The business logic of sustainability

It’s been a while since I visited TED and its Greener Future talks. Nice, then, to return and find a recently posted presentation by Ray Anderson, Chairman and CEO of Interface Inc.

Regular readers will know that I’ve referred to the Interface story many times as a powerful example of the commercial value of sustainability when adopted as a fundamental design value.

If you’re not familiar with the story, if you think that CR is all fluffy stuff and PR, or you’re convinced that sustainability and profitability are mutually exclusive, then you really need to check this out. It’s thought provoking and inspiring stuff…

The Ministry of Truth

It’s been a while since I last posted, as I’ve been rather preoccupied with writing a book (more on that at a later date).

In the meantime, here’s something that’s worth a look, discovered last week when I and a couple of pals attended the recording of Mark Thomas‘ new Radio 4 comedy show The Manifesto.

It’s the proposed Elected Representatives (Prohibition of Deception) Bill – a bill that, were it to make it onto the statute books, would make it illegal for politicians to lie. Brilliant stuff!

Unfortunately, it didn’t win the final vote and make it onto the people’s manifesto. Then again, neither did other genius ideas such as pedestrian proficiency tests for London tourists or the introduction of a dedicated tube line for people who want to commit suicide!

All the more reason to visit www.ministry-of-truth.net and add your name to the petition pressing for time to debate the bill in parliament.

There’s no accounting for idiocy

I’ve just got back home after a great day out at the England v BaaBaas game at Twickenham, courtesy of the ever generous Mr. Kevin Keohane.

As is often the way with attending live sporting events, the rugby (great as it was) turned out to be largely incidental to the conversation, aided by the odd pint or four of the black stuff.

The high point? Wondering how on earth I’m going to get to and from the bar in time for the start of the second half, I emerge from the stand directly opposite a dedicated Guinness bar (there is a God!).

The low point? My illusions of rugby as a game for people of superior intellect is shattered when the guy in front of me finally reaches the front of the queue and orders two pints of lager.

(Apparently the backdrop of 50 or so half-poured pints, bar staff all dressed head to toe in Guinness gear and the words “GUINNESS BAR” written in large, friendly letters above the concession aren’t enough of a clue.)

Just goes to show, I guess. You can brand a space to within an inch of its life but, if your audience doesn’t get it, it’s all for nought.

The Dishonourable Member for [insert constituency]

Regular readers will know the tired drumhead I beat about regulation. Legal compliance does not a responsible entity make.

As a means to encourage more ethical behaviour, regulation (particularly self-regulation) is a deeply flawed strategy, and anyone who doubts it need look no further than the seemingly endless revelations in the Telegraph this past week concerning MPs’ expenses.

Anyone who still thinks increased regulation is the cure for all our woes needs their head examining.

As this rather grubby little episode in British politics clearly demonstrates, following the rules is no guarantee of probity. Far from it, all it seems to do is encourage people to think, “What can I get away with?”

Authenticity, transparency and opportunity

I’ve just been reading an interesting Ethical Corporation interview with Jeff Swartz, CEO of Timberland – particularly interesting to me because it taps into the dominant themes of this blog over recent months…

On CR and the recession – the global economic downturn only sounds the death knell for CR as practiced by the ”CR as PR” brigade. For champions of CR 2.0, with a genuine commitment to sustainability, it actually represents a great opportunity to reconnect with disillusioned consumers.

On authenticity and transparency – these ideas represent the biggest challenges for brands today. Admidst the current fallout, more than ever, consumers are searching for brands they can trust. Sustainable brands (sustainable in the original sense of being capable of surviving and prospering in the long term) must be built on truth, from the inside out.

There’s much to admire about what Swartz has to say, and the very honest and pragmatic way in which he says it – including frank admissions of previous gaffs, such as its virtual tree planting experiment on Facebook.

You get the sense that Timberland has learned from such mistakes and is now focusing much more closely on issues that are truly material to its business - building an ethical supply chain, and developing more sustainable products. And their commitment to transparency – as illustrated by their “nutritional labelling” approach – is particularly impressive.

The only disappointment is the slightly defeatist tone of Swartz’s remarks that his company’s shoes, “are toxic, by definition,” pointing to slower-than-desired progress towards products that are fully recyclable and biodegradeable.

I hope he takes the opportunity to learn from the work that Nike has done with two of my sustainability heroes, Bill McDonough and Michael Braungart. If he took a look at their article in green@work, or at Bill’s excellent TED talk on cradle-to-cradle design, he’d see that there’s plenty of room for optimism on this front too.