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Cynthia Coconato
Aaron Kroska
WR121 W2015 Research Essay
22 March 2015
Empowering Organic Wholeness Which Is Greater Than The Sum of its Parts: The Concept of
Three Is, Three Zeros (0s) and an E.
Individual awareness of sustainable development that targets the “triple bottom line”
(TBL) is virtually nonexistent. Business entities that choose to transform their perspectives in
favor of these principles struggle with the enigma of how to encourage less consumption and
remain profitable. The present equation for achieving sustainable development (SD) might be
represented as: TBL = SD [triple bottom line = sustainable development].
While ethical in intention, this equation is incomplete. Further, it implies that companies
should discover the processes that do not serve SD, and replace them with more appropriate
methods in order to develop ethical consumption. In this essay, I will show that this perspective
puts the cart before the horse. The potential for success with this procedure is relative to what
might occur if we attempt to root a plant by beginning with the flower (well in advance of seed-
development).
The global transformation required to sustain human life on this planet is diverse and
complicated. We must begin at the bottom, with the individual parts of the greater whole, and
allow sustainable development to occur organically.
Evolution of Sustainable Development Perspectives
Historically, the accounting perspective that businesses have used to measure their
success is called the “bottom line.” Merriam-Webster defines this to be: “the final total of an

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account, balance sheet, or other financial document.” Given the changes experienced in our
economy, climate and environment, resulting from our consumerist culture, a more ethical
ideology is trending and the “triple bottom line” is the new and ultimate standard for measuring
corporate success.
The phrase “triple bottom line” was started by John Elkington in 1994, providing us with
the three Ps for corporate accountability: Profit, People and Planet. In 2010, The Bruntland
Commission of the United Nations echoed this new trend by reporting the elements for
sustainable development to be the three Es: economy, ecology and equitability. (Wikipedia)
Both of these perspectives admonish business corporations to account for three specific
bottom lines: (1) the financial bottom line, which accounts for net gain and return on investment
(ROI); (2) an accounting for the bottom line with people (employees, consumers, general
population); and (3) an accounting for environmental impact and the reduction thereof.
These three TBL components represent a nested hierarchy that is necessary to maintain a
functioning life-support system and flourishing economy. When conscious contribution is
received from the individual parts, an expansive synergy will result organically. We need to meet
the needs of the present “without compromising the ability of future generations to meet their
own needs.” (Estoque)
Creating a Balance Can Be Counter-Productive
The three accounts of the TBL are difficult to add up and integrate. It is difficult to
measure the planet and people accounts in the same terms as profits (cash); for example, how do
you measure the full cost of an oil-tanker spillage or the displacement of entire communities to
clear forests? (Hindle)

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With business and the bottom line, the priority is always to expand the ROI. How will we
expand the ROI for the “planet” and the “people?” I see examples of this when people
experience more joy in their lives, and the planet experiences less impact and more and
conscious human interaction.
There is growing recognition of the importance of connecting the TBL dimensions and
considering the effects of the trade-offs between each segment. “Companies are responsible
active agents both in the market and in the society and their activities must be conducted
consciously.” (Silvestre)
“The holistic dimension of an organization goes beyond its structure as a functional unit.
A whole set of other units and differentiated interactions must be taken into consideration that
condition their functionality and increase their complexity at different levels. The metaphysics of
Aristotle and his assertion that ‘the whole is greater than the sum of the parts,’ give us an idea of
the complexity...” (Silvestre)
Have you ever dealt with a set of wind chimes that has gotten hopelessly tangled? Will
shaking the chimes from their hanger free the music of the individual parts? No. What if we
work from within the center of the deeply-tangled knots. Not so much. Conversely, by applying a
conscious focus that targets freedom for each contributing chime, a symphony of contribution is
received from the entire unit, the greater whole.
This “greater whole” is the organic synergy resulting from interactions between the
individual parts. Therefore, to effect changes that provide the best results, choices need to be
made on an individual basis, with informed, innovative awareness. After all, one target of
sustainability is to expand the ROI for “people.” This requires conscious, individual contribution.
Each element of the greater whole is represented in the synergy, whether or not the interaction is

