Sustainable Business: 5 things sustainability managers can learn from the adult entertainment industry

Last week my friend Stephen Nemeth of 2degrees wrote this post that is definitely a worthwhile read for any business leader. As he put it, first off, yes, this article is safe for work. 2degrees is the world's leading business community for driving growth, efficiency and profit through sustainability.

Despite its, um, interesting choice of content, the U.S. adult entertainment industry bring in close to $12 billion annually, about the same size as the GDP of Iceland. One estimate places the global industry at close to $100 billion. Adult entertainment has been immensely successful, comprising nearly 25% of all internet searches, with millions of viewers each year.

Of course, as any advertiser will tell you, sex sells. Clothing brands have known this for a long time and even a few less sexy products like tire valve caps have gotten in on the game. Now, I’m not suggesting you use racy pictures to hawk solar panels (please don’t). However, an industry as successful as this one deserves a bit of investigation to see if there are some lessons we can extract and extrapolate to sustainable business. So here are 5 lessons that might surprise you:

  1. Don’t be afraid of technology.
  2. Get to the heart of the matter quickly.
  3. You don’t always need to be original.
  4. Use teasers.
  5. Weird Sells.
Stephen explains more about each of these points and gives some great examples of how you can apply each in your own business so check out his post on the 2degrees sustainability management blog.