Green Corporations... Can You Trust Them?

Posted to the LOHAS blog Wednesday, April 18, 2012

 

Wal-Mart, McDonald's, Coca-Cola, Sprint, KFC, Shell, Chase, Ford, Staples, CVS and the long list goes on.  These larger than life brands immediately conjure up images and thoughts of our past experiences that have either helped or hurt these companies perception regarding sustainability.

Image courtesy of Yum Brands

Of the ten companies above, 100% are doing something around sustainability issues related to their respective industries.  Some are improving energy, some reducing waste, some have take-back programs, some are are even developing products for the eco-conscious consumer. Whatever the companies are doing, a larger issue is hiding just under the surface… trust!

We have all felt and witnessed corporate green-washing, but is this simply the beginning of the change process, we all have to start somewhere, right?  Corporate sustainability and CSR are poised to be the next evolution of business trends, similar to how IT changed the game. How can we know that these companies are sincere, committed and really able to transform their impact?  Should we care or shop elsewhere?

A tougher issue many of us already know, is that the base product lines of these companies don't exactly help people or the planet. There are health studies, insider videos, user testimonials, advocacy groups and other opposing groups asking us quite directly 'not' to support some of these companies.  Are these  really the opposite of the shop local movement, considering others in our community are employed there?
So, what's a good socially responsible citizen to do?  More over, what is a newly socially responsible corporation to do, when they have the realities of their industry and various product lines to transform?

Here is a fast recap of just some of the eco-positive moves BIG companies are undertaking:
1. CVS is rewarding consumers for bringing reusable bags with their Green Bag Tags 
2. Sprint has a new line of eco-friendly mobile phones with less environmental impact.
3. Ford is releasing an electric vehicle on the way called the Focus Electric.
4. Staples is directly crediting shoppers for taking back used ink cartridges.
5. KFC has released the first ever reusable side container in the fast food industry (just don't tell the SF Soup Company) 

Hopefully this corporate sustainability trend will continue and grow until the "S" word is removed and sustainability is just part of doing good business, that serves the triple bottom line. I guess we will have to call this LOHA then? 

If you want to read more about what the world's largest companies are doing please pop over to triplepundit.com and do a search for any company.  Some news is positive, some negative and some down right controversial, but all of it interesting and forces us to question our beliefs.

Jared Brick is completing his MBA in Sustainable Management at the Presidio Graduate School in SF.  He is working on creating the first ever reusables tracking platform, rewarding consumers everywhere in their retail experiences.  Follow the journey at traxactions.com or on twitter: traxactions
 

2012 = Global Disaster or Sustainable Opportunity?

In the wake of the sobering ten-year anniversary of 9/11, I am reminded of what can shift because of a  global tragedy.  Ironically, unintended positives arose from the burning ashes of southern Manhattan.  Our national nightmare united many among the world and helped unify a divided nation in an unprecedented outpouring of compassion and support.
The upcoming date of December 21, 2012, looms around the corner, just over a year away. This date is filled with mythical tales, fanaticism, Hollywood formulaic screenplays and even some credible scientific theories.  If it reminds you of the year Millenium Y2K hype … it should!

The major difference with 2000, was that we took the date very seriously.  This is exactly the point … we prepared for it, we made a big fuss and it possibly helped us avoid a potential crash. The 1/1/2000 date required a global marketing campaign that spanned all computer related industries, false borders and even competitors. The same MadMen behind the Y2K campaigns may be the very same people we may need now.


The next global event – December 21, 2012, is a specific date passed down from previous solar experts, the ancient Mayans.  Hype aside, there is strong scientific evidence that a massive natural solar flare and C.M.E. occurrence may occur very close to that date.  A large C.M.E., or coronal mass ejection, (imagine the sun throwing-up radiation in our direction) is due to occur sometime at the end of 2012. A natural solar event of this magnitude could easily fry many parts of our antiquated electrical grid, thus paralyzing modern functionality as we know it. This event, while repairable over time, with trillions more dollars, could send a shockwave through humanity.  It also has the transformational possibility to awaken us to our deeper underlying survival skills or our worst character shadows.  We just can’t know!

So, how can we inform i.e., market this potential threat to the masses and move it away from fringe audience 2012 seems to attract?  We simply need a common message to align the globe about this date, to prepare before it looks like this Y2K Nike ad. One idea is that we could collectively hire (via a kickstarter campaign)  Nike’s own premier ad agency, Wieden + Kennedy,  to make some new preventative 2012 ads.  Ideas and thoughts?
In many ways December 20, 2012, reminds me of the entire sustainability movement.  What will it take to get our collective act now message across? 2012 may serve as yet another warning most people refuse to hear or better yet, our greatest ally to align our collective causes. Does it also have the global potential to rally us together, focus our goals and get us closer to what is really important? Don’t get me wrong, I wouldn’t mind if my own school loans were somehow ‘lost’, but not at the expense of large-scale riots, wild pillaging or worse.

As a passionate sustainable business student I am asked to constantly access possible market risk related to the environment.  So what could be bigger than a global event to transform all facets of financial markets?  More importantly, what is the marketing message that will move the planet or at least U.S. Congress into action? Just a minor percentage of what the U.S. already spent bailing out failed banks could quickly protect our invaluable electric grid resources.

