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C4Chaos
June 2008 
Eco Business & Conscious Capitalism Zymposium: What is ECO?
Posted on Oct 12th, 2007
by 
Tommy
Tommy
Eco Business & Conscious Capitalism Zymposium: What is an eco-Company?
I want to thank Julian and the participants of this Zymposium for inviting me to contribute a few words about Eco Business and Conscious Capitalism. I am wholly a student of the 4 folks who have written this week and thanks to their sharing I have learned quite a bit and am very grateful for that.
I am writing from San Diego where I am at The Social Venture Network Fall Conference. I just left the final Q&A of the evening with Priya Haji of World of Good and Chris Van Dyke of Nau. In the world of Eco-Commerce, these folks are serious heavyweights who are walking their talk by applying progressive ideas to business on a daily basis. Their passion is palpable. So inspiring!
These past 6 months I have put most of my energies into creating a new business called the Eco Gift Expo. The response we have had has been overwhelming. This is significant because it indicates that we are now living in a time where there is enough of a demand to warrant a large-scale holiday gift show for eco-conscious consumers. This also means that manufacturers, wholesalers, retailers and other service providers are stepping up to supply this increasing demand for consciously produced goods. A great indication of a positive shift.
The 3 members of our sales team speak with about 20-30 eco-conscious companies daily to learn about them, tell them about us and see if they would make a good fit in our expo. One theme in particular keeps popping up. What is an eco gift and what are the criteria for entry?
This has provoked some heated debate in our office and has caused me to examine my beliefs. Consider the following story...
“A woman calls me on the phone to get information about the Eco Gift Expo. She is super cool, positive. It feels good to speak with her and I am truly connecting with what she is saying. She is jazzed about our event, wants to have a booth there, but something is in the way. Her tone changes. "You know, I really want to be there, but I am just not ECO enough," she says. I say, "Tell me about your company and where you are at." It turns out that this woman is extremely conscious about sourcing the metals she uses to create her jewelry line, but whereas she is able to get recycled gold and silver, she is unable to purchase recycled base metals at this point in the development of the metal industry. She concludes that she cannot attend our expo because she cannot, in good faith, offer a fully eco product. Interesting! Her principal fear, of course, is that a small band of eco-warriors will find out about her "impurity" and attack her booth at the expo screaming, "Kill the heretic!", just before burning her at the stake. This brings up some important questions that I am going to be responsible for answering. Why not put it right out there to the Zaadz community to get your opinions on the topic. Here is the main question: If you were producing an event called The Eco Gift Expo, and you had to set criteria for companies and the gifts they sell to be allowed in your event, what would your criteria be?
For some, this might be easy to answer. I thought it was pretty straightforward until I started to hear stories like the one from this woman.
She gives money to charity, she is an expert host covering environmental topics and she does everything she can to use recycled materials in her work. Should I exclude her company, which produces incredibly beautiful jewelry with positive messages inscribed on the stones, because she works in an industry where it is currently impossible for her to be 100% eco? Pondering this, I look down at my leather shoes pressing down the accelerator in my Subaru Outback and I frown at the realization - Lord have mercy, I am not 100% eco either. I start to think of my hardest core eco-friends. One guy simply does not ride in gas-powered vehicles. Won't even get in one. Pretty hard core I think. Then I remember he wears all kind of leather too and in that way he supports the cattle industry which is responsible for clear-cutting forests and turning them into grazing land, etc, etc. Eventually I come to the realization that no one is 100% Eco. So what standards am I trying to set with the Eco Gift Expo? Who is in? Who is out? Where is that fine line to be drawn? Perhaps I will be burned at the stake, but not without a good fight anyway.... Here goes: An eco-conscious company creates products and services that add true value to people's lives by promoting health, wellness and peace without compromising the wellness of the Earth in its production. Now that last part is really tricky.
I feel strongly about being inclusive. I want to support the companies that are moving in the right direction. They may not be 100% organic, but their products enhance our lives.
LuLuLemon is such a company. I love these guys because of their messaging and the fact that their products encourage yoga and athletics. They do have a growing organic line, but the fact is they are far from 100% organic. I support them, nonetheless, and think they are a great company. Yes, but are they an eco-company? Should they be in the show?
Another interesting situation has to do with one of our beneficiaries, Global Green USA. When we went to sign our agreement with them they made it clear that if we partnered with other companies that were contributing to the global warming problem (like ALL automobile companies that produce gas-powered cars) they would have to break with us immediately. I asked about Toyota as an example of a car company moving in the right direction. And they responded by telling me that Toyota, GM and 7 others were suing the State of California to block greenhouse gas regulation. What do I do with that? I am bummed to hear about this and, at the same time, I want to support the move toward better automotive technology, a virtue that Toyota has demonstrated. Nothing is black and white!
