Curituba: Making DIfferent Urban Design Decisions

One of my favorite shows, Frontline, has an exceptional story on one of my favorite examples of sustainable urban planning, Curitiba, Brazil:

"Far from an idyllic utopia, Curitiba faces the same problems that metropolises around the world do, including overcrowding, poverty, pollution and limited public funding. What's different about Curitiba is that its planners have come up with some creative and inexpensive ways to go about solving universal problems for cities. They've invested in an extensive bus system that operates for less than a tenth of what a subway costs to operate; developed recycling programs that clean up the environment and also address poverty; attracted new industry while expanding green spaces; and used preserved historical areas to revitalize neighborhoods and grow tourism. Curitiba has a radical approach to city planning, unique not only within Brazil but also globally. I traveled to Curitiba to discover what other cities might learn from this model and to see whether this experiment in urban design will last." [Read the full story]

Popular Green Blog Takes a Hard Line on Dissent

WorldChanging is arguably one of the more popular blogs tackling the trinity of green, sustainability, and social issues on the internet. As a nonprofit organization working to build "a bright green future," it's done well to establish itself as a magazine of integrity and thoughtfulness. So it's interesting to note yesterday's post by executive editor Alex Steffen, in which he not only vows to ban all comments denying climate change, but plays the Nazi card, comparing climate skeptics to Holocaust deniers:

"We will delete comments which deny the absolutely overwhelming scientific consensus on climate change, just as we would delete comments which questioned the reality of the Holocaust or the equal mental capacities and worth of human beings of different ethnic groups. Such 'debates' are merely the morally indefensible trying to cover itself in the cloth of intellectual tolerance."

As most of the posters to date acknowledge, the WorldChanging staff is perfectly within its rights to moderate and even delete comments on its site. Yet the way in which Steffen has chosen to word the announcement is so anathema to the stated objectives of the site that it begs the question: what the hell are you thinking? If the producers of WorldChanging are truly interested in "how best to collaborate, how to build coalitions and movements, how to grow communities, how to make our businesses live up to their highest potential and how to make the promise of democracy into a reality," then isn't it a little disingenuous to prohibit open discussion about a scientific theory?

Maybe, and then again, maybe not. According to yesterday's post, WorldChanging's decision to delete such comments is based on the premise that climate change is a scientific fact and, as such, to deny it is "morally indefensible." This is, of course, absurd. It's no different than Christians calling non-Christians sinners and damning them to hell - it makes for a dramatic stance, but casting aspersions isn't really solving a damn thing. Nor is it trying to solve anything. And just to drive the point home, it's not even true.

Let's just say that climate change is a scientific truth and the debate is, in fact, over (you don't hear me arguing). Steffen's position (or is it WorldChanging's? It's not entirely clear, but I suspect we'll get a clarification soon enough) is that denying this physical phenomenon is morally equivalent to denying human equality. But this is an apples-to-oranges comparison; physical science and philosophical constructs are observed and measured on different scales. We could, I suppose, get into an argument about whether or not human equality really is a philosophical construct, but that would lead us to the whole "God-given right" thing, and I would argue that God is himself a philosophical construct. So let's just skip that (or not, you tell me).

Steffen would be much better off simply accusing climate change deniers of being raving lunatics who don't share the same reality as the majority of the population, and prohibit such comments on those grounds. But he didn't take a scientific stand, he took a moral stand. He hopped up on that soapbox and blasted away. Sure, WorldChanging has every right to moderate comments on its own blog. But at some point, an editorial staff needs to decide whether or not such decisions undermine its own credibility. Especially when that credibility hinges on bringing people together using innovative thinking and design models.

The sustainable design model by its very nature must consider all stakeholders when problem solving. And climate skeptics are certainly stakeholders in this environment, whether Steffen and his staff wish them to be or not. That means that if we're going to solve environmental problems - climate change problems - then we need to consider the skeptics as well. By denouncing them as moral sinners and driving them from the fold, we fail to truly address the very issues in which they are so deeply involved.

So if WorldChanging wishes to plug its ears and ignore the skeptics, then as they themselves state, "you're certainly welcome to your opinion." But doing so completely undermines their otherwise important attempts at bridging gaps, deepening understanding, and solving universal problems. And dammit, it gives the rest of us believers a really bad rep.

The Case-by-Case for Sustainability

This post is inspired by the question "What benchmarks do you use to determine if a company is green?" recently asked by a user on LinkedIn.

