Jane Buckingham Forecasts Green
When most of us were debating the merits of magenta Manic Panic and stressing SAT scores, Jane Buckingham was writing her first book and establishing the seeds of a groundbreaking trend forecasting company. In 2004 she published The Modern Girl’s Guide to Life, which became a bestseller, and began hosting the Style Network series of the same name (she published a follow up, The Modern Girl’s Guide to Motherhood, in 2006).
Now President of The Intelligence Group for more than a decade, Jane’s been consulting with companies like Levi’s, Microsoft, Nike, Chanel, and NBC, among others, for close to 20 years. That’s why we were so excited when she agreed to join our Advisory Board, and ecstatic when she confirmed our suspicions that sustainability is a trend that refuses to go away.
ES: When did you first become aware of the green movement?
JB: I’ve been aware of a green movement for several years. I wear two hats—one as host of “Modern Girl,” the other as a trend forecaster, and in trends we’ve certainly seen the green movement growing as an important part of our culture in places like L.A., San Francisco, Austin, Portland, Seattle, some college and small towns. Recently, especially since “An Inconvenient Truth,” it really has grabbed more national attention.
ES: What kinds of green changes have you made or do you plan to make in your life?
JB: We’re trying to make as many changes as we can, some bigger and some smaller. I drive a hybrid, we use a lot of (although I’ll admit not all) environmentally friendly cleaning products like Method and Simple Green, we try to use reusable items whenever possible….not plastic bags but totes, not baggies but containers. We’re very lucky to be building a new house and are incorporating solar heating and materials that are better for the environment. I would never claim that there isn’t more we could do. There is. But we’re starting!
ES: What are a few of your favorite green Beauty or Lifestyle products? Green fashion designers or labels? How about stores or websites?
JB: Well, I love YOUR website!!!! I really like the Method products. Lots of labels are doing organic limited edition tees like C&C and Zooey by Alice Heller. I like Linda Loudermilk for fashion, Care by Stella McCartney for beauty products and I’m very into anything bamboo at the moment!
ES: What’s your favorite eco-friendly tip our readers should know about?
JB: It sounds small but take the time to plant a tree with a child. It’s a great way to teach them about our planet and how to care for it, and spend some time together!
ES: And, finally, what’s the best green advice you ever got and who gave it to you?
JB: I guess the best advice I got was that everyone should do whatever they can to be green. Everyone seems to think it’s all or nothing. That if they drive a gas guzzling SUV they shouldn’t bother recycling or carrying a reusable tote. The fact is no one can be perfect. Every little thing we do will make a difference so we all have to try.
