Download Are You Carbon Positive?

Ray Andersen,
CEO of Interface
“It’s a paradigm shift and in a
paradigm shift the earlier
movers win, and the earlier
movers stand to win big.
There are new technologies
yet to be invented, new
fortunes to be made.”
Green Marketing has both
business objectives
AND green objectives
vs Biz only = greenwash
Green only = charity/gov
When I say ‘GREEN’ I mean….
Carbon/Cleantech/Climate Change
Water
Peak Oil/peak everything else
Species Loss/Conservation
Food, Finance and economic instabilities
Human rights, fair trade, food sovereignity…
ie running out of planet & out of time
Environmental technologies are
likely to be for the next 20 years
what information technology has
been for the last 20 - a driving force
of wider economic and social
change.
Anthony Giddens
Former Director, London School of Economics
Seven Stabilisation
Wedges Model (i);
existing technologies
given sufficient scale
could avert disaster
All it’s going to take is
$20 TRILLION
investment
Sources: (i) Princeton, (ii) HSBC
It is my belief
that two of the
key wedges are
Green Niches
and Networked
Resource
Systems
Low Carbon Ventures
CLEANTECH
GREEN
NICHES
NETWORKED
RESOURCE
SYSTEMS
Energy
Housing
Mobility
Consumer
Business
GOV
TOP DOWN
BUSINESS
NEW INDUSTRIAL
REVOLUTION
PUBLIC
BOTTOM UP
Green
Marketing
Strategies
Passive
Active
Consumer
Green
Brands
All Doing
Our Bit
Citizen
Setting
New
Standards
GREEN
2.0
Passive
Active
Consumer
Green
Brands
All Doing
Our Bit
Citizen
Setting
New
Standards
GREEN
2.0
Passive
Active
Consumer
Green
Brands
All Doing
Our Bit
Citizen
Setting
New
Standards
GREEN
2.0
TESCO GREEN
MALL, CHINA
Passive
Active
Consumer
Green
Brands
All Doing
Our Bit
Citizen
Setting
New
Standards
GREEN
2.0
Passive
Active
Consumer
Green
Brands
All Doing
Our Bit
Citizen
Setting
New
Standards
GREEN
2.0
EDUCATION
DEMOCRATIC EMPOWERMENT
JOINED UP INITIATIVES
TRUE NETWORK - AT ALL SCALES
NETWORK EFFICIENCIES
DRIVEN BY ACTIVE CITIZENS
ie it’s a LOT like Web 2.0
Grassroots & local
+ Global scale/urgency
Sounds like a job for
network technology
What’s the Latest?
There is a global crisis. There are
relatively few signs we might be able
to avert it. Although you never know.
But we have to hope. And act on that
hope. There’s no other moral choice.
The key question may be about the
human system we leave behind; is this
a bridge or a descent?
There is only one small shift we need
to make in our thinking: Crisis first.
Anything else second.
The story of the hurtling truck and the
late appointment.
Paradoxically, that’s often also the best
way to innovate too.
Necessity is the mother…
None of us are ‘the governor of the
world.’ We can only work with what’s in
front of us. And in what is in front of
us, we CAN make a difference.
MORE GOOD:
less harm
CULTURAL
LEADERSHIP
Likelihood of global recession + inflation
Shift from green spending to green SAVING
saving money
saving for rainy day
saving the planet
eg IT’S THE YEAR OF THE SMALL CAR
Carbon neutral was the gold standard 2
years ago. It ‘showed you were serious’
However offsetting now
seriously discredited
(‘Offgetting’)
There’s no substitute
for real innovation
Latest climate news is very gloomy
North Pole ice ‘ just fell off a cliff’ (Al Gore)
Governments/activists starting to panic
The ‘350 ppm’ RED LINE
09 likely to be much sharper - eg regulation
09 Copenhagen Climate Summit - Kyoto+
Greenwashing is
making normal stuff look green
making capital from your credentials
saying (rather than doing)
…and is liable to backfire
2007 = “little things that add up to a big
difference”
2008 = actually making a difference
2009+ = starting to do the unthinkable
There is increasingly good info
Something has to give
Economic growth has to give?
But organisational growth and human
growth are needed more than ever.
Inventing an economics (eg business
models) that work WITH sustainability
is probably the biggest task we face.
If growth goes (big average, global
GDP growth) so may the mega
corporation - investors will destroy it,
and it will destroy investors.
As in the 19th century we will need
new forms to contain dramatic change,
meet social needs, channel
commercial interests. Mutual 2.0?