If a product has recycled content, it's green, right? Anyone who's even a little skeptical (and these days, I wish more people were) understands that you need to ask more than just this one question to determine if a product is green. And how do you know if an entire company is green? If they recycle their paper, or turn the lights and computers off when everyone goes home, does that make them green? The answer is, quite simply, it depends.

The Challenges of "Certified Green"

Increasingly, consumers are using certification to determine whether or not a company is green. There are a number of general certification bodies that have cropped up to help consumers and other businesses identify those who have met particular standards (see the end of this section for examples). Some of these are nonprofits, some are trade associations, and some are glorified PR outlets. Some local governments, especially in California, are also implementing certification systems.

The problem with these types of groups is that they themselves have subjective criteria that they apply to member businesses. So in order to determine if a certified company is legitimately green, one first needs to vet the certification program. This is the challenge I've run into with the San Francisco Green Business Program. The SFGBP is actually one of the most stringent government-sponsored certifications available in California. I've been doing a bit of consulting work with SF's Department of the Environment (just one of the city agencies involved in the program), trying to help them identify the best ways to build the program's credibility. Since there are now at least 285 certification programs to choose from, distinguishing the SFGBP as a leading program becomes even more important.



At the heart of the SFGBP, as with all certification programs, is the need to identify measurable criteria. The challenge, however, is that what is an appropriate and sustainable solution for one organization, business, industry, and/or process may not be so for another. The very nature of holistic sustainability is case-by-case, which makes it exceedingly difficult to create blanket criteria that actually work across all organizations. This leaves us with the simplistic solution of creating specific operational guidelines (as opposed to measurements) that are tailored to particular industries or business models.

The following certifications are just a few that I consider to be decently stringent, though none are "perfect." They're presented with the caveat that this is a partial list, and that my own assessment should be subject to your scrutiny:

• San Francisco Green Business Program (local only; all industries)
  
• Co-op America Seal of Approval (national; all industries)
  
• Green Seal
• FSC (international; wood-based supply chain)
  
• C2C (international; product design)
• LEED (national; building/construction
  
  *Full disclosure: I'm certified by the first two groups.

A Simpler Method of Measuring Green

Obviously, looking for viable certification is the easiest, quickest method to determine if a company is really green. But what if no certification exists, or if you want to vet the certification? In these cases, you can evaluate the following operational areas of the company:

• Energy consumption (amount of, type of)
• Materials consumption (amount of, type of, toxicity of)
• CO2 and other greenhouse gas output (amount of)
• Physical waste output (amount of, toxicity of, treatment of)
• Product output (nature of, life cycle of)
• Employee programs (existence of, nature of)
• Ethics (nature of, statement of, track record of)
• Community relations (use of local resources/vendors, distribution to local areas, enrichment of local communities)

Numbers alone, of course, don't tell the whole story. You'll still need to compare the identified efforts to conventional standards. Are they better, worse, or the same? By how much? Are there specific accepted standards that the company meets or exceeds in any of the given areas?

The Benchmark of Transparency

Another good measure of a company's greenness is their transparency. If an organization voluntarily discloses their operational methodology, and explains in detail the environmental measures they take, that's a pretty good indicator that they're at least addressing those areas. If you're wary of greenwashing (the act of paying lip service to environmental commitment), then look for generic statements, like "All of our products are green," or "We use an eco-friendly production process." Companies should be prepared to go into detail about their processes and back up their claims.

So there you have it: determining if a company is truly green or not is no simple task. Every day more benchmarking groups crop up to try and serve as a standard, but we're still a long way from consensus. In the meantime, any thinking about sustainability must by definition include flexibility, critical thought, and an understanding of the many complexities that go into judging results.

Finally, what methods do you use to judge how green a business is?

Insights From the HOW Design Conference

After an extended trip back to my hometown (Boston, that is) for the HOW Design Conference, I'm feeling super focused. I've spent the last six months or so mulling over Roughstock and my own goals, and the conference put a lot into perspective for me. Instead of a lengthy review or analysis, I'll just note some of the key takeaways I was left with that I think apply to all organizations...

Challenge yourself to think atypically.
We're all conditioned to take the path of least resistance, but if we give ourselves the chance to step off this path, the results can be incredible. There was no better evidence of this than speaker Bill Strickland's discussion of his journey transforming a failing inner city school into an educational powerhouse for arts and leadership. If you want to lead the competition rather than play catch-up, you need to step outside your comfort zone, challenge your own assumptions, and take a few calculated risks.

