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

It is my belief that two of the key wedges are Green Niches and Networked Resource Systems

Low Carbon Ventures

GREENNICHES

Energy Housing Mobility Consumer Business

CLEANTECH

NETWORKEDRESOURCESYSTEMS

GOVTOP DOWN

PUBLICBOTTOM UP

BUSINESS

NEW INDUSTRIALREVOLUTION

GreenMarketing Strategies

Passive Active

Consumer

CitizenGREEN

2.0

All Doing Our Bit

SettingNew

Standards

GreenBrands

Passive Active

Consumer

CitizenGREEN

2.0

All Doing Our Bit

SettingNew

Standards

GreenBrands

Passive Active

Consumer

CitizenGREEN

2.0

All Doing Our Bit

SettingNew

Standards

GreenBrands

TESCO GREENMALL, CHINA

Passive Active

Consumer

CitizenGREEN

2.0

All Doing Our Bit

SettingNew

Standards

GreenBrands

Passive Active

Consumer

CitizenGREEN

2.0

All Doing Our Bit

SettingNew

Standards

GreenBrands

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

Grassroots & local

+ Global scale/urgency

Sounds like a job for network technology

What’s the Latest?

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.

less harm

MORE GOOD:

CULTURALLEADERSHIP

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.

If growth goes (big average, global GDP growth) so may the mega

corporation - investors will destroy it, and it will destroy investors.

As in the 19th century we will need new forms to contain dramatic change,

meet social needs, channel commercial interests. Mutual 2.0?