Ideaplants

Cloud-computing and ICT technology as such has changed our society. A development of our Web2.0 culture is just one small part of the impact. The way we communicate, the way we interact, the tools we use.


Even if we often are not aware of the environmental impacts of our actions – it is evident, that our changed behavior with the availability of computing tools and new ways to interact has an impact on the environment.


Nothing to be afraid of – there are positive and negative impacts: Did you know that a modern laptop consumes less energy than an old light bulb?


As Jorge Zapico who is currently researching the intersections of ICT and Sustainability at the Centre for Sustainable Communications in Stockholm points out correctly, that there are many ways in which we can enhance the positive impacts. For example an open source approach to sharing information, using the net to mobilize the environmental movement and taking advantage of technologies that make our life more (energy) efficient.


Which does not mean we should neglect the negative ones like the hidden hardware in many data centers that is running our beloved Internet cloud (slide 13). Enjoy Jorge’s presentation on this topic:

Noone really seems to have grasped what sustainability really stands for. One of those concepts that is so broad that anything could fit in and so complex that noone really knows how to transform it into something practical.


Especially corporates seem to be struggling in making sense of it and putting the topic in a context that speaks to the individual, to management and serves the company purpose. Let’s be honest here – it’s a real challenge. There’s no off-the-shelf solution on how to turn a successful corpoate business into a successful sustainable one. And it’s surely not about the process but much more about the indivudual that drives change in the organization.


Boston University has built their concept around ‘Corporate Citizenship’. They recently released a report on Leadership Competencies for Community Involvement that shows what it takes to be a change agent in driving a big organization towards taking an active role in corporate citizenship. Have a look it’s an interesting read.


Best wishes, Mira

One of our contacts from EUROPEN recommended this video which reflects in a viral – web friendly way the purpose of packaging.


When it comes to discussing sustainability and product development, packaging is often seen as an easy target for policy makers. There’s a public perception that packaging equals waste. So the more packaging, the more waste is being created. Only few people take into account that packaging also prevents waste and keeps the product safe in a purposeful way (if designed smartly).


Have a look at the video clip below developed by Elipso (the French plastic & flexible packaging association) that addresses this topic.

I just read through an article on China Daily in which Marcos Fava Neves, professor of strategic planning and food chains at the School of Economics and Business, University of Sao Paulo, Brazil, proposes to add another dimension to the model of sustainabiltiy. Normally we consider the economic, social and environmental perspective (triple bottom line) when assessing sustainability. Marcos Fava Neves proposes to add in the context of organizations that struggle to implement this concept as part of their planning and operations pro-activeness as an additional measure.


When reading the article I started wondering whether pro-activeness is really what we are missing. Companies do most of the time act in different ways. In my eyes the issue is rather a lack of ownership and leadership in the space of sustainability. In a traditional company structure sustainability is not assigned to any specific department and therefore it is unclear who should be taking the lead on this.


It’s not just about what you do but also about how you link individual activites. Ideally an organization has an overall sustainability strategy and links activites to this strategy with the aim to create one real and coherent sustainability story. Transparency and involvement of internal and external stakeholders is key here. This involves HR, marketing, business development, and many other divisions.

Getting everyone on board requires not just pro-activeness but also smart leadership.

Kanal Consulting Group a US-based management firm has developed a 12 step guideline to Implement sustainability accross an organization.


As reported on greenbiz.com, they propose the list of steps to implement sustainability in order to improve the “bottom line and the environment”.


The list covers: Be coherent in what you do, have a proper strategy & model, get everyone on board and roll this out across departments.





Employee engagement seems to be one of the key components that are still perceived as challenging when it comes to implementing sustainability.


In a way it makes sense – we are dealing with individuals on whose motivation the success of the project depends. Coming up with a really motivating internal campaign to get everyone on board, opening up the plan so employees can propose their own ideas requires not only a lot of preparation but also a rethinking of the current thinking that is being done around sustainable development. Is it time for an open source approach for global companies?

What’s cradle to cradle? – I’m reading the book ‘cradle to cradle’ by Michael Braungart & William McDonough. Which is questioning some of the simple concepts that I have so far always taken for granted.


Cradle to cradle is giving the word ‘design’ a deeper meaning. Rather than looking at a visual aspect, it is about designing a product by keeping in mind the entire product life cycle.


We live in a system that is designed based on common values we had back in times of the industrial revolution. Times where people thought environmental resources would last forever and people would only benefit from the improved production models… It only makes sense that environment was not a priority back then.