Work smarter not harder.
This is one of those nuggets of common sense that seems to always fall by the wayside. It goes right along with measure twice, cut once. Whatever you're doing - whether it's designing a direct mail piece, completely rebranding your company, or giving a speech - think about each small step along the way. By making active decisions with a larger goal in mind, the fruits of your labor will yield bigger and better results.

Play.
As the child of workaholics, it's very hard for me to separate work from personal life. But with careful practice, I keep discovering that the more I invest in my personal world, the better my work becomes. After all, the human mind is not a machine. It's an organic, responsive mess o' brains that needs exercise and excitement. Trips to Fenway Park, Charlie's Kitchen, the Museum of Modern Art et al. provided me with color palettes, patterns, lighting techniques, compositions and insights that I never would have gotten with my eyeballs pinned to a computer screen.

Remember why you do what you do.
Chances are, you've gotten so caught up in the logistics of your work that you've forgotten what drew you to it in the first place. Revisit that attraction, and ask yourself if you're doing exactly what you want to do. You don't have to drop everything and hit the high seas on a sailing ship, either; try asking yourself how you can adjust your businesses practices to better reflect your own values. As I practice this myself, Roughstock's future becomes a motivating goalpost rather than a logistical nightmare, and opportunities are already poking me affectionately in the ribs.

I love that just a few days of mental and visual stimulation can make such a difference in both my personal and work lives. Sharing stories with colleagues, meeting new people who I've only ever heard of before, and absorbing the experiences and values of others has been powerful. I can't wait to see it all seep into my work over the months ahead.

New Work: Evnine and Associates Logo and Identity Collateral

I'm really excited to introduce the redesign of Evnine and Associates' new logo and identity collateral. The new streamlined look plays with the financial concept of "extra market returns," symbolized in the industry by the alpha symbol (the "a" in "eva," which is the company's nickname among its client base).



The big challenge here was creating a look distinguished enough to impress a rather staid financial industry while still communicating the personality and charm of this incredibly focused team of statistical wizards.



Both the letterhead and envelope are printed on 100% recycled paper, while the business card is printed on a heavier stock, 30% PCW recycled paper.

Tell Your Neighbors About the Spray!

I'm going to ask that you indulge my "politics" as I get loud for a bit - I'm just really not okay with getting sprayed with chemicals!

So, for those of you who live in California and want to spread the word, please help yourself to this poster. Download a PDF of either version by clicking on the image. Then take it your local copy shop and start passing them out to friends, neighbors and especially local businesses.





The petition continues to grow, with over 22,000 people refusing to be sprayed. Let's keep it growing!

California Plans to Use Citizens as Guinea Pigs: Why Every U.S. Resident Should Care

Beginning this summer, airplanes will fly 500-800 feet over California, spraying hundreds of thousands of California residents with an untested pesticide called CheckMate. This will start one night in June, and will happen again three nights a month for nine whole months. None of us will know which nights our towns are being sprayed, and none of us will be able to stop it. Your children will wake up the following morning, head to the park, breathe in the air, play on the jungle gym, and you will have no idea if their little hands are coated in the CheckMate pesticide. You might even be walking home from the BART station one evening, and hear that low-flying plane hum over you as it drops its load.



This ain't no horror story - it's actually going to happen. The State's Department of Food and Agriculture is initiating the largest aerial pesticide spray in the history of the United States because it's afraid the light brown apple moth will take over our plants.

• Never mind that the evidence suggests that this moth has been with us for decades causing no harm whatsoever (and has, in fact, been controlled by natural predators).
• Never mind that scientists across the globe have dealt with this moth before, and advised California that widespread spraying will do no good.
• Never mind that the State's previous spraying last year resulted in well over 600 reported ill health effects.
• Never mind that a man named Stewart Resnick, an agribusiness man whose farming company happens to own the manufacturer of CheckMate (the pesticide to be sprayed on us) has made generous political contributions to our State's officials.
• And never, ever mind that 19,000 citizens and counting have said out loud that they do not want to be sprayed.
  

And why should anyone who lives outside of California care? One simple reason: we are the nation's guinea pigs. The USDA recently announced plans to survey all 50 U.S. states to see if the light brown apple moth can be found anywhere else. If they do, you can bet that state officials where you live will look to California as an example for how to deal with it. Even though California's approach won't work.

So what can we do? Do we sit back and inhale the fumes? Do we let agribusiness dump pesticides literally on our heads? Close our eyes and hope we don't get sick? This is not a joke, and this is not the State's choice to make for us.

