Green Business Solutions

A New Champion at the Weather Channel Answers All You Want to Know About the Weather, But Were Afraid to Ask

Wednesday, June 4, 2014 by

No, Sam Champion is not just another handsome talking head. To prove it, he has taken the bold step of leaving perhaps the number one weatherperson position in the world at ABC's Good Morning America to become Managing Editor at The Weather Channel. His new show is called AMHQ, for America's Morning Headquarters. It is an amalgam of news, sports, lifestyle and, of course, weather forecasting and reporting, running each weekday from 7-10 a.m. ET.

From a journalistic integrity standpoint, I should say upfront that I am a Sam Champion fan. I appeared on his "Just One Thing" environmental segment on GMA several times in previous years. A new executive producer did away not only with that segment, but essentially all reporting on environmental subjects. While he won't comment on that, I suspect this is one of a number of reasons that Sam elected to move on from GMA.


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Sam Champion at the 40th Annual Daytime Emmy Awards.

Champion is an Emmy and Peabody award winner who is a serious weatherman and proud of it.

I'm going to be a hypocrite here. I want to wake up every morning with my feet on the sand, 20 steps from the ocean. If I am not by the beach, I am not a whole person. But I realize it's not a safe place to build or locate a community. We have allowed people to make incredible amounts of money off of our desire to live on the beach. Unfortunately, we've not thought about how (beaches) are the natural protectors for everything behind them.

This is Sam Champion, admitting his own preferences but trying to educate us on the power of weather patterns and how they can endanger our lives. In this case, he refers to rebuilding on the same spot after natural disasters, be it Hurricane Sandy or the Asian tsunami.

Here's what Champion has to say about the Southern California/Southwestern U.S. drought, and its ramifications, such as last week's San Diego wildfires:

We have to stop being surprised. I am so [redacted] tired of people being surprised. We should not be surprised when areas that have seen drought before experience it again. We should not be surprised that towns previously leveled by hurricanes will be leveled again. I'm so tired of us being surprised. While I understand that (the beach is) one of the most desirable places for people to feel connected to the world and at peace, we should not allow people to rebuild after a disaster. I understand why we are torn on this, but we have to think ahead for others. We have to make sure people are safe...

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Destroyed homes line the coast in Lavallette, New Jersey in the aftermath of Hurricane Sandy.

Indeed, Sam Champion is passionate about climate change and its ramifications. He is very concerned about water shortages in coming decades. He has the courage to say what we are just now beginning to understand about where we should be vs. where we are on alternate water sources.

We are horribly prepared (for drought in the Southwest). If we were, we would have several options available to get people water. We are still relying on watersheds, snow melts, and rain. If you live in a coastal area and have not made desalination options available to your community because of money, energy requirements or other factors...if you don't have a "B" choice for water, that is just wrong. That is not politics, either, that is reality.

I explained to Sam that I recently visited Israel, where they have perfected the art of providing desalinized drinking water for all at a fair price point. His comment: "California, and many other parts of the world, could learn a lot from the Israelis when it comes to preparing for perpetual drought conditions."

The 52-year-old Kentucky native faces the reality that the Southwest could be in for an ongoing drought unlike anything we are used to.

We are just now beginning to understand global weather patterns. We used to think of weather locally, but it is truly anything but -- it's a global thing. We are still trying to figure out El Nino and La Ninas. If an El Nino occurs, it can mean X for this region and Y for that one. You are not looking just at warming water temperatures. To say California will be in a period of ongoing drought, I don't know that anyone can say for certain. But I don't see a lot of help coming to change this situation. If we have not figured out a way to handle the drought over the past 25 years, we have a problem.

About Sam's new show. How was it going from GMA to AMHQ?

We created a show that is hyper informative because I saw there was a different audience. The new audience is 24-hour informed. They are following stories, news, websites, they have alerts on their smartphones. The Weather Channel is built to work on a 24-hour news cycle. We are adjusting to the new pace of information. Facebook, Twitter, we are dealing with a news cycle being right now, this minute. AMHQ is sequenced to this pace. We have the most live shots of tornadoes. We were in Pensacola, Florida for the floods, California for the fires, Minnesota for cold air and snow, and those are just the live shots.

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We now witness tornados year round, signaling a change in climate patterns.

Champion, who married his partner, Rubem Robierb, in 2012, does not see it as his responsibility to convince the climate change deniers of their shortsightedness.

It's not my job to change minds. Growing up as a journalist and being in the news business for 30 years, it's only my job to talk about the facts as they are presented. When scientists present facts, we report them. When disasters happen, we deal in statistics and stories about the people who are affected, and follow it all the way through recovery. I don't need to be political and don't want to push anyone's agenda. There are people who want to mitigate climate change and others who want to make money on the topic. I am here to do neither. My goal is to help people understand their environment, and get to a safe place as needed. If you move to the tornado belt, you need to know the risks. If you live in California, you need to know about the drought and the potential dangers because of it. I try to help people understand this so they can take necessary steps to protect themselves from weather-related disasters. Many people assume that if you encounter a tornado and you are in a car, you should jump out and lay down in a ditch.

According to Champion, this is really an old wive's tale. He says being inside your car is far safer than lying in a ditch.

Not surprisingly, Champion likes the focus on weather as opposed to all types of news.

It was a pleasant surprise to have people approach me to say this is a show they are proud to have their children watch while getting ready for school. It's a smart show. The kids are learning about weather and other important news but not murders and beatings. That stuff is eye candy designed to keep you glued to your TV, but it is not necessarily information you truly need to know. I certainly did not design a kids show, but it's nice to have moms tell us they feel great about having our show on with the kids in the room.

Champion enjoys scuba diving as a hobby, and not surprisingly, relates what he sees back to weather and climate change. "When you dive for the first time and see coral reefs, come back again three years later and they are gone or bleached due to ocean acidification, you become concerned and want to share that with people. I'm tired of the pushback because I'm not a part of the conspiracy. I'm just sharing with you what I observe." (Some of you may recall my earlier column entitled "Diving With The Dream Team" in which I report the exact same phenomenon.) 

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As a result of climate change, ocean acidification is causing coral bleaching across the globe.

Sam's recommendation for what we do going forward to combat the adverse effects of climate change and their impact upon our weather personifies his practical, no-nonsense approach to climate change and how the weather is reported. "Here are things we can do together to deal with issues that are very real. You can debate the cause, but let's come together for the solution."

Read more from Jennifer Schwab on her Inner Green.

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.

Six Reasons Why I Love the Green Festival

Tuesday, November 5, 2013 by

Green FestivalWhen the organizers of the Washington, DC Green Festival approached me this past spring about becoming their regional director,  I wondered if an event like this still resonated with consumers. Even though the event is widely recognized as the nation’s premier sustainability event, I asked myself if there was enough demand for an actual event in today’s age of virtual this, "there’s an app for that” and hash tags becoming part of our ever day lexicon.  Especially in a sector where green events have come and gone. Well, I found out that the resounding answer is YES! If my experience in September is any indication, while technology may have taken on a prominent place in our daily lives, there is absolutely a place in consumers’ lives for good, old fashioned face-to-face events.  We crave community and in-person interaction now more than ever. Technology hasn’t lessened the demand for this type of interaction. In fact, it’s quite the opposite.  It has increased.  People want to talk with others, gather information and look someone in the eye while doing it.  They want to touch and try out products, taste samples and see for themselves what resources are available to them.  Most importantly they want to be part of a like-minded community and participate in that community.

As my colleagues working on the San Francisco Green Festival gear up for the last event of the year November 9 & 10 at the San Francisco Concourse Exhibition Center, it seems like a good time to  reflect on some of my favorite elements of the Green Festival.

1.       At its core the Green Festival message is about celebrating what is working in the community and providing consumers easy-to-use, actionable solutions they can take home with them and implement right away. Whether it be delicious vegetarian recipes from  Washington Post Food Editor Joe Yonan’s new book ‘Eat Your Vegetables’  to DIY ways to repurpose furniture courtesy of Habitat for Humanity, to tips on bike commuting, composting, gardening, energy efficiency and so much more, there truly is something for everyone.  Kids too.

