Eric Ritz

Eric Ritz isn’t the only environmentalist who has decided to join ’em rather than beat ’em. But he’s one of the few independent eco types to take the plunge and retain his green credibility (Lori Shepler / Los Angeles Times)

Eric Ritz has a big meeting with executives at an action sports network, and he's all dressed up: His plaid shirt isn't tucked into his jeans, his dirty-blond hair pokes out from under his cap and most grandmothers would say he needs a shave.

The Fuel TV executives Ritz is meeting with aren't fazed. They're looking for someone who can help them both go green and appeal to the youth market. And Ritz, a 35-year-old former advertising executive, is someone with the kind of track record that gets attention.

At the Coachella Music Festival, Ritz is the guy who brought the popular Jiffy Pop "tree," which sports branches adorned with packages of the iconic treat and an environmentally friendly ethanol-powered hibachi grill for cooking them.

At dozens of other events, he has set up attention-grabbing bits of environmental performance art, including a green-themed chess game with human pieces and bicycle-powered cellphone charging stations.

"He's reaching an audience that's pretty cynical and he's pretty successful at it," said Jake Money, a marketing executive at Fuel TV, News Corp.'s action-sports cable network.

Corporate America has gone green, or at least wants to tell its customers that it has. Companies spend more than $1 billion a year on cause-related marketing, according to market research firm Mintel International Group Ltd., with a growing portion of that going for green-related issues.

That means new consulting gigs for market strategists and some of the big environmental groups, and a living, albeit a sparse one, for activists such as Ritz.

Six years ago, Ritz quit his career as an advertising and marketing executive to start Global Inheritance, which he bankrolled with $80,000 in savings.

The group sustains itself through consulting fees from the companies it advises, including Walt Disney Co.'s ESPN, Anschutz Co.'s AEG entertainment arm, Virgin Music and Netflix Inc.

Ritz says he works with these companies not for their big bucks but for the access to their audiences. He doesn't draw a salary but reimbursed himself for $25,000 in operating expenses last year, according to federal tax documents. Ritz said the money helps cover the rent on the group's downtown Los Angeles warehouse office space, travel expenses and the like.

He's assisted by a loose confederation of artsy volunteers and interns, two of whom recently became the group's first paid staffers.

"People are inspired by his creativity and his passion," said Sarah van Schagen, one of Global Inheritance's volunteers, whose day job is assistant editor at the environmental news site Grist.org. "He's also just a likable person."

What makes Ritz's brand of activism different -- and what fuels his efforts -- is that unlike earlier generations of social advocates, Ritz said he and his Generation Y audience don't see big business as the enemy.

"You have to work within the system to have the most impact," Ritz said. "Nobody owns us, but we work with partners to reach as many people as possible -- that's the goal. We're leveraging their audience."

Back at his meeting with Fuel TV, Ritz was ready with a slew of ways to give a green tint to Swerve, Fuel's first film, art and music festival that was held last fall at Hollywood's Barnsdall Art Park:

What about a giant track for radio-controlled cars run on energy-efficient fuel cells? Bicycles that recharge cellphones? An arm-wrestling match between people dressed as oil derricks and windmills?

At the end of the Swerve Festival meeting, Ritz leaves with approvals for, among other things, an installation of artist-decorated recycling bins and bicycle-powered charging stations, one of which will also rotate a disco ball, because the shimmering lights are way cool.

"He's a solution-based realist," said Chris Stiepock of ESPN and the general manager of the X Games, which for the last several years has hired Ritz to help with its recycling program and other initiatives.

Ritz, who has the scruffy all-American looks of Owen Wilson, said he views groups that lean too far one way or another as ineffective or impractical.