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Preparing for the Circular Economy (CE)
The Sustainability Symbol
a memeplex to engage individual
consumer and community support –
balancing the needs of Society,
Environment and Economy
2008 Beijing International Forum on
Ecological Restoration
'Multi-level Ecological Restoration and Ecological Civilization:
Technological Innovation, Industrial Transition and
Community Development'
Philip McMaster, Principal Researcher,
McMaster Institute for Sustainable Development in
Commerce www.SustainabilitySymbol.com

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Global Problems
Society
Environment
Economy
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Global Problems
Misunderstandings about circular economies
(systems, issues, science, politics)
Investment emphasis on technical solutions
(hardware not software)
Overwhelming emphasis on economic growth
(unbalanced values)
Unproductive hysteria regarding climate
change (media, agendas)
Wide gap of understanding between technical
people and non-technical people
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Global Needs
• Cooperation among existing cultures above
the singular issue of ownership of property.
• Shared new global Sustainability Culture
• Strengthened diversity (cultural and
biological)
• A rational, self-interested, survival-oriented
culture that will value balance and harmony
above all else.
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Local Need for a Simplified,
Community Capacity Building Tool
• Preparation for a Circular Economy
(CE) of interrelationship and
interdependence
• “human decision-making software”
leading us to eco-friendly thinking and
successful technological remediation.
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3 finger Meme = Peace + One = LOHAS
• The 3 Finger “Peace Plus One” Sustainability Symbol is a way
to identify a positive attitude and interest in a Lifestyle Of
Health And Sustainability (LOHAS)
• The meme holds significant potential to engage citizens in
the process of balanced and harmonized sustainable
development.
Reduce -Reuse -Recycle (3R)
•
Society -Environment -Economy (SEE)
•
Wealth – Wisdom- Wellness (LOHAS)
•
Innovation – Social Contribution – Technology
•
Seed - Tree - Forest
•
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http://www.youtube.com/watch?v=EkYH6155cBE
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Open Community Discussion
to promote the Circular Economy
Distribute 3 Finger Project in Schools
Share ideas on the Internet
Establish weekly 3 finger Day
Utilize Information centers
NSW Environment dept.
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Global Citizen Consumers
HAVAS Survey (courtesy Guy Champiss)
Perceptions, Concerns
& Comprehension
Attitudes
Willing to be part of
the solution
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Consumer perception of climate change
We need to understand
1.) Level of CONCERN
2.) Level of COMPREHENSION
(perceived and actual)
“The UK, France and Germany seem to show proportionate levels of
concern and comprehension, but the US, China and India seem to be
knowingly disconnected from the issue whilst Spain leads a small pack that
shows what could be considered a fair sense of alarm.” – HAVAS survey
Although a global issue,
CONCERN - both absolute and relative - can be exacerbated or tempered by
three local factors;
1. The state of economic development and the subsequent challenges or complacency.
2. Concurrent socio-economic challenges.
3. The direct physical effects of climate change.
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How concerned are you about these issues?
Source: HAVAS survey “Consumer perception of climate change and its potential impact on business”
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Comprehension
Consequences
Consequences
Results
Causes Higher temperatures
3.5 giga-tonne excess
Pollution Desertification
Energy Consumption of CO2 in atmosphere Melting of ice caps
Destruction of Nitrous Oxide Meteorological extremes
vegetation/deforestation
in troposphere Flooding
Overpopulation
CFCs & HCFCs Disease
Waste/rubbish
in atmosphere
generation Lack of fresh water
Population displacement
• On the climate change issue, Lack of comprehension of
the “big picture” causes fear. (Problem building the argument)
• The need is to SIMPLIFY the understanding.

