Celebrating NSC Impact: ‘Wall Street Journal’ Profiles Ethical Consumption Pop-Up

NationSwell is kicking off 2020 with a series that looks back on our biggest moments of impact from 2019. In our first installment, we’re delighted to celebrate a project that encouraged us all to stop worrying and embrace the circular economy.

In late Spring of 2019, Barnard College Director of Campus Sustainability Sandra Goldmark launched Good Stuff, a pop-up installation that showed us how we can live and thrive within the circular economy. With support from the NSC community, her installation inspired more than 3,500 visitors and included 6 panels, 20 workshops, and 75,000 impressions on social media. It garnered a glowing review from the Wall Street Journal, which highlighted the great lengths Goldmark’s “miniature Pottery Barn” took to fully commit to providing consumers with sustainably-produced and second-hand wares for purchase. Good Stuff was also covered in the Sustainable Brands, Ideas for Good, Refinery 29, Refashin, and PSFK. Below, Sandra shares how the NSC helped support this initiative, including how more than fifteen fellow NSC members supported Sandra as advisors, speakers and collaborators.

NationSwell: So happy we could connect! Tell us more about the Good Stuff pop up.

Good Stuff’s Sandra Goldmark: I wanted to engage people [around the circular economy] at the individual, community, business and policy level, to get people to come and look and see alternatives. The term circular economy is exploding but a lot of people don’t know what that means — it sounds very abstract. So we wanted to show people that the circular economy is alive and thriving and you can tap into it right now, right here in NYC and begin to consume in a much healthier way. We set up a store to show physically what it might look like if shopping was not just buying new things, but buying fixed things and used things. If repair and services upgrade were part of the retail experience. We had what we call good new stuff, so anything that was new in store was sustainably and ethically produced. We brought together a corporate partners, real estate partners, city partners, and nonprofits to bring this idea to life and show visitors that this is how shopping could look in the future.

NS: What problem is Good Stuff solving — and why is solving this problem personal for you?

SG: In addition to serving as a professor and the Director of Sustainability and Climate Action at Barnard, I’m the founder of Fixup, a social enterprise aimed at tackling over consumption and waste by promoting reuse, repair and other circular economy solutions. I started Fixup to open repair shops, to explore fixing stuff and Good Stuff was a natural extension of that work — of really thinking about how we approach consumption of material goods and we can do it better. How can we do it in a way that doesn’t tax resources? How can we do it in a way that doesn’t harm the communities where our work, where our stuff is made? And how can we do it in a way that’s easy and achievable and appealing for everyday people? Personally, I feel like our stuff is a huge problem — the way we manufacture and use and dispose of goods. And I actually think that it is fixable, so that is why I’m passionate about it.

NS: How did NationSwell help make this possible?

SG: The first thing I did was connect with my NationSwell Council community manager. I trust her judgement and she was able to recommend useful connections and potential partners. I also approached fellow NSC member Alison Curry and together with the NationSwell team we hosted a Strategic Advisory Group where I was able to leverage to the community as a sounding board. Some members had extensive event experience and were able to help me connect those dots. Others joined as panelists at the popup. Others dove into exciting additions to the pop up like a “good used dogs” area to showcase rescue animals in the theme of the popup. Many fellow members volunteered to support the concept as advisors, brand partners, speakers, and connectors, including Gigi Lee ChangJohn Opperman, Matthew Schwartz, Melody SerafinoSydney Sherman and Mohini Tadikonda.

NationSwell is always trying to learn more about how we’ve supported our Council members in their efforts to make the world a better place. If we helped you, we’d love to hear more about it. Let us know.

The Key to Healthy Cities and Hearts Might Come from the Ground

Debra Burke grew up in the middle of a 500-acre forest in Hardin County, Kentucky. 

With no electricity or running water, she drank milk that wasn’t pasteurized, cooked with water from a nearby spring and ate vegetables caked with dirt.  

So when she moved an hour north to Louisville, Kentucky, 23 years ago, it was a bit of a culture shock, she told NationSwell.

She scoured the urban landscape for a forested pocket to meet her tree needs. “I kept looking for a community that reminded me of home,” she said.

After living in the city for about six months, she finally found it near Iroquois Park, a 725-acre expanse filled with a few of Burke’s favorites: red maples and white oaks. 

A few months ago, Burke was on her daily walk there when a yard sign caught her attention. It talked about the Green Heart project, a scientific study assessing how health is impacted by tree canopy, the percentage of a city shaded by trees.

Burke, a 59-year-old barber, is familiar with the power of trees — not just how they beautify cities, but how they transform the lives around them — so she wanted to get involved. Now she’s one of over 800 residents participating in a health assessment to track how trees and vegetation affect their cardiovascular health. 

Her neighborhood is one of the four neighborhoods in south Louisville that has embarked on a $15 million, five-year study that will once and for all answer if health is tied to an area’s tree canopy. The study launched in 2018 when researchers collected baseline information about the neighborhood’s air pollution and resident’s heart health. Over the next three years, they’ll plant trees and monitor those same residents. In 2022, they’ll observe any changes. 

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The Green Heart project will be the first controlled scientific study assessing the impact of tree canopy on heart health.