Join the tens of thousands of other residents who refuse to be sprayed! You don't have to become an activist, and you don't have to give up your valuable time. Just pick and choose from the following easy steps, and make your voice heard.

1. Sign the petition to stop the spray.
2. Learn the facts about their plans.
3. Write an email to Gov. Schwarzenegger, who currently supports the spray.
4. Write an email to Sen. Migden, who's filed legislation to delay the spray.
5. Send an email to everyone you know telling them about the spray (or linking to this blog post).
6. Write a letter to your legislators voicing your opinion.
7. Attend the meetings on 4/15 and 4/16 to add your voice.
8. Flyer your block, neighborhood or town to inform your community.
9. Send out a MySpace, FaceBook or other social networking bulletin about this.
10. Blog about the spray, or simply link to this post.
    

Get loud. Get angry. This is your air, and your body. Don't let them f--- with it.

Bill McKibben on Slowing Global Warming and Moving Toward a Sustainable Economy

Bill McKibben, author of Deep Economy and other books, and one of the earliest reporters on global warming, spoke about the movement to slow global warming the other night in an on-stage interview. I found it odd that the conversation wasn't more in-depth considering the audience (imagine a roomful of rich, white San Francisco liberals - kind of preaching to the choir, hmm?), there were a number of points worth mentioning. I'm just going to quicky sketch out some of these below.



The Challenge of Making the Complex Simple
One of the most difficult aspects of communicating about global warming - and sustainability in general - is that it's such a complex, intertwining subject. Everything feeds into everything else, is connected to everything else in more ways than one, impacts and is impacted by everything else. In a world increasingly desperate for easy answers - just push this button - we're faced with laying bare complex issues and attempting to navigate toward not-so-intuitive answers.

Add to that the fact that this isn't exactly a sexy issue and we're faced with quite the uphill battle. As McKibben said, it's a bit like "going to the doctor and being told you have high cholesterol and have to cut the fat out of your diet." No one wants to do it, and those who do are "rewarded" with not being sick. Logically that may be a big, juicy carrot but at the end of the day we're still stuck munching carrots instead of french fries.

The Challenge of a Brand New Movement
The environmental movement has experienced a lot of changes over the decades, and now that the science is finally in (yes, it is), it's been somewhat vindicated. But this shift means that the movement now needs to go beyond merely proving that global warming exists and, instead, tackle the solution. The solution, of course, is massive economic change. I say "of course" as though this is obvious, and it is to those who have done any deeper reading on the subject outside of, say, USA Today. But McKibben points out that the environmental movement, while solid at education etc., isn't necessarily well-equipped to deal with changing the world's economic system.



It seems to me that the movement itself is a little too insular for that. Once derided for its moral overtones and scolding approach, I'm not sure it's really capable of stepping outside that sense of morality. Changing the global economic structure - regulation of the corporate world, public investment in R&D, global manufacturing and transport, you name it - requires the buy-in of so many differing entities that using a moral imperative to drive this change would seem implausible. But maybe that's exactly what we need - a global recognition, from inside the economic paradigm, that our current global economy is simply not meeting the social responsibilities long promised by unchecked markets.

And what of those markets? When McKibben was asked, "How do you minimize growth [McKibben's approach to stopping global warming] without replacing capitalism?" he replied by stressing the need for more focus on local economies. The idea is that a network of strong local economies provides a safety net of sorts for a stronger global economy. "How can I make it bigger?" is the wrong question, says McKibben. We're craving that smaller, local, community connection that the bulk of us [city-dwellers] have essentially missed out on as urbanization and technology has run rampant. But I'm getting on a tangent.

The Challenge of India and China
Although the U.S. is the primary global consumer, this may well change sooner than we realize (or will be ready for). Developing countries have, for the first time in perhaps the world's history, huge leverage in the growth of their own economies. To power the vast populations of China and India, cheap energy is needed. Right now, cheap energy means coal, which is simply too dirty. If these countries rely on coal - as they are currently doing - we'll be powerless to stop global warming. McKibben points to the U.N. Framework Convention on Climate Change in Copenhagen in 2009 as an key potential turning point. He's of the mind that the only way to succeed in combating global warming is to convince China and India to abandon coal. Good luck with that.