2.       The opportunity to connect with and learn from inspirational businesses, organizations, nonprofits and other like-minded individuals who believe in making a difference, leaving our planet in better shape then we inherited and finding ways to live an eco-friendly life.  The Festival routinely features well-known, national change agents like Ralph Nader or Amy Goodman, as well as locally-based leaders like Bernadine Prince, co-founder and co-executive director of FRESHFARM Markets, yoga teacher Faith Hunter of Embrace DC, who lead free yoga classes all weekend long in the Yoga Pavilion  and Fashion Fights Poverty, which curated a green fashion show .

3.       The event talks the talk and walks the walk.  Organizers actively encourage attendees to bike or take alternative transportation to reach the Green Festival. Anyone who bikes to the Festival receives free admittance.  Over 90% of waste generated by the Festival is diverted from landfills. There is even have a dedicated team of volunteers who sort through the trash making sure nothing is missed.

4.       As consumers are increasingly interested in where their food comes from, who prepared it and how it was made, that evolution has been reflected in the programming at the Festival. Food as a topic was addressed from every angle imaginable from the control of food production by a handful of large companies, to vegan baking tips from ‘Cupcake Wars’ veteran Doron Petersan, to growing gardens and food in small spaces, to leading area farmers markets and nonprofits showcasing how they are making it easier for consumers to have access to fresh, healthy and local foods.  Exhibitors offered healthful options for mom’s and mom’s to be, fair trade chocolates, juicing and smoothies, raw foods, and organic products just to name a few.  There were panels on how food creates opportunities for conversation about the environment and more.  Food is such an integral part in allowing us to live full lives, and there is so much going on behind the scenes that the average consumer has no idea about, so it’s important to provide opportunities to entertain, educate and inspire change all under one roof.

5.       The creativity and diversity of the exhibitors and sponsors.  They ranged from larger companies like Ford Motor Company test driving their fuel efficient vehicles and Equal Exchange Fair Trade Chocolates sampling and selling their tasty chocolates to small mom and pops like Karmlades selling environmental friendly cleaning products that smell wonderful and clean naturally without chemicals. I fell in love with one-of-kind scarves from a local clothing designer that were designed in the DC area and made with bamboo, an eco-friendly and super soft material.  Other exhibitors whose creativity caught my eye included a woman who used old scarves, jackets and other materials to make home goods, including a pillow made out of a World War II Army uniform, as well as the exhibitor who made bags, wallets and iPad covers out of old football and basketballs. Talk about reusing and recycling!

6.       Organizers are committed to reaching out to the community and making the event accessible to everyone. Complimentary tickets to the event are handed out at events throughout the area, can often be found online and through special social media promotions.

I think the most powerful take away for me was that there continues to be a thriving community, whether they be consumers, speakers, businesses or nonprofit organizations, who are devoted and committed to creating change.  To steal an oft quoted phrase from Ghandi, the Green Festival gives me hope that we will be the change we want to see in the world.

Hope to see you at the San Francisco Green Festival!

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:




 

Is Fair Trade Part of the LOHAS Movement?

Monday, June 10, 2013 by

fair tradeLOHAS shoppers powerfully and naturally embrace the values of health and sustainability. But those life-affirming values are the only ones that inspire them. They also care deeply about social justice, the defining ideal of the expanding Fair Trade movement.

Fair Trade (FT) challenges one of the most basic assumptions of free enterprise--that buyers will always seek the lowest, or “free trade” price. “No, thanks,” reply FT advocates. “We choose instead to pay a ‘fair’ price so that producers receive a living wage.”

FT shoppers refuse to support a system where farmers with no bargaining power cannot negotiate the prices they need to survive and to invest in their businesses or communities. Fair Trader might also consider that farmers faced with such an untenable system may turn to growing drug crops for needed revenue, thus destabilizing communities from the poppy fields in Asia to cities all across the Americas to the streets of Amsterdam.

“The roots of Fair Trade are in coffee, but the model can be applied to many more categories, and in recent years the list of certified products has expanded dramatically,” says Paul Rice, President and CEO of Fair Trade USA, one of the world’s two largest certifiers of FT products. “Fair Trade empowers consumers to make a difference. With every cup of coffee, every bar of chocolate and every banana, we can actually lift people out of poverty and help preserve the land.”

Carolyn Long of Chevy Chase, Maryland, starts her day with a ritual of mindful reflection, global responsibility, and the aromatic scent of FT-sourced Ethiopian light-roast coffee. “It means a lot to know my choice is making a difference in the lives of farmers,” says Carolyn, who also enjoys Chocolove organic FT chocolate bars.

Carolyn would buy more FT products if she knew where to find them. A recent survey revealed that 62 percent of consumers feel the same way. Today, Fair Trade USA’s “Fair Trade Finder” mobile applications for iPhone and Android deliver a national directory of FT-certified products. Fair Trade fans can tag their favorite products and share their locations with others.

Today millions of FT fans promote the self-sufficiency of 1.2 million farmers and workers in 70 countries throughout Asia, Latin America, Oceania, the Caribbean, and Africa. Fair Trade shoppers have translated the value of social justice into a $4.5 billion global movement. In 2012, Fair Trade USA estimated total US Fair Trade sales alone at $1.2 billion.  

The efforts of FT shoppers are transforming the marketplace. More than 60,000 U.S. locations sell some 10,000 FT products, such as tea, sugar, fruit, chocolate, and soccer balls. And new FT products regularly appear on the shelves. Today, South Africa exports FT wine and the Palestinian West Bank exports FT olive oil. You can find FT vodka and FT-mined gold.

Look for the FT label whenever you shop:

• Buy FT bananas, rice, and body care at Whole Foods.
• Find FT flowers at the local Giant supermarket.
• Pick up Ben & Jerry’s diverse array of FT ice-cream flavors anywhere.

• Dagoba chocolate, made with FT-certified cacao, is widely available.

• Get your Kirkland Signature FT coffee at Costco.
• Buy FT wine at Sam’s Club, Target, or Whole Foods.

• You’ll also find FT products at Wal-Mart, Wegman’s, Trader Joe’s, and Kroger.

 

The FT Java Trade  

The most ubiquitous FT product, however, is coffee. Fair Trade USA certifies more than 100 million pounds of FT coffee each year. More than half of FT coffee is also organic. At least 30 percent of the beans purchased by Green Mountain Coffee Roasters are FT-certified. Starbucks began buying FT coffee in 2000 and played a critical role in building the U.S. FT coffee market.  Dunkin’ Donuts was the first national brand to sell espresso drinks made exclusively of FT beans. Peet’s Coffee, Allegro, Sumptown Coffee, Sustainable Harvest, and Crop to Cup are respected for their high standards and direct relationships with coffee growers. “The choices we make at the supermarket and café impact millions of people around the world,” says Dean Cycon, founder of Dean’s Beans, which sells 500,000 pounds of FT organic coffee each year.

 

FT Handicrafts

“Social change consumers” spend $45 billion a year, says eBay’s Robert Chatwani, who helped build the website of Good World Solutions (GWS), which works with 30,000 artisans globally. GWS’s web-based Fair Wage Guide, consulted by 900 companies in 81 countries, calculates the wages craftspeople need to support themselves and their communities. “Our technology gives workers a voice,” says GWS director Heather Franzese.

Ten Thousand Villages supports tens of thousands of artisans; its 256 stores sell “eclectic village wares” from more than 30 countries. Every FT purchase is a values statement. Fair Trade handicrafts remind us that each object is filled with the craftsperson’s soul and character.

###

As Buckminster Fuller, the great American engineer, inventor, and futurist, said: “You never change things by fighting the existing reality . . . [instead] build a new model that makes the existing model obsolete.” That’s exactly what the Fair Trade movement—from farmers and certifiers to consumers—is well along the way toward achieving.

