Word: localism
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...University has a long history of owning property in Harvard Square, but previous efforts to promote local businesses—such as running ads in The Crimson—were more subtle. The “Think Harvard Square” campaign marks the first year the University is directly involved with planning Sparklefest, according to James W. Gray, associate vice president of Harvard Real Estate Services...
...Thinking and shopping local is a key strength for promoting sustainability,” Heenan said...
Despite the busier weeks leading up to winter break this year due to the new academic calendar, administrators are encouraging students and faculty to shop in Harvard Square for their holiday needs as part of an effort to support local businesses through a tough economy and to meet the University’s sustainability goals...
...Think Harvard Square” aims to promote local businesses during this year’s Sparklefest, the month-long celebration of the holidays in Harvard Square which includes the opening of the skating rink, festive lighting in the Square, and the annual “Everyone Loves Latkes Party...
Harvard is concerned about the well being of local shops in light of the economic situation and this is partially what prompted the University to take a more direct role, according to Gray...