ray andersen, ceo of interface “it’s a paradigm shift and in a paradigm shift the earlier movers...
TRANSCRIPT
Ray Andersen,CEO of Interface
“It’s a paradigm shift and in a paradigm shift the earlier movers win, and the earlier movers stand to win big. There are new technologies yet to be invented, new fortunes to be made.”
Green Marketing has both business objectives
AND green objectives
vs Biz only = greenwashGreen only = charity/gov
When I say ‘GREEN’ I mean….Carbon/Cleantech/Climate ChangeWaterPeak Oil/peak everything elseSpecies Loss/ConservationFood, Finance and economic instabilitiesHuman rights, fair trade, food sovereignity…
ie running out of planet & out of time
Environmental technologies are likely to be for the next 20 years what information technology has been for the last 20 - a driving force of wider economic and social change.
Anthony GiddensFormer Director, London School of Economics
Seven Stabilisation Wedges Model (i); existing technologiesgiven sufficient scalecould avert disaster
All it’s going to take is
$20 TRILLION (ii)
investment
Sources: (i) Princeton, (ii) HSBC
Low Carbon Ventures
GREENNICHES
Energy Housing Mobility Consumer Business
CLEANTECH
NETWORKEDRESOURCESYSTEMS
EDUCATION
DEMOCRATIC EMPOWERMENT
JOINED UP INITIATIVES
TRUE NETWORK - AT ALL SCALES
NETWORK EFFICIENCIES
DRIVEN BY ACTIVE CITIZENS
ie it’s a LOT like Web 2.0
There is a global crisis. There are relatively few signs we might be able to avert it. Although you never know.
But we have to hope. And act on that hope. There’s no other moral choice.
The key question may be about the human system we leave behind; is this
a bridge or a descent?
There is only one small shift we need to make in our thinking: Crisis first.
Anything else second.
The story of the hurtling truck and the late appointment.
Paradoxically, that’s often also the best way to innovate too.Necessity is the mother…
None of us are ‘the governor of the world.’ We can only work with what’s
in front of us. And in what is in front of us, we CAN make a difference.
Likelihood of global recession + inflation
Shift from green spending to green SAVINGsaving moneysaving for rainy daysaving the planet
eg IT’S THE YEAR OF THE SMALL CAR
Carbon neutral was the gold standard 2 years ago. It ‘showed you were serious’
However offsetting now seriously discredited(‘Offgetting’)
There’s no substitute for real innovation
Latest climate news is very gloomy
North Pole ice ‘ just fell off a cliff’ (Al Gore)
Governments/activists starting to panic
The ‘350 ppm’ RED LINE
09 likely to be much sharper - eg regulation
09 Copenhagen Climate Summit - Kyoto+
Greenwashing is
making normal stuff look green
making capital from your credentials
saying (rather than doing)
…and is liable to backfire
2007 = “little things that add up to a big difference”
2008 = actually making a difference
2009+ = starting to do the unthinkable
There is increasingly good infoSomething has to give
Economic growth has to give?
But organisational growth and human growth are needed more than ever.
Inventing an economics (eg business models) that work WITH sustainability is probably the biggest task we face.