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Mark Johnson Communications

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Introducing Greenery

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The fortifying attributes of Greenery signal individuals to take a deep breath, oxygenate and reinvigorate. Greenery gives us a sense of buoyancy in life.

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Greenery, PANTONE 2017 Color of the Year

Pantone, a global authority on color and provider of professional color standards for the design industries, has named Greenery, PANTONE 15-0343, as the PANTONE® Color of the Year selection for 2017.

“Greenery bursts forth in 2017 to provide us with the hope we collectively yearn for amid a complex social and political landscape,” said Leatrice Eiseman, Executive Director of the Pantone Color Institute. “Satisfying our growing desire to rejuvenate, revitalize and unite, Greenery symbolizes the reconnection we seek with nature, one another and a larger purpose.”

Symbolic of new beginnings

People today are submerged in modern life. They crave to immerse themselves in the physical beauty and inherent unity of the natural world where green hues are constantly on the periphery. People want greenery reflected more prominently in their lives — in architecture, interior design, apparel and even in technology.

Indeed, Greenery is the new Color of Innovation. That’s because Greenery has an association with boldness, vigor and modernity.

Greenery for Branding

Many new apps, animation iconography and digital-first startups express this energy by using the riveting and attention-getting shade of green in their logos. Conveying progression and a pioneering spirit, Greenery portrays an entrepreneurial essence that aligns with the industries that have embraced it.
Greenery for Graphic Design
Because of green’s prevalence in nature, it maintains a perception of being inherently good for you and organic. People respond on a visceral level to the hue, making the eye-catching Greenery an ideal shade for many applications of graphic design. This is especially true for packaging, where the sight of Greenery provides an instant message of freshness.

Greenery for Home Decor and Architecture

Open spaces in interior and exterior design and floor-to-ceiling windows allow the green outdoors to become part of a room’s backdrop and ambiance. Adding Greenery through living walls, terrariums, botanically-themed wallpaper, paint, accent furniture and decor provides respite and breathing space. A Greenery-painted wall or piece of furniture delivers a pop of color, with the added benefit of creating the illusion of nature indoors.

Greenery for Fashion

Greenery is a natural complement to a wide range of palettes. Like the spectrum of possibilities in colorful petals and blooms paired with lush green leaves, plants and trees, Greenery provides a pop of color in accessories and footwear. It acts as a bold accent in a pattern. Prominent in fashion for men and women, as seen in the recent collections of Kenzo, Michael Kors, Zac Posen, and Cynthia Rowley, Greenery has also been shown in a variety of solids and prints in children’s wear.

Nature’s neutral

A fresh and zesty yellow-green shade that evokes the first days of spring when nature’s greens revive, restore and renew. The fortifying attributes of Greenery signal individuals to take a deep breath, oxygenate and reinvigorate. Greenery gives us a sense of buoyancy in life.

“Through its reassuring yet assertive vibrancy, Greenery offers us self-assurance and boldness to live life on our own terms, during a time when we are redefining what makes us successful and happy,” said Eiseman.

How to Pitch the Media

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It’s in the interests of all editors and publishers to know about the markets they serve. Really, they’re interested in meeting with you.

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Don’t be intimidated by the media. Reach out to them.

Would you like to be named as a source in an article? Have your by-lined article published? Appear on a talk show as an expert source?

You can do it. The sky is the limit with good media relations. Here are seven suggestions for appealing to magazine, newspaper and blog editors.

1. Get to know the media in your market.

Editors and producers appreciate it when you understand their audience, their program formats, and their magazines.

Ask the media company if they accept submissions. Most magazine editors will accept unsolicited articles as background information. They’ll likely keep your name on file as an expert source.

In time, they may assign a writer/editor to contact you. Take that call. It’s a major coup to be sourced in a feature article. You’ll be viewed by their audience as instantly credible. And, you can order reprints for your marketing efforts.

2. Target the managing editor, department editors and newspaper section editors.

Look for the editorial department masthead near the front of a magazine. A newspaper lists its editors on the editorial page or sometimes opposite the editorial page. In general, don’t bother the editor or editor in chief of a publication. He or she likely doesn’t make specific content decisions.