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conscious. Only by generating expansion for each part of the whole, within their unique
parameters, will we create the change we desire for the “greater whole.”
Employing the TBL principles on a global basis will identify vast differences in
individual perspectives, comprehension and compliance. “Nonetheless, it is important that the
different objectives, interests and perspectives of the varying “actors” are represented, explored,
analyzed and taken into consideration in any sustainability assessment.” (Estoque)
Dependence upon other areas and suppliers must be evaluated. A city may appear
sustainable because of resources consumed from elsewhere but this might lead to an unstable
situation for the area providing the resource. (Estoque)
Successful interaction between the TBL dimensions produces a state of constant change,
requiring innovative vigilance to consistently access and choose best practices. It is not enough
simply to achieve compliance with the ‘green list.’ Here, a more desirable synergy between
“profit” and “planet” begins to evolve, but where are the “people?”
“Green building checklists often compel well-meaning practitioners to act based on what
is good for their scorecards, instead of what might be good for their actual [unique]
environment,” reports Barbara Brown Wilson. “In fact, the strategies for TBL do not result in
equilibrium for the economic, social, and environmental dimensions because the economic goals
consistently remain a priority, while the goals to be achieved for the other dimensions are
devised for an acceptable minimum performance.”
When considering a reduction in social and environmental impact, a company’s strategy
will unavoidably engender ethical consumption, both for themselves and their end-users.
Stimulating consumption intensifies production, and annuls gains in eco-efficiency and the way
humans experience their lives. What kind of magic will make this work?

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Creating Ethical Consumption
How will we solve the antithesis presented? We must endeavor to create less impact on
consumers, teach them to consume ethically, and still realize a profit. For the past century,
businesses have become successful by creating consumable goods from which they will profit.
The general population has come to depend upon unsustainable consumption of goods. They
then enslave themselves and become employed by the businesses who promote this consumption
at an inequitable wage, in order to pay for their purchases. People who function from
consumerist mentality parameters, unconsciously prohibit their access to true prosperity and the
richness of life that is available now.
Urban living is out of balance. It represents half of the planet’s population and covers less
than 3% of the surface, yet is responsible for 80% of greenhouse gas emissions and 75% of
global energy consumption. The dualistic nature of urbanization must be brought into balance to
support the sustainability goal of humankind. The consensus for acknowledging that TBL
components must be considered in the evaluation of urban sustainability is growing. (Estoque)
Zhang says there is “an open debate in the literature on consumer motivations to consume
ethically,” ranging between those who consume ethically and those who are self-interested, but
all researchers recognize an attitude-behavior gap. Their statistics say that 30% of consumers
state their intent to purchase ethically, but only 3% purchase accordingly. The higher-priced
environmentally-friendly product choice is disregarded if an inexpensive product with
‘equivalent value’ is available.
Individual positions and actions regarding the best choices will inevitably be in constant
flux. Consumers require continuing education and regular updates regarding compliance with the

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TBL, at both ends of the spectrum, much in the way they have become informed about the three
Rs: re-using, reducing and recycling.
A total transformation in the way we do business is required. Ethical businesses practices
will no longer entice people to purchase products (‘green’ or not), whether or not they require
these products. This is the epitome of a singularly focused, “bottom line mentality” and
capitalism.
The journey toward self-sufficiency must begin at home, and flow forth organically from
individuals into their neighborhood areas. As expansion occurs, by employing community
members in coops and do-it-yourself (DIY) mentality business innovations that supplement local
production, new industry will naturally emerge and develop. Industry must now transform into
something that truly enhances our life and living, no longer extracting and exhausting resources
from humans or their planet. They will be required to produce inexpensive, environmentally-
friendly products, such as the new biodegradable (even edible) packaging alternative to
Styrofoam. And when we, once and for all, eradicate the stigmata around growing hemp, the
possibilities for sustainable product creation are virtually endless.
What will excite the general population about active participation in ethical
consumption? Will it take government intervention to leverage production and consumer
activities? Government intervention inadvertently establishes black and white scenarios. Culture,
climate and topography are examples of gray areas that must be considered to enable best
choices for unique environments.
Further, regulation is used to control a given situation, and prohibits individual choice
from serving the “greater whole.” People are done with being duped and controlled by the