 

Patricia Aburdene is one of the world’s leading social forecasters and an internationally-renown speaker. She co-authored the New York Times number one bestseller Megatrends 2000. Her book Megatrends 2010: The Rise of Conscious Capitalism (Link for Megatrends 2010: http://www.amazon.com/Megatrends-2010-Rise-Conscious-Capitalism/dp/1571745394/ref=sr_1_2?s=books&ie=UTF8&qid=1353425143&sr=1-2 ), launched a business revolution. Patricia’s new book, Conscious Money: Living, Creating, and Investing with Your Values for A Sustainable New Prosperity, was a finalist in the Green category for the “Books for a Better Life Award.” Read Chapter one of Conscious Money at http://www.beyondword.com/consciousmoney/index.html 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 www.patriciaaburdene.com<http://www.patriciaaburdene.com>.

5 Ways to Increase Energy Sustainability Within Your Business

Monday, May 20, 2013 by

If you're a business owner, you understand the need to cut costs as often as possible in order to promote growth and profit within your company. For every dime saved from spending on one aspect of your business, another can be further increased. For example, saving money on your electric bill each month could put that money into your marketing budget for continued growth. What can be done around the business in order to promote saving money on energy and promoting sustainability?

1. Lighting - As your business may stay open for hours at a time, you could be utilizing a great deal of energy just in lighting alone. Although fluorescent tubes and CFL bulbs are prevalent in many locations, what else can be done? 

  • Spending less than $25 for motion sensing light switches can prevent rooms from wasting power when no one is in them.
  • Solar Energy kits that cost less than $200 can power some of the lighting within the establishment.
  • Dimmer switches can be used to dial back lighting that may be too bright for the area

2. Computer Equipment - Contrary to the beliefs of some techs, computers do not need to be turned on all day and night. In fact, this constant use can impact a computer in a number of negative ways. Cooling fans and computer hardware have a finite lifespan. For each hour spent turned on, the computer system is one hour closer to needing repair. Your servers are the only thing that should be operating constantly.

3. Solar Arrays - Although this could be an expensive investment depending on your energy needs, your business could benefit from tax credits and subsidies for implementing solar power developments. If you are able to install the panels yourself, your business could slowly build an array one panel at a time in order to save a great deal of money on the installation costs as well as the electric bill of the facility. Over time, your business could generate 100-percent of the power it needs in order to conduct day-to-day operations.

4. HVAC Systems - Keeping your establishment comfortable for your customers and staff can improve business relations and productivity. Using products such as Insuladd paint additive can help keep the costs of running heating and cooling units down as they promote thermal barrier technology. Essentially, this adds a layer of insulation to your walls within the paint. Energy efficient cooling and heating appliances such as a Haier air conditioner and an EdenPure heater can decrease these costs as well while providing a comfortable atmosphere.

5. Reduce Electronics - In a small business, is it realistic for everyone to have his or her own printer? Even a device that is unused such as a printer is pulling power while it's turned on. Sleep mode on monitors is still draining power as well. By reducing your appliance load to only necessities, you can save on the amount of power that is wasted by unused and idle hardware.

Although you don't have to invest thousands of dollars to create a 100-percent sustainable power method from solar arrays, there are many ways you can reduce the spending on energy costs while promoting a more eco-friendly atmosphere. The investments you make now for sustainable methods within the business will help your growth in a variety of ways. Investigate other methods of improving efficiency within the workplace and give a boost to other aspects of your business.

About the Author:

Ken Myers is an expert advisor on in-home care & related family safety issues to many websites and groups. He is a regular contributor to www.gonannies.com. You can get in touch with him at kmyers.ceo@gmail.com

Magic, Minneapolis, LOHAS & Ted.

Friday, May 17, 2013 by

While most LOHASIANS gather in Boulder, Colorado yearly for the international LOHAS Forum, LOHAS came to Minneapolis this week as  kindred business spirits chatted over glasses of organic wine and uniquely delicious appetizers.

Uniquely delicious is exactly what LOHAS is. A nearly $300 billion market psychograhic that unites the powerful  consumer force that's made recycling,hybrids, organic food, energy-efficient lighting and more mainstream—LOHAS is all about experience.

That's what you get at the LOHAS Forum June 18 - 20th as progressive, earth-and life-changing business leaders gather to inspire and get inspired.

As a pioneer in green and wellness marketing, I was one of the first marketers to begin speaking LOHAS in the mid '90s. I've been fluent ever since, bringing this unique brand of experience, passion and positive change to organizations like Green Mountain EnergyUtne ReaderThe Organic Center and more.

Having known LOHAS president, Ted Ning,  for more than a decade, I can tell you with certainty that he is a passionate force for change. His level of commitment, innovation and dedication to all things experiential is part of the alchemy of LOHAS. So join me and Ted at the LOHAS Forum. It's only once a year. And it's pure magic.

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

 

"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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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.

Distributed by ALPS Distributors, Inc., Member: FINRA            PAX002590 08/13

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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Video: EmPOWERing Education in Indiana with On-site Wind Turbines

Monday, November 19, 2012 by

Wind energy is revolutionizing science education. In Indiana, NativeEnergy is helping schools build wind turbines that provide hands-on learning opportunities.

Facing budget cuts, Indiana schools needed a new approach.

The answer was an everyday resource: the wind.

Harold Seamon, assistant superintendent, Northwestern schools in Kokomo: “We looked at the possibility of building a wind turbine for several years. After doing a number of projects—we purchased equipment to improve our energy efficiency and the environment in our buildings—we finally said, ‘It would really be neat if we could generate some of our own power.’”

But they couldn’t do it alone. They turned to Performance Services to help assess the wind energy potential. Performance Services is a design-build engineering and construction firm with experience in developing community scale wind projects in Indiana.

Together, they discovered more than enough wind and expected major energy savings. But the project was still too costly to be built.

Carbon financing from NativeEnergy sealed the deal.

Jeff Bernicke, president, NativeEnergy: “When NativeEnergy heard this project needed additional funding, we were excited to help. It has so many benefits for the students, the school, and the community. Not only does it provide a stable source of locally produced energy, but it’s also a real life, full-scale renewable energy learning lab for the students and faculty.

“Our customers are buying the carbon reductions that will happen over the life of the project. These are known as carbon offsets. When our clients such as AVEDA, Clif Bar, Ben & Jerry’s, REVERB, and Touring Green make this offset purchase, they are playing a critical role in making this project happen.”

Harold Seamon: “The combination of utility savings on the one hand and carbon offsets on the other made the project viable for Northwestern schools.”

Finally, the turbines were built, and the excitement was contagious. Students are now learning about renewable energy, and some are even earning college credit.

We celebrated the project on October 19 at Northwestern High School.

Principal Al Remaly rode with NativeEnergy and Performance Services to the school. Then, a school-wide event taught students about their turbine. The companies also shared career advice with students. People even had the opportunity to climb the turbine.

Today, the three turbines are generating power throughout Indiana. They will cut 4,800 metric tons of greenhouse gases per year.

>> Learn more about this project

 

About NativeEnergy
NativeEnergy is an expert provider of carbon offsets, renewable energy credits, and carbon accounting software. With NativeEnergy’s Help Build™ offsets, businesses and individuals can help finance the construction of wind, biogas, solar, and other carbon reduction projects with strong social and environmental benefits. Since 2000, NativeEnergy’s customers have helped build over 50 projects, reducing more than 2.5 million tons of greenhouse gases, and the company has over 4 million tons under contract. All NativeEnergy carbon offsets undergo third-party validation and verification. Learn more at www.nativeenergy.com.

Making Sense of the FTC Revised Green Guidelines

Wednesday, October 31, 2012 by

It only took them 20 years (The first Guides were issued in 1992), but then again, as the saying goes, every overnight sensation is twenty years in the making. Maybe the FTC Green Guide staff put in their 10,000 hours, but, at last, they nailed it. The revisions to the Green Guides, published on October 1, 2012, shows that the FTC is finally putting their foot down (both of them) about the term 'green', along with such related generalized environmental claims as 'eco-friendly' and 'Earth smart'.

While they are at it, they're advising against the use of any label, logo, seal or product name or image -- what I like to call 'daisies, babies or planets' --  that can imply any hint of environmental (or health) superiority without adequate scientific support. Because chances are such claims are nearly impossible to support, the risk-adverse will stay far away from suggesting same.

