viewpoint Herbert D. Doan President, Dow Chemical Co.

Profit motive as a social tool

If the processes of change were linear, our pollution problem would be much easier to solve. But, as these processes are multidimensional and interrelated, a great deal of milling about is an inevitable pre- amble to finding our directions.

The problem does not require a choice between action and no action-we are wearing out our earth and we cannot turn it in for a new model. It does not require a choice between public and private ac- tion-it requires both. Finally, it does not require a choice between technology and humanity-we are technically capable of realizing great visions. It does require a change in our perception of the possible.

What seems to he missing is a clearinghouse that will help us develop a clear image of what we want and what we value, and provide channels for in- dividual participation and a minimum level of con- sensus. Gibson Winter, of the University of Chicago Divinity School, suggests that we are moving into a different kind of social process, for which we have to create the mechanisms. A society with the capac- ity for renewal should he able to invent such mech- anisms, and I am confident that we will do so.

I believe we must work through a process that goes something like this: It is the place of concerned people to advocate changes in our value systems and our mores so that we can act on such problems as pollution control. It is the responsibility of our citizens to sort out these problems and ask for solutions to the most pressing. It is the responsibility of govern- ment to respond to these pressures with timely re- ordering of national priorities-and to establish policy with rules and regulations. It is the responsibility of industry to create products and services within the limits of government policy and public attitudes.

Meanwhile, there are several mental hurdles we can leap-hopefully, to bring us faster and closer to the stage of effective action.

One is a preoccupation with questions to which answers already exist. A part of the debate today about pollution problems seems to involve choosing up sides as to the excesses of modern technology. The dissidents seem unwilling to recognize that tech- nology, properly directed, can solve problems as well as make them. With today’s knowledge, we know how to reduce phosphates in our streams, how to make soft pesticides, reduce sludge from rain run- off, run disposal plants more efficiently. We even can invent disposable containers. But the problem-solving technical skills at our command are not yet being

well exploited. This is a waste of time and resources. We must turn the attack on technology into a reaffirma- tion of faith in our ability to solve problems.

Environmental improvement needs advocates (possibly, even a Nader). It is greatly encouraging to me that groups of young people have begun to recognize a role as spokesmen for the environmental needs of society. Here is an exciting and vital cru- sade. But I hope that all of us who know that some- thing must be done will seek at least two levels of understanding: Action on those problems which are readily recognizable as a first step and mind- pooling on the more difficult and complex aspirations we sum up in the phrase “the quality of life.” We have an obligation to share our knowledge and our desires with one another.

Another hurdle to be leaped is the myth that industry, with its resources, can solve problems without a custo- mer. Just as I think that technology must help us, I think that the search for profit must be recognized as a motivator, a useful social tool. If we can define a market in environmental control, I am convinced that the search for profit and competition will pro- vide useful low-cost solutions. It is, in fact, entirely likely that pollution needs will establish a major new service business. A number of companies already are positioning themselves for action. But, until our society comes to grips with identification of priorities and of needs, our progress will be slow.

Man differs from the other endangered species on earth in that he has self-will. Discovering a new social-economic-political way to achieve change is one of our most urgent tasks to avoid catastrophe.

Herbert D . (Ted) Doan was elected president of Dow Chemical Co. in 1962. Previously (1960- 62), he served us executive vice president, and munuger of the chemicals department (1956-60)

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