Why Green:

The value to you and your business

Colin G. Tetreault
Master of Art’s, Sustainability
School of Sustainability Sustainability Consultant
Arizona State University
Colin.Tetreault@asu.edu
Twitter: ColinTetreault
 Outline for Discussion

Sustainability Overview

Current Business State

Systems Thinking

Sustainable Business Strategy: Case for WHY

Inquiries & Discussion

 Sustainability Overview

What is your definition of sustainability?

Sustainability and environmental advocacy

– Same, Different, Synergistic, Dissonant?
– Jimmy Carter?
– Hippies versus Capitalists?
 Sustainability Overview

Then I say the earth belongs to

each generation during its
course…No generation can
contract debts greater than may
be paid during the course of its
own existence.

Thomas Jefferson to James Madison

 Sustainability Overview

The nation behaves well if it

treats the natural resources as
assets which it must turn over to
the next generation increased,
and not impaired in value.

- Theodore Roosevelt
 Sustainability Overview

We thrive and survive on planet

earth as a single human family.
And one of our main
responsibilities is to leave to
successor generations a
sustainable future.

-Former UN Secretary-General Kofi A.

Annan
Sustainability Overview
 Sustainability Overview
There are complicated and difficult situations facing us

– Degradation of habitats and loss – Globalization

of biodiversity
– Urbanization
– Exhaustion of natural resources
– Water and food
– Economic stratification
– Climate change
– Population growth
– Uncertain legislation & regulation
 Current Business State
Varying nomenclature in the marketplace
– Sustainability
– Corporate social responsibility – Environment, social and
(CSR) governance (ESG)
– Corporate citizenship – Socially responsible investing
– Triple bottom line (TBL) – Eco-performance
– Corporate accountability – “Green” companies
 Current Business State
What do you think?
– What role does business play in the world?
– Industrialization, Globalization, et cetrea
– What does sustainability do for/to business?

Finite, Risk-Averse, ROI

– Checklist-style scope
– Long-term=3-5 years
– Cash is king
 Current Business State
Reductionist Tendencies
– Dangerous, limiting, not strategic
– Global Climate Change > Green House Gases >
CO2 > Reduce Emissions > Energy Efficiency > ROI > SUSTAINABILITY!

Green washing
– Risk of being “caught”
– Inflexible platform & structures

Is this really sustainability?

Current Business State
Systems Thinking
Systems Thinking
 Systems Thinking
Defining business within the “system”
Global Systems & Science
A way to understand the world

Principles for Sustainability

defining success in the system

Strategic Principles
for achieving success

Actions
initiatives on several fronts

Tools
implementation and assessment
Copyright: George Basile
 Systems Thinking
Problem Definition of sustainability • Transparency
• Stakeholder dialogue
• Support sustainability
LCA policy
ISO Substitution • Encouragement
14001 Eco-
Footprint
GRI
• Resource
Strategy productivity
• Less waste
Factor X Policy

• Reinvestment Reduction • Renewable

• Backcasting • Nature-like
• Flexible platforms • Degradable
• ROI • Less area
• Precaution required HHS
• Iterative • Equity
improvement • Differentiated taxes
• Subsidies
• International
agreements
MIPS • Legislation SPI

Social
Physical Solution
Copyright: George Basile
 Systems Thinking
System Science How is the system itself What are the ecological and social principles
constituted? for constituting the system?

Outcomes Definition of sustainability Sustainability principles:

4 basic principles

Strategies Strategy Physical Social Policy

• “Back-casting” • Differentiated taxes

• Creation of flexible • Transparency and subsidies
platforms Reduction Substitution • Stakeholder dialogue • International
• Reinvestment • Support agreements
• Partnerships sustainability policy • Legislation
• Increase Use inputs
• Precaution
resource that are:
productivity • Renewable
• Reduce • “Nature-like”
E.g., turn to waste • Degradable
Actions renewable energy, • Less area
increase mix of green required
products, etc. • Equity

Eco- ISO
Toolbox Factor X LCA SPI GRI MIPS HHS
Footprint 14001

Copyright: George Basile

Sustainable Business Strategy
Sustainability: A Decision Making Funnel
• Climate
• Biodiversity
• Increased costs
• Difficulty in sourcing
• Boycotts & Bad Publicity
• Litigation

• Innovation
• Opportunity
• New Markets
• Security
• Resource Intelligence
• Preparedness
• Resilience

Copyright: George Basile

 Sustainable Business Strategy
Eco-Efficiency + Core Biz Strat Company based on
Production Process Product Design sustainable principals
Market Strategy

Opportunity
 Sustainable Business Strategy
Mapping the Business System
Sustainability Action Map
Vision | Goals | Strategy | Success

Operations Product Supply Chain External

• Global energy efficiency • Packaging • Green fleet • External comm’s

• Paper reduction • Energy efficiency • Green purchasing • Govt engagement
• Green power • Green contest • Key Components • Green build demo
• Green purchasing • Solar roadmap • Sector leadership • Trade sponsorship
• Greener facilities • Design for Env • Eco guidelines • Tradeshow offsets
• Global water • Eco training • Policy leadership
• Employee incentives
• Internal comms

Copyright: George Basile

 The Case for WHY
• Strategic Insight
– Stakeholder engagement, innovation, efficiency
• Flexibility
– Internal & External platform for growth = resiliency
• Preemption
– Regulation & Legislation
• Strategic Advantage
– Define your “box”
– Lead & define new customer preferences/value added
• Big Kids Table
• Understanding your own why, helps to impact your
how
 The Case for WHY
• A bad, bad word:
– Profit
• A good, good word:
– Profit

PROFITS WITH PRINCIPLES

 Inquiries and Discussion
• Master of Arts,
Sustainability
• Thanks you! • School of
Sustainability

Colin G. Boring
Tetreault Credentials

Sustainability
Let’s Do Lunch
Consultant

• Colin.Tetreault
• Living the @asu.edu
Dream • Twitter:
@ColinTetreault