And just in time, too. Interest in green claims continues to swell despite tough economic times. As global population climbs to an unimaginable 9 billion by 2050, we'll no doubt find many more ways  for consumers to 'go green', with accompanying eco-language to boot (Will "Mars friendly" be next?) But for now, we're all still here. So hopefully there's still time to clean up the green marketing business so we can one day harvest the potential to lighten consumers' size-18 planetary footprint.

The lawyers at the FTC did what 'greening' requires everyone to do — to think holistically, acknowledging the need to back up environmental marketing claims with life cycle assessments. They obviously consulted with some smart ecologists and biologists because the revised Green Guides demonstrate a sophisticated understanding of sound science. The Guides don't explicitly state the science, but for us laymen, here's a quick crib sheet that can help you understand why they're saying what they're saying:

There's no such thing as a green product. Every product uses resources and energy and creates waste.
One attribute does not a green product make.  An Energy Star certified compact fluorescent light bulb has a tinge of mercury (and as such require a hazardous waste permit to landfill in quantities of five or more.) Organic strawberries grown in California and eaten in New York are responsible for creating so many greenhouse gases on the trip cross country we might as well eat berries conventionally grown in New Jersey. Paper made from sustainably-certified wood still needs to be bleached and / or otherwise processed with dangerous chemicals and shipped to Staples.

Should CFLs not be Energy Star qualified? Should strawberries destined to hit the road not be labeled organic? Should paper that's on its way to be bleached not be described as 'sustainable'? Definitely not! Let's simply be more specific, as FTC recommends, and not suggest they are totally 'green'. (More on this below.)

100% recycled content can be less 'green' than 10% recycled content.  Depending upon the nature of the recycled content and how far it must be shipped to a recycling center, environmental costs of shipping and other impacts can actually make a recycled product less 'green' than a virgin counterpart.
Natural is not necessarily green or more healthful. Arsenic is naturally occurring.

Sustainable is a moving target. Corn may be in plentiful supply today and able to be regrown year after year, but when water supplies wane, it may not be so 'sustainable' to continue to grow it, no matter how fast or how economically it can be converted into bio-plastics and biofuel.

So, green is a relative, rather than absolute, measure. The best way to determine relative greenness is a bona fide life cycle assessment covering all facets of a product's environmental impacts, from raw materials procurement straight through to disposal. This is duly acknowledged in the latest installment of the FTC Green Guides.

We are the next endangered species on the planet. The planet is not at risk, we are. (Yet another reason not to include images of planets in one's advertising or to make grandiose claims about saving it.) This is not a political issue, but an issue of our future, and particularly those of our kids' and their kids.

So it's incumbent upon every marketer, manufacturer, retailer, producer, and everyone else in the supply chain and their stakeholders to understand not just these Guidelines and ideally their scientific underpinnings, but to do what we can to make all green marketing work as it's supposed to.
We in industry -- and concerned consumers, too -- should get on the case of questionable green claims. In their infinite wisdom and thoroughness, the FTC provides lots of helpful information for marketers and to the public to make the process of reporting such claims easy. (The National Advertising Division of the Better Business Bureau can help too.)

Green marketing is just good marketing. As I've been saying for a while now -- and it is admittedly counter-intuitive, the best green marketing doesn't lead with a product's 'greenness'. The good news about many green(er) products these days is that, thanks to advances in design, materials and technology, they offer superior delivery on the primary benefits that consumers buy products for. So why not focus on those things instead of altruism and planets that don't need to be saved?

At a minimum, consider that environmental marketing, reflecting the planet itself, encompasses so many potential product-related attributes, organic, VOC, recycled, biodegradable, among them, as to render the term 'green' meaningless. Rather than confuse, even deceive, consumers intentionally or unintentionally with messages about 'eco-friendliness' and 'natural' (which in their infinite wisdom, the FTC refused to define) why not hone in on those green-oriented terms that a now mass market seeks via all its segmentary splendor: 'energy efficient', 'organically grown', 'water efficient', 'recyclable', among them, and render your marketing both relevant, targeted, and credible? (FTC would love you for being specific.)
Moreover, let's link those same 'green' attributes to the benefits they deliver to consumers. For instance, let's tout all things 'water efficient' as 'cost effective', and 'fuel efficient' as 'convenient (fewer fill-ups and the ability to drive in the HOV lane).

Does this mean we should not talk about 'the environment' at all?  Not in the least!  Consumers still want specific, well-documented and genuinely helpful environment-related information -- so let's include them in our marketing messages in its secondary or tertiary place in line with its importance on our customer's shopping list.

All of us environmental types like to talk about how, 'if we do our jobs right we'll put ourselves out of business'. Well, before we get run out of town for more greenwash and hogwash by a now enlightened FTC (and the Enforcement Division that stands ready to pounce) let's agree to put ourselves out of the 'save the planet' business and into the business of saving our customers some money, time, etc. in an environmentally sound way -- and make our marketing more legitimately green for our bottom lines, rather than our faces red with shame.

Jacquelyn Ottman is principal and founder of the New York City-based J. Ottman Consulting, expert advisers on green marketing to Fortune 500 sustainability leaders as well as several U.S. government labeling programs. The author of four books on the subject, her latest is The New Rules of Green Marketing: Strategies, Tools, and Inspiration for Sustainable Branding (Berrett-Koehler, February 2011).

 

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


 

4 Green Pinterest Boards Every Eco Conscious Person Should Follow

Monday, August 6, 2012 by

Pinterest may be the newest social media/bookmarking site that most college students are enamored with at the moment—after all it features tons of great fresh and trendy DIY crafts, recipes, and clothes—but the digital pin board can also be used for a greater purpose: teaching users how to live a greener lifestyle. Whether you're looking for inspiration to transform your home (or dorm room) into an eco-friendly haven or you're simply wondering what new clean technologies are in developments, Pinterest can help satisfy your curiosity. That said, below are some prime "green" Pinterest boards you should start following today.

Plants Anything Green Garden

One of the easiest ways to promote sustainability is to plant your own herb or vegetable garden in your backyard. But if you're unsure of where to start, what to plant, or how to construct beds for your plants, then this board can really help you out. With more than 78 fabulous pins that explain what perennial herbs are and how to construct a DIY self-watering planter for example, this particular board is loaded with tons of useful information for the eco-conscious. Just make sure to double click the images to re-direct you to the original location of the pin for step-by-step directions.

Green Buildings I Digg

Like the name suggests this board is filled with beautifully constructed sustainable buildings that the owner, Bidgette Meinhold, finds interesting. But we find her particular taste interesting too. If you're looking for some inspiration on how to design and construct your new eco-friendly home or you just want to know what some consumers in various parts of the world are doing to make their homes and businesses sustainable then become one of the 300 plus followers of this board.

Clean Tech

If you're interested to know what certain clean tech gadgets and tools universities are working on then this board would be essential to follow. While it allows users to get a better idea of what's in store for the future, it also has some great clean tech DIY tips that the average user can construct at home, such as how to turn your plants into a cell phone charger. Hopefully the owner Planet Forward continues to add to the 34 pins already featured on the board.

Green Lifestyle Consulting

Green Lifestyle Consulting, which like the name suggests is a board that is designed to help users live a greener lifestyle. The board is run by a wife-husband duo. There are so many different pins featured that they're organized into different categories, including: For the Home, Political Action and Ideas, Tips to go Green, and Raising Green Children.

LOHAS

And of course there is the LOHAS board that provides visuals of the various elements LOHAS embodies. For those who are visually inclined it may provide a clearer picture on how LOHAS sectors are connected and the best contexts to consider when explaining it to others or determining if one is LOHAS. Boards include personal develolpment, images of nature, food and energy efficiency to name a few.

An expert in the construction industry, freelance writer Kristie Lewis offers tips and advice on choosing the best construction management colleges. She also enjoys writing about green building practices for business and home owners. She welcomes any questions and comments you might have at Kristie.lewis81@gmail.com.

Innovating Up River

Tuesday, May 22, 2012 by

 

 

 

 

Photo courtesy of Bigadventures

Unlike this lucky bloke,  green innovation is starting to feel pretty dam hard.