Instead, reach out to the managing editor, department editors, newspaper section editors, and the associate publishers.

Of course, the term “editor” can be used by those who prepare newsletters. You’ll want to contact them.

3. Offer your articles as “exclusives.”

Assure the editor that no publication will scoop them before the article is published, and that no publication will eclipse them after it appears. That includes postings to your Web site. Pitch publications one at a time, and include “Exclusive to Name of Publication” on the article.

4. Contact editors via email.

The telephone is important for interviews. Always return editors’ phone calls ASAP. When an editor calls, drop everything and take the call — no exceptions. Their deadlines are tight.

5. Follow up regularly and inquire about stories they are writing.

Ask magazines for their editorial calendar. Search the media company’s website for this piece, which is often included in their advertising packet. Try to find out when they’ll be covering topics you are knowledge about in their main feature wells.

Whet their interest in reviewing your prepared article in relation to their editorial calendar.

6. Worry about tailoring your article submission at a later date.

Pitch the story angle for now, and offer to supply artwork and photography only after they are interested. That is, don’t send large emails to them, loaded with high‐resolution logos, graphics and photos.

Also, keep your email message short and to the point.

7. If possible, visit editors in their offices.

Buy editors and publishers lunch. And when you have that occasion, try to learn how they like to work and how you may be able to contribute. It’s in the interests of all editors and publishers to know about the markets they serve. Really, they’re interested in meeting with you.

Your pubic relations efforts will be worth its weight in gold. In time, you’ll garner some publicity which will establish instant credibility for you and your company. And, you will be able to do it all without having to pay for an ad.

Three Workforce Trends

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In 50 years, the U.S. will not have a single racial or ethnic majority.

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Are your recruiting practices keeping up with evolving American demographics?

Demographics is about understanding the forces driving societal change. Here are three demographic trends identified by Pew Research Center that will impact your company’s future recruiting practices and workplace policies.

1. Racial and ethnic diversity

In the past 50 years, nearly 59 million immigrants came to the U.S. Today, 14 percent of the country’s population is foreign-born. It was just 5 percent in 1965.

In 50 years, the U.S. will not have a single racial or ethnic majority — 14 percent of the country will be Asian, 24 percent Hispanic, 13 percent Black, and 46 percent White.

Diversity will certainly affect your future workforce — it may already have for those of you on the coasts. Who are you going to woo for entry-level positions? How will you go about recruiting people with skills? How will racial and ethnic diversity impact your HR policies and company culture? Some things to think about.

2. Appealing to Millennials

As America’s largest generation, Millennials (ages 18 to 34) are a force to be reckoned with. They represent, however, a confusing mix of attitudes and habits.

On the one hand, they’re upbeat and positive. Eight out of 10 Millennials say they either currently have enough money to lead the lives they want or expect to have that money in the future.

On the other hand, many Millennials struggle with unemployment, low levels of wealth in comparison to other generations and high levels of student debt. At least they’re on track to becoming the most educated American generation ever.

Millennials are less inclined than older adults to self-identify as either patriotic persons or as environmentalists. Yet, many Millennials remain politically unaffiliated. Many live at home — and presumably seek work near the homes they’re tethered to.

Certainly, Millennials are the most racially diverse generation in American history: 43 percent of Millennial adults are non-White, the highest share of any generation. What will it take on your part to hire them?

3. Women as breadwinners

The labor force participation rate for American women has risen steadily since the 1960s.

In 2011, mothers were the sole or primary breadwinner in a record 40 percent of all households with children. The gender pay gap has narrowed over this period of time, especially for young women entering the labor force, though the gap persists.

Women still make up a small share of the nation’s business leaders relative to men, but that’s changing. The share of women in top leadership jobs has risen. While Americans say women are every bit as capable of being good leaders as men, four in 10 Americans believe women placed in leadership roles are held to higher standards than their male counterparts.

What do you say? Are opportunities for women available with your company?

Keeping up

What are you doing about them? Are your recruiting practices keeping up with evolving American demographics?

You have time to make changes. Just don’t wait too long to act.