This post is in response to a dialog occurring over at the Co-op America Business Network listserv, addressing issues related to greenwashing, reverse environmentalism and how there are too many "followers" in the green/sustainable movement.
Read on...
I think that it's all too often the case that these so-called "followers" are simply less educated, and when they hear the roar, they sign-on without all the facts (case in point, the Pickens Plan). That's no different than any political or social faction. Heck, just under 50% of the US voted for Bush, right? Over on the other side, there's Gore. He roared and many followed, though not to many of these followers actually understand why they are following or what to do when they get in line (aside from perhaps buying CFLs and turning down the thermostat).
Note the trend over the past 2-3 years among the environmental and (some) social advocacy groups. Many have shifted their focus to a more business-minded model, cutting deals, engaging with the environmental culprits towards solutions, less torch bearing, Draconian measures and more constructive action built around the recognition that all businesses should be allowed to profit if they do good for the world (there are of course a few NGO hold-outs to this philosophy, none of which I'll mention here).
The key now is not to simply be one of the followers. Everyone on this list is doing something good for the world -- no doubt. Yet to truly create change, we need to create power and power requires knowledge, awareness and the courage to make change. Signing Gore's pledge alone, for instance, isn't going to cut it. I hear many people on this site struggling to find capital or even struggling to survive despite the fact that they offer valuable and sustainable products and services. How can that possibly be? Shouldn't everyone in the world want these products and services? One would think, but that would require the entire world to be making the conscious effort to take part. Most people in this country will NOT take part just because someone told them to -- that's why so few people vote in this country (such a shame -- it's what differentiates our society from most of the rest of the world and most of us take it for granted).
What we need to do is to make it personal! Why is the product or service better for THAT person over there??? How will THAT person over that be able to see or feel the difference in buying a sustainable product. Heck, has ANYONE ever been to a recycling plant such that they understand what happens to that bottle, can or paper when it gets put in the nifty container (I have several interviews addressing the concept of "what's in it for me" at: http://www.theskanproject.com/media.php). Sustainability is not about a product but about a way of life -- for individuals and for businesses. A company is NOT sustainable because they put out a green product -- they are sustainable only if they empower themselves throughout their organization to make a difference. Not the thing but the process! This in turn makes them better corporate citizens, better neighbors -- and ultimately, more profitable. The majority of the world is sick of hearing about "green" ("green fatigue") -- what they want to hear is the answer to the question "what's in it for me?"
Can your company (not just the product) provide a good answer? If so, then empower your customer with better understanding. This empowerment will spread faster than any message delivered from any soapbox by any of the so-called leaders of any movement. Then and only then will REAL change occur.
I am also on the Cabn listserv..and happen to agree with you. For any "new" idea to reach critical mass, there has to be a dissemination of targeted information down each vertical. As larger companies start to do things(maybe not for the reasons some on the list thinks are pure) they begin to move up the continuum towards sustainability.
My direct industry is the casino industry, and most view this as one of the most gluttonous. While everyone is entitled to an opinion, the truth is that Las Vegas has the largest LEED project in the Country going on. Our Eco-Friendly casino tables use FSC certified wood, and can add to the LEED rating system for that property.
Terrific response!
Eric
www.egmgreen.com
Posted by: eric hansel | July 29, 2008 at 11:54 AM