Many out there are struggling to develop new sustainable strategies, products, processes and implementing them all by pushing against the current flow.  Most are attempting to look at this world with green tinted glasses and reform almost all of the products and processes we live by.  The opportunity is certainly abounding and yet the reality can be sobering.  
Innovators are being asked to be more even more compelling, operate with less resources, and eek-out more value to each respective need.  A greater responsibility to improve current models, under the lens of sustainability, is falling on the brave and courageous few people to change the world.  The true goal may be to actually recruit "green" marines, the few and the proud… Hooo-Rah!


Pick any challenging real world issue and look closely… you can find just a handful of truly passionate social entrepreneurs working for change in that arena.  Whether the innovation is in food, agriculture, energy, technologies, products, or waste... we are being asked to redesign them all.  Only a few out there are truly developing system-wide changes to save time, resources and precious money, all in the greater name of sustainability.  When did the fate of so many lay in the hands of so few? But are we all trying to rebuild a ship after is has hit the iceberg and taking in water? Let's hope not.



At some point it all begins to feel like paddling upstream against the current while having "conventional" rocks appear in your path.  One can imagine the timeless innovators felt this great resistance… maybe we are no different now.  Oddly, most what we are transforming makes a product, service or process- simpler, easier, cheaper, with have less impact.  Consider clean technologies such as electric vehicles; simple to use (no gas), effective operations (gets you there) and easy to power (plug-in). Yet in today's ecological thinking, we must still prove the business case for them. Who is being asked to prove the business case for pollution, obvious waste with the harsh negative impacts we see daily... no one!



A collective grand vision for the green movement is to get all parties involved into the millions of innovations, as our evolution is seeking the best collaborative solutions to our varied modern problems. If we leave these crucial tasks only for a few to solve, making major inroads may simply take too long.  The conventional model is to work in a resource constrained systems that are functioning under old corporate cultures of; time equals money, bigger and better, and of course... not "my" problem.  


Our greatest task as innovators is now recruitment of conscious leaders... yes I do mean you! If you have made it this far, then you too could decide that now is the time to rally and gain momentum. Whether it be for noble ideals, lofty aspirations, personal gain or for the greater collective good of future generations... does it really matter anymore?  What matters now is what you do, how you live and what you support. We are all gifted with constant access to new communication channels, reliable information and available resources.  Even though there are few valid excuses left to claim… some certainly will.



If we wait, if we dilly-dally, if we decide not to give these bold efforts 110% now... where will it leave us all exactly?  Will we be able to move our own evolution forward fast enough to make real progress? Can we recruit others fast enough to the grand vision, so they can grasp it for themselves and realize this is our only way forward.  It may simply come down to values and a few questions to ask.



Trust- Do we have enough to move forward together?


Integrity- Similar to trust, can we commit to do what we say we will?


Responsibility- Can we find our own and help others see theirs?

Creativity- Can we look at the real issues with freedom and inspiration?


Motivation- Will what we are building move others to action?

Interested to hear your ideas, solutions and opinions?  Please share them here, it is a first step towards change. 

Jared Brick recently attained an MBA in Sustainable Management at the Presidio Graduate School in SF.  He is developing the first ever reusables tracking platform, rewarding consumers everywhere in their retail experiences.  Follow the journey at traxactions.com or on twitter: traxactions

Sustainability Trends for 2012: energy, water and employee engagement

Friday, April 27, 2012 by

Energy EfficiencyA quick review of sustainability trends reported on the internet shows (not surprisingly) that energy will stay a high priority. The focus is on alternative energy, energy efficiency  and solar energy. Within the green building movement, retrofitting buildings for sustainability is gaining momentum.

This poses a huge market opportunity for businesses. However, it helps if (local) governments create the environment that is beneficial for investing in clean energy. For rapid introduction of new technologies a so called ‘innovation system’- the needs to be in place. Innovation systems are networks of organizations that work together on diffusing new technologies. They are facilitated through entrepreneurial activity, knowledge development through collaboration with educational institutions, and knowledge diffusion through networks such as accelerators and business platforms. Governments can play pivotal roles in facilitating innovation systems.

A more recent trend is concern over water issues. Many places in the world don’t have access to enough water to meet agricultural, urban and industrial water needs. Large areas deal with droughts, and disruptive weather patterns caused by climate change  aggravate these issues.

Though this is important for business, especially in the food industry, it is even more important to governments. Water supplies are directly related to energy and food needs. The repercussions of water shortages in combination with an exploding world population cannot be underestimated – and may lead to water wars. Meriting this issue to be dealt with from a diplomatic point of view. For example: it is for a good reason that China does not want to leave Tibet: the country is the source of all the rivers in the region.

Thirdly, employee engagement is finally on the corporate agenda. Which is great, because the social side of the triple bottom line often gets little attention.  I often wonder why we have so few very successful cases for sustainability. In my opinion, engagement is the missing link – you can’t just roll out policies, or change light bulbs. Sustainability becomes a part of the organization when employees are engaged in the subject. Luckily for us, there is a strong business case for engagement, and links to sustainability within a company

Focus On Consumer Self-Interest to Win Today's Green Customer

Sunday, April 22, 2012 by

Eco-labels are an excellent way to enhance credibility for green marketing claims, but they are not without risk. While 28% of consumers look to green certification seals or labels to confirm that a product adheres to claims, these labels can also confuse. Happily there’s enough method within the madness for marketers to pave a way forward.
 
Eco-labeling challenges
More than 400 different eco-labels or green certification systems are now on the market. Questions such as which label is better, which product is safer for the environment and what does a label even mean are common questions that well-intended green shoppers may find themselves asking when trying to make an environmentally responsible purchase.
 
Confusion can arise from labels that certify too much or too little information. Some eco-labels focus on a single product attribute (e.g., recycled content), which keeps things simple but can inadvertently mislead consumers into thinking the product is green overall. Other labels look at several characteristics of a product or even a product’s entire life cycle; such multi-attribute certifications may raise questions about the credibility of a single-attribute certified product while also preventing easy comparisons.
 
Some products, such as electrical appliances, have a number of labels and certifications, while others, such as mattresses or flatware, have none. Another common reason for confusion is the discrepancy in the levels of rigor applied to some eco-labeling—some require independent, third-party verifications while others allow self-certification.
 
Here are some important criteria to consider when seeking the labeling most relevant to your brand:
 
Single-attribute labels
 Single-attribute seals focus on one environmental issue, e.g., energy efficiency or sustainable-wood harvesting. Before certification, an independent third-party auditor is typically required to verify that the product meets a publicly available standard.
 
Many single-attribute labels are sponsored by industry associations looking to defend or capture new markets. Others are sponsored by environmental groups or NGOs that want to protect a natural resource or further a cause. Two single-attribute labels with a global presence are the Forest Stewardship Council (or FSC) label, ensuring the sustainable harvesting of wood and paper, and Fair Trade Certified, ensuring that strict economic, social and environmental criteria were met in the production and trade of such agricultural products as coffee.
 
Voluntary U.S. government labels
Unlike in some countries, such as Canada, Japan and South Korea, the U.S. government has opted for voluntary single- rather than multi-attribute labels. (The private sector and not-for-profit groups hold sway in the area of multiattribute eco-labeling.) Outside of those associated with independent testing, the government-backed labels don’t involve fees. One of the most visible and influential labels is the U.S. Environmental Protection Agency’s ENERGY STAR (for which we at J. Ottman Consulting were proud to advise over many years).
 
ENERGY STAR promotes energy efficiency in more than 60 product categories, and almost 3,000 manufactured products now feature the ENERGY STAR label. In fact, according to the Natural Marketing Institute, in 2009, 93% of the American public recognized the ENERGY STAR label and 73% said they would be more likely to purchase products that carried that label.
 
Other EPA labels include WaterSense, SmartWay (transportation) and Design for Environment (safer chemicals). The USDA stewards the USDA Organic and USDA Certified Biobased labels (another J. Ottman Consulting client).
 
