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Denver Plans for Next Year’s ‘In Good We Trust’ Festival

Denver is throwing a huge sustainability party in the summer of 2010, and the whole world is invited.

Dubbed “In Good We Trust,” the citywide, seven-week event will be built around seven themes: economy, education, energy, environment, health, habitat and technology, according to Bruce Mau, the chairman and CEO of Bruce Mau Design Inc., a design innovation studio based in Chicago and Toronto that is involved in organizing the event.

Mau envisions holding the event every two years in Denver and enabling millions of people around the world to participate via the Web, video conferencing, etc. He would like it to be the catalyst for creating a network of “Centers for Massive Change,” and he believes it could become “the Woodstock of the 21st century.” Mau recently spoke at the “Second Global Forum for Business as an Agent of World Benefit: Manage by Designing in an Era of Massive Innovation,” hosted by the Weatherhead School of Management at Case Western Reserve University in Cleveland, Ohio.

Given that the Denver event owes its roots to the partisan atmosphere of the 2008 Democratic National Convention, the challenges for organizers will be to make the event constructive, inclusive and non-political. Organizers clearly understand marketing, public relations and message packaging, and there is risk of an anti-business agenda. But some businesses may be able to engage with the organizers and target audience, and those companies could be huge winners in the sustainability marketplace.

For more information about the Denver event, visit

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