My teacher, Guru Prem, often reminds me that if one wants to change the world, one must only change oneself and the world is therefore automatically changed. In the final analysis, all change takes place at the level of the individual first and then can be seen as a shift at the level of the collective. If we are able to get people to change the way they shop, we will change the world indeed.
In Love and Gratitude,
Tommy Rosen
I want to thank Julian and the participants of this Zymposium for inviting me to contribute a few words about Eco Business and Conscious Capitalism. I am wholly a student of the 4 folks who have written this week and thanks to their sharing I have learned quite a bit and am very grateful for that.
I am writing from San Diego where I am at The Social Venture Network Fall Conference. I just left the final Q&A of the evening with Priya Haji of World of Good and Chris Van Dyke of Nau. In the world of Eco-Commerce, these folks are serious heavyweights who are walking their talk by applying progressive ideas to business on a daily basis. Their passion is palpable. So inspiring!
These past 6 months I have put most of my energies into creating a new business called the Eco Gift Expo. The response we have had has been overwhelming. This is significant because it indicates that we are now living in a time where there is enough of a demand to warrant a large-scale holiday gift show for eco-conscious consumers. This also means that manufacturers, wholesalers, retailers and other service providers are stepping up to supply this increasing demand for consciously produced goods. A great indication of a positive shift.
The 3 members of our sales team speak with about 20-30 eco-conscious companies daily to learn about them, tell them about us and see if they would make a good fit in our expo. One theme in particular keeps popping up. What is an eco gift and what are the criteria for entry?
This has provoked some heated debate in our office and has caused me to examine my beliefs. Consider the following story...
“A woman calls me on the phone to get information about the Eco Gift Expo. She is super cool, positive. It feels good to speak with her and I am truly connecting with what she is saying. She is jazzed about our event, wants to have a booth there, but something is in the way. Her tone changes. "You know, I really want to be there, but I am just not ECO enough," she says. I say, "Tell me about your company and where you are at." It turns out that this woman is extremely conscious about sourcing the metals she uses to create her jewelry line, but whereas she is able to get recycled gold and silver, she is unable to purchase recycled base metals at this point in the development of the metal industry. She concludes that she cannot attend our expo because she cannot, in good faith, offer a fully eco product. Interesting! Her principal fear, of course, is that a small band of eco-warriors will find out about her "impurity" and attack her booth at the expo screaming, "Kill the heretic!", just before burning her at the stake. This brings up some important questions that I am going to be responsible for answering. Why not put it right out there to the Zaadz community to get your opinions on the topic. Here is the main question: If you were producing an event called The Eco Gift Expo, and you had to set criteria for companies and the gifts they sell to be allowed in your event, what would your criteria be?
For some, this might be easy to answer. I thought it was pretty straightforward until I started to hear stories like the one from this woman.
She gives money to charity, she is an expert host covering environmental topics and she does everything she can to use recycled materials in her work. Should I exclude her company, which produces incredibly beautiful jewelry with positive messages inscribed on the stones, because she works in an industry where it is currently impossible for her to be 100% eco? Pondering this, I look down at my leather shoes pressing down the accelerator in my Subaru Outback and I frown at the realization - Lord have mercy, I am not 100% eco either. I start to think of my hardest core eco-friends. One guy simply does not ride in gas-powered vehicles. Won't even get in one. Pretty hard core I think. Then I remember he wears all kind of leather too and in that way he supports the cattle industry which is responsible for clear-cutting forests and turning them into grazing land, etc, etc. Eventually I come to the realization that no one is 100% Eco. So what standards am I trying to set with the Eco Gift Expo? Who is in? Who is out? Where is that fine line to be drawn? Perhaps I will be burned at the stake, but not without a good fight anyway.... Here goes: An eco-conscious company creates products and services that add true value to people's lives by promoting health, wellness and peace without compromising the wellness of the Earth in its production. Now that last part is really tricky.
I feel strongly about being inclusive. I want to support the companies that are moving in the right direction. They may not be 100% organic, but their products enhance our lives.
LuLuLemon is such a company. I love these guys because of their messaging and the fact that their products encourage yoga and athletics. They do have a growing organic line, but the fact is they are far from 100% organic. I support them, nonetheless, and think they are a great company. Yes, but are they an eco-company? Should they be in the show?