Multi-attribute labels
As the name suggests, multi-attribute labels examine two or more environmental impacts. Founded in 1989, Green Seal is the granddaddy of them all. It provides a seal of approval for a variety of products that meet specific criteria on a category-by-category basis. Products are reviewed annually for a fee. A few of the organizations whose products now bear the Green Seal certification include Wausau Paper, Clorox, Kimberly-Clark and Hilton.

If your green ads showcase the now tiresome images of babies, daisies, and planets, your messages will likely be irrelevant to mainstream consumers. Eco-imagery may have tugged at the purse-strings of “deep green” consumers, but their lighter green counterparts, who make up the bulk of the market, want to know how even the greenest of products benefit them personally. While the environment may be the underlying reason a product was created or upgraded, it will likely not be the primary motivation for consumers to choose your brand over those of competitors.
 
Avoid green marketing myopia
In other words, don’t commit the fatal sin of “green marketing myopia”. As my colleagues, Ed Stafford and Cathy Hartman of the Huntsman Business School of Utah State, and I point out in our much-quoted article, “Avoiding Green Marketing Myopia,” remember that consumers buy products to meet basic needs - not altruism.
When consumers enter a store, they don their consumer, not citizen caps. They are looking to find the products that will get their clothes clean, that will taste great, that will save them money or that will make themselves appear attractive to others. Environmental and social benefits are best positioned as an important plus that can help sway purchase decisions, particularly between two otherwise comparable products.
 
Quiet Green Marketing
Underscoring the primary reasons why consumers purchase your brand - sometimes referred to as “quiet green” - can broaden the appeal of your greener products and services way beyond the niche of deepest green consumers. Quiet green might also help overcome a premium price hurdle. So, focus communication for greener products on how consumers can protect their health, save money, or keep their home and community safe and clean. Show busy consumers how some environmentally inclined behaviors can save time and effort.
 
To be clear, this does not mean focusing exclusively on such benefits - to do so would be to go back to conventional marketing altogether. But focusing too heavily on environmental benefits at the expense of primary benefits will put your product in the green graveyard, buried under good intentions. Happily, thanks to advances in technology, many greener products these days do provide added value in the form of enhanced benefits.

Does your green product improve health?
Keep in mind that the number one reason why consumers buy greener products is not to “save the planet” but to protect their own health. Categories most closely aligned with health are growing the fastest and tend to command the highest premiums. Health messages can apply to a wide variety of product categories. Consider, for instance, a print ad for AFM Safecoat (that ran here in the U.S.) featuring 16 buckets of paint; 15 of the buckets are painted red and bear labels such as “Gorgeous Paints,” “100% Pure,” “Low Odor,” and “Sustainable.” However, the last bucket stands out in green and announces “The Only Paint that is Doctor Recommended.”
 
Does your product appeal to the style-conscious?
American Apparel was created as a brand that provides excellent working conditions for its employees and uses organic cotton. But, in 2004, when its “sweatshop free” label did not bring in the numbers that CEO Dov Charney was hoping for, he switched to promoting a sexy, youthful image for his company - complete with racy, controversial ads with young women. Three years later, the company has 180 stores and revenue estimated at $380 million. Sounds heretical? Keep in mind that the same sustainably responsible clothing is still being sold to consumers, together with all the same benefits to society and the environment.
 
Does your product save consumers money?
Many brands find that their green benefits neatly translate into something direct and meaningful to the customer, such as energy savings translating into cost savings. Ads for Sears’ Kenmore’s HE5t steamwasher state that it uses 77% less water and 81% less energy than older models. The headline grabs readers with the compelling promise, “You pay for the washer. It pays for the dryer.” In New Jersey, Marcal’s Small Steps campaign positioned the use of 100% recycled household paper products as an easy measure to take for the environment and save money.
 
Today’s consumers want to know the back-story about products and packages, so focus on primary benefits in the context of a full story that incorporates the environment as a desirable extra benefit. Better yet, integrate relevant environmental and social benefits within your brand’s already established market positioning, and you’ve got the stuff for a meaningful sale.


******
Jacquelyn Ottman is the founder and principal of J. Ottman Consulting, Inc., an expert advisers on green marketing to consumer product marketers and U.S. government labeling programs. She is the author of four books on green marketing, including the recently released The New Rules of Green Marketing: Strategies, Tools and Inspiration for Sustainable Branding (Berrett-Koehler, 2011).
Download a free chapter and get more information here.

Excerpted from The New Rules of Green Marketing: Strategies, Tools and Inspiration for Sustainable Branding (Berrett-Koehler 2011) by Jacquelyn A. Ottman.
 

Originally published in The Guardian, September 23, 2011.



Making Banks Work for the 99%

Friday, March 30, 2012 by

….”[earth] has, or had, a problem which was this: Most of the people living on it were unhappy for pretty much all of the time. Many solutions were suggested for this problem, but most of these were largely concerned with the movements of small green pieces of paper… which is odd, because on the whole, it wasn’t the small green pieces of paper that were unhappy…”
— Douglas Adams

the 99 percentThe recent financial crisis has been a credit crisis, and in response the government and the Federal Reserve have taken an active role in increasing the money supply to manipulate business cycles. The surges and contractions of the business cycles cause fluctuations in the economy, and thus in employment. In this way these fluctuations are felt in every aspect of society. We take these cycles as a given. However, in Ecological Economics Herman Daly and Joshua Farley (2008) put forward an interesting idea: the fluctuations in the economy are caused by the design of the monetary system, and not by law of necessity. By decoupling business cycles from the circulation of money these ups and downs can be avoided.

Currently the worldwide money supply is tightly linked to investment cycles. Business has its natural cycles, but the linkage of these cycles to the money supply by means of lending and borrowing causes a self-reinforcing feedback loop: when investment goes down, spending goes down, causing a decrease in the money supply, which will further decrease investments, and so on. Daly and Farley have a novel proposition: ‘there is no reason why the monetary system must be linked with the private commercial activity of lending and borrowing’.

Let’s imagine a world where the monetary system is decoupled from the activity of lending and borrowing. Money will be treated as a public good that facilitates exchanges within the economy. The government can match the supply based on for instance, consumer price indexes. A beneficial side effect is that inflation will be easier to control. The reserve requirements of banks will be 100%. Banks will make money by charging for services they provide and by borrowing and lending real money instead of by creating it.

What effects will such a decoupling have? Currently, the financial sector has a disproportionate size compared to the real sector: the size of the real sector is roughly $30 trillion per year, whereas the trade in money, with no intervening commodity is almost $2 trillion per day. The financial sector should be in service of the real economy, and a decoupling of the money supply from investments will support this.

With investments recoupled to the real economy – making economic profit based on increased production capacity by means of investments- the focus on how to make economic rents will shift.  Currently profits are made by moving paper around. With the financial sector recoupled to the economic sector it will become more important to make profits in the real economy. Introduction of a 100% reserve requirement will bring investors closer to their investments. It is only make-believe, but it is interesting to think of what implications this will have for business. With rents primarily to be made in the real sector instead of the financial, how will this affect the organization and management of business?

The current design of the economy and its institutions, banks and business, make up a system that is unstable, unpredictable and uncontrollable. After the crisis in 2008 most agreed that things needed to change. Yet most has returned to business as usual. The necessity for change has not eroded. Exploring this possibility of decoupling the monetary system from private lending may be a perfect solution to many of our economic problems.

Based on:

Daly, H., & Farley, J. (2007). Ecological Economics. Principles and Applications. Dehli: Island Press.

How to Choose the Right Eco-label for Your Brand

Thursday, March 8, 2012 by
eco labels

Eco-labels are an excellent way to enhance credibility for green marketing claims, but they are not without risk. While 28% of consumers look to green certification seals or labels to confirm that a product adheres to claims, these labels can also confuse. Happily there’s enough method within the madness for marketers to pave a way forward.
 
Eco-labeling challenges
 More than 400 different eco-labels or green certification systems are now on the market. Questions such as which label is better, which product is safer for the environment and what does a label even mean are common questions that well-intended green shoppers may find themselves asking when trying to make an environmentally responsible purchase.
 
