Green Business Development

How Inefficiency Hurts Your Business for Sustainability

Saturday, February 22, 2014 by

In today's technologically driven world, there are many ways a business can become more efficient. This efficiency translates to greater net income as well as promoting a stronger future for humanity. Let's face it, without focusing on the continuation of humankind, there will be no customers in the future. With all of the innovative developments at our disposal, there are still many people that prefer to perform archaic principles in business that are not conducive to growth. In what ways can this inefficiency hurt your business for sustainability?

1. Wasting Time - One of the most valued commodities of any business is time. By not investing in ways to increase efficiency in the workplace, your business is losing money through wasting the one thing that cannot be recuperated. Instead of the pencil and pen ledger, software exists to allow you to reduce the time spent on record keeping exponentially. This means less paper is used, less time is wasted and more money remains in your bank accounts instead of paying staff to do the work that only requires a few clicks of the mouse.

2. Wasting Electricity - By not examining the electronics that are turned on all the time that don't need to be, you are wasting electricity. Not all computers and monitors need to be left on day-in and day-out. The only real appliance that should be left on is the server. That staff member you may have that is only at his or her desk once per week doesn't need the computer left on. This waste of electricity is damaging to your energy bill as well as hurting the rest of the community by taking energy that could be used elsewhere.

3. Wasting Paper - Did you know that nearly every aspect of any given business can be done digitally? Even receipts for purchases can be emailed instead of printed. Since tablets and smartphones can open most office documents, there is no real reason to have hard copies. Digital documents can be stored and backed up far easier than the printed counterparts - and will take up less physical space. The only real forms that may be needed are those that require personal initials or signatures such as real estate documents or contracts. Memos, correspondences and many other forms of printed material are no longer needed if you have the right alternatives. The financial savings alone from ink and paper should be more than enough incentive to look into efficient alternatives. 

4. Wasting Water - Faucets and toilets within the facility may be wasting water, but what about outside the business? Everyone likes to see greenery surrounding the headquarters or business establishment. However, is the water being put into keeping it green used wisely? There are still organizations out there that have sprinkler systems that operate when it's raining outside. There are products available now that can reduce the amount of time you spend watering the grass and flowers by up to 50-percent. This means you are wasting less water on the ambiance of your business while keeping more money in your bank.

As a business owner, you should be setting an example of professionalism. In a world where so many resources are dwindling rapidly, you need to realize that the business establishment greatly contributes to the loss of these resources. Look around your location and develop a strategy to become more sustainable for the environment and your profitability.

Ken Myers is a father, husband, and entrepreneur. He has combined his passion for helping families find in-home care with his experience to build a business. Learn more about him by visiting @KenneyMyers on Twitter.

Social Media as Social Currency: Selling Through Social Influencing

Saturday, February 8, 2014 by

A 5 Step Guide to Inside – Out Influencer Social Media Marketing

Social influencing is the ability to influence behavior through your social & digital networks. A strong ability to influence your social network equals high social currency net worth, which doesn’t just translate into a high number of followers and engagements, rather it is of direct financial impact on your company’s bottom line and potential for long term success.  

Purchasing power is in the hands of people, and business is no longer B2B or B2C, rather business is S2S – soul to soul. Success in business is dependent on personal relationships. 92% of consumers around the world say they trust earned media, such as word-of-mouth and recommendations from friends and family*.

As the communication gab between brands and consumers have largely disappeared, and consumers can get access to any information about your company, and reviews on how other’s, whom they trust, experience shopping with you, your customers go social to find out about you, before they buy. And, they do not go to your website. They go to the key influencers talking about your business.

Social technologies offer effective & efficient ways to increase & engage your network both locally and globally, and it is of great value to most businesses to find the key to building social currency.  So, how do you crack this code to become a trustworthy social influencer?

Passion

Get beneath what you do & sell, and into the core of why you do what you do. Draw your audience towards you with your contagious passion for why you do what you do. If you are only focused on what you sell, the communication and connection with your audience will be too superficial to build social influencer standing.

If you grow and sell tea, then share all about why you are passionate about tea – perhaps it’s the fine flavor variations in tea from specific regions of the world; perhaps it’s the health benefits of herbal & green teas, or perhaps it’s the beauty of tea ceremony and the tradition of tea & slow living.  

Purpose

People are hungry for meaning & connection with other people, and purpose is a strong motivator in attracting a community of like-minded people, who share your values and can help bring your purpose-driven cause and business to life. Give your audience a way to connect and be part of your purpose. If you talk about a product on your company Facebook page, drive the context back to your purpose. Why is it that sharing this product with your followers is important. If the answer is ‘to sell more product’ you are not digging deep enough. Underneath the desire to sell more lies your true purpose.

Give

When you give from an authentic place - considering what the person in front of you needs or feels inspired about; because without a manipulating & self-serving hidden motive, we connect with people on a deeper level. If you keep this behavior consistent over time, you develop trust and loyalty with your audience & community. And, that’s what you need – people, who are loyal to you, who come back again and again, and, who also act as your ambassadors telling their friends about you. They will start doing this on their own, when you clear your attachment to a particular outcome and give to them from a clean place.

Trust

Trust is build over time, and is based on your consistent trustworthy behavior through all the touch-points between you and the people, who encounters your business – both internally & externally. This includes your website, all your social media profiles, any marketing materials, products, packaging, displays, written words, visual communication, how employees are treated – and most importantly, the behavior of everyone on your team, and how you and your team act in your local community and in the world at large. People buy from people they trust.

Evaluate your business on the below Trust Equation, so you can determine the current standing of your company’s trust building ability. From here you can create actionable efforts to increase the areas of weakness.

Credibility:  Your expertise as shared with your audiences. How knowledgeable are you in your field? Does your audiences see you as a credible expert? Do they listen to you?

Reliability:  Are you being consistent in frequency, tone of voice and visual feel in all touch-points? Do you follow through on delivering what you promise – every time?

Intimacy:  Your ability to make someone feel comfortable in opening up and being themselves with you.

Self-Orientation:  Where is your focus? The more you focus on the other, the more trustworthy you come across. If you are too self-oriented, you come across as low in trustworthiness.*

Plan

Random acts of social media do not work. If your goal is to increase your social influencer status, then you need to create a plan. But, before you plan, work through each of the above stages, and do your work. Observe yourself, your brand, your employees and all your communication touch-points thoroughly. Be honest with yourself. Identify your weaknesses, and create an action plan to improve these areas. Continue to observe, and fine tune behaviors again and over time. I recommend that you see this process of becoming better as a playful process of imperfection. There is no final perfection, but rather, this is a lifelong process of finetunement.

 

* Sources:

Nielsen: Global research study April 10, 2012

Jeff Bullas: The 10 Big Social Media Marketing Trends in 2014. Jan, 2014

Social Media Today: Is Self-Orientation Killing Your Trustworthiness by Charles Green

Top photo credit: marketingtango.com

 

 

Sandja Brügmann is founding partner & chief creative strategist at Refresh Agency, a specialized communications agency driving leadership transformation, international business, public relations and social media focused on the sustainable and social business lifestyle markets in the USA and Europe.

Refresh Agency service businesses on the leading edge of the sustainability and social-good areas globally including ITO EN, Matcha LOVE, Nisolo Shoes, Clementine Art, Sustainia, GoodBelly, Addis Creson (Better Place, Kashi), Chocolove, Neve Designs, Spier and TEDxCopenhagen spanning from Boulder, CO, New York, NY, Tokyo, Japan, Copenhagen, Denmark to Cape Town, South Africa.

Sandja was born and raised in sustainability-minded Denmark. A grounded island girl, who grew up on the beautiful island of Bornholm in the Baltic Sea. She is a certified yoga instructor, a Danish National Team Archery champion and former Olympic hopeful, a Dean’s Scholar at University of Colorado in Boulder, and she adores her daily lessons as a parent.

 

 

 

 

Unique Investment Options: Parnassus Workplace and Asia Funds

Saturday, December 7, 2013 by

A good place to work makes for a good investment – that’s the basic premise of the Parnassus Workplace Fund. In other words, a company that treats its employees well should be successful as a business. Since its inception over eight years ago (on April 29, 2005), the Parnassus Workplace Fund has demonstrated the truth of this premise.

The idea for the Parnassus Workplace Fund was first presented to me by Milton Moskowitz, co-author of the annual Fortune magazine survey of The 100 Best Companies to Work For in America. Russell Associates, the analytics group and creator of the Russell 2000 Index and other benchmarks, had contacted Moskowitz and told him that they had done a study of the publicly-traded companies in the annual Fortune list, and found that the stock-market performance of those companies had been excellent, handily beating the S&P 500 over long periods of time.

Moskowitz called me with the news and urged me to start a mutual fund that invested in companies with good workplaces. I was hesitant at first, because studies are not the same as investing with real money, and the results can be very different. However, the idea struck a chord in me because I’d always felt that a company with a happy workforce made for a good investment, but until then I had no way of proving it. Despite my initial hesitation, I decided to go ahead and start the Parnassus Workplace Fund with Milton Moskowitz as a consultant to the Fund. The Fund has been successful, and as of June 30, 2013, it has over $350 million in assets.

We use two sets of criteria in making investment decisions: financial and workplace. Assessing the financial criteria involves doing fundamental analysis to find companies with high returns, good products and services, sustainable competitive advantages and solid balance sheets. Once we have done the financial analysis, we make an estimate of the value of the company. Usually, we will only buy a stock if it is selling for no more than two-thirds of its intrinsic value. This gives us an important margin of safety.

While the financial analysis is quantitative, the workplace assessment is qualitative. We think it is important to visit companies and talk with management to find out if a company has a good workplace. While almost all companies will say they have a good workplace, the ones that impress us the most are ones that can give specific examples and articulate policies that make them good places to work. Important characteristics include: some meaningful form of profit-sharing or stock-ownership; good health-care and retirement benefits; support for working mothers; an emphasis on training and personal development; job flexibility; and recognition for accomplishments. We like companies that respect their employees, genuinely care about them and don’t just treat them as hired hands.

I think that picking companies with good workplaces is one of the keys to the Fund’s success. Some of the extra return we get is because of our financial analysis and using a value approach to investing, but a lot of our edge comes from choosing companies that are great places to work. If people are happy at work, they will be more productive, and this means better results from the same number of people. It also means that that there will be lower turnover, and this results in less money spent on recruiting and training new people. More importantly, workers at this kind of firm will help to save money for their employer and also find ways to develop more business for the company. It’s impressive what can happen when happy workers are allowed to be creative and come up with ways to build a better business.

The Fund is careful about taking risks, making sure that there is the potential for more upside gain than downside risk. The market has really taken off so far in 2013, so we have to be careful to avoid stocks that may be over-valued. Right now, the economy is improving, so there should be more upside, but there’s no doubt that some valuations have gotten ahead of themselves, so it’s important to look at both potential risk and potential return.

Parnassus Asia Fund

On April 30, 2013, Parnassus started its first new fund in eight years: the Parnassus Asia Fund. This is our first venture into international investing. Asia is a very dynamic and creative place. It contains the world’s fastest-growing middle class, and it is the scene of much technological innovation. Asia is also a region with a lot of entrepreneurship, and it is developing deep financial markets. Given that the region is growing at a fast pace, and we expect that growth to continue, it makes sense to invest in Asia ahead of future positive developments and despite all of the complications in doing so.

Continue reading this article on Green Money Journal.