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government and bullying factions of society. Choosing ethically as individuals would preclude
regulation.
The Corporate Role in Creating Awareness
The “complex causal relationships” between society and the environment are dependent
upon the economic choices made by society [individuals] and the information about this
interaction is often presented indirectly. (Silvestre)
Reducing barriers to information will benefit consumers and other actors in the supply
chain. Businesses need to make society aware of changes they are making in the short-term,
while the long-term effects are still being realized and measured. For example: making changes
in a manufacturing process that reduce the amount of water consumed, bringing economic and
environmental benefits; and initiatives in waste recycling that should be extended to the
community, to trigger its choice and behavior options in their individual purchases. (Silvestre)
Beyond mere philanthropy, companies can and should actively promote awareness about
the dynamic relationship between social and environmental dimensions, choosing ethical
business practices, communicating their levels of pollution, consumption, recycling and energy
efficiency, with information on their employment conditions and labor practices. (Silvestre)
By gaining awareness through ethical practices and directly involving employees in-
house, businesses will more successfully manipulate the TBL elements. Every effort should be
taken to share the complexities of moving from the “bottom line” to the “triple bottom line,” and
educating people on-the-job. Discourse derived from TBL business ventures, failed or
successful, should be generated within the general population to inspire new innovations and
create awareness, even if the situation does not specifically apply to their own environment.

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Obtaining Individual Commitment to the Equation for Sustainable Development
A pre-requisite for creating awareness is getting people’s attention and involving their
listening skills. The best way to get people to listen attentively is to get them directly involved,
hands-on, and creating a quality of life they can be excited about. The three Is we require to
bring this about are: Information, Interaction and Innovation. When these three forces are
accessible, and utilized on an interactive basis among individuals and society, the magic will
happen. Additionally, the E for Education is included to facilitate comprehension of information
and available opportunities. As a more conscious “greater whole” becomes committed to going
for the gold, the sweet spot of sustainable development: 0 impact; 0 waste and 0 resources will
be realized. This equation is represented thusly: TBL [people, profit, planet] + 3(I) [information,
innovation, interaction] + E [education] = 3(0) [zero impact, zero waste, zero resources]; or
TBL + [3(I) + E] = 3(0).
Many internet resources provide information with specific instructions, for development
self-sufficiency and strategies for sustainable living. Each individual can now learn how to create
anything, from homemade toothpaste to the establishment of eco-friendly communities, and
everything in-between. Studies portraying SD perspectives being utilized to create radical change
are collected, and may then be shared with the click of a mouse.
What will rip our race consciousness from the hypnotic grip of consumerism and create
individual excitement and committed interaction with a new way of living? We can start a
campaign about the “Big Zero,” similar to, but not limited by, the ways we are getting people on-
board with recycling. Post, blog and publish TBL information daily. Share “information,”
provide “education,” and create projects where people will participate, hands-on. Once they are

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“interacting” and their hands are in the clay, the “innovations” will come forth organically. Just
begin.
We can explore ways to raise chicken, goats or other livestock in ways that create an
expansive experience for our entire community. Let’s jump on the bandwagon with permaculture
and bioswale technologies that facilitate growing food with ease. No space? Try a portable
vertical garden, or hang a ball of greens from your balcony.
As always, the journey begins by taking one step at a time. Literally. When individuals
choose to walk or cycle rather than drive, they contribute directly to the “people” pillar through
the results they realize from exercise, and indirectly to both “people” and “planet” due to cleaner
air.
What is truly required from individuals is for them to acquire awareness of their own,
personal best choices. Will it be difficult? Maybe, but it is certainly possible. One look at the
amazing leaps that have manifested new human technology annually over the past several
decades, assures us that we have human initiative to spare.
In 1994, we began to seek ways of measuring and accounting for the triple bottom line
perspectives of “people,” “planet” and “profit.” Individual conscious commitment will only be
accomplished with the three Is and an E: “information,” “interaction,” “innovation” and
“education.” As informed individuals choose to make conscious choices and ethical purchases,
the three 0s, zero waste, zero resources and zero impact, will be actualized.
Choosing to Contribute to Sustainable Development
As the journey toward SD continues, individuals will gain awareness of what they
personally require for sustainable and expansive living in contribution to themselves first,