Confusion can arise from labels that certify too much or too little information. Some eco-labels focus on a single product attribute (e.g., recycled content), which keeps things simple but can inadvertently mislead consumers into thinking the product is green overall. Other labels look at several characteristics of a product or even a product’s entire life cycle; such multi-attribute certifications may raise questions about the credibility of a single-attribute certified product while also preventing easy comparisons.
 
Some products, such as electrical appliances, have a number of labels and certifications, while others, such as mattresses or flatware, have none. Another common reason for confusion is the discrepancy in the levels of rigor applied to some eco-labeling—some require independent, third-party verifications while others allow self-certification.
 
Here are some important criteria to consider when seeking the labeling most relevant to your brand:
 
Single-attribute labels
 
Single-attribute seals focus on one environmental issue, e.g., energy efficiency or sustainable-wood harvesting. Before certification, an independent third-party auditor is typically required to verify that the product meets a publicly available standard.
 
Many single-attribute labels are sponsored by industry associations looking to defend or capture new markets. Others are sponsored by environmental groups or NGOs that want to protect a natural resource or further a cause. Two single-attribute labels with a global presence are the Forest Stewardship Council (or FSC) label, ensuring the sustainable harvesting of wood and paper, and Fair Trade Certified, ensuring that strict economic, social and environmental criteria were met in the production and trade of such agricultural products as coffee.

Voluntary U.S. government labels
 Unlike in some countries, such as Canada, Japan and South Korea, the U.S. government has opted for voluntary single- rather than multi-attribute labels. (The private sector and not-for-profit groups hold sway in the area of multiattribute eco-labeling.) Outside of those associated with independent testing, the government-backed labels don’t involve fees. One of the most visible and influential labels is the U.S. Environmental Protection Agency’s ENERGY STAR (for which we at J. Ottman Consulting were proud to advise over many years).
 
ENERGY STAR promotes energy efficiency in more than 60 product categories, and almost 3,000 manufactured products now feature the ENERGY STAR label. In fact, according to the Natural Marketing Institute, in 2009, 93% of the American public recognized the ENERGY STAR label and 73% said they would be more likely to purchase products that carried that label.
 
Other EPA labels include WaterSense, SmartWay (transportation) and Design for Environment (safer chemicals). The USDA stewards the USDA Organic and USDA Certified Biobased labels (another J. Ottman Consulting client).
 
Multi-attribute labels
 As the name suggests, multi-attribute labels examine two or more environmental impacts. Founded in 1989, Green Seal is the granddaddy of them all. It provides a seal of approval for a variety of products that meet specific criteria on a category-by-category basis. Products are reviewed annually for a fee. A few of the organizations whose products now bear the Green Seal certification include Wausau Paper, Clorox, Kimberly-Clark and Hilton.
 
Other multi-attribute labels exist primarily for specific categories, such as EPEAT in electronics and Global Organic Textile Standards. Still others address specific areas of concern: for instance, the Carbon Trust’s Carbon Reduction label ensuring that the carbon footprint of a product has been measured and is being offset, and the C2C (Cradle to Cradle) label with its emphasis on material chemistry and toxicity. Walmart’s Sustainability Consortium promises to eventually deliver multi-attribute guidance in the form of a Sustainable Product Index.
 
Self-certification programs
 Issued by manufacturers to denote their own environmental and social achievements, self-certification programs do not carry endorsements or the credibility of an impartial third party. However, they do provide distinct advantages in controlling costs and providing flexibility in the type and amount of information provided to consumers. Some self-certification systems showcase labels obtained from government or third-party labeling. Companies that have their own self-certification include NEC Corp. (Eco Products), Sony Ericsson(GreenHeart), General Electric Co. (Ecomagination) and Timberland Co. (Green Index).
 
Independent claim verification
 Independent for-profit organizations, including Scientific Certification Systems, Oakland, Calif., and UL Environment, Northbrook, Ill., will verify specific claims for a fee. They will also develop standards in industries where none exist as well as certify products against standards developed by other organizations.
 
Environmental product declaration
 ISO, the International Organization for Standardization, describes three types of eco-labels: Type I: Environmental Labels; Type II: Environmental Claims and Self-declarations; and Type III: Environmental Product Declarations (EPDs). More often used in Europe and Asia than the U.S., EPDs provide detailed explanations of the full life-cycle impact of a product.
 
An excellent example is the EPD issued per ISO 14025 by Steelcase for its Think Chair, designed to fit the needs of consumers around the world. Displayed at the company’s website, Steelcase.com, the EPD shares the results of three life-cycle assessments (needed to accurately assess impacts in North America, Europe, and Asia), and describes the various certifications it has received from different countries around the globe.
 
A way forward
Considering an eco-seal endorsement or independent claim certification for your brand or products? Use these suggestions to avoid confusion and maximize the potential value of an eco-label for your brand/product.
 
1. Choose wisely
 Ensure that the organization behind the seal and its methodologies are credible. In particular, look to see that its standards have been developed in accordance with standards-writing organizations such as ISO and local bodies such as the American National Standards Institute or the British Standards Institute.
 
2. Be relevant
 With so many labels available out there, it is quite likely that your brand may qualify for more than one eco-label and product attribute. Thus, aim to promote the attributes that are most relevant to your brand. Also, remember to integrate your eco-labeling into existing brand platforms. GE’s well-known Ecomagination designation extends from the company’s longstanding “Imagination at Work” brand platform.
 
3. Educate
 Avoid consumer confusion by educating your consumers about the specific criteria upon which your eco-seal is based. When it comes to single-attribute labels, take care to communicate that only a specific product attribute is being certified and that the entire product is not greener as a result. For credibility’s sake, if appropriate, communicate attempts to extend the greening process to other product attributes.
 
4. Be transparent
 If you opt to self-certify, be clear that the label is your own. For example, SC Johnson’s GreenList label was recently taken to task for appearing to be the work of a third party.
 
5. Promote your eco-label
 Considering that many eco-labels are not widely recognized by the average consumer, help to create demand for your eco-label through marketing communication consistent with your seal’s own guidelines. The ENERGY STAR label enjoys strong awareness thanks largely to the promotional efforts of the many manufacturers whose products bear the label coupled with advertising. Be sure to look for opportunities to distinguish your commitment to your selected eco-label from competitors using the same label.
 
******
 Jacquelyn Ottman is the founder and principal of J. Ottman Consulting, Inc., an expert advisers on green marketing to consumer product marketers and U.S. government labeling programs. She is the author of four books on green marketing, including the recently released The New Rules of Green Marketing: Strategies, Tools and Inspiration for Sustainable Branding (Berrett-Koehler, 2011).
Download a free chapter and get more information here.

Excerpted from The New Rules of Green Marketing: Strategies, Tools and Inspiration for Sustainable Branding (Berrett-Koehler 2011) by Jacquelyn A. Ottman. 

LOHAS Trends 2012

Saturday, January 28, 2012 by

After reviewing the numerous trend articles out there and considering my own perspectives I have put together some that I think are relevant to LOHAS. Here are a few that I feel are relevant for the coming year:

1. Whiskey is for Drinking, Water Is for Fighting Over
droughtThe famous Mark Twain quote will become more prevalent in society as new realities of water scarcity will become better known to an ever growing global thirst.  Everyone will talk about it but few will do anything. Sadly, it may only start to take off if humanitarian crises hit close to home.  As we focus on our societal water use, it is an admission that climate change is our new reality and it is time to start managing the effects. The material risks associated with increased droughts and flooding will be among the most poignant effects of climate change. You may already be talking about this with the lack of snowfall around the country during the early part of this year.

2. Capitalism is Changing as We Know and it Should
Since the Industrial Age, businesses have built their wealth off of the extraction of natural resources. Unless businesses start to value and protect these resources, this cycle will have a devastating impact on the lives of our children and grandchildren.  Richard Branson echoes this sentiment and also believes it cannot survive in its current model. This can also cause potential ecoflation identified in 2008.  Many people have begun to realize that business as usual is no longer an option. What is an option is to reinvent capitalism and truly be a force for good in the world. Certification groups such as FairTrade and Benefit Corporation are working to use the power of business to solve social and environmental problems.  The changing economic scene provides unique opportunity for innovation and success in unconventional settings. The sky is the limit as new ways to do better business are taking root everyday.