Another interesting situation has to do with one of our beneficiaries, Global Green USA. When we went to sign our agreement with them they made it clear that if we partnered with other companies that were contributing to the global warming problem (like ALL automobile companies that produce gas-powered cars) they would have to break with us immediately. I asked about Toyota as an example of a car company moving in the right direction. And they responded by telling me that Toyota, GM and 7 others were suing the State of California to block greenhouse gas regulation. What do I do with that? I am bummed to hear about this and, at the same time, I want to support the move toward better automotive technology, a virtue that Toyota has demonstrated. Nothing is black and white!
My teacher, Guru Prem, often reminds me that if one wants to change the world, one must only change oneself and the world is therefore automatically changed. In the final analysis, all change takes place at the level of the individual first and then can be seen as a shift at the level of the collective. If we are able to get people to change the way they shop, we will change the world indeed.
In Love and Gratitude,
Tommy Rosen
Access: PublicTagged with: Eco Gift Expo, Brian Johnson, Christiana Wyly, Siona, conscious capitalism, flow, gaia, gaiam, eco gift expo, brian johnson, zaadz, siona van dijk, eco business, christiana wyly, green mountain energy, jeff klein, whole foods, l.a. times, c4chaos, julian walker, open sky yoga, tommy rosen
love it, bud. Respect and admire you for so passionately following and expressing your heart!
-bri
Hi Tommy,
Nice piece, a nice ‘dilemma’!
I have a couple ideas from my work (printing, and recommending paper), that might help…
1. Chain of Custody
2. Labelling
3. A 3rd party organising that
The consumers are very aware of this through bodies like The Rainforest Alliance, FSC, and PEFC (SFI being the american branch).
Last year maybe 10% of our clients purchased FSC paper, this year over 50%, and the remainder will change in about 6 months I’d say.
Thats the tipping point in the trenches…
I know this level of ‘managing’ the flow of materials adds layers of expense, but there is no way around that. The bar has to be set high, as you know.
Bummer about Toyota…
Tommy,
your post gave me the goosebumps because you've touched a deep dilemma that i've been pondering when it comes to Conscious Capitalism and being “green.”
the example you shared came from a perspective of an entrepreneur. i gave a concrete (personal) example on Brian's blog on Eco Business from a perspective of a “consumer.”
here's the gist: as a “green” consumer, would you do your groceries on a BIG chain grocery store that is walking distance from your home, OR drive to an organic grocery store that is 20 minutes away and where the prices are significantly higher?”
i choose the former for the following personal reasons: i'd rather conserve energy and not consume gas on my way to the grocery. the people who work on the BIG chain grocery store are my neighbors and part of my immediate community, so i'd rather support them in the process. the choices are limited, but i can also buy organic stuff from that nearby grocery store anyway. and finally, i'm not that wealthy enough to afford the “conscious lifestyle” wherein i can take the “price” factor out of the equation when deciding to purchase stuff. in short, i do what i can to be “green,” but i don't make a “religion” out of it.
by hardcore green standard, i'm not ”kosher” enough ;) and to me, that's fine. i'm not a big fan of extreme ways of thinking anyway. when it comes to traditional capitalism and environmental concerns i (reasonably) believe that solutions lie somewhere in the brighter shade of the “green” spectrum – a shade of green which embraces technology, economics, ethics, and in the process, raises the consciousness of capitalism.
~C
Hey Tommy,
Thank your thoughtful and heartfelt posting. Living in the questions is so critical to conscious evolution. The presumption of perfection (i.e. 100% eco) is precisely that, a presumption and tends to polarize and undermine credibility, rather than advance it.
I once read a piece in a book on Buddhist ethics (with the Dalai Lama I believe) addressing the question of killing another person… the message was, intention is critical to assessment of “judgment” and karmic implications.
I would celebrate your jeweler in her actions and intentions. And can envision her playing a role - in part by activating consumer demand - in shifting the practices in her industry or in coming up with novel solutions to creating more evironmentally friendly materials.
And I love ~C's story of the shopping choice. The same kind of choice faces us when we consider buying a new Prius or continuing to drive our old gas-guzzler. What are the full costs of buying a new car (even a Prius) versus keeping an olde one? What of the new materials, energy expended to produce the Prius, costs to dispose of the old car, etc? I don't know, but I imagine it is not as simple as “buy a Prius, heal the earth.”
Thank you all for this thoughtful dialogue.
Jeff
You got it–nobody's perfect.
Maximizing is a waste of time–let's hear it for optimizing and continual improvement!
