Ray Andersen, CEO of Interface “It’s a paradigm shift and in a paradigm shift the earlier movers win, and the earlier movers stand to win big. There are new technologies yet to be invented, new fortunes to be made.”

Green Marketing has both business objectives AND green objectives vs Biz only = greenwash Green only = charity/gov

When I say ‘GREEN’ I mean…. Carbon/Cleantech/Climate Change Water Peak Oil/peak everything else Species Loss/Conservation Food, Finance and economic instabilities Human rights, fair trade, food sovereignity… ie running out of planet & out of time

Environmental technologies are likely to be for the next 20 years what information technology has been for the last 20 - a driving force of wider economic and social change. Anthony Giddens Former Director, London School of Economics

Seven Stabilisation Wedges Model (i); existing technologies given sufficient scale could avert disaster All it’s going to take is $20 TRILLION (ii) investment Sources: (i) Princeton, (ii) HSBC

It is my belief that two of the key wedges are Green Niches and Networked Resource Systems

Low Carbon Ventures GREEN NICHES EnergyHousingMobilityConsumerBusiness CLEANTECH NETWORKED RESOURCE SYSTEMS

GOV TOP DOWN PUBLIC BOTTOM UP BUSINESS NEW INDUSTRIAL REVOLUTION

Green Marketing Strategies

Passive Active Consumer Citizen GREEN 2.0 All Doing Our Bit Setting New Standards Green Brands

Passive Active Consumer Citizen GREEN 2.0 All Doing Our Bit Setting New Standards Green Brands

Passive Active Consumer Citizen GREEN 2.0 All Doing Our Bit Setting New Standards Green Brands

TESCO GREEN MALL, CHINA

Passive Active Consumer Citizen GREEN 2.0 All Doing Our Bit Setting New Standards Green Brands

Passive Active Consumer Citizen GREEN 2.0 All Doing Our Bit Setting New Standards Green Brands

EDUCATION DEMOCRATIC EMPOWERMENT JOINED UP INITIATIVES TRUE NETWORK - AT ALL SCALES NETWORK EFFICIENCIES DRIVEN BY ACTIVE CITIZENS ie it’s a LOT like Web 2.0

Grassroots & local + Global scale/urgency Sounds like a job for network technology

What’s the Latest?

There is a global crisis. There are relatively few signs we might be able to avert it. Although you never know. But we have to hope. And act on that hope. There’s no other moral choice. The key question may be about the human system we leave behind; is this a bridge or a descent?

There is only one small shift we need to make in our thinking: Crisis first. Anything else second. The story of the hurtling truck and the late appointment. Paradoxically, that’s often also the best way to innovate too. Necessity is the mother…

None of us are ‘the governor of the world.’ We can only work with what’s in front of us. And in what is in front of us, we CAN make a difference.

less harm MORE GOOD: CULTURAL LEADERSHIP

Likelihood of global recession + inflation Shift from green spending to green SAVING saving money saving for rainy day saving the planet eg IT’S THE YEAR OF THE SMALL CAR

Carbon neutral was the gold standard 2 years ago. It ‘showed you were serious’ However offsetting now seriously discredited (‘Offgetting’) There’s no substitute for real innovation

Latest climate news is very gloomy North Pole ice ‘ just fell off a cliff’ (Al Gore) Governments/activists starting to panic The ‘350 ppm’ RED LINE 09 likely to be much sharper - eg regulation 09 Copenhagen Climate Summit - Kyoto+

Greenwashing is making normal stuff look green making capital from your credentials saying (rather than doing) …and is liable to backfire

2007 = “little things that add up to a big difference” 2008 = actually making a difference = starting to do the unthinkable There is increasingly good info Something has to give

Economic growth has to give? But organisational growth and human growth are needed more than ever. Inventing an economics (eg business models) that work WITH sustainability is probably the biggest task we face.

If growth goes (big average, global GDP growth) so may the mega corporation - investors will destroy it, and it will destroy investors. As in the 19th century we will need new forms to contain dramatic change, meet social needs, channel commercial interests. Mutual 2.0?