Ethical Economist Hazel Henderson Interview

Tuesday, November 19, 2013 by

I spoke with Dr. Hazel Henderson, a true icon and visionary in the world of corporate responsibility and ethical economies. Dr. Henderson is a world-renowned futurist, evolutionary economist, a worldwide syndicated columnist, as well as a consultant on sustainable development, and author of 10 books including the award-winning Ethical Markets: Growing the Green Economy. Also she was one of the co-editors of The UN: Policy and Financing Alternatives. Hazel is the founder and editor-in-chief of Ethical Markets Media (USA and Brazil) and the creator and co-executive producer of its TV series. Her editorials appear in 27 languages and in 200 newspapers around the world, and she has received many honorary doctorates and awards.

Hazel has recently released a publication entitled “Mapping the Global Transition to the Solar Age: From Economism to Earth Systems Science” from the UK’s Institute of Chartered Accountants of England and Wales (ICAEW) and Tomorrow’s Company. It will appear soon in the US from Cosimo Publications, NY.

I am in full agreement with Wisdom Network's Pamela Davis who stated “Hazel Henderson has her finger on the pulse of the economic transformation that can and must happen if we are to move forward together in prosperity in the 21st century. Her down-to-earth solutions are at once brilliant and simple enough for all of us to understand and implement.”

From the first time Hazel and I met many years ago, I have counted her as a friend. She has been a mentor to me and a consistent supporter in the growth of GreenMoney over the last 20 years. I am pleased to share this extensive interview with the still very active Dr. Henderson who recently celebrated her 80th birthday. 

CLIFF:  Will you share some of the highlights from your career with us. How are things in the business world different than you thought they would be by 2013? Are we on the way to creating a responsible economy that is not dependent on exponential growth and that works for more people?

HAZEL:   First of all, Cliff, I want to remind us all that 80 is the new 60! My physician tells me that my biological age is 60 – so I’m going with this! I work out and swim every day, eat mostly raw vegetables and fruits, local and organic from our farmers market here in St. Augustine, where I’m standing (in the accompanying photo) by our Champion Tree donated to our Ethical Markets Library during our Spring retreat in May 2013 by Terry Mock, co-founder of the Champion Tree Project International and the Sustainable Land Development Initiative. 

As to highlights, I would say my most intensive learning experience was serving in Washington, DC as a science policy wonk from 1974 until 1980 on the Technology Assessment Advisory Council for the US Congress Office of Technology Assessment (OTA), on the National Science Foundation’s RANN Committee (Research Applied to National Needs) and on the National Academy of Engineering’s Committee on Public Engineering Policy (COPEP). It was an all-male world, and I recall being asked by my fellow advisors to OTA at the first meeting in Room 100 under the dome of the Capitol if I would please go and get coffee for us! Yet, the intellectual challenge was exhilarating. I remember riding the private train under the Capitol with many members of Congress and Senators who served on Science and Technology committees; testifying before the Joint Economic Committee on the need to set up what became the Congressional Budget Office (CBO). Back then, Office of Management and Budget (OMB) would bring the President’s budget over in a truck and dump these documents at Congress, where we had no staff assigned to digest the budget and offer our own review of its priorities! Today, CBO has become almost too powerful an arbiter – scoring all legislative proposals as well as those of the President.

I then wrote my second book, The Politics of the Solar Age, published by Doubleday in 1981, downloading all I had learned about the contesting special interests, lobbying and forces shaping our national policies on energy, transportation, agriculture, trade, taxation, military and foreign policy. I saw the fight begin as the fossil fuel and nuclear power sectors pushed to preserve their subsidies, how US auto companies had also colonized congressional committees with perks, campaign donations and populated scientific panels with their intellectual mercenaries. I realized how hard it would be for the “Solar Age” economy I envisioned to emerge. Indeed, as we now know, renewable energy companies still face an uphill battle with fossil fuels and their annual global subsidies of over $500 billion, the coddling of the inherently unsustainable nuclear industry, protection of favored agribusiness, etc. I remember at one of our OTA meetings in the late 1970s, James Fletcher, who became head of NASA told us that if similar subsidies had been given to solar, wind, energy efficiency, geothermal and other technologies, we in the USA would have already been powered 100% by renewables! This set me on my future path.

A recent highlight was receiving the blessings of Verena Schumacher, widow of my late friend and mentor E. F. Schumacher, to name our over 6000-volume Henderson-Kay-Schumacher Library. This helps keep Schumacher’s flag flying in the USA. He wrote the Foreword to my first book, Creating Alternative Futures (1978), and I still teach occasionally at UK-based Schumacher College.

Click here to continue reading this interview on Green Money Journal.

 

Hazel Henderson on the design revolution from Katie Teague on Vimeo.

The Spa Industry Looks Well and Good

Wednesday, November 13, 2013 by

ispaAfter attending the 2013 International Spa Association (ISPA) annual conference, it certainly was apparent to me that all is well and good in the wellness industry.  From my observations, the $14+ billion U.S. market looks to be growing at a steady and healthy pace. “Things certainly are looking up.” Said Roberto Arjona, General Manager of the legendary Rancho La Puerta Resort and Spa. “We have not seen reservation bookings for our resort like this since before 2008 and we are now over one hundred percent capacity going into next year.”  Rancho La Puerta is not the exception. According to ISPA’s 2013 research, people visiting day spas, hotel and resort spas, and destination spas are all on the rise from 156 million in 2012 to 160 million in 2013 and spending has increased to an average of $87 per visit ; almost a two percent increase over the previous year. ISPA organizers said conference attendance was also back to pre-2008 numbers with packed educations sessions, and a busy expo floor showcasing interesting new products and services. I have been coming to this show for several years and here are some of the major observations I see trending in the wellness space:

Going deeper

It appears that spa product companies are becoming more intelligent and in touch with ingredients that promote healthy-aging rather than anti-aging. In previous years it was sometimes difficult to find truly natural and organic brands that were not greenwashing.  Labeling is a tricky thing and not many brands carry certifications such as USDA organic, Ecocert, or Natrue to verify their claims of being organic. This is because many are small boutique brands and find certification expensive. I did see a lot of companies claiming to be eco-friendly or natural and when questioned further most had intelligent responses and provided a deeper back story on sourcing and manufacturing.  

Evidence and Earth Based

I saw a lot of brands promoting benefits of natural ingredients such as seaweed, oils, stem cells and anti-oxidants. Although these ingredients have been used in spas for years if not decades, it seemed that there are more or perhaps I am just now beginning to recognize them. The science and evidence based elements of research as it relates to natural and organic based skincare regimes is more apparent and bringing about a new products that are very interesting including brands like OSEA, Dr. Hauschka, and Pino. However, with the FTC green guidelines recently released it is important that brands be aware that any eco claims that cannot be backed are subject to fines.

Bathing popularity

Kniepp claimed their sales of salt bath products have doubled in the past year due to the growing awareness of the ability to re-mineralizing the body through salt mineral bathing.  Salt products harvested from salt mines of the Himalayas or from European seas such as Kerstin Florian seemed to be more prevalent. I love salt baths and think they are a great component of a healthy regiment. But hearing that salt demand is on the rise globally is concerning. I hope the purity is maintained while the mining of this is also environmentally conscious.

Oil overflowing

It seemed like every other vendor was promoting essential oils which I think is a good thing.  For years many aromatherapists have claimed the healing benefits of essential oils.  I ran into an old friend Michelle Roark, the founder of Phia Lab, who was a professional skier, engineer, and now perfumer. She is doing energetic measurements of essential oils in kilojoules. She claims she has scientific proof of the calming or energizing qualities of oil frequencies. Here reports should be public soon and will demonstrate scientific proof of health benefits in using essential oils which is quite exciting and I am sure will be welcomed by the aroma therapy community.

Wellness Tourism on the Rise

My favorite session was on the growth and expansion of Wellness tourism presented by Suzie Ellis of SpaFinder. She spoke on “Why You Should Care About Wellness Tourism: Latest Research on the Global Wellness Tourism Market - And How Spas Can Benefit.” She covered the distinctions of medical tourism vs. wellness tourism. Susie said medial tourism focuses on reactive, symptom based medicine that people travel to another state or country to fix and heal. This includes cosmetic surgery, cancer treatments and organ transplants. Wellness tourism promotes a more proactive and less invasive approach that promotes a healthy lifestyle focusing on physical activity, diet and personal development or mind body experiences.  This has become a $439 billion dollar global market with major potential. It encompasses not only spa but alternative medicine, active lifestyles, yoga and mind body fitness which are all overlap the LOHAS market.

I was very impressed at how far the industry has not only grown but also how LOHAS values on wellness have become more integrated.  It appears that spa goers have become more conscious of how they surround themselves in spa settings and what type of ingredients they are putting on their skin and the spa companies are responding.  The recession has made brands and properties smarter in their decisions as it relates to communicating their mission to consumers and property greening as it relates to dollars and cents.  Although work still needs to be done, I look forward to what the industry has in store in the coming years.

 

Developing a Lexicon for Ocean Preservation

Wednesday, September 25, 2013 by
 
Water covers more than 71 percent of the earth's surface, yet we have no international ocean police. (Photo, Kevin M. Gill, flickr)
 
Water covers more than 71 percent of the earth's surface, yet we have no international ocean police. (Photo, Kevin M. Gill, flickr)
Almost a year ago to the day, I found myself diving in the Cook Islands with Conservation International’s Sylvia Earle, Greg Stone and Peter Seligmann.  Perhaps you recall my article “Diving with the Dream Team”?  This was my first immersion, literally and figuratively, into the recently raised – and critically important – issues surrounding ocean conservation.   A lot has happened in the last year to make this a topline agenda item for NGOs, members of the business elite, and conservation societies alike.   To use an appropriate metaphor, ocean policy and preservation is the next big wave of environmental consideration and concern.
 
Think back to Teddy Roosevelt’s initiatives to promote nature and encourage land conservation in the 1920s – we are at that same point in time with regard to the oceans.  As in, the first inning.  No, make that top of the first inning.  It is an exciting field to study but one that resembles the Wild Wild West.  I hope to shed some light on what important new and existing preservation projects mean to the public, the fish, the coral reefs, and our future.  We are past the point of prevention but rather, we must undo some of the damage we have done – caused mainly by ocean acidification, overfishing, and bottom trawling.  There are many new and vague terms that leave the average swimmer, diver, and/or surfer, palms up.  This will serve as an introduction to the vernacular being used to describe these projects.
 
Let’s start with ocean acidification.  Basically, this refers to the increased carbon dioxide that is now in our atmosphere.  Thus there is more carbon, and less oxygen, directly contacting the oceans at sea level than in the past.  This is negatively affecting the health of coral reefs and other flora and fauna underwater.
 
Now about overfishing.  Think about this in a different way: On terra firma, vehicles are generally limited to paved roads.  And we have a huge infrastructure of local, state and federal police who patrol our roadways.  Now think of the skies, which are carefully supervised by the FAA, designated airspace, and a large network of control towers in major cities throughout the globe.  Both on land and in the air, penalties for not following the rules of the road can be quite punitive.  Simple enough.
 
Currently, without a network of satellite monitoring AND collection of significant fines in place, there is essentially no punitive way to stop overfishing and other detrimental activities. (Photo, wikimedia)
Currently, without a network of satellite monitoring AND collection of significant fines in place, there is essentially no punitive way to stop overfishing and other detrimental activities. (Photo, wikimedia)
 
Now, think about the oceans.  Water covers more than 71% of the earth’s surface.  Yet we have no international ocean police, no “ocean FAA” if you will…only a relatively infinitesimal handful of Coast Guard and related non-military vessels, worldwide, to guard the seas.  So what’s a mother to do about less-than-trustworthy fishing boats – mostly carrying the flags of European and Asian nations – that are overfishing, bottom-trawling, shark-fin-hunting and other extremely damaging activities?
 
