Today, most everybody is going green. Climate change is on the tip of everyone’s tongue, plant-based foods have gone mainstream and even Macy's and Gucci are going fur-free. With greater expectations of business due to COVID-19 and global unrest, now more than ever, being Environmentally and Socially Responsible has become a business requirement. The question is where to begin? With so many choices and ever-evolving solutions, it can be difficult to know what the right step for you is and how to do it authentically, in a way that makes sense to your existing customers, while attracting new customers. That is where Two Trees Strategy can help. We start by listening to you, your employees, your current customers and your potential customers. Partnering with you, we create a giving and greening strategy for your business that makes sense, whether you want to dip your toe into the water or jump into the deep end.
Some of our areas of expertise include:
Natural, organic and green products and accessories
Cruelty-free and vegan messaging and certification
Interested? We'd love to talk with you. Together we can make your business and the world a better place.
Marketing Strategist and Founder of Two Trees Strategy
Gigi Abbadie has more than 20 years of marketing experience working in the beauty industry, with an emphasis on giving and sustainability. She first started in New York City with L’Oréal and Redken New York City honing her strategic marketing skills. Her desire to work for a cruelty-free brand brought her to the global beauty brand Aveda, owned by the Estée Lauder Companies, and headquartered in Minneapolis. Channeling her passion to make the world a better place, Gigi created Aveda’s signature giving program, Earth Month, raising more than $60 million worldwide for environmental causes over the course of 20 years. Through this work Gigi formed her guiding belief that environmental and economic goals are mutually achievable.
The Aveda Earth Month program united the global network of Aveda salons and spas with the brand’s consumers to raise funds to protect old growth forests, combat climate change, conserve endangered species, and provide underdeveloped communities access to clean water which has improved the lives of over 1.2 million people worldwide. Leading the campaign, Gigi was immersed in the subject matter and learned from some of the leading experts and advocates.
One of Gigi’s greatest joys was leading seven trips to India to visit Aveda funded water projects. Her imprint was left on the projects she led; from Aveda’s environmental and cause marketing programs to gifting campaigns featuring handmade Nepal paper.
Master of Business Administration (MBA), Services Marketing
Owen Graduate School of Management, Vanderbilt University, Nashville, TN
Bachelor of Arts (BA), United States History, Franklin & Marshall College, Lancaster, PA
Certified Digital Marketing Professional (CDMP), University of St. Thomas, St. Paul, MN
Plant-Based Nutrition Certificate, T. Colin Campbell Center for Nutritional Studies, eCornell, Ithaca, NY
The Climate Project Speaker - twice-trained by Al Gore on An Inconvenient Truth presentation
FEMA certified as an animal rescue responder: completed 6 independent study courses required/recommended for animal rescue
National Audubon Society Global Warming Arctic Advocate, Washington, DC
Red Rover animal disaster responder
Fur Free Minneapolis volunteer
Wildlife Rehabilitation Center of Minnesota mammal nursery and intake volunteer
Rescue mom of two tripod dogs, a Jamaican streetdog and foster mom of many more
Compassionate Action for Animals Board Member (pending September 2020)
Minneapolis KARE 11 Morning News: twice featured guest introducing Aveda's Walk for Water (April 2009, 2011)
Cover article in Response Magazine "Sowing the Seeds of Social Responsibility" (April 2011)
Featured article inWomen's Press,"Green Girls, Corporate Environmentalist"(May 2007)
Radio talk show "Shop Girls" Aveda Earth Month Guinness Book of World Records Cut-A-Thon promotion (April 2013)
Midwest American Marketing Association:Green Marketing Mainstage Speaker
Green America People and Planet Awards, Judge (2012-2013)
Sustainatopia conference panel: "Real Examples of Partnerships for Good" (May 2016)
Keynote Speaker at the Wildlife Rehabilitators Association of MN: "The effect of global warming on MN wildlife"
Vanderbilt University Owen Graduate School of Management, guest speaker (ongoing)