business means business that incorporates social, environmental,
and economic values together. Some people call this the "triple
bottom line." Also "sustainable
business" or "socially responsible business."
Like it or not, businesses are the most powerful institutions in
the world. A small change by a huge corporation can have a huge
effect, by educating consumers, by reducing the impacts of the business,
by mobilizing a constituency for further change.
that I have worked on:
Green- A green business directory for Sonoma County, California
that was published in cooperation with the Sonoma West Times and
News from 1998-2001. I started the project with Dennis Judd, an
environmental consultant. It was my first project out of college,
and, motivated by the possibility of transforming business towards
sustainability, starting from a concept, I got several hundred green
businesses to advertise, wrote articles, put on business mixer events
(like a Green Chamber of Commerce) and at one point produced several
dozen radio spots called "The Environmental Moment" which
aired twice daily on KSRO Radio AM1350. The SEE Green Directory
was published 3 times a year, and over 25,000 directories were distributed.
This is a green business directory for Los Angeles and the San Francisco
Prius is a great example of an innovation that could make a major
reduction in greenhouse gas emissions without asking consumers to
sacrifice quality of life. (I know that in the big picture, consumers
will have to make major changes, but in order to bring in the mainstream,
we also need options that don't require sacrifice.)
investors are putting their money into companies that recognize
the triple bottom line, have fewer climate change risks, and can
take advantage of the business opportunities of a low-carbon economy.
Business ideas that I support:
to check out:
Ecology of Commerce
Korten is the author of "When Corporations Rule the World."
This is a good book to read to learn about un-sustainable business,
and why green business is so important.
Capitalism- Lots of stuff about efficiency and changing incentives
so that businesses will automatically do the right thing, instead
of being forced to by government regulations.
of the Chaordic Age- A really interesting book about the organizational
structure of VISA and how that relates to networked relationships
such as the Internet.