Sustainability on Our Backs

There are so many ways in which sustainability is and should be part of our lives. In fact, we believe that it must be a foundational piece of how we live. Sustainability doesn't need to be difficult or inconvenient either. If we look closely at the systems we have in place for sourcing, producing and consuming it becomes clear that subtle modifications can have huge positive impacts on our collective quality of life. The systems work, they just are misused!

We've got a huge opportunity if we'd just be more cradle-to-cradle in our thinking. Systems thinking is essential to improving our current lives in ways that do not negatively impact our futures!

Take the article we've linked to for this discussion for example, which shows that there is a great demand for sustainably grown cotton. Opportunity to change!! Clothing, and cotton in particular, is a pretty dirty industry.

Some facts: (taken from Wikipedia)

• The U.S. cotton crop was 93% genetically modified (GMO) in 2010;
• The Chinese cotton crop was 68% genetically modified (GMO) in 2009
• The cotton industry relies heavily on chemicals, such as herbicides, fertilizers and insecticides;
• The 25,000 cotton growers in the United States are heavily subsidized at the rate of $2 billion per year;
• Many farmers in developing countries receive a low price for their cotton;
• Some countries are criticized for employing child labor & damaging workers' health by exposure to pesticides.

This is an industry that impacts ALL of us! There are multiple levels of its production where there are opportunities to make the industry better without breaking the bank and with higher quality all around. Making oneself aware of how our consumption contributes to degrading and improving our environment and our quality of life is important.

Visionary Values is getting very close to the unveiling of the first level of our consumer sustainability database that will enable everyone to see these complex processes in much more detailed and more easily accessed formats. We believe in the transparency of processes and in giving consumers the information that can help them make choices of all kinds that benefit our planet, ourselves and the species we share this beautiful life with! Stay tuned!!

Starbucks Shareholders Oppose Expanding Recycling Efforts

In keeping the java spirit of discussion alive why not look at our most capable (yet seemingly least willing to aggressively pursue sustainability measure) purveyor of specialty coffees: Starbucks!

At a recent shareholders meeting, a measure put forth by a minority of shareholders, to increase the company's recycling, was voted down 89% against  to 11% in favor. It seems that they are happy with their efforts to date and do not deem any additional progress necessary. The measure was supported by As You Sow, an organization that has also put forth similar efforts at recycling reform to Pepsico & Coca-Cola.

Clearly, continued activist efforts are needed to move these folks in the right direction.  Quite honestly, as is the case with furthering Fair Trade & Organic purchases by Starbucks, the customers are the only ones who can make a lasting impression!! Why should consumers always look to corporations and governments to tell them what they want or what is best for them?!?

If consumers were more involved in their welfare and not just passive participants in capitalism gone amok, we would not be faced with such catastrophes as the BP Gulf oil disaster!! Let's wake up and make our purchases matter!!

Sustainability Measurements

We agree with the author of this article that sustainability is a concept that can become ubiquitous and irrelevant unless there are defined parameters for identifying what quantifies and qualifies a product or a company to use that term. In the case of Wal-Mart, the article discusses an effort by the company  to develop a metrics to measure sustainability of packaging, production practices of their suppliers and other environmental impacts. Since Wal-Mart has a huge impact on a wide swath of our consumer and supplier population, this should come as a welcome effort. This will obviously be good for them as well. Who will watch over their claims however? Can consumers access reliable information as to the validity of Wal-Mart's (or anybody's) claims of increased adherence and commitment to real sustainable business?

These types of sustainability scorecards are going to become more common and necessary as conscious consumers battle greenwashing. In the instance of Wal-Mart, it is very doubtful that a truly conscious consumer even shops there (at least not as a regular customer). There will also be more efforts on the part of companies to provide this information to their customers and many will also want to ensure they are buying from companies that are also aligned with those sustainability values. When this becomes more common, we will all benefit. The one major caveat is who or what will oversee these claims?

Visionary Values believes that comprehensive sustainability metrics that cover the triple bottom line of people, planet and profit is the wave of the future. After all, if you could go to one source for baseline data as well as in-depth information on all measurements of sustainability for the companies whose products populate the shelves of your local coop or Whole Foods Market, then you would have the power to determine which companies to support with your paycheck!

Let us know what issues you are concerned about and what you believe can be done to encourage other consumers and companies to make the honest commitment to sustainable business practices.

Making Our Decisions Count

A brief article we came across on www.environmentalleader.com, discusses consumer preferences for verification of company claims regarding social and environmental issues.

In research conducted by the National Marketing Institute, results show that 45% of Lohas consumers surveyed look for some sort of proof behind a claim of social or environmental responsibility, while 41% say they like to see third party verification of those claims.

Unfortunately, there is no data on which third-party verifiers consumers trust versus which ones they feel less comfortable believing. The research does indicate that consumers in the study would prefer that these verifiers be non-profits though. Perhaps a concern here is lack of trust of the companies and the government regulators or maybe a belief that a non-profit would have the least biased and most objective measurements.

Clearly, we are missing important pieces of our decision making puzzle. We have much more information available to us to make choices than ever before and yet, that also means there is far more information to sift through. Visionary Values believes that consumers must take control of how these measurements are developed and applied and lay the burden of proof at the feet of those making the claims and hold them to it. As we all move forward in establishing acceptable and trustworthy standards for measuring the adherence of companies to triple bottom line business practices, the opportunity for greenwashing will diminish greatly and eventually disappear.

Let us know what you think about our current options of third party verification. Which ones do you look for?

Eco Labels Everywhere!!

I found a recent GreenBiz article that offers an overview on the increased proliferation of eco-labels and third party certification labels that customers must wade through when maneuvering the grocery aisles. An excellent point the author makes is that the value of the label itself is in the eye of the beholder, or end-user.

Most of these labels purport (and many actual accomplish this) to verify and certify adherence to specific behaviors or practices or qualities a company has been successful in integrating. Certifications for fair trade, organic, vegetarian, etc. all fall under this category. 

While we here at Visionary Values applaud the diligence it takes to make these assurances, the fact remains that consumers are not single issues shoppers. Most people are becoming more and more aware that our world is not compartmentalized and our interaction with the environment has a significant impact on environmental health and our well-being. Consumers need to have knowledge of the full context of the impact of their purchases in order to ensure and  further encourage society to embrace and support sustainable business.

We believe that if these standards are left strictly and completely in the hands of the government or corporations themselves, the customer will always be left with an incomplete picture. Consumers must take responsibility for their own well-being and begin to interact with and participate in these processes which define sustainability parameters. Join us at Visionary Values as we move forward in developing important multi-attribute standards by which one can see a fuller picture of a company's commitment to the triple bottom line!

Take a look at the article here: GreenBiz.com

Check out a comprehensive list of eco-labels here: ecolabelling.org

For a few more links look here: www.treehugger.com