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thereby providing their best contribution to “greater whole.” They will experience the joy of
synchronicity and gain confidence and clarity with each contribution
Awareness of neighborhood requirements and “new” neighborhoods will emerge from
these individual contributions. Neighborhoods will then expand to include communities and
cities, both existing and anticipated, and on it will grow.
Individual Interaction Strategies
 Randomly plant fruit trees/bushes throughout neighborhoods.
 Grow food, individually, and with combined efforts at community farms.
 Neighborhood composting provides for a bountiful gardens harvest, and creates
potential for marketing both the compost and harvested goods.
 Create rocket stoves, solar ovens, dehydrators and “kitchens” for individual and
neighborhood use, and share principles of food storage.
 Collect rainwater and gray water and reuse it.
 Produce energy individually with solar panels (biodegradable now available),
wind trees, etc. Create new energy sources and utilize those innovations presently
available that have been regulated out of the capitalistic marketplace.
 Create and generate local income via education, consultation, events, sale of food
and other neighborhood creations, and property management/rentals.
 Establish centers for sharing and reusing items in each neighborhood.
 Provide individual housing. Work together as a community to create cob
buildings which are inherently hit the bullseye with the three 0s.
 Plan Events. Combine entertainment, education with individual contribution, to
organize volunteer efforts and attract donations (of all kinds).

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Conclusion
As self-sufficient members of society, we will no longer require industry as we have
come to know it. By moving forward and trusting reciprocity to provide the innovation necessary
for the next step in each juncture, we begin expansion of the values that contribute most to the
TBL. The typical 9-5 work scenario will become an endangered species as people begin to
produce goods within their neighborhoods or from cooperative ventures with nearby
communities
Self-sufficient communities have begun across the globe. Over the past decade, their
number has been growing. Why? Because it is working! Specific discourse on such communities
is beyond the scope of this paper, however, I will cite one noteworthy example.
In Andalusia, the most southern and poorest province of Spain, grows Marinaleda.
Marinaleda has a population of 2700 and has no police, crime or unemployment. Everyone is
employed by their farming coop, and everyone receives equal wages approximating $1600
monthly. Anyone may build a spacious home (up to 2067 square feet) for free. The town hall
provides the materials and workmen for the building. The homeowner then pays the equivalent
of $19 monthly for the rest of their life for their home. It cannot be sold for private gain. (Small)
By gaining individual awareness about how to enjoy our life adventure more intimately,
instead of expending half of our resources to create income, we will begin to affect the vector of
society toward sustainable development. Which one of the above bullets can you begin today?
After that?
There is no time to wait. The ‘starting gun’ exploded several decades ago. As we take
steps toward our target of three zeros, it is wise to anticipate and embrace our diversity.
Everything will be different. Weird. Any change at all is uncomfortable because it is not

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familiar: not something we recognize. What awareness can we gain by choosing to interact with
the unfamiliar and the unknown?
Here’s the thing: we must change if we want the human race to survive on this planet.
The expanded quality of life that people experience with these perspectives is profound. The best
choices for the “greater whole” will emerge from the bottom up, the microcosm to the
macrocosm, thereby creating an empowered, enduring foundation for TBL contributions.
TBL + [3(I) + E] = 3(0)

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Works Cited
Estoque, Ronald C, Murayama, Yuji, Measuring Sustainability Based Upon Various erspectives:
A Case Study of a Hill Station in Southeast Asia. AMBIO 2014, 43:943–956 Received: 15
October 2013 / Revised: 3 January 2014 / Accepted: 22 February 2014 / Published online: 18
March 2014
Hindle, Tim, Triple bottom line: It consists of three Ps: profit, people and plant. Adapted from
The Economist Guide to Management Ideas and Gurus. London: Profile Books, 2008. Print.
Merriam-Webster online, http://www.merriam-webster.com/dictionary/bottom%20line
Shi, Ping, Yan, Bo, Shi, Song, Ke, Chenxu, A decision support system to select suppliers for a
sustainable supply chain based on a systematic DEA approach. Information Technology and
Management March 2015, Volume 16, Issue 1, pp 39-49
Silvestre, Winston Jeronimo, Antunes, Paul and Filho, Walter Leal, International Journal of
Sustainable Development & World Ecology, Volume 21, Issue 5, 2014.
Small, Jade. Feb 8, 2015. http://www.the-open-mind.com/a-city-where-everyone-works-there-is-
no-police-and-the-salary-is-1200-euros/
Wikipedia online: http://en.wikipedia.org/wiki/Triple_bottom_line
Wilson, Barbara Brown, New Deal Defense Housing as Proto-sustainability, Journal of
Planning History 2015, Vol. 14(1) 4-18
Zhang, Jing, Luna-Reyes, Luis F., Jarman, Holly, Tayi, Giri Kumar, Information systems to
support sustainable consumption and sustainable supply. Inf Technol Manag (2015) 16:1–4
Published online: 30 November 2014 _ Springer Science+Business Media New York