As early as 1984, researchers were beginning to understand the role greenery plays in health. Roger Ulrich watched as patients with tree-facing windows had shorter hospital stays compared to their counterparts who looked at brick walls. The links between health and vegetation have continued for decades. Scientists saw the benefits of trees in everything from absorbing auto emissions to cooling sidewalks. They studied how greenery correlates to decreases in stress levels, heart rates, muscle tension, asthma and blood pressure.  

There’s a well-known link between health and greenness. But an important component was missing from the story: a controlled scientific study. 

The Green Heart project will be the first-ever experiment to see if increasing an area’s tree canopy will improve residents’ health.

Ted Smith, the director of the Center for Healthy Air, Water and Soil at the University of Louisville’s Envirome Institute, compared it to a drug trial “except the drug is trees and bushes,” he told NationSwell. Researchers will use a control group and a test group to see if the “drug” is effective or not. 

In this study, a control group of two neighborhoods will not receive any changes to their environment, but the test group will. Test neighborhoods will have 8,000 trees and plants added to their lawns, backyards and public spaces. Green Heart’s team surveyed public and private land in search of gaps in greenery, and the greening team went door to door asking residents if they’d like trees to be planted in their yards for free. These trees will raise the community’s tree canopy by 10% — an amount that’s “consistent with the literature of seeing a clinical benefit,” Smith said.

After about a year and a half, researchers will look at whether health improved, worsened or stayed the same between the groups. 

While it’s a study that can apply to almost every urban environment, Louisville is a compelling place to start. The city’s average tree canopy is only 28% — 16% lower than the recommended percentage, Smith said. That means a little over a quarter of the city is shaded by trees, whereas a healthy city should have a canopy of 44%. Instead of increasing, Lousiville’s tree canopy has continued to decline. About 54,000 trees are lost in Louisville each year to factors like development, age and invasive species. 

In the four neighborhoods researchers are studying, the numbers are even lower. Their tree canopy averages out at just 22%. But it wasn’t just their low tree canopy area that made these neighborhoods strong candidates: They each have high owner occupancy, which means they’re less likely to be gentrified as a result of the greening; they’re decent sizes (about 40,000 residents cumulatively); and they’re ethnically and socioeconomically diverse.

“If we can provide some evidence that there is an important effect of greenness on human health, in particular, the risk of heart disease, then that will send a case in trying to preserve the tree canopy,” Aruni Bhatnagar, the director of the Center for Diabetes and Obesity Research at the University of Louisville and lead researcher for the study, told NationSwell. 

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Aruni Bhatnagar speaks at Green Heart’s tree planting.

The $15 million study is funded by the National Institutes of Health, which supports the medical testing, and The Nature Conservancy, which is funding the vegetation. Collaborators include the University of Louisville, Louisville’s metro government, Washington University in St. Louis, U.S. Forest Service, Cornell University and Hyphae Design Lab.

“You don’t see projects come together like this very often, and we’re really trying to make sure this isn’t the only time unusual funders get together to get things done that aren’t just being done,” Smith said. 

Before planting began, the Green Heart team found more than 800 residents to complete a health assessment. Hair samples, nail clippings, urine, blood and questionnaires were all collected to assess each individual’s health. In about two years, after all the planting is done, their health will be reassessed. 

Bhatnagar and other scientists will be looking for changes in their health. For heart health, they’ll look at arterial stiffness, where increased stiffness is associated with an increased risk for heart events.

Kentucky is part of the Coronary Valley, a region of the U.S. that has the highest coronary heart disease mortality rates. While this area has higher concentrations of heart deaths, it’s a risk that everyone faces, said Bhatnagar, who has spent his career at the intersection of heart health and nature.

“We can treat it with lots of different things, stents and statins and whatever, but it’s very hard to prevent,” he said. “So prevention approach is severely and sorely needed.”

Bhatnagar hopes this study could create a blueprint for other urban cities to follow.

“If we can provide some evidence that there is an important effect of greenness on human health, in particular, the risk of heart disease, then that will send a case in trying to preserve the tree canopy. ” Bhatnagar said. “Not just in Louisville, but I think globally.”

Beyond heart health, scientists are looking at other connections between trees and people. 

Smith, who is leading the ancillary studies, said the team is conducting additional research to look at variables like sleep, noise, asthma, depression, social cohesion and biodiversity. 

Overall the study has been well-received. 

The Green Heart team is present at town halls, neighborhood meetings and community events. They’re there to spread awareness about the study but also show that they’re not just planning on extracting data from the community — they’re there for the long haul.

Nicole George, one of the two council representatives in the study’s neighborhoods, said Green Heart’s presence has helped shaped community attitudes towards the study.

“Their commitment is not just planting the tree, collecting a little health survey data and leaving,” she told NationSwell. “Their commitment is to the community.”

So whether it was Green Heart members helping a resident clean debris after a tree fell on her home or sending a birthday card to a resident, this is more than just a study.

“We’re not here to fix your neighborhood or clean up your neighborhood,” Smith said. “We’re here to figure out how to have a healthier neighborhood.”

More: To Build a Healthier City, Atlanta Is Opening Its Schoolyards to Everyone