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The 3 “A”s - an attitude segmentation of
climate change perception
1. The Eco-Apathetic
2. The Eco-Attentive
3. The Eco-Absorbed
“India, China, Brazil and Mexico average more than 50%
of respondents falling into the Eco-Absorbed type.
Compare this to less than 20% across the UK, US and
Germany and it starts to become apparent that those
markets that are broadly labelled developing are
showing a far greater degree of engagement with the
climate change issue”. - HAVAS Survey
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How will Climate Change Affect Us?
81% of respondents agreed with the statement:
“In this country we would need
to change the way we live our
lives a great deal if global
warming is to be solved’.
“The developing markets – Brazil, China,
Mexico and India – all show a far higher level
of agreement with this statement than the
developed markets. And it’s the same story
when asked whether they felt they could make
a relevant contribution to solving the problem
– whereas the developed markets show
approximately 60% of respondents thinking
they can, the developing markets of
China and Brazil had 91% and 95%
agreeing.” – HAVAS Survey
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“Our government makes significant efforts to
combat the climate change issue”
66% of respondents,
agree strongly and
somewhat, China
clearly leads the
world in confidence in
government efforts on
climate change.
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Worldly Communities
Salt Spring Island
Montreal
The Spirit of Bethune
Sustainability
Education
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Canada
Salt Spring Island
A Peaceful Community
Source: Wikipedia
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Montreal – Dynamic Community
Source:
City of Montreal - Bethune
Source: Wikipedia
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\"We must all learn the spirit of absolute selflessness from him. With this
spirit everyone can be very useful to the people.
A man's ability may be great or small, but if he has this spirit, he is
already noble-minded and pure, a man of moral integrity and above
vulgar interests, a man who is of value to the people.”
Mao Tse-Tung, from
“In Memory of Norman Bethune”
Modeling Attitudes
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Sustainability Education
3 Finger Fun: Learning, Doing and Sharing
No. 2 Dayu Primary School in
ß
Mentougou District of Beijing?
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Teaching
Sustainable
Thinking
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Potential Sustainability
Centers
Re-purpose Existing
Infrastructure
Circular Economy /
Recycling Information
Local Knowledge
Community Involvement
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Beijing Volunteer Sustainability
Information Centers
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People – Planet - Profit
We’re all on the same
planet…
Government Staff
Scientists, Academics
Sports People
Entertainers
Business People
Eco-Entrepreneurs
etc.
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Government, Academic,
Hong Kong SAR Government Environmental Shenzhen Eco-City and New Town Construction International Forum
International Conference
Protection Department on Climate Change
Sports, Entertainment
Olympian Tyson Gay Comedian & TV Host Howie Mandel
Adapt the 3 fingers to YOUR language, YOUR culture, YOUR belief system –
This meme was created to be regarded as the representation of a common human trait – to optimistically
move forward in balance and harmony with Society, the Environment and the Economy.
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“Over the next decade...sustainable development will constitute
one of the biggest opportunities in the history of commerce”.
Stuart Hart, the S.C. Johnson Professor of Sustainable Global Enterprise at Cornell University
Harvard Business Review article, “Beyond Greening: Strategies for a Sustainable World”
\"Capitalism at the Crossroads: Aligning Business, Earth, and Humanity\"
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Dragonpreneur Training Framework
“Entrepreneurship
with Chinese Spirit”
2.
1. 3.
4. 5.
Communications Relationships Money Creativity Leadership
and Innovation
to the 2nd finger
5. Leadership (Relationships), we
add the “Peace” (V)
4. Creativity & Innovation symbol…making the
3 finger symbol
3. Money Management representing the
balance between
2. Relationships Society, Environment
and Economy
1. Communications
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Relationship of Eco-Entrepreneurship and
Circular Economy
Self-
Leading
Creative self-
expression and
thinking skills
permitting
innovation
Individual’s desire for wealth
creation, recognition and
accomplishment among peers
Individual’s connection with the earth / environment
and relationship with community. Foundation of Social
/ Envrionmental safety needs of society.

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Peace Plus One – the Future:
Start in China, Share with the World
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3 Way Thinking – www.SustainabilitySymbol.com
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Be the Solution…
We know WHAT we can do…
...how to do it
…and the potential good it can
do for China
Let’s share and join the
Climate Change Agents…
Preparing China and the World
for a Circular Economy \\!/
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Click here for 1000’s of Climate Change Agents!
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Peace Plus One
World Sustainability Project
The World Sustainability Project
“Under Construction… You can lay the first
bricks with 3 fingers”
Philip McMaster
Beijing / Hong Kong / Montreal / Saltspring Island
www.PeacePlusOne.com
www.SustainabilitySymbol.com
PhilipMcMaster@gmail.com
McMaster Institute for Sustainable Development in Commerce
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Contact Information
McMaster Institute for
Sustainable Development in Commerce
Philip McMaster, Principal Researcher
GPO Box 8986 Hong Kong SAR
(Beijing Address on Request)
www.PeacePlusOne.com
Hong Kong SAR Government
www.SustainabilitySymbol.com Environmental Protection Department
PhilipMcMaster@gmail.com
Fund-raising for the Institute at Schools and Universities
and for Companies , NGO’s and Governments
Seminars, Presentations, Workshops & Consulting:
(please contact for more subjects, schedules, costs and program fees)
Dragonpreneur 5 Finger Entrepreneurship Training
The Sustainability Symbol, Peace Plus One
3 Way Thinking – Integrating into the Circular Economy
www.PeacePlusOne.com www.SustainabilitySymbol.com
TM© 2008 McMaster Institute for Sustainable Development in Commerce