Also, getting real data/metrics can really help. A book I love on the consumer side of the street is The Consumer's Guide to Effective Environmental Choices by the Union of Concerned Scientists. They provide metrics to make intelligent consumer decisions about environmental impact from the consumer perspective, utilizing something akin to the 80/20 rule (20 percent of your purchases account for 80 percent of your impact–change those, let go of worrying about the rest).
Duff,
Thank you for the book suggestion. I will pick it up. And thank you for taking the time to read this blog.
Jeff,
I love what you said about intention being the key! So important to hear that. Thank you.
All my best,
Tommy
Hi all,
Great stuff! Wow, I love this Zymposium!
Just a quick one here… Imagine you were at the Eco-Conference with the lady who made the great jewellery, and some Eco-Warrior type did turn up, and started having a go at her…you step in…
Same situation happened a while back, and the guy that stepped in on that occasion said,
“Let he who is without sin cast the first stone”…
Anyway, I completely agree with Duff . Maximising is a waste of time - just doing what we can, given where we are, to improve the situation is all we can ever do…
For me, a key thing that is often overlooked is this simple fact:
We are where we are…
A lot of holier than thou types don't seem to get that… they want us to already be coming from where we are heading to…which, of course, in SPIRIT we literally are doing…but here in the PHYSICAL….we are doing what we can to get back to where we once belonged…(good line that, someone should include it in a song someday!) LOL
Ray
Thanks for the thoughtful contribution Tommy. I really enjoyed hearing about how you and your organized wrestled with the issue of what constitutes being sufficiently “green,” the realization of the subjective nature of this definition, and your acknowledgement that you are not 100% eco either.
Given the subjective nature of whether a company is sufficiently eco-friendly, I think it may be impossible to support almost any company if your criteria was to avoid the possibility of any eco-warrior finding fault with them. I really liked your comments about the lack of a white and black definition and the inability to make a rigid set of guidelines. Maybe having a panel that makes decisions based on a majority vote is the best way to go. It seems necessary to have some form of reasonability in the judgments and to take into account the current differences among industries and the availability of environmentally friendly products or processes
Another thing related to the eco-warriors is the psychology of shadow projections. People can find some attribute in themselves they can't accept, project it onto other people, and then attack the other group for it. Think of people who can't stand how some groups can be so intolerant or the anti-gay crusaders who are themselves aroused by gay porn. A great discussion on this subject by Ken Wilber in the book No Boundary is available here. Of course, it is also possible that the eco-warriors just have a subjective judgment that is far more extreme than most people who consider themselves environmentalists and that these eco-warriors walk their own talk. Still, demanding that critics of certain companies show that more environmentally friendly alternatives for different processes are available may help keep the conversations more objective.
~C4Chaos, I loved your fleshing out of your grocery dilemma and the accompany ethical reasoning, and the same for your Jeff with whether to buy a new Prius or keep the older vehicle. As somewhat of an “expert in this area (I have a PhD in environmental engineering and took a few graduate courses on sustainable engineering in the process that covered similar ground), I'll add a little bit about how some environmental professionals approach this situation. There are numerous objective, scientific (righthand quadrant) approaches to assessing the sustainability of different actions, one of the most common of which is life-cycle assessments. Even for experts in this area who are competent with such approaches, there are often trade-offs with products or processes with some being better in some environmentally important categories (i.e., global warming potential, resource usage, ozone depletion, acid rain potential) and worse in others. The situation can get even more complicated when considering additional factors such as cost and how the workers for various parts of the process are treated and being paid. It really can get quite overwhelming, and a more analysis often does not lead to unequivocal decisions.
I am 100% behind you in that we can only change ourselves, we are all unique, that is why we walk different paths, we all have an inner voice, the only one we can't kid is ourselves , if we kid ourselves we are only letting ourself down.and no one wants to do that., my inner voice is my guru. So what are you doing about those leather shoes? It is your business and no one elses. If you are mindful of all that is, if you love the universal consciousnes / God, or whatever you believe in,it's natural to strive towards growth. I celebrate our uniqueness , love and trust the intelligence behind our beautiful universe am grateful for all that is, God, call it what you will. I am working my socks off to bring myself into alignment with my beliefs and learning from all, endeavouring to do that without causing harm to the least. of my fellow creatures. Yes I can direct where I spend my pension, I can reduuce my carbon emissions down towards the goal of zero, ,i can recycle, I can freecycle, i can direct my energies towards the positive loving option., I can work in harmony with nature, our power lies within each one of us. I only have to choose to do it and not just talk about it,