Over 100 million sharks are killed every year -- mostly for their fins, as in shark fin soup. Unconscionable. (Photo, fastcompany)
 
For this answer, I sought out a few of the world’s leading experts, including none other than Sir Richard Branson.  He is a member of a group called the OceanElders, which consists of 14 dignitaries who are committed to protecting and preserving the world’s oceans and the wildlife therein.  Other members include Queen Noor, Ted Turner, Neil Young, Jean-Michel Cousteau, Jackson Browne, and Dr. Sylvia Earle, among other luminaries.  Anyway, I asked Branson if by using technology, is there any way to successfully monitor the oceans for commercial fishing vessels, polluters and other maritime villains?  His comments:
 
OceanElders, a group of 14 dignitaries who are committed to protecting and preserving the world's oceans and the wildlife therein. (Photo, oneworldocean)
 
“Remote sensing of shipping from satellites is already a reality. Vessels that carry the required transponders can be tracked and identified in real time. The flaws in the present systems are that vessels can turn off the transponders and that they are not mandatory for all vessels. International agreements and treaties can fix that. The UN’s International Maritime Organization (IMO) is the best agency to organize and execute an improved ship location program.”
 
Out of the UN’s 193 member states, 170 are currently members of the IMO – including both large and small players alike, such as China, Japan, US, UK, Thailand, Madagascar, and Mozambique.  “This means that once an action is approved by the [IMO], that action has force of domestic law in the member states. So a more vigorous ship tracking program can have teeth,” Branson explained.  But what about enforcement?
 
“One option that is technically feasible today is unmanned vehicles (AUVs) that are constantly on patrol and prepared to call for assistance when needed. Another enforcement idea that really appeals to me is to develop a global directory of fishing vessels which habitually fish in distant waters from their home ports.  As trespassers are identified, they go into the database and are flagged.  A similar scheme is used by many of the major maritime nations to identify problem vessels. Those in the database that have poor safety and/or operating records can be denied entrance to seaports or will not be allowed to depart unless certain remedial steps are taken.”
 
Map of Vessel Monitoring System (VMS) in the Galapagos.
 
Branson provides a realistic and honest appraisal here of where we are on this pressing issue.  And clearly, we are indeed in the first inning.  What happens when a less-than-honest fishing vessel enters a protected zone and dredges the area for sharks, killing everything else in the net’s wake and disturbing the coral to boot?  If the ship’s transponder is turned off before committing the crime…nothing.  And currently, without a network of satellite monitoring AND collection of significant fines in place, there is essentially no punitive way to stop this activity.  Which is why 100 million sharks are killed every year – mostly for their fins, as in shark fin soup.  Unconscionable.
 
So are there any parts of the ocean that are being protected?  There are a number of marine protected areas (MPA) throughout the world.  One small but significant example lies in a remote part of the Pacific Ocean, called PIPA for (Phoenix Island Protected Area).   PIPA is located in the Republic of Kiribati (pronounced Kiri-BAS), an ocean nation in the central Pacific approximately midway between Australia and Hawaii. PIPA constitutes 11.34 percent of Kiribati’s Exclusive Economic Zone (EEZ) and with a size of over 150,000 square miles, it is one of the largest marine protected areas (MPA) in the Pacific Ocean.  (For more info on PIPA, listen to this TED Talk.)
 
Conservation International’s Senior Vice President and Chief Scientist, Gregory Stone, was the driving force in conception and creation of PIPA.  Kiribati has declared that three percent of this EEZ is a “no catch zone” and fishing is strictly prohibited.  Three percent may not sound like much, but this is still a large area – 4,500 square miles – and it is home to high value reefs, bird nesting islands, and tuna fishing grounds.  There is a sensitivity here because poor countries such as Kiribati derive significant income from taxing the fishing vessels. Thus they must be compensated from other sources to make up for the lost revenue in return for their cooperation.
 
Covering over 150,000 square miles, PIPA is one of the largest marine protected areas (MPA) in the Pacific Ocean. (Photo, Conservation International)
 
I had an opportunity to catch up with Dr. Stone on how Conservation International (CI) is trying to craft a way to monitor the PIPA area, among other protected waters. “We are talking to NASA (National Aeronautics and Space Administration) about how we can use satellites to monitor the waters.  Extremely sophisticated aerial cameras are available, and these could be used for ocean surveillance and enforcement.  If we can create a way to document the presence of a vessel and, through licensing and electronic observation, obtain the name and home base of the boat, we would then be able to track and ultimately enforce severe fines and other penalties,” he explained.
 
Indeed, enforcement is easier when there is a government that has rights to the water space in question.  What happens when this is not the case, for example, in the Sargasso Sea?  The Sargasso Sea is the earth’s only sea or ocean without a land boundary. This extraordinary open-ocean ecosystem is bounded by currents circulating around the North Atlantic sub-tropical gyre.  The Sargasso Sea provides habitats, spawning areas, migration pathways and feeding grounds to a diverse ecosystem, including a number of endangered yet commercially important species.  Dr. Earle has called it “the golden rainforest of the ocean.”
 
I consulted Sargasso Sea expert David Shaw, a respected business and social entrepreneur who is also a National Park Trustee. Shaw put into proper perspective the challenges the environmental world faces when trying to educate the public on the threats to ocean health. “A big issue is trying to create a consciousness about the world’s largest habitat.  Unlike the terrestrial world, ocean health is often not part of our daily thoughts in the same way that unhealthy air, rivers or land may be. We need to understand that world oceans are not infinitely forgiving…we cannot see all the damage. And we are best served if debate about ocean health and other environmental issues is based on fact-based science versus emotional arguments,” Shaw explained.
 
Shaw is founding chair of an alliance formed to study the ecology of the Sargasso Sea and to create a range of stewardship measures to conserve its health.  The Sargasso Sea Alliance is led by the government of Bermuda, working with other nations as well as NGOs.  So far, among other results, the Alliance has developed a robust “Summary Science and Evidence Case for the Conservation of the Sargasso Sea” with over 74 collaborators.  Under executive director Dr David Freestone, the Alliance is planning to bring the governments of the countries around the Sargasso Sea – including the US, Dominican Republic and Portugal – together with the European Union Commission to Bermuda in 2014 to sign an international declaration on Collaboration for the Conservation of the Sargasso Sea and to establish a permanent Sargasso Sea Commission, based in Bermuda, to oversee the health of this unique high seas ecosystem.
 
Dr. Sylvia Earle has called the Saragasso Sea "the golden rainforest of the ocean." (Photo, sylviaearlealliance.org)
 
The urgency to protect ocean wildlife is not strictly the fantasy of environmentalists and watermen.  We are talking about a far more serious question: How will we feed the world 20 years from now? Indeed, if we do not stop the systematic destruction of our ocean resources, we could have a serious seafood shortfall; this is on a collision course with simultaneous population growth.  It would seem the key is to create a way to monitor overfishing, and soon.  The concepts that Branson and Stone talk of, using GPS and related technology for this purpose, would seem to be our best chance for monitoring the oceans successfully.  Question is, who will organize the nations of the world in this effort, and how do we effectively police two thirds of the earth’s surface?  If we don’t collectively address and solve this pressing issue, the phrase “plenty of fish in the sea” may turn into a deadly falsehood.
 
Read more by Jennifer Schwab on her Inner Green.

The Outer Bank Brewing Station: How Wind Saves this Restaurant More than $1800 per year

Tuesday, August 13, 2013 by

Located in Kill Devil Hills, North Carolina, the Outer Bank Brewing Station benefits from a renewable energy source that sits 80 feet from the ground. A three-bladed BWC Excel motor generates enough power to offset the restaurant's needs saving the location between $150 and $250 per month. Of course locations such as this utilize far more power than the average home, but a unit like the BWC Excel could come close to reducing your energy bills to nothing.

Compared to Solar - Wind power is one of the fastest growing trends in the United States. Coincidentally, it is also one of the cheapest methods of renewable energy. Depending on the area you live in, a solar equivalent to how much power is produced by the Outer Bank Brewing Station's turbine could cost twenty to thirty thousand dollars more than the $50,000 construction this business implemented.

Sustainable Practices - The owners of the establishment, Aubrey Davis and Eric Reece, spent a great deal of time in the Peace Corp and did a lot of work in Thailand. Given their background, the two wanted the brewery to be as green as possible. Purchasing used copper to be used in the brewery and using recycled bricks, the building began to take shape. Sticking with their theme for a "green" production in 2002, Davis and Reece applied to develop the windmill as solar power alternatives were still far more expensive in comparison. Technologies for solar arrays didn't begin decreasing in cost significantly until 2012. However, wind turbines still remain to be somewhat cheaper for the power generated. The Board of Commissioners were less than impressed with the idea and locals commented on how the turbine would kill a great deal of birds during its operation.

Resistance of the Future - Davis and Reece fought an uphill battle in order to convince the Board of Commissioners to allow construction of the 80-foot tall wind turbine. Five exhaustive years later, and political changes for the board members, the owners of the Outer Bank Brewing Station were allowed the opportunity to erect the tower. At that moment, this restaurant became the first brewery to be powered by wind and has been featured in National Geographic magazine. To this date, not a single bird has been killed by the spinning blades of the windmill.

Green efforts like this one can help to make the world a more sustainable place, one small step at a time. It takes effort to overcome obstacles but it does pay off in the end. How many more sustainable practices could be put into place to reduce our impact on the environment and increase the sustainability of our homes and businesses?

Paul Taylor started www.babysittingjobs.com which offers an aggregated look at those sites to help families find sitters and to help sitters find families easier than ever. He loves writing, with the help of his wife. He has contributed quality articles for different blogs & websites.

 

Thinking Outside the Bottle

Thursday, July 18, 2013 by

In the fall of 2012, green cleaning company Ecover purchased Method to become the largest green cleaning company in the world. For the first time since the acquisition Adam Lowy, Co-Founder of Ecover and Tom Domen, Head of Innovation for Ecover shared details on why this occurred and what they see in the future for the cleaning industry at the LOHAS conference.

Ecover was the first green cleaning brand that was created in Belgium in 1979 to eliminate phosphate pollution. Since then they have continued to pioneer innovations and demonstrate ecological benefits while providing a quality product. They grew to be the largest green cleaning company in Europe. Method was developed 1999 because the founders were frustrated with the way business was being done and there was an opportunity to create change in cleaning. The category of cleaning was untapped in the 90's and there was a trend with LOHAS consumers with a demand for better products. They became successful by bringing together style and substance and sustainability is built into the design of the product. The product is about making sustainability desirable and grew into a 100 million dollar company in 8 years.

Green cleaning is 4% of the cleaning category. Although Ecover and Method have a dominant position they feel that this is a failure. Their goals with the merger are to radically change the at a scale that can have greater impact. They feel there is no such thing as a green consumer. “You need breadth to cater to many needs and wants. With 2 brands focusing on 1 mission we can bring green to mainstream rather than pull consumers to think green.” Says Lowry.

Adam shared that the average person does 300 loads of laundry a year. Method created a concentrate to replace large jugs commonly used. They were able to change behavior of the consumer to adopt these smaller concentrates which are now common in stores today. This is an example of bringing green to mainstream.
Ecover and Method created an innovation roadmap to go beyond what is possible today to explore solutions for tomorrow. The roadmap dreams include growing cleaning products in the garden, washing machines that incubate cleaning products. They looked at these dreams and are building a roadmap to reality.

