1. The Natural StepThe Natural Step: An Executive Summary Based on Seminar by Duke Castle,Duke Castle, By Dave Gobeli & Clay Dibrell

2. What is it? l Strategic framework for a sustainable society l TNS versus The Green Movement –Green: reduce, reuse, recycle –TNS: balance of forces with measures & targets l Scientific Principles l A Systems Perspective l Includes Margin for Action Funnel –Top: Decline in living systems –Bottom: Population x Affluence x Technology

3. Science Principles l Matter & energy cannot be destroyed –Law of Conservation l Matter & energy spread spontaneously –2nd law of thermodynamics l Value of matter is concentration & structure –Molecular configuration l Green cells only net producer of concentration and structure –Photosynthesis

4. A Systems Perspective l Focused upstream l Principles rather than details l Shared framework and common language l Unalterable system conditions

5. Four System Conditions l Substances from within Earth’s crust must not systematically increase in nature. l Substances produced by society must not systematically increase in nature. l The physical basis for the productivity and diversity of nature must not be systematically diminished. l We must use energy and other resources justly and efficiently.

6. Margin for Action Funnel

7. Funnel Properties l Decline in living systems –Decreases options –Increases costs l Increase in Demand –Population growth (long term driver?) –Affluence increase (equity as mediator?) –Technology cycles (longer life cycles?)

8. Example: Hot Lips PizzaHot Lips Pizza l Four Portland stores l Looked for distinctive market position l Cut electric bill 50% l Changed to seasonal menu l Benefits: financial, morale, satisfaction l Winner of several sustainability awards

9. Example: Collins PineCollins Pine l Forest products firm l History of sustainable forestry practices l First privately owned forest products company in the United States to be comprehensively evaluated and independently certified by the Forest Stewardship Council (FSC) l Using TNS for all capital purchases l Trained 600 Klamath Falls Employees l Carbon Credits Carbon Credits

10. Example: ElectroluxElectrolux l Largest appliance maker in the world l Customer pressured them to save water l Added TNS to corporate strategy l Developed fuel cell powered vacuum cleaner

11. Example: State of Oregon l Kulongoski wants sustainability Kulongoski l Sustainable Oregon Sustainable l Oregon Natural Step NetworkNatural Step Network

12. Summary: Why TNS? l Concepts are scientific l Offers a shared model l Works with business, not against it l Provides short and long terms gains l Progress through innovation, no regulation