Marking Collective Success
In spite of all the challenges that lie ahead of us, McKibben was careful to point out that as a society, we are actually making great strides towards effective change. He cited not just the mainstream adoption of the subject, but also the increasing number of creative solutions that are cropping up both locally and abroad. In an effort to harness this momentum and maximize it, he's started 350.org,* which asks you and I to put our heads together to come up with new solutions. As he writes on the organization's website:

"What we need most right now are your ideas for how to take the number 350 and drive it home: in art, in music, in political demonstrations, in any other way you can imagine. We will connect actions all around the world and make them add up to more than the sum of their parts–but we don’t have all the ideas and all the inspiration. We need yours."

And that really is what it all boils down to: each and every one of us needs to make a simple decision. Will I work towards change, or will I continue with more of the same? No need to read more into it than that—as a single human being, you don't have to solve the world's problems nor remove yourself from the life you love. But as a group of individuals working towards change, the momentum becomes unstoppable.


*350 parts per million is the maximum safe level of carbon dioxide we can have in the atmosphere. It's McKibben's benchmark for a halt to global warming.

San Francisco Green Business Resources

When I decided to get certified by the city of San Francisco as a Green Business, I wasn't sure what to expect. Would I have to invest in expensive changes, or sacrifice business productivity for the sake of environmental savings? It turns out that the process was fairly straightforward and the required changes and commitments were easy to implement. Not only that, but the program's coordinators were always ready with resources and ideas.

If you're a San Francisco business owner who's interested in making operational improvements to reduce your environmental impact, you're in luck. The city has some fantastic programs and resources to guide you through the process. The list that follows is segregated into appropriate categories to help you find what you need, fast.


Certification Programs

San Francisco Green Business Program
Aimed at helping companies further their commitment to the environment, this multi-agency program certifies businesses and provides help along the way.

Grants, Loans and Tax Credits

San Francisco Mini-Grants
SF Department of the Environment gives away free money for environmental business projects (quick turnaround grants from $1,000 to $10,000) on a first-come-first-served basis.

San Francisco City Grant Programs
While not environment-specific, San Francisco offers plenty of free money for businesses looking to expand operations, implement new programs, or simply grow.

San Francisco City Loan Programs
While not free money, loans can help get your business where it needs to go.

San Francisco Enterprise Zone Tax Credit
This program offers tax breaks to employers operating within designated Enterprise Zones, and/or hiring from Enterprise Zones.

Participatory Programs

SF Approved Green Purchasing Program
An extensive collection of resources for implementing your own sustainable purchasing policy (you might also want to read my article, "How to Find Green Vendors")

San Francisco Commuter Checks
Looking for a way to provide additional benefits to keep your employees happy while serving the environment? These tax-free public transportation vouchers help encourage employees to reduce car use.

Sunset Scavenger Business Recycling and Composting
It's free to recycle and compost your waste in SF! This site provides all the info you need to start reducing your landfill waste. Your compost even helps grow local wine! This program is especially great for restaurants that produce high levels of food waste.

Neighborhood Revitalization Programs
San Francisco operates revitalization programs in many neighborhoods, working with local businesses to provide opportunities, business support and funding.

Tips, Guidelines, and Additional Resources

SFPUC's Environmental Resource Guides for Businesses
A collection of prevention tips and guidelines for various industries.

Small Business, Green Business
The SF Small Business Commission's list of green business resources and a few additional programs.

The above links should give you plenty of food for thought. As you can see there are tons of resources at your disposal, and most are easy to act on. I hope you'll join me and the hundreds of other local businesses who've decided to incorporate sustainability into our bottom line! And in the interest of pooling our collective intelligence, I'd love to hear your own success stories, challenges, or other resources you've found helpful.

Sustainability Is Like Teenage Sex

From Joel Makower's opening comments at Compostmodern, as reported by GDUSA:

"Sustainability is like teenage sex. Everybody says they're doing it but no one really is. And those who are doing it aren't doing it very well."

How to Find Green Vendors

My latest installment of The Sustainable Studio is now online, and this month I focus on how to implement a sustainable purchasing policy. Whatever industry you're in, the advice contained in this article will help you understand what sustainable purchasing is all about, ideas for implementing your own policy, and where to begin your sustainable vendor search.

"So just what makes a vendor sustainable? Is it as simple as finding a printer who stocks recycled paper? There are currently no strict definitions for what makes a business sustainable, unfortunately, so it is up to each of us to find a system that is both meaningful and practical. As a San Francisco-certified Green Business, I have a simple yet stringent purchasing policy in place for Roughstock Studios. I assign a single point for each of the following attributes that a potential vendor meets..." [Read the full article on Business of Design Online]

I'd love to hear your reaction to the idea of implementing such a policy, as well as any questions you might have about how to practically do so. Feel free to leave a comment either here, or on BoDo!