Key areas they plan to focus on together are:
•    Eliminating fossil fuels. Ecover is using bio plastic derived from sugar cane.
•    Provide sustainable sourcing. Ensuring sources are not competing with food, and farming is environmental.
•    Natural formed products how can we grow a product instead of manufacture one. Ecover grows surfactants from yeast and other materials that are radically low in environmental impact.
•    Be resourceful in user space and teach people proper usage behaviors.
•    Create cleaning products that make your home more healthy.
•    Partnering with cleaning appliance manufacturers to improve washing processes and be more efficient.
•    Change from selling cleaning product volume to new business models.
•    Create micro location manufacturing.
•    Improve manufacturing facility waste management.
•    Ultimately be a company that works symbiotically with both society and nature.

This model is capable of evolution and behaves like an organism rather than an organization. This has an opportunity to lead to a better world but needs business to change how they play the game. Market leaders breed a bias against progress and more of a focus on position maintenance. This It is easy to focus on incremental change rather than create a business to become a force of change. The hard truth is that business committed to sustainability must be committed to uncertainty which runs against common business practice and shareholder value. Ecover and Method both believe that this is biomimicry at an organizational level and is what is needed to make the world a better place and are committed to breaking business as usual.


You can watch their full presentation here:




 

Band Cloud Cult Showers World with Love

Thursday, May 9, 2013 by

I'm not necessarily a follower. But  I'm proud to announce that I've joined a cult. Cloud Cult, the indie band, originally from Minneapolis, that now lives on an organic, geothermal- powered Wisconsin farm.

At First Avenue a few nights ago, the venue where rock star Prince first came onto the scene—Cloud Cult played to two sold-out shows and put on a show that was pure magic.

Their new album Love, is beautiful, insightful, mystical, wise and takes listeners on an inner odyssey that is guaranteed to rock your world.

The band's label, Earthology, is committed to greening the music industry, offsets carbon from tours and developed the first 100% post-consumer recycled CD packaging in the U.S. 

As a leader in the LOHAS (Lifestyles of Health & Sustainability) space, and president of firefly180 marketing, I know the power of music as a vehicle for change.

Working with green artists that include John Denver, Kenny Loggins, Jack Johnson and the Dave Matthews Band,  I know that music speaks to the soul and touches the heart in ways that words alone can't.  Music and lyrics are the ultimate integrated marketing campaign. Songs become doors that open the mind to action. And for environmental artists, music can be a platform that becomes a springboard for change.

Cloud Cult doesn't just write and perform music. They literally shower the world with love.  Just like all of us in  conscious businesses. Although not all of us can sing and compose music, our voices are heard just the same.

Lisa Proctor is the president and creative director of firefly180 marketing—a Minneapolis-based branding and advertising agency that specializes in LOHAS marketing, wellness marketing, green marketing and renewable energy marketing.

 

Green Spas And Salons: How To Make Your Business Truly Sustainable

Wednesday, April 24, 2013 by

Green Spas And Salons: How To Make Your Business Truly Sustainable, a new book for the Spa/Salon/Hospitality Industry by Shelley Lotz, helps owners and managers develop smart, sustainable practices for long-term business success.

This unique guidebook summarizes business practices, sustainability principles, and green building  all in one. The book sifts through the “green hype” to focus on best practices. This guidebook goes beyond the spa industry and most  of the principles are applicable to any business or lifestyle. 

  Planning guides with personalized action plans, how-to steps, and worksheets are included. Tools are given for evaluating services, products, supplies, operations, and building elements. Ideas for staff engagement, client needs, and marketing are incorporated, along with the science and the economics of sustainability. Guidelines for purchasing, water and energy conservation, waste reduction, and indoor environmental quality are all covered. 

  The book is described by Mary Bemis (Founder of Insider's Guide to Spas, and Founding Editor of  Organic Spa Magazine) as “an invaluable resource for spa and salon owners.”  Kristi Konieczny,   Founder of The Spa Buzz, says “The most powerful and practical resource for sustainability of spa and salon operations I have ever seen.”

Visit www.greenspasandsalons.com  for more information.

Inspiring spa case studies include: Agave Spa, Aji Spa and Salon, Atlanta School of Massage, Be Cherished Salon and Day Spa, Complexions Spa, Crystal Spa, Elaia Spa, Glen Ivy Hot Springs, Natural Body Spa and Shop, Naturopathica, Osmosis Day Spa Sanctuary, Spa Anjali, Spa at Club Northwest, Spa Moana, Sundara Inn and Spa, The New Well, Vdara Spa and Salon, and Waterstone Spa.

Shelley Lotz has over 25 years of experience in the spa/wellness/beauty industry as an esthetician, educator, and business owner. She is a major contributing author of Milady’s Standard Esthetics Fundamentals, a core textbook for esthetician students. She started an institute of aesthetics and is also a Certified Sustainable Building Advisor. Contact her at lotz.shelley@gmail.com.

The book will be featured at LOHAS and Ted Ning is one of the book contributors, as the LOHAS philosophy is a key part of the green business movement. 

 

LOHAS: You Had Me at Hello

Monday, April 22, 2013 by

This is my first blog post for LOHAS and I’m happy to be here. I’ve been reading LOHAS newsletters for over a year now. I nodded in agreement so often that I jumped at the chance to join the conversation.

A focus on green business

While LOHAS covers many topics, my posts will focus mostly on green business. I am an MBA and spent many years in corporate America before leaving to start my own green business in 2011.

I believe that business can and should play a key role in the transition to a greener economy. Traditional big businesses have enormous financial and people resources at their disposal.  When they decide to move in a particular direction, they can do so with an impact that a small business can’t match.

Unfortunately, in my experience, big business's singular focus on quarterly profits conflicts with the vision, courage and patience necessary to reinvent themselves as truly sustainable enterprises.

So while I celebrate all businesses that move in a greener direction, I see smaller (and privately owned) businesses as leading the way for now. They have a nimbleness and a willingness to embrace change that larger businesses often lack. I suspect that until government mandates the changes necessary to move sustainable practices from optional to mandatory, certain business players will remain in the old, unsustainable model. In the meantime the rest of us need to charge ahead.

The sustainable business view from here

I also want to share the view from my current home in Tampa, Florida. Despite its moniker as the “Sunshine State,” Florida lags on policies ranging from renewable power standards to mass transit. One reason I read LOHAS is to keep up with developments in places like California and Colorado that are – ahem – ahead of Florida in this regard.

We have astonishingly beautiful natural resources in Florida. (That's a roseate spoonbill in the picture above.) From the Everglades to the Gulf beaches, there is “natural capital” here that needs to be protected. Not just because it’s pretty – although you’d think a state whose largest industry is tourism would understand its value. But because when the natural environment is healthy, so are the people – physically and economically.

Here are 3 challenges I’ve encountered as a green business owner. Which ones resonate with you?

Lack of awareness – when I say “green”, many people think I am referring to the color, or that I am describing myself as a newbie. (I’m not.) The topic of greener business is generally not on people’s radar here.

The schools educate kids about sustainability issues better than the mainstream media does for adults. Case in point: I asked a local publisher several years ago why his Florida business-focused magazine did not have a regular feature on green business. He replied that his readers (of whom I am one) weren’t interested in that. I find that stories about green business, green jobs and green learning programs are generally under-reported.

Fragmentation of effort – there is tremendous fragmentation and lack of coordination across green businesses, nonprofits and government agencies when it comes to efforts to go green. When I go to EcoFests, green business networking events and climate change conferences,  I am struck at how many well-intentioned people are struggling to do basically the same things. Imagine if all this effort and resource were consolidated and coordinated in an organized fashion. The whole impact could be greater than the sum of the parts.

Under-funding – too many businesses still see sustainable business practices as optional or a PR move. It’s long past time to invest in something more than recycling bins. To me, green business is a money-making venture for everyone.  Did you know that green jobs are the fastest growing sector in the economy?

The Good News

There is a lot going on under the radar. Last week I attended the 5th Annual Sustainable Business Awards at the University of Tampa. 13 winners collected awards and applause for their “triple bottom line” approach to business. Their businesses ranged from LED lighting to community-supported agricultural farms to recycled air filters. With one or two exceptions, you probably wouldn’t recognize any of their names. But these are the business that will shape the future.

Opportunities in green business are limitless. As a business person, I see the need to reinvent our economy in a more sustainable fashion not just as a daunting challenge, but as a huge opportunity.  To make a good living while helping to save the planet  - what’s not to love?

What do YOU want to hear about?

So that’s LOHAS blog post #1 for me. Let me know your thoughts and tell me what you’d like to hear about in future posts.

About the Author

Alison Lueders is the Founder and Principal oGreat Green Editing. She provides writing and editing services to green businesses and social enterprises that value high-quality content. She ensures that their content and communications – their business face to the world – are correct, clear and compelling. She is a graduate of Harvard College and received her MBA from MIT. She earned her Bronze seal from Green America in April 2013 and Platinum-level recognition from the Green Business Bureau in 2012.

She can be reached at info@greatgreenediting.com and at 813-968-1292.

Green Jobs: Resources for Careers in Natural, Organic and Sustainable Products

Monday, April 22, 2013 by

Here at Compass Natural Marketing, a lot of folks ask us about resources for finding jobs and career opportunities in the $300 billion LOHAS market, i.e., the “Lifestyles of Health and Sustainability” market for natural, organic, eco-friendly, and socially and environmentally responsible products and services.

There are a lot of great companies and NGOs in the LOHAS market, from organic food to renewable energy and from yoga to green building. In fact, with significant growth in demand for natural, organic and sustainable products, according to the Organic Trade Association, the organic food industry is creating jobs at a much higher rate than the conventional food industry.

Here are some good resources below for finding jobs in the natural and organic foods and sustainable products industry, and for social and environmental mission based organizations.

Of course, if you identify companies you’d like to work for, check their websites. Often, the larger companies, such as Whole Foods Market, UNFI, Pacific Natural Foods, Earthbound Farm, and other brand leaders will have job postings on their own websites. Do some research of your favorite brands.

We welcome your comments and suggestions to add to the list.

Green Job Resources

Green Dream Jobs. You can search by level and region. Awesome resource presented by our friends at SustainableBusiness.com.
www.sustainablebusiness.com/jobs/

Here’s a great resource for sales, marketing, management and executive level jobs in the Denver/Boulder region, created by our friend and colleague Luke Vernon.
www.lukescircle.com

Also, GreenBiz has a great sustainable jobs board.
http://jobs.greenbiz.com

TreeHugger has green job listings.
http://jobs.treehugger.com

Sustainable Industries posts green jobs across the country.
http://sustainableindustries.com/jobs

Just Means job listings have a social mission and NGO focus.
http://www.justmeans.com/alljobs

Natural and Organic Industry Resources. A good compendium of industry resources.
http://naturalindustryjobs.com/natural-organic-foods.asp

Naturally Boulder is another resource for job listings in the Boulder/Denver region.
http://www.naturallyboulderproducts.com/news/#jobs

World Wide Opportunities on Organic Farms. Wanting a Peace Corps-like volunteer experience, but on an organic farm somewhere around the world where you can learn about organic agriculture? Feeling young and adventurous? Check out WWOOF.
http://www.wwoof.org

Green Career Guide job thread.
http://greencareerguide.jobthread.com

California Certified Organic Farmers, an excellent organization for organic producers, posts job listings.
http://www.ccof.org/classifieds.php#emp

ReWork:  Founded in 2011 by alumni of the Unreasonable Institute in Boulder, ReWork helps people find careers in values-based, socially responsible and sustainable businesses.
http://rework.jobs/talent

Hope this helps get you started. Happy green job hunting!

