Posted October 29, 2009

I’ve never used this space to write a book review – before. But, having finished The Post American World by Fareed Zakaria recently, and deciding it was one of the most important business books I’ve read, I am doing that. Simply put, I think every business leader today should read it.

No one I can think of has taken his unique cultural perspective (Indian born, a US immigrant, Yale and Harvard educated) as well as current position with Newsweek International and applied it to scoping out world politics and economies with such clarity.

Zakaria argues that America’s relative weight in the world is in decline, but that it is not a question of America’s decline as such, but about the rise of everybody else. He argues that we are now living a power shift as countries all over the world have adopted originally Western modern thinking with the result that they are experiencing unprecedented economic growth.

The developing countries’ adoption of the Western model of modernity has led to almost one-fourth of the world’s population (1.5 billion people), speaking some level of functional English. He spends a significant amount of time on India and China, countries many US businesses are looking at to expand their markets.

For business leaders struggling to understand market forces, develop strategies for the future and thrive, Zakaria’s discussions of cultural differences in how alliances are formed, governments act and business operates are insightful and invaluable.

Lisa Wellman
CEO, SustainCommWorld

THE PRESIDENT’S EXECUTIVE ORDER RE ENVIRONMENTAL, ENERGY AND ECONOMIC  PERFORMANCE

Early this month, President Obama signed Executive Order 13514 (PDF) laying out significant green goals for the entire U.S. government. In the next 90 days, all federal agencies must set emissions reductions goals for 2020. Although no specific reduction is laid out in the order, by January 5 we’ll see if agencies are aiming at 5 percent or 50 percent.

The Executive Order is intended to jumpstart a transition to a clean energy economy as climate change legislation moves through Congress, saving taxpayers a substantial amount of money in the process. The impact of the order promises to be huge, considering the Federal government’s sheer size: It occupies nearly 500,000 buildings, operates more than 600,000 vehicles and purchases over $500 billion per year in goods and services.

A key component of the Order is a green procurement policy to cover 95 percent of new contracts and acquisitions. The new executive order follows past directives saying that 95 percent of “new contract actions” should be Energy Star or FEMP certified for energy efficiency, “water-efficient, biobased, EPEAT certified, non- ozone depleting, contain recycled content, or are non-toxic or less-toxic alternatives.”

The Executive Order also requires agencies to meet a number of energy, water, and waste reduction targets, including:
· 30% reduction in vehicle fleet petroleum use by 2020;
· 26% improvement in water efficiency by 2020;
· 50% recycling and waste diversion by 2015

Great. But not so clearly mandated on the world stage.

Energy Secretary Steven Chu on how we shouldn’t undermine the post-Kyoto climate change treaty to be hammered out in Copenhagen in three months time by setting unachievable emission reductions targets. Unachievable politically. He’s stated on a number of occasions that its technically possible to reduce emissions 30-40% below 1990 levels by 2020.

What is politically achievable in the US in terms of emission reduction commitments is far, far lower than in other nations. ‘Teaching people that there is a path’ really refers to, in practice, recalcitrant and entrenched US business interests who fear for their future rather than convincing China, India, the EU, etc. that low-carbon growth is the right path to take. Chu went on to say that setting lower targets and improving energy efficiency could essentially prove to people that green policies are not detrimental to the economy.

It is, of course, distressing that the US does not have the political will to take the lead on the world stage on reducing emissions.

GREEN GOES MOBILE:
IPHONE GREEN APPS ABOUND

It comes as little surprise that creators of apps for the iPhone have looked at ways to bring tools for living and working sustainably to the device. Many of these apps are free. They’re easily found, in fact, your biggest problem may be the huge number to sort through. Here are a few.

· A Real Tree: By purchasing the app you contribute to the reforestation of different countries around the globe – real trees and education about reforestation.

·  Carbon Calc (Free) Input your driving, flying and home energy use to get a handle on your carbon footprint, then browse and purchase carbon offsets. It doesn’t take into account public transportation, food consumption and other activities though.

·  3rd Whale Mobile ($1.99) If you’re committed to living a sustainable life, then 3rdWhale Mobile could be the best $1.99 you’re spending today. This location-based iPhone app connects you to green businesses in your area, offering 6 categories to choose from, such as food, retail and services. One of the most simple ways to learn what’s around you, and great for anyone traveling.

SOCIAL MEDIA, SUSTAINABILITY AND THE BRAND

NativeEnergy, an innovative carbon offset marketer, created an exciting program to reach a huge audience of social media mavens this fall. They offered to reduce 30 pounds of carbon pollution for every individual who became a fan of the Company on Facebook.

“This is a simple, fun way to get people thinking about how they can easily join in the fight against global warming,  said Regina Farrell, NativeEnergy’s Director of Marketing, who came up with the plan. Thirty pounds is the amount of carbon pollution made by the average American driving to and from work in one day.

The carbon reductions for the NativeEnergy “weight loss” program were to be generated by the Greensburg Wind Farm in Greensburg, Kansas; the little town that is rebuilding as the greenest town in America. As a result of the program, the company retired tons of carbon, developed a good amount of Facebook fans and saw increased visitors to their website.

As companies try to harness the power and vast audience Facebook delivers, this program reached out to those interested in helping sustainability efforts, letting their friends in on a great opportunity and aligning themselves with carbon offsets.

THE ELECTRONIC PRODUCT ENVIRONMENTAL ASSESSMENT TOOL: EPEAT

The EPEAT program evaluates computer desktops, laptops, and monitors based on 51 environmental criteria developed through an extensive stakeholder consensus process supported by US EPA. The EPEAT system is managed by the Green Electronics Council, a nonprofit organization headquartered in Portland, OR. In a digital information and communication age, one significant way to move your sustainability program is to check out the products that have been manufactured to EPEAT criteria, much like we do with Consumer Reports.

Compared to traditional computer equipment, all EPEAT-registered computers have reduced levels of cadmium, lead, and mercury to better protect human health and the environment. They are more energy efficient, which reduces emissions of climate changing greenhouse gases. They are also easier to upgrade and recycle. In fact, manufacturers must offer environmentally responsible recycling options for all EPEAT-registered products. For more on EPEAT criteria and qualified products, see www.epeat.net

Click here for a list of companies participating in the program.