3. Blurring the Differences Between “For-Profits” and “Non-Profits”
nonprofit forprofitThere has been a surge of entrepreneurs providing innovative business solutions with the purpose of “doing good”.   In these tumultuous times when unemployment is high, many are turning their backs on the job fairs and putting their efforts into creating new businesses that fill needs such as TaskRabbit, and Viatask.   Non-profits will incorporate more for-profit business models into their programs. There is a strong growth in social entrepreneurialism globally and this will increase with the emergence of new solutions for world issues. Groups like the Social Venture Network, Sansori and Unreasonable Institute will increase to provide resources for start ups. Social enterprises will encompass the very definition of business and 2012 will be an important year.

4. Gamificating Your life
Expect and increase in the game addiction methods to make a world a better place this next year. Game and point system rewards programs such as My Recycle Bank , My Energy and Greenopolis will see newcomers such as Ecobonus that rewards points to green and organic shoppers. More smart apps will provide LOHAS shoppers and energy efficiencies for homes and automobiles. 

5. Evidence Based Sustainability
Proof of sustainability will be emphasized more than ever as businesses will seek cost effective measure to reduce bills and be a good environmental citizen. Purchasing departments will be requiring vendors to document how they address sustainability issues within their own businesses will become more commonplace. As facilities and businesses increasingly operate in a more sustainable manner, they will turn to "dashboard" systems to help measure, manage and report progress.

6. We'll All Want to Plug in to Plug-in Hybrids
plugin hybridHybrids are not new but the latest improvements in technology will allow them to be more affordable to the average consumer. If electric cars like the Nissan Leaf and Chevy Volt are the trail-blazers, plug-in hybrids could be the game-changer the auto industry has been seeking. The prospect of a car that can travel distances of up to 40 miles using electric power before switching to a gas engine for longer journeys promises to overcome the biggest objection to electric cars - the fear the battery will run out mid-journey.  Design also looks exciting. We only need to look into BMW i8 roadster concept and visualize where this might take the car industry in near future. The high profile Vauxhall Ampera and Toyota Plug-in hybrid will create a lot of buzz this year and assuming the cars offer reasonable performance they could quickly become the default option for green-minded motorists and cost-conscious fleet operators

7. More Fun with Sharing Stuff
Sharing will not only be a part of social media but of reality. Considerations of downscaling due to financial, lifestyle reasons or social pressures will increase in sharing the excesses of the past decade as we become more conscious of what we have that we don’t use that others can borrow. Rent Stuff, Loanables and Rent Stuff Easy allow you to do exactly what they say.  A while back Sharable listed eight ways to share your stuff. That's about few of those thousands of ways of giving your stuff (or money) away for charity. Couchsurfing connects travelers with people who offer their homes as an economical place to stay. Rising oil costs will put pressure on transportation and the demand for shared and public transportation. Transportation share programs such as Zipcar, Bixi or Bcycle will increase. In four years the number of registered users have gone up from less than one million to more than four million. By carpooling, shared trips have gone up from less than three million to almost eight million.
 
8. Responsible Profitability Attracts Attention
Responsibility has been strongly associated with greater profitability, equity and asset returns, and shareholder value creation. But that’s no longer good enough. Today, the bar is being raised; success is itself changing. Companies are beginning to be judged against a whole new set of criteria by customers, governments, communities, employees, and investors. They’re already saying, so you made a profit. Yawn. Did you actually have an impact? Did what you do have a positive, lasting consequence that was meaningful in human terms? Several studies have provided evidence suggesting that betterness yields greater equity returns, asset returns, and profitability. This not only makes sense for those who are mission oriented but also for risk management.  One recent study found firms that score strongly in terms of corporate social responsibility (CSR) find that their cost of equity capital financing is consistently lower than firms with weaker CSR track records. Responsibility fuels outperformance because it is risk management: better insurance against adverse future events.

9. Emphasis on Corporate Culture
Successful startup companies such as Method, Zappos and New Belgium Brewery are all preachers of their unique culture developed around their workplace. They preach not to chase the profits but to chase the dream. Engaging employees as a collective of ideas and not compartmentalization is a new form of corporate structure. It is not just about the fun office parties and surroundings but understanding the larger mission of the company and empowering employees. Creative agencies and culture builders have seen the need to train and educate companies on these emerging traits that are attractive for the young new work force.

10. Natural Disasters Will Continue
Expect your homeowners insurance rate to rise in 2012 as weather related damages cost $70 natural disastersbillion in U.S. economic losses in 2011.  All the indicators on climate risk are pointing the wrong way.  The financial and human cost of extreme weather and climate-related disasters is on an unmistakably upward trend. Meanwhile, our energy infrastructure remains as risky as ever with the Fukushima disaster following the BP oil spill in highlighting how fragile our energy supplies really are. It is a safe bet that 2012 will again be marred by a large-scale environmental tragedy of one form or another. Meanwhile, sensible businesses and policymakers will start taking climate adaptation more seriously.

References for these trends are:
Ecopreneurist.com
Taombo.com
Greenbiz.com
Huffington Post
PR Newswire

Are there any missing? Let me know what others trends you forsee for 2012 and LOHAS.

 

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

Netflix Subscribers See Red, But Video Streaming Is All Green

Monday, September 26, 2011 by
When Netflix CEO Reed Hastings raised prices dramatically to discourage use of mail-in DVD service in favor of internet streaming, all holy hell broke loose with both customers and investors. The company has lost nearly half its market value since July and nearly one million customers have abandoned ship. 

Netflix Envelopes



Amidst this fury, I began thinking about Netflix as a customer and as a environmental advocate. My conclusion is that while Mr. Hastings probably needs some brushing up on his bedside manner or maybe should attend charm school, his edict is a blessing for the green world. Alas, Blockbuster, R.I.P., and as much as I like popping a couple of those little red envelopes filled with my favorite films into my brief case so I can view them anytime or anyplace, this practice as well needs to end.

Logic prevails when analyzing the Netflix situation. Think about the amount of fossil fuels burned by thousands upon thousands of SUVs with well-meaning suburban mom and 60 pound kid aboard, driving in traffic to the video store to grab the latest new release of Twilight or Justin Bieber's Never Say Never. Or more recently, the U.S. Postal Service trucks and vans, filled with hundreds of thousands of those red envelopes, transporting them across the nation to the mailboxes of America -- and back. It is impossible to estimate the amount of fuel needed for this logistic. 

Enter video streaming. From a green perspective, this is a brilliant way to save gazillions of gallons of fuel, and deliver movies to Netflix customers in real time. And while I feel badly for our continually shrinking U.S. Postal Service, the elimination of the red envelopes will save untold amounts of fuel and emissions since delivery and pickup is no longer part of the equation. Admittedly, the tens of thousands of computers, servers and televisions that will be used to view the streaming movies still create quite a bit of ambient heat. However, from a sustainability standpoint, the score is streaming one, delivery/pickup zero. Not to mention, Netflix will increase its profit margin by saving many millions on packaging, postage and handling.

A United States Postal Service truck seen in Carson City, Nevada. Photographed by Coolcaesar on December 24, 2005.
A United States Postal Service truck seen in Carson City, Nevada. Photographed by Coolcaesar on December 24, 2005.



A recent story on Gigaom quoted an NRDC study showing that streaming is vastly more energy efficient than other forms of movie watching. Netflix believes in this so deeply that it is splitting the company into two separate entities, probably in secret hopes that the DVD delivery side will be phased out. (The new "hard copy" DVD delivery and return side will be called Quickster.) 

There will be some losses of jobs at both the Netflix warehouses and USPS, which again, I feel badly about. The overall result however speaks for itself: streaming video is way, way greener than any other way to watch a film. So, my sustainable friends, our recommendation is that you forget about the Great Netflix Controversy, cancel your Quickster subscriptions, and take the streaming-only portion of the subscription service. Here is another case where going green is not only the smart and environmentally conscious choice, but also good for the company. We like it, and Netflix will, too.

Follow Jennifer Schwab on Twitter: www.twitter.com/SCGreen_Home