________________________________________________

Steven Hoffman is Managing Director of Compass Natural LLC, a full service marketing communications, public relations and business development agency serving natural, organic and sustainable business. Hoffman is Co-founder of the LOHAS Forum annual market trends conference, former Editorial Director of New Hope Natural Media’s natural and organic products trade publication division, and former Program Director of Natural Products Expo East and West. A former Peace Corps volunteer and agricultural extension agent, Hoffman holds a M.S. in Agriculture from Penn State University. Contact steve@compassnatural.com.

8 things That Makes the LOHAS Conference Unique

Tuesday, April 9, 2013 by

LOHAS Forum

1.    Cross section of attendees is like no other event. LOHAS brings together Fortune 500 companies with start up entrepreneurs, investors, nonprofits, thought leaders and media who all want to make the world a better place. It is a great networking event for those who want to stretch their comfort zone and meet new people.

2.    On the cutting edge of what is next. LOHAS has many cutting edge thought leaders, researchers and visionary presenters who have a pulse on trends that often become mainstream. If you want to know what will be mainstream in 2-5 years then the LOHAS conference is a must attend event.

3.    Permission to drop the armor of image is granted and expected.  Everyone at the event wants to know who each other is at heart first and then get to professional interests second. This makes the networking much easier as attendees are sincerely attentive to each other’s needs.

4.    Market data worth thousands of dollars is presented by a variety of green market trend specialists. Those that are interested on what is happening in the LOHAS space can collect a tremendous amount of insight from these highly sought presentations.

5.    LOHAS is Embedded Into Boulder. LOHAS uses distinctive historic landmarks in downtown Boulder as the venue for attendees to experience the charm of the city during the conference during June.

6.    LOHAS has a Legendary Gift Room. Rather than provide a pre stuffed conference bag of brochures that are typically dumped in the hotel room we provide a gift room of various items from LOHAS companies that attendees can pick and choose from. Attendees love this and the gift bags are usually quite stuffed when people leave the room!

7.    Program content transcends green business to include elements to connect with the human spirit and community in a way that is energetic and inspiring.

8.    Not just a conference but a community celebration! We have a variety of ways built into the event ranging from morning yoga and meditation to musical entertainment to after parties to engage the senses for attendees.

Don't miss out. We would love to see you there! REGISTER HERE.
 

 

Ted Ning is renowned for leading the annual LOHAS Forum, LOHAS.com and LOHAS Journal the past 9 years Ted Ning is widely regarded as the epicenter of all things LOHAS leading many to affectionately refer to him as ‘Mr. LOHAS’. He is a change agent, trend spotter and principal of the LOHAS Group, which advises large and small corporations on accessing and profiting from the +$300 billion lifestyles of health and sustainability marketplace.  The LOHAS Group is a strategy firm focusing on helping companies discover, create, nurture and develop their unique brand assets.  For more information on Ted visit  www.tedning.com

Leading Grocers Act to Reduce Food Waste

Thursday, March 21, 2013 by

“We educate team members and consumers to sort their trash and not just ‘throw it away,’ because there is no ‘away.’”   - Tristam Coffin, Whole Foods Market

Abundance and waste. They are two sides of the same coin in America, and that goes for our food system, too.

According to Jonathan Bloom, author of Wasted Food, nearly 40% of all food produced in the United States gets thrown away before it is consumed, and the vast majority of that (97%) ends up in a landfill, where organic food waste is one of the main culprits in methane gas production – a major contributor to global warming.

Each year, 160 billion pounds of food – the equivalent of $250 billion per year – is wasted, enough to fill the equivalent of two Rose Bowls every day, said Bloom, who spoke at the Sustainable Foods Summit held recently in San Francisco, and produced by leading market research firm Organic Monitor.

With the planet’s population set to increase from 7 billion to more than 9 billion by 2050, it isn’t just a matter of increasing food production, but decreasing food waste as well as redistributing food to food banks. A number of grocers are taking steps to address this issue, including SuperValu, the third largest retailer in the U.S., which has achieved “zero waste,” or 90% diversion from the landfill, in 150 of its stores, said Michael Hewett, Director of Environmental and Sustainability Programs for Publix and a member of the Food Marketing Institute’s (FMI) Sustainability Executive Committee.

“As retailers pull cardboard, plastic, cans, etc., out of the waste stream, they are left with food,” said Hewett. “We must find ways to capture food before it goes bad and get it to food banks. From Ahold USA to Winn Dixie, grocers need to share best practices in a ‘pre-competitive’ way. That’s radical collaboration,” he said.

“Globally, one third of all food produced is wasted in processing, handling, storage, sale, preparation and cooking and serving of food,” said Amy Kirtland, Executive Director of Unified Grocers. Kirtland is working with grocers through the Food Waste Reduction Alliance, comprising members of FMI, Grocery Manufacturers Association and the National Restaurant Association, to divert and reduce food waste. Kroger is diverting organic waste to energy production, she said, while Hannaford educates children about food waste through a pilot composting project.

At Whole Foods Market, “We’re looking not for a ‘silver bullet,’ said Tristam Coffin, Whole Foods’ Energy and Maintenance Project Manager, so much as ‘silver buckshot,’ in that stores deal with food waste in region-appropriate ways.” For example, Whole Foods stores in St. Paul, MN, are working with a local farmer to divert food waste for hog feed; other stores work with farmers to supply food waste for compost. In Chicago, stores donate local produce waste to the Lincoln Park Zoo. “We educate team members and consumers to sort their trash and not just ‘throw it away,’ because there is no ‘away,’” he said.

With regard to donating food to food banks, the Bill Emerson Good Samaritan Food Donation Act, signed by President Clinton in 1996, helps reduce liability for grocers seeking to distribute food to food banks and the poor, said Claire Cummings, West Coast Fellow at Bon Appetit Management Co., a leading food service company working with universities and other institutions. “Our goal is to find ways to distribute 1 billion pounds of produce per year by 2015, and that includes making sure that food banks are prepared to take on additional capacity for donated foods ,” added Devi Raja, Director of Food Produce for Feeding America.

____________

Steven Hoffman, Co-founder of LOHAS Journal and the LOHAS Forum annual market trends conference, and former director of The Organic Center, has been involved in sustainable food and agriculture and the LOHAS market for more than 30 years. He is Managing Director of Compass Natural LLC, a full service marketing communications, public relations and business development agency serving natural, organic and sustainable business. Hoffman is former Editorial Director of New Hope Natural Media’s natural and organic products trade publications and former Program Director of Natural Products Expo East and West, the world’s largest natural and organic products trade exhibitions. A former Peace Corps volunteer and agricultural extension agent, Hoffman holds a M.S. in Agriculture from Penn State University.

Wealth + Well Being = True Prosperity?

Friday, March 1, 2013 by

What is genuine prosperity? Whether you are an individual devoted to growing Conscious Money, a LOHAS company committed to delivering value to your customers, or an architect of economic policy, it serves you well to contemplate that question. When you do, you may find yourself wanting to distinguish true prosperity from the mundane variety that may dazzle at first, only to unravel because it is highly unsustainable. Many are tempted to define prosperity in strict economic terms. Metrics are handy and besides, we’re talking about financial matters, aren’t we? 

Not entirely. As Robert F. Kennedy said in 1968, “The gross national product does not allow for the health of our children, the quality of their education, or the joy of their play … It does not include the beauty of our poetry . . . our wisdom . . . our compassion . . . it measures everything, in short, except that which makes life worthwhile.”
RFK’s moving remarks are especially pertinent today because, despite continued inequities, glaring injustices, and distressing environmental developments, an initial level of economic well-being is within reach for hundreds of millions of people, particularly in Latin America, Asia, Eastern Europe, and some of the more prosperous countries of Africa and the Middle East. For this reason, I would argue that the potential for people to practice Conscious Money is becoming a truly global phenomenon. That statement holds enormous ramifications for the LOHAS movement.
But how on earth do we factor in the many and deep dimensions of life that as Robert Kennedy told us, cannot be measured by what some call “the numbers”? 
 
Introducing: The Legatum Prosperity Index
True prosperity requires us to examine a complex set of human factors that encompass human values and consciousness. Determining and measuring the factors that sustain prosperity is the work of the London-based Legatum Prosperity Index, a global database that defines prosperity as wealth and well-being.  The Index’s findings often defy traditional thinking about who is prosperous and who is not. For example, the United States, often deemed the world’s wealthiest nation, ranks as only the tenth most prosperous. And the former Soviet republic of Kazakhstan, which is hardly considered well-to-do, ranks number 46 on the Prosperity Index, a few notches higher than oil-rich Saudi Arabia, which comes in at 49th. One intriguing and positive Index metric shows that the people of sub-Saharan Africa are more optimistic about entrepreneurship than those of many richer countries.
The Prosperity Index evaluates 110 countries (comprising 90 percent of the world’s population) on eight foundational factors of prosperity: economy, entrepreneurship and opportunity, governance, education, health, safety and security, personal freedom, and social capital. Except for “economy,” which might be construed as purely financial, these building blocks of prosperity, in one way or another, gauge or reflect human values or higher consciousness. 
For example, education raises human awareness: higher education levels generally point to greater possibility of conscious choice. Entrepreneurship requires hope, a core human value. Security frees the human spirit to engage in productive activity, including economic activity. Social capital, which the Index defines as cohesive community and family networks, relies on the value of trust, the lack of which is highly detrimental to prosperity. 
As the potential for Conscious Money expands globally, we can see the world anew, envisioning fresh opportunities for ourselves, our children and grandchildren, to live, work, and invest in a world of peace and prosperity. But as the Legatum Prosperity Index demonstrates, it is not economics alone, but economics infused with shared consciousness cultivates the right conditions for a rich, fulfilling life. The Index also shows us that money, values, and consciousness are seamlessly intertwined in the dynamic of human economic evolution here on planet Earth. 
That bodes well for the future of the LOHAS movement and its continued international expansion.
 
Patricia Aburdene is one of the world’s leading social forecasters and an internationally-renown speaker. She co-authored the number one New York Times bestseller Megatrends 2000. Her book Megatrends 2010: The Rise of Conscious Capitalism launched a business revolution. Patricia’s new book, Conscious Money: Living, Creating, and Investing with Your Values for A Sustainable New Prosperity, published in 2012, is a finalist is the Green category for the “Books for a Better Life Award.” Read Chapter one of Conscious Money at  http://www.beyondword.com/product/Conscious-Money-02926. Patricia was named one of the “Top 100 Thought Leaders in Business Behavior” and serves as an Ambassador of the Conscious Capitalist Institute. Patricia’s journalism career began at Forbes magazine and she was a public policy follow at Radcliffe College, Cambridge, MA. Her website is patriciaaburdene.com.
 