Great Resource! Information Design for Advocates and Activists

If you think charts and graphs are sexy like I do, download this booklet immediately. And if you think charts and graphs are evil necessities that you must use in the execution of your social justice campaign, public messaging plan, marketing strategy or whatever you need to call it, download this booklet immediately.


Click above image to download the PDF booklet.

"Visualizing Information: An Introduction to Information Design is a booklet...designed to introduce advocacy organizations to basic principles and techniques of information design. It’s full of examples of interesting design from groups around the world in a variety of media and forms. It has tips, excercises, and even recommended Free Software packages to help polish up your graphics."

For only 25 free pages of text and graphics, this little publication packs a wallop. It's good to see something along the lines of Edward Tufte become a bit more approachable and digestible. Big ups to John Emerson and his contributors for sharing their skills.

Free "Recycled Packaging" Rubber Stamp Art Redux

When I posted the free-to-use artwork for a "Recycled Packaging" rubber stamp last fall, I had no idea how popular it would be. Now, thanks to Anodyne Design, you can see what the finished product actually looks like:



I think it looks gorgeous! And of course, the green ink is the perfect touch. If you'd like to have your own rubber stamp like the one above made, you can download the artwork for free and follow the instructions.

Thanks to everyone who's left comments, and don't forget to spread the word!

"Making Good Use of Bad Rubbish"

Here's a great little example of creative thinking:



[via via com it]

Furoshiki: Wrapping packages with a single piece of cloth

Pretty cool bit from Japan's Ministry of Environment:

"The Sustainable Studio" on 100 Things

This is kind of old news because the site went live this summer, but The Sustainable Studio is featured on 100 Things Designers Can Do to Save the Earth. Landing at number 92 (which actually puts me toward the top of the list thanks to the magic of reverse chronology), my column is described as "one worth watching."

You know it!

Are Cries Over "Eco-Fatigue" a Big Yawn?

Ahem. I just received the following email from the company that inspired my post below:

"We hope you enjoyed the very special trend briefing we sent you yesterday. If you didn't, then please pour yourself a strong cup of coffee and take another close look. It's a SPOOF. Fake. Not to be taken at face value. Even most of the sites we referred to are, well, ours—and entirely fictitious.

We thought it would be fun, just for once, to mock overzealous marketers, crass consumerism and—above all—ourselves. :-) So please don't ditch your pet, stay in ugly hotels, pollute the earth, paint your walls turquoise or start marketing to unborn babies, OK?..."

So, take my criticism of the trendwatching.com report referenced below with a large grain of salt. Dammit.



Sustainable innovation is really rolling now, and the naysayers are already crying foul. A particularly short-sighted trendwatching.com report describes consumers' growing impatience with green marketing as a cry for "authenticity."



Trend watchers, style dictators and pop culture aficionados all insist that sustainability is nothing more than a passing fad, and as such can and should be summarily dismissed. By falling into the sustainability trap, these critics complain, companies "bend over and take the fun out of robust, honest products."

This is where trendwatching.com (and the consumers they supposedly mirror), show a remarkable and unforgivable short-sightedness. Who says that sustainable products can't be "robust" and "honest," and hell, even sexy? Since when did "robust" and "honest" come to mean destructive? When companies charge a lot of money for their "insights" into consumerism, it behooves them to dig a little deeper and ask the less obvious questions.

What the trendwatching.com report fails to really identify is the underlying cause of "eco-fatigue." Consumers aren't sick of having eco-options at all; in fact, every day they're buying more "green" products and asking (no, demanding) more from their vendors. What consumers are fed up with is disingenuous marketing tactics that attempt to paint every new product and service with a greener paintbrush. They're also sick of being treated as though being informed is somehow a bad thing (which is itself a side-effect of the Bush Administration's insistence that we all just sit down and shut up).

One of the most telling lines in the report describes the eco-fatigued as being "treated like unruly infants by Al Gore and his ilk." The irony of such a knee-jerk, inaccurate depiction of this market segment just highlights the laziness of the writers/researchers. Have they really been listening to what Gore and "his ilk" are actually saying? I think, rather, they've been putting their hands over their ears, squinching their eyes real tight, and singing "Mary had a little lamb" so as not to actually have to listen to a viewpoint that might make them really think. People, it's okay to think.

I don't believe there is anything wrong with wanting to buy stuff, or have fun. Sure, there are pious, preaching "greenies" trying to shake their finger at the big, wasting consumerists. But who really gives a shit? The idea is to build consumer interest so that business must take notice. Because business and government (which are pretty much the same thing in this country), will never act in the best interest of the people unless the people demand it.

