Michael Martin’s companies act as catalysts for social and environmental change. EFFECT Partners create movements leading to social change in the entertainment industry, and r.Cup tackles the plastic crisis. [otw_shortcode_content_toggle title=”Read More” opened=”closed”]Michael Martin — a recovering Wall Street Investment Banker — is the Founder and CEO of Effect Partners and r.Cup. He has been a thought-leader in sustainability, impact investing, social change innovation and marketing for almost 30 years. EFFECT identifies major sustainability issues and acts as a catalyst to create movements leading to social change using music, arts and culture. Michael’s latest venture, r.Cup tackles the plastic crisis with an innovative campaign based impact company using culture to educate communities, concessionaires and the general public about the issues with single use plastics and providing a viable market-based solution. In addition to r.Cup and EFFECT, over the years, Michael has been instrumental in conceiving of, starting, incubating or funding companies in organic food, renewable energy, CO2 offsets, technologies to reduce paper and plastic use in the security industry, wellness training and recycled paper products. Michael developed the first-ever, national global warming campaign, putting global warming into the public consciousness. Dating back to 1990, he has helped produce the national Earth Day Concerts on the National Mall. He contributed to the growth of green energy in this country, has created national campaigns for the organics industry and created movements around new technologies such as the Prius and Mirai. His companies have worked with clients ranging from Apple, Toyota, UPS, Target, Clif Bar, Live Nation, U2, Jack Johnson, Dave Matthews Band and Mumford & Sons. With a focus on culture as a social change tool, Michael introduced many of the greening practices currently being used in the live event industry today. He has consulted and advised several hundred artists, festivals, venues and events over the years in best greening practices, innovations and communication strategies. [/otw_shortcode_content_toggle] [pods field=”program_notes”]]]>
