Greener Isn't Green. Brown Isn't An Option

Clean Up or Close Up Going Green Isn’t Greener Staying Brown Isn’t an Option

The World Wakes Up to Costs of Carbon (Dioxide) 150 USD Oil
Diesel and gas inflation brought calls for change that drowning polar bears could not
Pressure on governments to regulation and subsidize solutions
Pressure on industry to change - to reduce waste and increase efficiency
Pressure on consumers to change habits – public transport, bicycles, and even walking!
Treehuggers and yuppies unite! Global Warming
Al Gore (and his drowning polar bears) catalyze global awareness
Inconvenient Truth and 11 th hour become award winning movies
Citizens begin learning about “carbon footprint”/ Schools begin teaching environmentalism
TV Shows on CNN & Discovery highlight human impact on the environment while CNBC covers investment opportunities
Children tell their parents to save the word
Cleantech Investment
Investment in clean technology
Renewable energy (wind and solar) and alternative fuel enter consumer investor portfolio
Vernacular/ technology are enter mainstream conversations on television
Cleantech investment books become best sellers
Economics of and focus on cleantech firms improves with each dollar rise in oil

Events that are Changing China Labor Scandal
Immediate Impact
Domestic and International press coverage
45,000 investigators sent to Shanxi
Public acknowledgement of system failure and call for change by party
Product Recalls
International witch hunt and tit-for-tat
Economic impact to Chinese manufacturers
Questions at home about products surface
Immediate Impact
Immediate Impact
Environmental awareness took a quantum leap
Domestic / International press coverage
National support and sympathy for affected
Taihu Lake 5.12 Earthquake
Immediate Impact
24/ 7 news coverage – with citizen journalists first to report (twitter)
Intense corporate pressure to donate and manage messaging carefully
First time many firms experienced the “mass” media
24/7 Full press coverage on TV, newspaper, blogs, &twitter
Public awareness of problems with food industry, and call for changes
Ongoing investigative reporting into other areas / other companies
Immediate Impact Milk Scandal

Solar Panels Hybrid Cars Wind Mills LEED Certifications Double-side Printing Organics Carbon Offsets Green Jobs China will lead from a need for clean air, water, and food… Framing Sustainability Populations & Labor Consumer Safety Urban Planning Urbanization Food & Agriculture Landfills & eWaste Over-packaging Healthcare Managed Resources Traffic and Transport Healthcare

Making the Case
The Door was open for change…
Consumers were becoming citizens
Citizens were become activists
Governments were responding
The Business Case For Sustainability was made

Clean Technology Economics Built Environment Manufacturing Resources Civil Society Social Services
Land Use
Renewable Materials
Food & Agriculture
Forests and Parks
Bodies of Water
Labor Pools
Waste Management
Air Quality
Life Cycle Analysis
Closed Loop mfg.
Product Design
Packaging/ Waste
Logistics/ Transport
Ethical Supply Chain
Quality Control & Assurance
Recycling & eWaste
Financial Markets
Green Economies
MFG Vs Services
Urbanization
Rural/ Urban Gap
Consumer Spending
Green Consumers
Urban Planning
Building Materials
Urban Transport
Greenspace
Energy/ Water efficiency
Build Retrofitting
Building Operation
Affordable Housing
Smartgrid
Biofuels
Transportation
Waste-to-energy
Water Filtration
Clean Coal
Renewable Energy
Carbon Offset/ Trading
Civic Engagement
Philanthropy
NGO Development & Capacity
Social Enterprises
Cultural Preservation
Consumer Safety
Community Program
Healthcare
Education
Poverty Alleviation
Elderly Care
Job Training
Rehabilitation & Counseling
Financial Services

Supply Chain Management Council Member Experiences Areas in need of Encouragement Switching to Aerodynamic Trucks Switching to More Efficient Modes Switching to Carriers w/ Green Initiative Areas That are Encouraging Reduction in Packaging Materials Selecting Recylcable Packaging Materials Switching to Reuseable Containers

Reasons for Change. Reasons Prohibiting Change Why Firms Are Not… Lack of Expertise. Lack of Incentives. Lack of Regulation??? Why Firms Are Going “Green” Strategic Interests Supplier Performance Customer Satisfaction

Leading the Pack The Big Bang: Wal-Mart
October 2008 Announce Sustainability Revolution
Comprehensive effort across supply chain and stores
Alternative Energy, Transportation, Packaging, Recycling
Not spontaneous. It was planned for years. Wal-Mart is Serious
Others will be forced to follow
2008 Wal-Mart Home Entertainment Design Challenge
Great design that attracts consumers.
Product innovation that reduces the environmental impact for its product category.
Packaging design that facilitates reuse and recycling, reduces waste, and reduces or eliminates the use of toxic materials.
HP Reduces packaging 97%
Breaking Barriers, Changing Habits, & Encouraging Change

Ways to React
Some Firms will see new opportunity
Interface Flooring
Haworth
Nike
Going the Long Way
Some Firms will start with a single product
BYD
HP
Esquel
Low Hanging Fruit
Some Firms will be sustainable from day 1
Burt’s Bees
Bambu Home
Shokay
Starting from Scratch ? Others Will Wait

The business case for sustainability has been made
Environmental and economical sustainability are not separate items
Consumers Have Changed – and So Have Their Expectations
Consumers are becoming citizens, and citizens are becoming active
Consumer pressure on industry will only grow stronger
Global Supply Chains, Must Change… Will Change
Environmental, labor, raw materials, water, and energy constraints have all changed
Changes will begin with design and end with product take back
Entire organization will be involved in the process
Solutions Exist, Cost Savings Exist, and Options are Readily Available
Technology gains are growing – energy, transportation, etc
Commoditization of parts, components, and technologies reduces cost of investment
If you don’t make the changes willingly, you will be force to through competition, regulation, or consumer action.
Takeaways

What’s Holding You Back?
Learn More :
All Roads Lead to China www.allroadsleadtochina.com
Collective Responsibility www.collectiveresponsibility.org
Cleaner Greener China www.cleanergreenerchina.com
Follow my Tweet!
All Roads Lead to China @allroads
Collective Responsibility @chinaCSR
Cleaner Greener China @greenerchina
Contact Me!
Richard Brubaker [email_address]

Greener Isn't Green. Brown Isn't An Option

by Cleaner Greener China on Nov 04, 2009

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Greener Isn’t Green. Brown Isn’t An Option — Presentation Transcript