And so we talk to the people. Gore tries to light a fire, to educate. The beauty of our freedom here is that we're constitutionally granted the right to pursue happiness. But that doesn't mean we're granted the right to ignore the consequences. Because we can play head-in-the-sand all we want, but mother nature's going to catch up with us eventually.

If the eco-fatigued, those in favor of bald-faced consumerism, really want to keep consuming without thought, than more power to them. But those folks better remember that if we want to consume without limits, we all need to find a way to keep us in the stuff. Because stuff will run out, unless we start making sustainable stuff. So shut up already about green products being somehow less fun. 'Cause it ain't gonna be too much fun when your favorite nightclub starts charging $24 for a beer because the brewery is facing a shortage of hops and water.

After all, I want my beer to be cheap and delicious as much as the next girl. And if sustainability is the only way to ensure that it stays that way, quit yer whining and get sustainable. Let's try to have our beer and drink it, too.


Further Reading:
Fads, Frames and the Environment
Businesses Prep for Green Fad to Fade

Sustainability vs. Luxury: Are They Really At Odds?

Whatever you personal feelings about Al Gore, he must be doing something right (you don’t win the Nobel Peace Prize, after all, for failing miserably). Thanks in no small part to Gore’s film, An Inconvenient Truth, the American public’s awareness of environmental concerns has grown considerably in recent years. This increased awareness brings with it a fascinating process of learning, questioning, justifying, arguing and, sometimes, changing. Since our industrial revolution, America has been a society of consumers, embracing values of luxury and carefree (careless?) spending. With the advent of the climate crisis, this consumerism is being challenged. But is luxury truly anathema to sustainability? Must we really choose between consumption and abstinence?

Ask the average citizen what it takes to be sustainable, or green, and you’ll likely hear something along the lines of, “Give up the fun stuff.” This model is perpetuated by the environmental movement itself, whose primary motto is “reduce, reuse, recycle,” implying we must reduce our indulgences before anything can be done to save us. Charlotte McGuinn Freeman, of the Living Small blog recently summed up this pervasive attitude rather bluntly in a recent entry for The Ethicurian: “I hate to be the one to point it out, but luxury and sustainability are contradictory values.” Clearly, this belief runs deep, regardless of which side of the fence you shop on.

Is it true, though?

Is it possible to live in extravagance without damaging the environment? Is it possible to thoughtlessly consume without essentially shitting your waste all over the place? Right now, the answer is no. Thanks to an unchecked economic system that has never once factored environmental resources into the cost of doing business, we now have a world of goods made from toxins, that produce toxins, and end up as toxins in landfill.

Just imagine if companies— the building blocks of our current economy—assigned a real dollar value to the cost of natural resources. I’m not even talking about the expense of strip mining, for example, with all its OSHA regulations and heavy machinery. I’m talking about costs like the lost productivity of worker-drones who don’t have access to sunlight and fresh air, or the long-term cost of depleting oil reserves without a sufficient energy source to replace them. These are real costs to businesses of all sizes, but when was the last time you took a hard look at the “waste disposal” line item on your P&L?

The truth is that the products we make and sell and buy are damaging us even as they make our lives easier in the short term. Pesticides that help us produce more food faster actually leach into water sources, for example, then leach into the fish swimming in those water sources, then leach into those of us who eat that fish. Or, on a simpler level, take your latest purchase at OfficeMax: how much of what you just paid for is actually for plastic packaging that you sent to a landfill as soon as it passed through your business’ doors?

It’s not doomsday yet, though.

As I write this, R&D departments throughout the world are racing to find new, better alternatives. At one time, recycled paper was a crappy alternative to virgin pulp paper but thanks to technological development, we now have gorgeous, affordable recycled paper options at our disposal. The Prius is another, if imperfect, example. A process once hidden from the public’s gaze is now snowballing into the limelight. Companies are recognizing that the up-front R&D costs generally pale in comparison to the ROI to be seen down the road. And we small businesses get to piggyback on their innovation.

What they’re working on is really incredible, and incredibly sexy. Cars that run on air (they exist!); treatment plants that clean wastewater using the gas from their own processes (okay, that last one's not so sexy, but it's really cool). These advances have already been made, and now it’s a matter of applying our technological capabilities to their mass production so they become the norm and not the exception. Quickly. And that happens through publicity (cue Al Gore) and the build-up of demand.