 
 
 
 
 
 
 
 

2013 LOHAS Marketing Megatrends

Wednesday, January 23, 2013 by

In the “better, but not booming” economy many predict in 2013, shoppers will focus more than ever on what they care about most deeply. So human values will increasingly shape their spending agenda. At the same time, new trends and priorities will inspire consumers to find new ways to take their values shopping. In addition to their abiding commitment to Health and Sustainability, values-driven shoppers will honor values like Transparency, Justice, Peace, and the more practical value of Frugality. Look for these trends to gain traction in 2013:

Non-violence Emerges as Top Value. In 2013 Peace and Non-violence will increasingly shape our financial choices. After the Newtown, CT massacre, a CBS poll found an 18-percent increase in people who favor tougher gun restrictions. This year powerful investors (i.e. the California teachers pension fund) have already sold weapons stocks. There are new consumer calls to boycott sporting goods stores that sell guns. In 2006, Walmart banned gun sales, but reintroduced them in 2011 to boost weak sales. “Boycott Walmart” initiatives now appear on Facebook.

Fair Trade Takes Off. Fair Trade (FT for short) consumers voluntarily pay a little bit more to endorse the value of social justice for farmers and artisans in developing countries. Result: Fair Trade is trending toward $5 billion global market. Fair Trade USA’s “Fair Trade Finder” mobile app helps consumers find FT products.

Third Party Verification Rules. Conscious shoppers favor products bearing a seal or certification from a reputable organization. LOHAS shoppers—80 percent of them—want trusted, independent sources to verify corporate product claims and 40 percent of all shoppers demand a seal or certification, reports a study by the Natural Marketing Institute.

Old-fashioned and Green Cleaning Products Rock. As green cleaners like Method, Seventh Generation, and Green Works gain market share over traditional labels, most mainstream cleaning brands (except Clorox and S C Johnson) still refuse to disclose chemical ingredients, despite pressure from consumers and activists. Meanwhile LOHAS shoppers enthusiastically embrace Grandma’s non-toxic—and ridiculously inexpensive—baking soda and vinegar. Great Recession helped us discover joy of frugality, but it’s unlikely we’ll abandon it as the economy picks up.

If there were a motto for 2013’s consumer spending mood, it might be: “Conspicuous consumption is gone for good; but discerning, values-driven spending never goes out of style.” Key words such as quality, meaning, simplicity, peace, economical, and local aptly describe the value propositions that will encourage shoppers to open their wallet in 2013. Time was, marketers asked, “Who is my consumer?” and defined consumer identity in strict demographic terms. But those who seek to build enduring relationships with LOHAS consumers must instead ask, “What are her values?” then cultivate a strategy for reaching said consumer by authentically embodying her values in all branding messages. 

________________

Patricia Aburdene is one of the world’s leading social forecasters and an internationally-renown speaker. She co-authored the number one New York Times bestseller Megatrends 2000. Her book Megatrends 2010: The Rise of Conscious Capitalism launched a business revolution. Patricia’s new book, Conscious Money: Living, Creating, and Investing with Your Values for A Sustainable New Prosperity, published in 2012, is a finalist is the Green category for the “Books for a Better Life Award.” Read Chapter one of Conscious Money. Patricia was named one of the “Top 100 Thought Leaders in Business Behavior” and serves as an Ambassador of the Conscious Capitalist Institute. Patricia’s journalism career began at Forbes magazine and she was a public policy follow at Radcliffe College, Cambridge, MA. Her website is patriciaaburdene.com.

"The Next 20 Years of Sustainable Business" by Aron Cramer of BSR

Monday, December 31, 2012 by

[ Article form the special 20th Anniversary issue of the GreenMoney Journal (Fall 2012) and www.GreenMoney.com ]

The Next 20 Years of Sustainable Business

by Aron Cramer, President and CEO, BSR (Business for Social Responsibility)

Twenty years after the Earth Summit in Rio, and in this BSR’s 20th anniversary year, we are both looking back and looking ahead. And as we reflect on the past 20 years, it seems that everything has changed…and nothing has changed. There are reasons to celebrate great achievements, but even more reasons to redouble efforts to achieve the tangible successes that are necessary to put the world on a genuinely sustainable path. Just recently there has been an unprecedented turnout by business and civil society at Rio+20, while at the same time the American Meteorological Society reports that freak heat waves in the US and fatal floods in Russia were likely caused by climate change.

Most businesses, and many other institutions, now recognize that we have in our hands the ability to create an economy that delivers dignified lives of comfort and opportunity for the 9 billion people we expect in 2050; an energy system that enables economic growth without irreversible climate change; and access to food, energy, water, and technology. Whether or not we turn this vision into reality is not just of interest to sustainability professionals, it is nothing less than the central challenge of the 21st century.

There are indeed many great accomplishments that have been achieved since 1992. As sustainability enters the mainstream, we see that hundreds of millions of people have escaped poverty in the past generation, something never before achieved in human history. Most large multinational companies and countless small and medium enterprises (SMEs) all across the world have embraced sustainability. Consumers, investors, and governments have vastly more information than ever before to enable them to assess how business is performing on sustainability, allowing rewards for the best performers. Collaboration and dialogue between business, NGOs, and community organizations, once taboo, is now considered basic. Technology’s ability to connect us has created a global community unprecedented in human history. And where companies once saw corporate social responsibility (CSR) as a risk mitigation exercise, more and more understand sustainability to be the mother of all innovation opportunities. All this is great cause for optimism.

And yet, there are many, many areas in which, twenty years after the initial Earth Summit, progress is insufficient. Our planet continues to warm, with carbon levels nearing 400 parts per million, dangerously close to the point at which irredeemable changes will occur. We need only consider the thousands of record high temperatures in the early summer of 2012 in North America, capping the hottest year on record in the United States, to make the point. The International Energy Agency, hardly an alarmist organization, now sees serious risk of catastrophic climate change. Deforestation proceeds. Progress towards the Millennium Development Goals is inconsistent. The number of water-stressed regions in the world grows annually. And our measures of economic vitality remain tied to unsustainable levels of natural resource consumption. Governments have largely abdicated responsibility to take concerted action to promote low-carbon economic growth, wilting in the face of the global financial crisis. This litany makes clear that, by many objective measures, progress is far too slow – at best.

Without a change in course, the remarkable rise in living standards that have enabled countless people to live lives of dignity will either be halted or reversed.

But with new thinking, innovation, and collaborative action, we can transform our world, and turn the vision of sustainable, prosperous lives for nine billion people into a reality.

Where We Need To Go

If we are to build on the successes of the last twenty years, we need to change course. The task ahead is no longer about defining the challenge; it is about meeting the challenge. We don’t need more roadmaps; we need to move faster towards the destination.

The path forward is fundamentally different than the one we have traveled over the past two decades. In the first decade after the original Earth Summit, the time when BSR was founded, the primary challenge was to raise awareness in the business community about why sustainability was a crucial and legitimate topic for the private sector. In the subsequent decade, energies were directed less to awareness raising, and more to the integration of social and environmental strategies into business strategy and operations. For the decade ahead, integration remains crucial. Companies have made great progress in the past two decades, and we have been proud to play a role in that. There is considerable room to go further, and we write about that elsewhere in this article.

But a new decade brings a new approach. More substantial progress, however, depends on change not only inside individual companies, but also within entire systems. The era of the hermetically sealed, vertically integrated company is long gone. Every business, in every part of the world, operates within a web of systems: economic, cultural, political, and natural. Every business in every part of the world relies on networks of suppliers, customers, and investors. Even the most innovative companies won’t capture the potential of their efforts if these systems disregard sustainability. And as much as we value best practices, we also know from the past two decades that even the most creative experiments and demonstration projects are not going to meet the scale of the challenge.

So the solutions we need to achieve our goals must also be systemic. A genuinely sustainable economy depends on four inter-related elements: (1) the operational systems in which companies act; (2) the markets that shape the way investments are made and value is defined; (3) the stakeholder world that holds great promise, and (4) the world of ever more empowered individuals and connected communities.

   •     Truly Integrated Business Models: Business decision-making does not currently integrate environmental, social, and governance (ESG) factors into investment calculations. Fifteen years after John Elkington popularized the triple bottom line, very few companies have actually integrated this model into their economic valuations. Whether or not financial markets change the game, there is an opportunity for companies to get smarter about the intangible assets that increasingly make or break their success. While some companies are experimenting with economic valuations that include elements like carbon, we have not yet seen widespread adoption of economic models that place a value on ecosystem services, community goodwill, or the risk of stranded assets. It is now widely agreed that these things have value; our task for the next decade is to get more precise about what the value is, and how to measure it. The Natural Capital Declaration that 57 companies signed at Rio+20 is a good start down this path.

   •     Financial Markets That Promote Long-Term Value: Despite the Great Recession, public markets focus as intensely as ever on short-term returns. Shares in publicly traded companies in the United States are held for an average of seven months, down from seven years two generations ago. Markets allocate capital with great effect, and the challenge ahead is to maintain the best aspects of market flexibility while reducing the relentless pressure of short-termism. Financial innovation, which was blamed for the crash in 2008, can also be parlayed into new mechanisms that help create long-term value. Integrated reporting, integration of non-financial risks and opportunities into definitions of fiduciary duty, the creation of “L shares” as proposed by Al Gore and David Blood, as well as other mechanisms will create a virtuous circle in which companies are rewarded for taking the long view, and investors are cushioned from the risks of excessive short-term thinking. And there is little doubt that there is also the need to restore trust in our financial system if the “real economy” is going to thrive.

   •     New Frontiers of Collaboration: The past 20 years introduced the concept of collaboration among companies and an increasingly powerful network of NGOs around the world. The next 20 years will see the lines between for-profit and not-for-profit organizations blur substantially. A world of dialogue between organizations defined by whether they are for-profit or non-profit may be drawing to a close. Can we imagine a world in which every enterprise is a social enterprise? A world in which every NGO thinks about market solutions to the world’s most pressing challenges? How will companies collaborate when every individual has a megaphone bigger than those available to the world’s biggest NGOs 20 years ago?

   •     The Empowered Individual: The next ten years will continue to put more and more information and autonomy into the hands of individuals and self-forming groups. The demise of business models relying on big businesses selling to passive mass audiences will accelerate. More and more information will be available to individuals. The “internet of things” and widespread sensors will make the invisible visible. Advances in biotechnology will provide quantum leaps in our understanding of how the world around us, and our choices as consumers and citizens, affects our health. These changes can – under the right circumstances – be a net positive for sustainability. And it is undeniably the case that companies will need to adapt to a world of truly radical transparency.

At BSR, we want to see a world with a truly inclusive economy that enables all people to meet their needs, shape their futures, and achieve their potential. We want to see a world that values and preserves natural resources so that future generations have the same – or better – opportunity to thrive. We see a world where economic health – for individuals and for nations and enterprises – is measured not by the quantity of consumption, but by the quality of life that economic activity delivers. And we want to see a world in which public policy and markets create the incentives and rules that make it possible for businesses that point in this direction to thrive. Companies that embrace this challenge will be the ones to achieve the greatest success…and the ones who create a world of which we can be proud.

The road ahead needs greater emphasis on systemic solutions like those I describe here. If real progress is made in these areas over the next twenty years, we will have done a great deal to accelerate… and will have more reasons to celebrate.

 

Article by Aron Cramer, President and CEO, Business for Social Responsibility (BSR) (www.bsr.org ). Mr. Cramer is recognized globally as an authority on corporate responsibility by leaders in business and NGOs as well as by his peers in the field. He advises senior executives at BSR’s nearly 300 member companies and other global businesses, and is regularly featured as a speaker at major events and in a range of media outlets. Under his leadership, BSR has doubled its staff and significantly expanded its global presence. Mr. Cramer is co-author of the book Sustainable Excellence: The Future of Business in a Fast-changing World, about the corporate responsibility strategies that drive business success. He joined BSR in 1995 as the founding director of its Business and Human Rights Program, and opened BSR’s Paris office in 2002, where he worked until assuming his current roles in 2004.