Looking at products & services that were designed following the very same model today we should ask ourselves the question: What is the point in improving a product that is not good in the first place?


The point is not necessarily that we need to stop completely what we are doing right now. It’s more about rethinking the things we are right now and adapting it to a new model that keeps in mind all aspects of sustainability.


Rather than putting economic impact in the centre of discussion, William McDonough is putting a slightly different aspect in the middle of the thinking he does with every product he designs:
How do we love all the children of all species for all time?


The best introduction to this topic (besides the book of course) is the documentary called ‘Waste = Food’ that even won Winner the Silver Dragon at the Beijing International Science Film Festival.




Watch William McDonough’s TED talk:



Your thoughts are more than welcome.

I’m currently reading ‘Strategy for Sustainability’ by Adam Werbach (Harvard) and am realizing also based on my own experience that Communication will play a key role in solving the dilemma most corporates are facing when running a number of sustainability programmes without linking these back to their core business strategy.


The result is a number of scattered, isolated activities and projects where neither people involved in the project nor external audiences can find a purpose.

I can only recommend you to read this book. For me it was a real eye-opener.
Here an interview with the Author:





Interestinly enough most corporates fear to communicate about the ‘green thing’ as a result – rather than trying to show more transparency they end up stepping back from communicating. Especially in the 24/7 virtual space, this creates issues since conversations will continue without you if you don’t join them.


Best wishes,
Mira

Einstein is said to have remarked: insanity is doing the same thing over and over again and expecting different results.

The new Happy Planet Index Report indicates that something like this could be driving the religion of endless growth, one of the central pillars of traditional economic thinking.

Driven by evolutionary instincts, which the writers of the Bible documented so well by letting God state ‘go forth and multiply’, western societies still have the official goal to chase the end of the rainbow. Everybody knows we have only one Earth (for the foreseeable future), and everybody who cares can find out quickly and easily, what the inevitable result of exponential growth with limited resources is. Hint: it’s not pretty.

Continuous quantitative and compounding growth is always exponential.

Glass 1, 2 and 3 of that tasty Bordeaux brings great relaxation, glass 8, 9 and 10 misery and sickness. If we grow our consumption by 1 percent every week or month, we die a horrible death.

Surprise surprise: quantity does not create happiness. Ask Michael Jackson.

Do you care about quality? Do you care about happiness? Check out the report: Happy Planet Index

So, what’s the matter with this SUSTAINABILITY gibberish anyway?

How about this: sustainability is the issue which sets apart man and animal.

Animals DON’T CARE about sustainability above the level where they sustain their individual genes.

Ecological- or resource-sustainability issues don’t matter to them – as far as they are concerned, these issues don’t even exist.

Not even consciousness itself distinguishes us from animals in a comparable way. I think it is accepted fact in the science community that capacities for suffering and awareness are gradual effects, which emerge with growing complexity of the nervous system and brain. Thus, consciousness is not a black and white kind of thing: a cat, dog or pig may have less of it than a human, but they do have a lot more than zero.

So, animals don’t care about sustainability. That’s why animal species DIE OUT. Always.

As it appears, there’s a fork ahead in the road for mankind. Man and Woman will decide to care about sustainability – or else. Sustainability is just a POTENTIAL after all, not a given.

To be human means to CARE about that potential not being wasted. To strive to rise awareness of the human condition to the level where sustainablility of the species is recognized as a central and critical issue. To pursue focus-shifting from throw-away baubles to goals and products worth being CARED about by beings sporting a human brain with a pulse.

Sorry to spoil the idyll, but that Prius we bought for peace of mind and the compost heap at the back of the garden where we always deposit those soaked and delicious tea leaves which had been flown in from India for us, they are surely nice and impress the neighbors to boot, but they’re also mostly show business, reinforcing cosiness in PRESENT HABITS.

FUTURE OPPORTUNITIES are great inspirators, though. So let’s get a little dreamy about this for a while: man as a species has the POTENTIAL TO LIVE and not die off like every other worm which ever existed. Hmmm!

Pouring a little more of that nice warm tea.

What’s this RUCKUS now? Doesn’t anybody on this rotten planet respect a dreaming philosopher any more?

The irritated mob’s screaming at me, furiously red-faced: I’m no stinkin’ worm you headblock, I’m the pride of creation and there’s a nice pie up there in the sky which will cuddle and save me, if I make goo-goo eyes at it long enough!!! Me and my friends we are telling this to each other all the time, so it is true!!!

Ah yes. The stuff in the sky allright.

Let’s take a look: stuff in the sky