This post was inspired by Lawrence E. Joseph, a non-fanatical level-headed journalist from L.A. who has written Aftermath: Apocalypse 2012 Prepare For and Survive. His Joseph’s book presents a compelling message … let’s be proactive to protect our electrical grid! He presents real world solutions to prepare for these events and we should heed the warning.  We can start this serious conversation where it matters most, in your homes, your local communities and to your local representatives.   Hindsight is 20/20… too bad we may only have till 2012!

Contact me further at: Ecowarrior2012@gmail.com
Follow me on Twitter: #Ecowarrior2012

Do you feel we should take action about 2012?  If so, what ideas do you have?
If not, why?

You're not a "Real" Leader!

A very challenging question we all face and come up against in these times.. what will it take for us to step us, rise up and lead us into a better world?  This below quote has been serving me well lately and reminding me to let go of the illusions of leadership... it is exactly us!

Enjoy and please share with others you care about.


Leadership and Liberation- by Sean Ruth page 38-39
"We are presented with models of leadership who are apparently, supremely self-confident and competent, passionately dedicated, convinced of their own correctness, single-minded and fearless.  For many in leadership roles who want to make a difference, however, this is not how it feels to lead.  They struggle with doubts about their intelligence or their competence, they feel scared, hopeless, or powerless at times, they get confused about what makes most sense or they are trying to juggle a number of competing demands on their time and energy while they pursue what they want to achieve.  In the midst of all this, it is easy to lose sight of their significance as leaders.  The messages that comes across is that real leaders do not struggle, that real leaders lead effortlessly.  The presence of doubts, fears confusion, exhaustion or discouragement can be taken to mean someone is not a real leader.

The reality is different.  Leadership is not about having no struggles.  It is not about finding it easy.  Umberto Eco said that the real hero dreams of being an honest coward like everyone else, that they are always a hero by mistake. Leadership is about not letting the struggles stop us.  It is not about never making mistakes or having to know it all. It is about giving ourselves permission to get it wrong and learning from what happens.  It is not about looking as if we have no difficulties.  It is about being able to show our struggle and not pretending to be what we are not.  Because we may find it difficult does not mean we are not real leaders.  Overcoming the difficulties, the feelings, or the blocks in the way is what leadership is about.  Everyone has this potential and one of the first steps towards realizing we do not ahve to be perfect before we start (to lead)!"

BE THE CHANGE with Acterra

Acterra.org offers a new unique 9 month Environmental Leadership course, aptly named Be the Change, in honor of Ghandi's global influence to take on what you want to see in the world personally.

“Be the Change is a remarkable forum that embodies the new environmentalism – it integrates the thoughtful contributions of top-notch environmental leaders from industry, government, and social movements alike.”

Here is a personal reference from yours truly to share the details of this new program:

Dear all prospective students,
I attended this breakthrough new style course in 2008 to 2009 as the second class. Over the needed 9 month period we covered all the major environmental issues facing us on a local level and offered the needed global perspective too.
During the course I took on a large scale project, assisting SF City Hall with Earth Hour 2009. I stepped in as a passionate skillful volunteer on this large project including major players of WWF, PGE, BOMA and Esurance company, the main supporter. Taking on a social project in your community is so very powerful and you will make wonderful connections to achieve larger than self goals quickly. Having the support of fellow classmates and the accessible instructors was crucial and offered perfect resources.
The monthly classes offered us the time to really be active using the new knowledge of each issue, realizing so many are overlapping and all encompass in the modern environmental movement.
Currently I have changed careers from the Travel business to new entrepreneurial sustainable projects and products. I am starting a Sustainable MBA program in 2010 with the Presidio Graduate School while working with a worldwide project to rebuild Haiti with Bamboo! WOW...
Please feel free to contact me for questions and congrats on seeking a new way to BE THE CHANGE!
Best regards,

Jared Brick
EcoWarrior2012.blogspot.com 
jradbrick@gmail.com

My Sustainable MBA with Presidio!

In the Fall of 2010, Jared Brick (author) will begin his formal business career schooling with the new Presidio Graduate School with an MBA in Sustainable Management based in San Francisco, California.  This two year full time program is a newly concentrated area of study benefiting all types of private/public business ventures, civic government bold entrepreneurship and sustainable management.  It is my belief that the only business that will thrive in this new economy and even purely survive, will have dominant sustainable practices.

"Presidio is producing a new kind of leader in every area—from business management to public policy, from social entrepreneurship to global governance—with the courage and competence to manage, influence, develop, teach, and create."

Here is more about the Presidio Graduate School Sustainable MBA program:

"Presidio prepares MBA students to be skilled managers who are competitive and relevant in any field. Every business professional is challenged in today's marketplace to lead and manage successful organizations while understanding complex and interdependent issues such as greenhouse-gas emissions reduction, transportation planning, green building and procurement, waste management, and energy and water conservation. Navigating these challenges requires applying a new lens to traditional management practices.

Our degree in business administration connects rigorous management theory and practice with social responsibility, ecological awareness, systems thinking, and leadership within an integrated framework of sustainable management. As a unifying concept, sustainability weaves the core elements of the program together in ways that help students make connections, promote innovation, and create transformative solutions in service of a more sustainable future."

Please click Presidio Graduate School for an overview on their offerings altering the business world.