Previously he practiced law in San Francisco and worked as a journalist at ABC News in New York. He has expertise in integrating sustainability into business strategy, human rights policies and practices, and stakeholder engagement.

 

For more information go to- www.GreenMoney.com

 

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Marketing Biobased Content Credibly

Monday, December 17, 2012 by

Communicating the benefits of “biobased” content, the world’s newest ecological marketing term, is often tricky. Biobased represents all of green marketing’s traditional challenges — including greenwash — but has additional, unique challenges all its own. Happily, strategies and a credible third party label now exist.

Opportunities For Biobased Products and Packaging
There are many reasons for a business to use biobased content instead of traditional petroleum-based ingredients in their products, including:  it helps grow the farm economy, promotes energy independence, and helps manage carbon impacts, providing a useful hedge against potential future carbon taxes. Finally, biobased agricultural and other renewable material can mitigate petroleum’s wild price fluctuations, supply disruptions and geopolitics.

From an image and marketing perspective, a shift to biobased content can enhance reputation with stakeholders, including risk adverse investors. It can boost sales in the B2B and B2C sectors, as well as support and enhance many types of ‘green’ claims. Let’s look at these in more depth.

Selling opportunities are growing in the federal, commercial, and consumer markets. In the U.S., for instance, the federal sector will benefit from an Obama executive order signed in March 2012 to double the amount of biobased purchases.

Initial market research suggests consumer willingness to purchase biobased products and packages. Research commissioned by Genencor in 2011 suggests 40% of Americans are ‘aware of’ the term biobased and 77% will ‘definitely’ or ‘likely’ buy comparable biobased products.

In the consumer sector, biobased content can halo a brand.Coke’s new partly sugarcane-based PET ‘PlantBottle’ (with ‘up to’ 30% bioplastic), reinforces the brand positioning of Coke’s health-oriented Dasani bottled water and Odwalla juice brands. PlantBottle is now being licensed from Coke by H.J. Heinz for its iconic ketchup brand. An image of the bottle is below.

In 2010, 83% of U.S. adults identify with ‘green’ values, with various segments expressing their own reasons for likely interest in biobased. For instance, the LOHAS (Lifestyles of Health and Sustainability) segment represents the deep green consumers who take a holistic approach to all things sustainable and green; Naturalites look for organic food, natural personal care, cleaning and pet foods; Conventionals conserve natural resources; and status conscious Drifters who like to be seen carrying cloth shopping bags and driving a Toyota Prius. (Source: The Natural Marketing Institute).

Together, these consumers fuel a $290 billion U.S. market for natural products, renewable energy and more benign household products. Well-known brands that actively incorporate biobased content include Ford, Seventh Generation, Stonyfield Farm, and Procter & Gamble’s Gillette ProFusion and Pantene brands.

Marketing Challenges of Biobased

1. Unfamiliarity. Consumers don’t know the meaning of ‘biobased’. The term is not in the dictionary and is limited to scientific, engineering and B2B usages. USDA, which introduced a “USDA Certified Biobased Label” in early 2011, defines biobased as made from agricultural materials, forestry and marine based sources; so, even a well-informed consumer needs to learn that biobased products come from more than soy and corn.

2. Risk of Greenwash. Because biobased is unfamiliar but sounds ‘green’, consumers can infer such environmental benefits as “natural”, “renewable” and “biodegradable” which may or may not be the case depending upon the product. Benefits that are too easily and often incorrectly implied or overstated increase reputation risk.

Green marketing lessons of the past still apply. As Mobil learned the hard way, in the early 1990’s, their Hefty trash bags which were marketed as ‘photodegradable’ (although not called biobased) were pulled from the market after seven state attorneys general sued saying that the bags would disintegrate (i.e., break down into small fragments under the influence of heat and/or oxygen) but not degrade in landfills for which they were intended and advertised. (See the recently revised FTC Green Guides for further detail.)

3. Science. The ASTM D6866 scientific test standard upon which the USDA Certified Biobased label is based, helps define ‘biobased’ and accurately measure content.  Even with this credibility, results present communication challenges. Because the test measures biobased content as a percent of total carbon content, minerals and water are excluded. This can make comparisons difficult between products that contain minerals and water versus those with only biobased ingredients.

4. Red flags. Despite its many benefits, biobased content raises some red flags among some segments of consumers. For instance, some biobased products could compromise performance;  a case in point, the first Sun Chips ‘compostable’ bag made from corn-based PLA bioplastic had to be withdrawn because it was noisy; PLA manufacturer Natureworks quickly reformulated.

Also, some consumers take issue with biobased materials made from genetically altered crops (as is the case with most corn and soy grown in the U.S.), or are concerned about the effect agriculturally-based content may have on food prices.

Some may also question the sustainability of the harvesting practices. Finally, some consumers are concerned that biobased ingredients are imported rather than domestic, thus representing carbon impacts associated with transporting the materials from distant shores, or steal business from domestic farmers.

5. Confusion and misinformation. Still, many consumers — and even product marketers — mix up the terms ‘bio-based’ and ‘bio-degradable’. Both these properties are absolutely independent. Biobased refers to the origin of a material and biodegradable refers to the end-of-life. Biobased does not mean a material is biodegradable and vice-versa.


Success Strategies for Marketing Biobased Products and Packaging

To market biobased products and packaging with impact, relevance and credibility consider the following strategies:

1. Promote uniformity to let consumers compare biobased content by adhering to ASTM D6866. Disclose the source of the biobased content and dsitinguish between content that applies to product and package. Understand implications of grammatical constructions of ‘made with’, ‘made from’ and ‘made of’.

2. Follow FTC Green Guides (in the U.S.) and other applicable country guidelines when making environmental marketing claims of or related to biobased content. The recently updated FTC Green Guides provides specific guidance for such terms that biobased products can support such as ‘biodegradable’, ‘compostable’, and ‘renewable’.

Despite obvious consumer associations of biobased as ‘ecofriendly’, avoid what FTC describes as ‘generalized environmental benefit claims’.  Avoid images of ‘planets, babies and daisies’ that could imply the product is greener or contain more biobased content than in fact.
Make sure to portray environmental benefits from a total life cycle perspective.

3. Support claims with the USDA Certified Biobased label and other applicable biobased certifications to underscore credibility. Educate consumers on the meaning of ‘biobased’ and the underlying basis for the label.

4. Consider additional complementary sustainability-related certifications as appropriate. For instance, many products qualify forBPI’s CompostableUSDA OrganicU.S. EPA’s Design for Environment, and the independent Green Seal certification labels. The same is true for certification schemes in a number of other countries.

5. Carefully research and address consumer ‘red flag’ concerns. Reassure about performance and specify product applications.

Jacquelyn Ottman and Mark Eisen are colleagues at New York City-based J. Ottman Consulting, Inc., expert advisors to industry and government for strategic green marketing. They advised the U. S. Department of Agriculture on the launch of the USDA Certified Biobased label during 2011 and are now working with labelers on capturing the value of their participation in the program.

Jacquie Ottman is the author of The New Rules of Green Marketing: Strategies, Tools and Inspiration for Sustainable Branding (Greenleaf Publishing U.K., 2011). Mark Eisen is the former environmental marketing director at The Home Depot.

Additional Blog Posts on this Topic:

From Growth Capitalism to Sustainable Capitalism: The Next 20 years of Sustainable Investing

Monday, December 3, 2012 by

By Joe Keefe, President and CEO, Pax World Management  (From the special 20th Anniversary issue of the GreenMoney Journal and www.GreenMoney.com )

Twenty years from now, we will have either successfully transitioned from our current economic growth paradigm to a new model of Sustainable Capitalism or we will be suffering the calamitous consequences of our failure to do so. Likewise, sustainable investing will either remain a niche strategy or it will have supplanted mainstream investing. This is the critical point we must embrace: sustainable investing can no longer simply present itself as an alternative to traditional investment approaches that ignore environmental, social and governance (ESG) imperatives; it cannot simply be for some people; it must actually triumph over and displace traditional investing.  

The current model of global capitalism - call it growth capitalism - is premised upon perpetual economic growth that must ultimately invade all accessible habitat and consume all available resources.[Footnote 1] Growth capitalism must eventually collapse, and is in fact collapsing, for the simple reason that a finite planet cannot sustain infinite growth. Moreover, the dislocations associated with this infinite growth paradigm and its incipient demise - climate change, rising inequality and extreme poverty, resource scarcity (including food and water shortages), habitat loss and species extinctions, ever more frequent financial crises, to name just a few - will increasingly bedevil global policy makers in the years ahead. The public sector is already experiencing a high degree of dysfunction associated with its inability to confront a defining feature of this system: the need for perpetual growth in consumption spurs a corresponding growth in public and private debt to fuel that consumption, which has roiled financial markets and sovereign finances across the globe. 

Meanwhile, the environmental fallout from this infinite growth paradigm is becoming acute. All of earth’s natural systems – air, water, minerals, oil, forests and rainforests, soil, wetlands, fisheries, coral reefs, the oceans themselves – are in serious decline. Climate change is just one symptom. “The problem is the delusion that we can have infinite quantitative economic growth, that we can keep having more and more stuff, on a finite planet.”[FN 2] The problem is an economic system that makes no distinction between capital investments that destroy the environment, or worsen public health, or exacerbate economic inequality, and those that are aligned with earth’s natural systems while promoting the general welfare. Under growth capitalism, a dollar of output is a dollar of output, regardless of its side effects; short-term profit is valued regardless of the long-term consequences or externalities. 

It is therefore discouraging that, in the U.S. at least, there is no serious discussion in mainstream policy circles about alternatives to the present system. Nor do I think there will be for some time given our current political/cultural drift. Political and economic elites, and the public itself, remain committed to growth capitalism, accustomed to “having more and more stuff,” for a host of economic, social and psychological reasons. As Jeremy Grantham has written, “[t]he problems of compounding growth in the face of finite resources are not easily understood by optimistic, short-term-oriented, and relatively innumerate humans (especially the political variety).”[FN 3] Our campaign finance system, wherein policy makers are essentially bought off by and incentivized to advance the very interests that stand to profit most from the current system, is no help. Making matters worse, large segments of the public do not even accept what science teaches us about climate change, or natural systems, or evolution, or a host of other pressing realities. The late U.S. Senator Daniel Patrick Moynihan once said that everyone is entitled to their own opinion but not their own facts. Today, it seems that a growing number of people, aided and abetted by special interests that stand to benefit from public ignorance, are increasingly opting for their own “facts.”

So, neither the public sector nor corporate and economic elites, as a result of some newfound enlightenment, seem poised to consider alternatives to the current system. To the contrary, their first impulse will be to resist any such efforts. This is the critical problem at the moment: while there is an array of powerful forces aligned against the type of sweeping, systemic change that is needed, there is no organized constituency for it. There are individuals and groups who support this or that reform, or who are focused on critical pieces of the larger puzzle (e.g., climate change, sustainable food & agriculture, gender equality, sustainable investing), but there is no movement, no political party or leader, no policy agenda to connect the dots.

