Green Economy: what’s next
Will socialization of data and production system green our future?

MER – Marketing and Governi...
Rio de Janeiro – Earth summit 1992:
• Convention on Biological Diversity
• Convention on Climate Change

• Agenda 21
• For...
…..and are committed with economic/financial crises, other
than being focused merely on national interests

COP (Conferenc...
Meanwhile….
A billion and a half more people are using and abusing the environment
In the coming three decades this number...
and the gap between rich and poor is getting wider

Trickle-down effect doesn’t work
If we continue our wasteful ways by 2050 almost 4 billion people will
live in area experiencing severe water stress
The world, largely China and India,
will need 80% more energy most of it based on fossil fuels

Shale gas stirred up enthu...
Greenhouse gas emission will remain stable in OECD countries and
Russia, more than double in the rapidly growing BRICS

an...
Farming, sprawling cities, logging and climate change could reduce
biodiversity and nature force by another 10%
I might keep on listing such negative trends,
however i’d rather focus on what’s ‘greening on’
Green economy is turning into Social Innovation
Into sharing, collaborative, open source, digital Economy

New ICT and Networked communities are dematerializing economy
Green economy is turning into into Blue economy
And a smart economy as well
(smart technologies, smart citizens, smart use…)
Green marketing is turning into
Corporate Social Responsibility

It’s not only a matter of selling green products, rather ...
Green consumers are going to be mainstream

And ever more willing to BOYCOTT or BUYCOTT brands
And will likely become green prosumers
(thanks also to WEB 2.0)
Citizens are ever more get connected
with nature and through the nature

BioMarkets

Community gardens
Countryside CoHousi...
Nevertheless, what’s still missing is
• A global approach to sustainability issues
• A global governance concerning such i...
Governments

And what should be avoided
(among others…)

Enterprises

Citizens
Incentives
to fossil fuels

lack of active ...
But first of all, let’s never forget that
Our economic system in order to work requires

While the opposite is not true

t...
Thank you for your attention

Umberto Mezzacapo
Consultant and Researcher in Communication and Sustainability at

Ces.Co.C...
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Green economy Workshop Progetto Europeo MER Trieste 2013

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Presentazione sul futuro della Green Economy

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Green economy Workshop Progetto Europeo MER Trieste 2013

  1. 1. Green Economy: what’s next Will socialization of data and production system green our future? MER – Marketing and Governing Innovative Industrial Areas Workshop “The green economy: challenges and opportunities” Trieste 3, 4 and 5 of December 2013
  2. 2. Rio de Janeiro – Earth summit 1992: • Convention on Biological Diversity • Convention on Climate Change • Agenda 21 • Forest principles • UN Convention to Combat Desertification Rio +20: The conference declaration, titled "The Future We Want" is a weak and meaningless document Governments keep on postponing……
  3. 3. …..and are committed with economic/financial crises, other than being focused merely on national interests COP (Conference of the parties) is becoming POP (Play of the parties)…
  4. 4. Meanwhile…. A billion and a half more people are using and abusing the environment In the coming three decades this number will approximately double Plus, raising urban population: 45% (1992) - > 50% (2013) - > 63% (2030)
  5. 5. and the gap between rich and poor is getting wider Trickle-down effect doesn’t work
  6. 6. If we continue our wasteful ways by 2050 almost 4 billion people will live in area experiencing severe water stress
  7. 7. The world, largely China and India, will need 80% more energy most of it based on fossil fuels Shale gas stirred up enthusiasm…
  8. 8. Greenhouse gas emission will remain stable in OECD countries and Russia, more than double in the rapidly growing BRICS and rise in the rest of the world increasing globally over 50% pushing the Earth's temperatures up 3 to 6 degrees celsius by the end of the century.
  9. 9. Farming, sprawling cities, logging and climate change could reduce biodiversity and nature force by another 10%
  10. 10. I might keep on listing such negative trends, however i’d rather focus on what’s ‘greening on’
  11. 11. Green economy is turning into Social Innovation
  12. 12. Into sharing, collaborative, open source, digital Economy New ICT and Networked communities are dematerializing economy
  13. 13. Green economy is turning into into Blue economy
  14. 14. And a smart economy as well (smart technologies, smart citizens, smart use…)
  15. 15. Green marketing is turning into Corporate Social Responsibility It’s not only a matter of selling green products, rather creating a green culture and being concerned with local community in which enterprises operate
  16. 16. Green consumers are going to be mainstream And ever more willing to BOYCOTT or BUYCOTT brands
  17. 17. And will likely become green prosumers (thanks also to WEB 2.0)
  18. 18. Citizens are ever more get connected with nature and through the nature BioMarkets Community gardens Countryside CoHousing
  19. 19. Nevertheless, what’s still missing is • A global approach to sustainability issues • A global governance concerning such issues • A real and concrete committment by developed countries • A green vision for the future (Shale gas, clean coal, tar sand, etc. are are not the answer) • A Shared Social Responsibility
  20. 20. Governments And what should be avoided (among others…) Enterprises Citizens Incentives to fossil fuels lack of active participation Greenwashing
  21. 21. But first of all, let’s never forget that Our economic system in order to work requires While the opposite is not true the support of ecological systems Environment Society Economy
  22. 22. Thank you for your attention Umberto Mezzacapo Consultant and Researcher in Communication and Sustainability at Ces.Co.Com (Study Centre on Consumption and Communication) Department of Sociology and Economic Laws Alma Mater Studiorum University of Bologna

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