Sustainability: Economic revolution – Ecological necessity

I recently finished reading The Ecology of Commerce, by Paul Hawken. I discovered both the book and the author after watching The Corporation, an award winning documentary about the genesis, evolution, and nature of the “dominant institution of our time”. In one of the film’s many compelling interviews, Ray Anderson, the CEO of the world’s largest carpet manufacturer Interface, mentions that after reading Hawken’s book he was so deeply convicted about the negative effects his company was having on the environment that he vowed to completely restructure the Interface business model. In a campaign called, Mission Zero, Interface carpet has promised to “eliminate any negative impact our company may have on the environment by the year 2020.” Needless to say, after hearing from Anderson that Hawken’s book was capable of so dramatically transforming his managerial approach at Interface, I put The Ecology of Commerce at the top of my “to read” list. (For more of my reading list, check out What I’m Surveying)

The book is packed with statistics, expert analysis, research citations, and creative solutions to the complex tensions that currently exist between economic growth and ecological sustainability. At the outset of the book Hawken states clearly that the goal of his book is not to disseminate radical propaganda about the treason of capitalism or the inherent evils of corporate America, but rather to shine a light on “a path that restores the natural communities on earth but uses many of the historical effective organizational and market techniques of free enterprise.” A “restorative economy”, as Hawken puts it, is one in which eco-systems flourish alongside profits and global standards of living. Unfortunately, the sense of hope that springs fresh for the reader at the thought of an economic system that provides for the masses and respects the fragility of nature, is heavily tempered by the reality of our current situation. For example:

- 25 million people die every year from pesticide poisoning
- The EPA currently regulates less than 10% of the 191 lethal toxins identified by the 1970 Clean Air Act – (entirely a result of the “influential power” of corporate lobbyists)
- 25 billion tons of fertile topsoil are lost every year
- Overall world production of food is declining in relation to world population

Sadly these are just a few of the brushstrokes in a terribly shameful picture of humankind’s arrogant abuse of our habitat painted by Hawken. In consideration of these facts, and the mountain of others that accompany them, it is increasingly clear that fundamental changes are now necessary to avoid any further loss of the basic ecological resources that are so often taken for granted in the industrialized world. However this does not mean that jobs must be lost or profits must be sacrificed, on the contrary, Hawken’s restorative economy is one in which respect for investors and care for the environment go hand in hand. For example, “By reformulating products, changing processes, redesigning equipment, and recovering waste for reuse or recycling”, (as mandated by their “3P” program – Pollution Prevention Pays ), global technology giant 3M has been able to save 1 billion dollars and prevent more than 2.5 billion pounds of pollutants from entering the biosphere. That’s a pretty simple inverse equation — profits up & pollution down.

In other words, another world is possible. Given the resolve, the largest and most powerful corporations in the world can become more sustainable and more profitable at the same time, and given the right information, I believe that consumers will consistently shift their dollars in the direction of companies that recognize this.

For more, I highly suggest watching The Corporation. You will surely be moved to transform your own personal habits of consumption to send a strong message to the world’s most powerful corporations that we will not tolerate plunder and greed. I would also suggest reading The Ecology of Commerce for a broader perspective of how business and the environment can interact for either our welfare or demise.