That is a shame because there is a clear alternative to growth capitalism that has been articulated in recent years by a diverse body of economists, ecologists, scientists and other leading thinkers - including leaders in the sustainable investment community.[FN 4]

Although there is as of yet no unified theory or common language, let alone any sort of organized movement to speak of, what has emerged is essentially a unified vision, and that vision might best be described as Sustainable Capitalism.[FN 5]

Sustainable Capitalism may be thought of as a market system where the quality of output replaces the quantity of output as the measure of economic well-being. Sustainable Capitalism “explicitly integrates environmental, social and governance (ESG) factors into strategy, the measurement of outputs and the assessment of both risks and opportunities…. encourages us to generate financial returns in a long-term and responsible manner, and calls for internalizing negative externalities through appropriate pricing.”[FN 6] Essentially, business corporations and markets alter their focus from maximizing short-term profit to maximizing long-term value, and long-term value expressly includes the societal benefits associated with or derived from economic activity. The connections between economic output and ecological/societal health are no longer obscured but are expressly linked.[FN 7]

There is no question that growth capitalism must give way to Sustainable Capitalism. It’s as simple, and as urgent, as that. Over the next 20 years, the sustainable investing industry must play a pivotal leadership role in ushering in this historic transformation. We will need to connect the dots and catalyze the movement. Why us? For the simple reason that finance is where the battle must be joined. It is the financial system that determines how and where capital is invested, what is valued and not valued, priced and not priced. The sustainable investment community’s role is vital because the fundamental struggle is between a long-term perspective that fully integrates ESG factors into economic and investment decisions and our current paradigm which is increasingly organized around short-term trading gains as the primary driver of capital investment and economic growth regardless of consequences/externalities.

The notion that sustainable investing can simply keep to its current trajectory - a few more assets under management here, a few more successful shareholder resolutions there, a few more GRI reports issued, another UN conference, an occasional victory at the SEC - and achieve what needs to be achieved on the scale required is, frankly, untenable. We need to be more ambitious in our agenda.

We will also need to take a more critical stance, not only advocating for ESG integration but against economic and investment approaches that ignore ESG concerns. We will need to consistently critique the notion that externalities associated with economic output are somehow collateral, or that financial return is sufficient without beneficial societal returns, or that markets are inherently efficient and self-correcting. We will need to unabashedly offer sustainable investing not as an alternative approach but as a better approach - as the only sensible, responsible way to invest.

I believe the sustainable investing industry will also need to align itself with a more explicit public policy agenda - while remaining non-partisan - and work with like-minded reformers to advocate for that agenda. For example, sustainable investors should be sounding the alarm about resource scarcity and advocating for a massive public/private investment plan in clean energy, efficiency technologies and modernized infrastructure.[FN 8] The age of resource scarcity and the need for efficiency solutions is upon us.[FN 9] At Pax World, we offer a fund - the Global Environmental Markets Fund (formerly the Global Green Fund) - whose investment focus is precisely that. Our industry needs to fashion such investment solutions, and I believe there will be opportunities to do so collaboratively as well as competitively.

I also feel strongly that the greatest impediment to sustainable development across the globe is gender inequality. Advancing and empowering women and girls is not only a moral imperative but can unleash enormous potential that is now locked up in our patriarchal global economy. Sustainable investors need to press the case that gender equality needs to be a pillar of Sustainable Capitalism. At Pax World, we also have a fund - the Global Women’s Equality Fund - whose investment focus is exactly that.

In my view, the sustainable investing community should also be advocating for public funding of federal elections, either through a constitutional amendment or, absent an amendment, through a voluntary public funding system. The notion that we can tackle any major public policy issue, let alone undertake the epochal transition to Sustainable Capitalism, while politicians and regulators are captive to the very interests they are supposed to regulate, is beyond naïve. We will not be able to reform capitalism if we cannot reform Congress. 

Finally, asset management firms like my own will need to find ways to craft new, more persuasive messages, launch new products, form new partnerships, and fashion new distribution strategies and alliances that are focused on lifting the industry as a whole, because a rising tide will lift all boats. Pax World has taken a step in this direction in launching our ESG Managers Portfolios, where many ESG managers and strategies are now available under one roof in one set of asset allocation funds. There is more to be done - together, as an industry. 

The times call for leadership. The transition to Sustainable Capitalism is necessary and urgent, as is the triumph of sustainable investing over investment approaches that effectively prolong and exacerbate the current crisis. Twenty years from now, our industry will be judged by whether we have met this burden of leadership. Our impact either will be dramatic or inconsequential. We either will succeed or we will fail. We should resolve to succeed, and to work collaboratively toward that end. 

 

Article by Joe Keefe, President & CEO of Pax World Management, headquartered in Portsmouth, NH. Pax World manages approximately $2.5 billion in assets, including mutual funds, asset allocation funds and ETFs, all of which follow a sustainable investing approach. Prior to joining Pax World, Joe was President of NewCircle Communications (2000-2005), served as Senior Adviser for Strategic Social Policy at Calvert Group (2003 – 2005), and was Executive Vice President and General Counsel of Citizens Advisers (1997-2000). A former member of the board of US SIF (2000 - 2005), Joe was named by Ethisphere Magazine as one of the “100 Most Influential People in Business Ethics” for 2007, 2008 and 2011, and in 2012 was recognized by Women’s eNews a one of “21 Leaders for the 21st Century, where he was the sole male honoree. 

You should consider a fund's investment objectives, risks and charges and expenses carefully before investing. For this and other important information, please obtain a fund prospectus by calling 800.767.1729 or visiting www.paxworld.com . Please read it carefully before investing.

Equity investments are subject to market fluctuations, a fund’s share price can fall because of weakness in the broad market, a particular industry, or specific holdings. Emerging market and international investments involve risk of capital loss from unfavorable fluctuations in currency values, differences in generally accepted accounting principles, economic or political instability in other nations or increased volatility and lower trading volume.

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Footnotes:

[1] See, William E. Rees, “Toward a Sustainable World Economy,” Paper delivered at Institute for New Economic Thinking Annual Conference, Bretton Woods, NH, April 2011, p. 4.

[2] Paul Gilding, The Great Disruption, Bloomsbury Press, 2011, p. 186.

[3] Jeremy Grantham, “Time to Wake Up: Days of Abundant Resources and Falling Prices Are Over Forever,” April 2011 GMO Quarterly Letter.

[4] I am thinking of such writers and thinkers as Wendell Berry, Lester Brown, Paul Gilding, Herman Daly, Thomas Friedman, Paul Hawken, Richard Heinberg, Mark Hertsgaard, Amory Lovins, Hunter Lovins, Bill McKibben, Donella Meadows, Jorgen Randers & Dennis Meadows, James Gustave Speth and, of course, E.F. Schumacher. Contributions from the sustainable investing community include Steven Lydenberg’s Corporations and The Public Interest, Robert Monks’s The New Global Investors, Marjorie Kelly’s The Divine Right of Capital, and The New Capitalists by Stephen Davis, Jon Lukomnik & David Pitt-Watson. See also the work of The Capital Institute, www.capitalinstitute.org

[5] Credit Al Gore, David Blood, Peter Wright and the folks at Generation Investment Management for putting a stake in the ground and endeavoring to define and popularize this concept.

[6] “Sustainable Capitalism,” Generation Investment Management LLP, 2012, p. 2.

[7] This notion of Sustainable Capitalism is not unlike the concept of “shared value” s advanced by Michael E. Porter and Mark E. Kramer. See, “Creating Shared Value,” Harvard Business Review, Jan-Feb 2011.

[8] See Daniel Alpert, Robert Hockett & Nouriel Roubini, “The Way Forward: Moving From the Post-Bubble, Post-Bust Economy to Renewed Growth and Competitiveness,” © 2011, New America Foundation, www.newamerica.net

[9] See Jeremy Grantham, “Time to Wake Up: Days of Abundant Resources and Falling Prices Are Over Forever,” supra; See also, “Resource Scarcity and The Efficiency Revolution,” Impax Asset Management, www.impaxam.com

 

For more information go to- www.GreenMoney.com

 

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Leading Universities for Sustainable Studies

Monday, November 26, 2012 by

The field of sustainability has evolved from a small niche of environmentalists into a transdisciplinary field that spans from local agriculture to global business. Today, people around the globe are much more aware of the problems facing mankind and the planet as a whole. The population is estimated to grow to nine billion by 2050, an increase that will only further strain our planet's natural resources. In these universities, teachers and students are committing their careers to developing the principles and practices that will allow the human race to achieve a sustainable future.

1. The University of California at Davis

UC Davis has a long history of teaching organic farming, but it wasn't until last year that sustainable agriculture was added to the curriculum. Today, UC Davis offers a degree in Sustainable Agriculture and Food Systems that explores the social, economic and environmental aspects of food and agriculture. This course of study goes beyond the farm and the table to the wider global impact of a sustainable food supply.

2. The Center for Alternative Technology

Located in Wales, the CAT eco-center focuses on all aspects of sustainable living and also provides classes for the public and professionals. Its permanent exhibitions of alternative technologies serve as the leading tourist attractions in the area.  In 2000, CAT began to teach post graduate studies, and in 2010 CAT built the Wales Institute for Sustainable Education (WISE). The WISE building currently serves as a lecture hall as well as a case study for sustainable architecture practices. Since 2008, the Center has offered a Professional Diploma in Architecture.

3. The College of the Atlantic

Students of the College of the Atlantic all share a single major: human ecology. Professors and students at College of the Atlantic approach sustainable issues through various areas of study – such as arts, sciences or business – offering a comprehensive approach to human ecology and its principles. The school also offers only a single graduate concentration, a Master's in Philosophy in human ecology.

4. Oregon Institute of Technology

In 2008, the Oregon Institute of Technology began the first four-year undergraduate degree program in renewable energy systems in the United States. This Bachelor of Science in Renewable Energy Engineering establishes the engineering principles that will promote and integrate alternative energy sources into mainstream society. The degree is taught in both Klamath Falls and Portland, Ore.

5. The Earth Institute at Columbia University

The Earth Institute is a branch of the Columbia University's NYC campus. The EI hosts a variety of majors and degree paths for environmental sciences. Students who are interested in conservation, engineering or evolutional biology can receive an education that will prepare them for careers that value the Earth.

6. The University of Pennsylvania

The University of Pennsylvania is located in Philadelphia and is often called "Penn". Like Columbia, it is an Ivy League school and is one of the oldest and renowned in the United States. The University offers a "Green MBA", which is actually a major in Environmental and Risk Management. The Green MBA teaches the "triple bottom line" principles that comprise a sustainable business model and is a good choice for those who plan to pursue careers with sustainable business initiatives.

7. Center for Sustainable Fashion at London College

This institution melds research, creativity and business to support a sustainable approach to the fashion industry. The Center for Sustainable Fashion at London College encourages social change through fashion trends. The institution challenges the status quo and encourages students to make a positive impact in an industry that can radically change the social and economic realities of our world.

8. The University of New Hampshire

 This school, located in Durham, New Hampshire, makes the list with its dual major EcoGastronomy. The major integrates sustainable agriculture with hospitality management and nutrition for a comprehensive and holistic approach to selecting and preparing food for health and taste.

9. Rocky Mountain College of Art and Design

Students of the Rocky Mountain College of Art and Design can select from a variety of different creative majors with an emphasis in sustainable practices.  Complementing sustainable architecture is the sustainable interior design initiative in which students learn the brass tacks of designing as well as the environmental impacts on human behavior and eco-friendly building materials and systems.

Nadia Jones is an education blogger for Onlinecollege.org where she writes about education news, online learning platforms, and accredited online colleges. She recently helped compile an Online College Catalogue for prospective students. Nadia welcomes your comments and questions at nadia.jones5@gmail.com.