supply chains with solutions to offset. 

- Corporates pay larger fees for content marketing and creation.

- The content on the site is entirely free for people to consume, learn and enjoy. As is the #littlegreensteps pledge. 

Aside from the above avenues, we are also building out an online marketplace to support our brands further. Currently we have a pilot which is an affiliate based marketplace. We plan to move into drop shipping. This supports the brands we work with, as well as consumers as we do due diligence on all of the brands and are a trusted source. 

The digital masterclass series would ideally be sponsored by a partner so we can keep the content free, if not we would charge a nominal fee for people to watch (again offering free access to those who cannot afford). 

We are also in the process of preparing for our seed investment round, so that we can fast track our growth and invest in the expansion of the marketplace. And hope that the elevate grant will be able to support us to do the masterclass portion and expansion of the virtual events. 

Eventually, we are working towards the business model being profitable and self-sustaining. 

1. Pre-seed - we did a pre-seed equity round with 1 investor. 

2. Accelerator - we joined the Betatron accelerator in 2018 and received a lump sum. 

3. In the last 12 months we have made around $250,000 in revenue (70% from the Conscious Festivals, 30% from the media platform). 

(Happy to provide more details privately). 

(Happy to provide more details privately). 

$400,000+ (Happy to provide more details privately). 

The Elevate Prize drew us in in an instance. The way that the Prize is described, the mission that it has, the access and amplification it can provide, is so meaningful and impactful. We feel like we speak the same language and walking the same journey to do our part to elevate humanity. 

Specifically, the Elevate Prize will help us to: 

- Expand our global reach and impact - through the program itself as well as the network and promotional opportunities. Connecting us to influencers, partners and contributors - both for the events, media and masterclasses. 

- Support us financially to fast track and achieve our goals. 

- Support with the expansion of the events and media impact around the world. By advising how else we can improve the experiences, as well as hybrid between virtual and physical. 

- Invest in our growth as people, entrepreneurs, activists, so that we can give more and expand our collective efforts.  

- We are always looking to improve our revenue model so any advice and constructive guidance here would be very beneficial. 

- Mentorship/coaching - would help us to see things differently in ourselves and our business in order to improve and grow, so we can also give more. 

- Board members or advisors - continued support and advisory will allow us to continue to improve and grow. 

- Monitoring and evaluation - this is definitely not a strength of ours and something we are eager to improve. 

- Marketing, media and exposure - to new markets, audiences, and partners.