This whole sustainability thing is in need of a major branding overhaul. When you let scientists and policymakers control the sustainability conversation you get definitions of sustainability such as “meeting present needs without compromising the ability of future generations to meet their needs.” Talk about boring. Talk about uninspiring.

We need leaders who understand that creating an inspiring environmental vision and appealing to enlightened self-interested are the most effective tools for getting those SUV driving, McMansion aspiring mainstream Americans excited about joining the green movement.

And let’s be clear: sustainability is a movement, a human-centric movement designed to enable humans to live on this planet for a long time. But a movement that only promotes the goal of being able to live here for a long time hardly seems much worth joining let alone fighting for. How about living in abundance? How about fostering a vibrant, dynamic society that furthers the human journey? How about living as well as we possibly can?

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To that end, I propose a new definition of sustainability:To live as well as we possibly can while bringing our lifestyles into balance with nature.

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Same goal. Only reframed in such a way that it might just generate some excitement.

This might all sound like semantics but it’s hugely important. Unless the environmental movement examines its communication strategies, it will never attract the type of widespread acceptance necessary to be effective on the scale required to solve the enormous environmental challenges we face.

It’s time to recognize that there is an overwhelming opportunity to frame green choices in terms of personal self-interest environmentalism. The new green value proposition should be: it’s better for you AND for the planet.

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Source: The Lazy Environmentalist

The current economic crisis has caused some in the sustainable marketing field to wonder if companies are going to shift their focus away from environmental responsibility as money gets tight. Of course those of us in the field know that when done right, sustainable marketing can actually SAVE MONEY.

Here are some ways to make lean, green initiatives part of your company’s belt-tightening efforts:

Cut Waste
It almost goes without saying, but now is a better time than ever to go after the proverbial low-hanging fruit. Simple waste reduction strategies can free up badly needed cash while generating measurable environmental benefits.

Moving from paper to electronic communications is another tried and true source of savings for the earth and the bottom line. Verizon has not only saved more than $8 million in paper and administrative costs by getting more than 3 million customers to sign up for paperless billing, it also saved another $2.7 million by moving its payroll, training, and HR systems online. You can find more examples of such initiatives here.

Invest in Efficiency
While the financial crisis has led us all to rethink the risk profile of our investments, it is important to remember that energy efficiency projects are still relatively safe ways to deploy capital. Oil prices may have fallen from their highs this summer, but the price is still far above what it was only few years ago (the price was under $30 per barrel in 2003), and the price of electricity is still rising. Even if energy prices remain where they are, many energy efficiency investments will be worthwhile.

The McKinsey Global Institute just published a report stating that economic uncertainty can drive more investment in energy efficiency, particularly in the developed world, because efficiency costs less than meeting demand through new energy supplies.

What’s more, investing in energy efficiency now puts your business in a better position to examine clean energy choices later. Lower energy needs will mean you will need smaller, less capital-intensive renewable energy systems to provide green power.

Tunnel Through the Cost Barrier
Amory Lovins, Hunter Lovins, and Pawl Hawken introduced this concept in Natural Capitalism. In short, tunneling through the cost barrier means designing highly efficient products and processes so that they require less capital than traditional systems. Rather than waiting for five-, three-, or even one-year paybacks on equipment, you can be in the black on day one. How? By designing whole systems to be so efficient that they require smaller energy sources. For example: A well-insulated building requires a smaller HVAC system. Better-designed piping requires smaller pumps.

Spend Time Rather Than Money
The approaches above shouldn’t be capital-intensive, but they can be information-intensive and communication-intensive; they require plenty of thinking and cooperation to implement effectively. In a white-hot economy, it can be difficult to take the time for this level of planning. But during a slowdown, you may have the luxury to think things through more. One best practice is to convene design charrettes - meetings of designers, builders, and those impacted by design decisions - long before a project gets off the ground. By including participants all along the value chain in the process, you can avoid the hang-ups and do-overs that cause costs to escalate, while creating a greener, better outcome.

Sustainable thinking makes perfect sense in a slowing economy. Whether your priority is efficiency, re-engineering, or deepening trust with customers, employees, and other stakeholders, there’s a lean, green strategy that’s right for you.

Learn more by visiting my website for Harvest Design & Marketing.

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source: Harvard Business Publishing

John Burke, CEO of Trek Bicycles, and Andy Clarke from the League of American Bicyclists visited Omaha yesterday and gave a series of presentations to highlight the benefits of and encourage efforts towards building Omaha as a Bicycle Friendly Community.

They discussed how bicycle friendly communities can work to address a myriad of issues for a city. These issues include impacting the obesity epidemic, traffic congestion, pollution, dependence on foreign oil and carbon footprints. Creating bicycle friendly is accomplished through combining good city design and city policy supports with strategically targeted transportation dollars.

I attended the breakfast session, where business and non-profit leaders were introduced to these concepts. John and Andy outlined a number of troubling trends and statistics which they believe should motivate Omaha to rally towards solutions. While they pointed out that there are several solutions to this range of issues, they proposed that the bicycle is the simple solution to several of these complex problems.

John provided 4 examples that prove that bikes can support a metro’s transportation needs. He showed that in the Netherlands 25% of all trips are taken by bike, and in Boulder the number is 21%. He reminded us of London’s congestion reducing strategies, and explained some of the political initiatives that have helped transform Portland.

Omaha was challenged to educate the city’s residents and public servants in order to help develop bicycle infrastructure. The city leaders were challenged to make Omaha a leader in this initiative, and become a model for other cities to follow. They readily agreed that Boulder and Portland have different cultures than Omaha. But they show it can be done. And they believe that Omaha, a city in the heartland, can show that this model can work anywhere in the state.

Kerri Peterson from Activate Omaha (host) opened up by explaining that Omaha has previously applied to be designated by the League of American Bicyclist as a bicycle friendly community. Despite our expansive recreational trail system, the application was denied.

Since then, efforts have been underway to change that outcome. Over $500,000 in private funding has been raised to design and build a 20 mile bicycle loop.  The first bicycle transportation map has been created. The City has instituted a Bicycle and Pedestrian Advisory Committee to review and recommend infrastructure improvements. This momentum is just the beginning and we would like you to join us to continue the push to change the physical face of our community.

Kerri also pointed out that the Bicycle Commuter Map was so well received by the city, that the 5000 copies printed were all distributed within 2 months. The supply was intended to last 3 years. They are currently reprinting, and the map is available for download now.

I’d encourage everyone to be involved. Bicycle and pedestrian infrastructure, along with a well-developed public transportation system, can change the face of the city in which we live.

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Watch a version of John’s presentation.

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