It’s a beautiful cycle, isn’t it? And it’s why I believe that luxury and sustainability are not contradictory values in and of themselves. With our current production framework, no, of course they can’t coexist. But our current framework is changing. If regenerative products become the norm—products that add to the health of our environment rather than detract from it—it could conceivably mean that carefree consumption can actually be an environmentally friendly action.

One has to happen first for the other to be true, of course. But the change is happening. So as we continue to demand that the end-user change their habits, we need to also demand—even more strenuously—that the producers change theirs.

Free Recycled Packaging Rubber Stamp Art (Updated)

If you're a retailer who ships your products in reused or recycled packaging, then this one's for you. A fellow member of the Co-op America Business Network recently asked about rubber stamp art that they could use to inform their customers about their packaging materials.

I whipped up this template you can use to get your own custom rubber stamp made for this purpose.

The following artwork should be acceptable for most stamp makers (the line widths in this image should meet minimum requirements of 2 mm), but if your stamp maker feels the line thickness is not big enough, contact me and I'll see what I can do. Also, note which file format your printer requires and select the appropriate one (if neither will work for you, again let me know and I'll see what I can do).

Instructions for 300 dpi jpeg:
1. Click on the image below (it'll open in a new window).
2. Right-click (PC) or control-click (Mac) on the larger image and choose "Save Image As."
3. Send image to your local rubber stamp maker via ftp or email.
4. Stamp away!


Instructions for 600 dpi tiff:
1. Click on the image below (it should start downloading to your default downloads folder immediately).
2. Send image to your local rubber stamp maker via ftp or email.
3. Stamp away!


If you do end up using this to create a stamp, please consider emailing me a photo of the finished stamp in action!

Fine Print
© 2007 Roughstock Studios. You may not alter or sell this artwork, nor anything made using this artwork, without express permission and compensation. Artwork may be distributed free of charge but must include this "Fine Print" section, and must include a link to www.roughstockstudios.com. I and Roughstock Studios cannot accept responsibility for any printing/production issues that may arise from the use of this artwork.

Packaging Ideas: Wild Bunch

These are juice bottles from Wild Bunch:



Although these are sexy, I'm not one for overpackaging. And I can't help but feel this kind of stopper is overpackaging (what advantages does it really offer the consumer?).

But imagine if this was a wine bottle—a recorkable wine bottle. Now that would be something.

12/14/07 update: I received an email from Mike at Wild Bunch, who explains that this is not a retail package. It's used to stock their on-premise Organic Shot Bar, and both the bottle and stopper are reusable. Changes everything, don't it?! Turns out this is an ingenius little device, great branding and environmentally preferable to boot.

I still think it would be great on a wine bottle (with built-in vacuum pull?).

The Green Jobs Act Needs You

From the Ella Baker Center:

"...the media so far has missed one of the most interesting and innovative proposals that will be voted on: the Green Jobs Act of 2007.

This ground-breaking legislation will make $120 million a year available across the country to begin training workers (and would-be workers) for jobs in the clean energy sector. When the bill becomes law, 35,000 people a year will benefit from cutting edge, vocational education in fields that could literally save the Earth."

This is the kind of legislative thinking that we need; not only does it offer marketable vocational skills to those in need, it also creates a workforce ready and able to help grow a more sustainable economy.

To quickly and easily show your support for the Green Jobs Act, just fill out this short form and click "Send!"

It's Official: Roughstock Earns Green Certification

Roughstock's been getting some press for our recent certification as a San Francisco Green Business! We've worked closely with various city agencies throughout the fairly exhaustive certification process, focusing on reducing energy and water consumption, minimizing Roughstock's waste stream, and adopting purchasing policies that reflect environmentally preferable standards.

This certification marks an important shift for both myself and Roughstock; I really want this studio to serve as an agent for change within both San Francisco and the larger business and design worlds. This includes working directly with environmentally and socially conscious companies, as well as operating as sustainably as we can.

It's reassuring to know that both our local business community and the wider design world recognizes the value in sustainable business practices. Read what they're saying about Roughstock:

• Graphic Design USA features Roughstock in their inaugural Green Design newsletter.
• The Sustainable Business Alliance celebrates Roughstock's certification.
• Download the full press release (PDF).

Roughstock Joins the Sustainable Business Alliance

Roughstock has joined the Sustainable Business Alliance, a Bay Area organization that works to promote sustainable business practices. Our membership is part of our larger commitment to remain directly involved in our local community and serve as a resource for local businesses and organizations who need to get their message heard.