Thanks Mike and Blaine for joining the conversation from my previous post, What Does it Mean to Be Green? – Part I. For those that did not comment, I hope I at least got your brain thinking about the topic.
Now, onto the moment you have all been waiting for…my opinion!
First, I should start off by saying that I do not like using the terminology “green”. I think it conjures up images of Birkenstock-wearing, treehugging, hippies fighting against any sort of economic growth. Don’t get me wrong; I am a big ole treehugger. But I am also for economic prosperity. I actually think that saving our environment and economic growth can go hand in hand if approached the right way.
I also do not like using the terminology sustainability or sustainable. If I were to ask Becca what she thought about our relationship, and she said it was sustainable; I would be a bit concerned. Sustainable would not sound very promising for our future prospects. In full disclosure, I just paraphrased a thought I originally heard from eco-warrior Majora Carter. And like Majora, I prefer to use the terminology of thrivability.
Perhaps this means my original question was wrong. I should not have asked, ‘What does it mean to be “green”?’ Nor should I have asked, “What does it mean to be sustainable?” The question I should have asked is how can we create a world of thrivability? How can we create a world where business, the environment, and all living creatures can thrive?
To say that I know the answer to this question would be rather arrogant. And while my name and arrogant have been in the same sentence many times (there is probably a reason beyond taste that Arrogant Bastard is one of my favorites beers), I do not think I have the answer, at least yet.
However, I can tell you one thing, moving to a world of thrivability is not going to be accomplished by putting band-aids on flawed business models. Some band-aids I see:
- The organic cotton in a t-shirt that travels 5,000+ miles to the end consumer is a band-aid.
- The 30% less plastic bottle used as packaging for the bottled water is a band-aid.
- A hybrid engine in a luxury sedan that gets 3 mpg better than the standard model is a band-aid.
I am definitely not saying that we should not use band-aids. These types of small steps are very important in the short term. But if people think that our problems are all solved since Wal-Mart is now the 3rd largest purchaser of organic cotton in the world they are falling prey to some serious greenwashing.
Small steps are important, but to make a true difference we need innovative people (either in tiny start-ups or big companies) to disrupt the markets with new business models that are not based on conspicuous consumption: new models where success is not based upon making a lot of stuff as cheap as possible, pushing it at the market, and hoping it sells.
More than likely, the new models are going to come from nimble, new companies (though Becca has hope, as do her colleagues who run the First Movers Fellows, that big companies might also come up with some socially/ environmentally beneficial yet disruptive ideas). These start-ups will grow to be a thorn in the side of larger companies based on older models. The giants will start losing business. And guess what will happen? The big companies will adapt to the new model or they will fade away into irrelevance or bankruptcy.
So, what’s your pet peeve “band-aid” product/service or business?
{ 2 comments… read them below or add one }
For a delayed response to “What Does it Mean to Be Green – Part I”, going green on a micro-level means that you are not only conciouss of the choices you make, but are consistent with them. Here’s a personal example… Actually, let me start by saying I am an alumni of Atayne (I interned in Portland for Jeremy last summer). Anyway, I have to admit that I used to neglect the environment based on how easy it is to. I used to be one of the many kids who would throw their trash underneath the car and drive away, from bottles, to napkins, to the wrapper of my spicy chicken sandwich from Wendys, you name it. Ever since Jeremy had the business plan for Atayne, before a shirt was made, before we sat in his Portland office busy at work while listening to Jack Johnson, and without him realizing, he converted me into a recycler and a person who is concious of where he threw his trash. Jeremy is there a glossary word for that? A concious trash thrower? I can’t tell you how many times I’ve pump faked a trash throw under my car only to think about Atayne; then properly return it to the floor of my car until I find a better place for it. And that place is NOT outside via littering if you havent been following. In much shorter form, going green is individually being concious about your everyday decisions, as minimal as they may seem, as it is a step in the right direction. Over time, those steps become miles.
Okay so part II, I never thought of the concept of a “green band-aid” but it makes so much sense. These company band-aids as Jeremy mentioned gives consumers the misconception that because a company has one green idea or product, that they are now green as a whole. Yes it is a positive step, but you are not “green” if you recylce Monday-Friday but take the weekends off. “Going green” is a lifestyle that you have to maintain and stay consistent with. Much like how auto companies have both gas guzzlers and band-aids, food companies have both organic and non-organic options. Now Jeremy I know you are asking for a product/service or business band-aid, but how about an individual band-aid? And that is those who print in excess with the defense that it is fine because the paper will end up in the recylcing bin anyway. Yes that is great you are recycling, but if you are printing only to recylce…I guess you could call that a counter-productive band-aid.
Thanks Brian! It is really great to know that I had an impact on you and a positive one at that : )
Your example of rampant printing with the thought the paper will be recycled is a great one. Recycling is important, but there are 2 Rs that come first – Reduce and Reuse.