Earthenterprise Tool Kit - International Institute for Sustainable ...

EarthEnterprise Tool Kit
Despite unparalleled technological advances in electro n i c s ,
telecommunications, medicine, and other key industries, all of the earth’s
major ecosystems are in decline. Yet few leaders in the business and research
communities have latched on to pollution prevention and societal well-being as
major business opportunities.
Public concern generated by a local smoke stack or waste dump is only slowly
leading to a broader awareness of the environmental and social costs of many
of today’s economic activities. Consumers, investors, and government agencies
are just beginning to translate this awareness into new behaviour. Over time,
our purchasing, investment, job training and economic development decisions
are likely to change significantly.
The concept of sustainable development provides direction as we work to
d evelop solutions to our economic, e nv i ro n m e n t a l , and social pro b l e m s .
Sustainable development illustrates the interdependence among economic
viability, environmental health,and societal well-being.It calls for change in the
way we use resources, develop technologies, make investments, and manage
our businesses so that both future and present needs are met.
The role of business in the transition to more sustainable behaviour is to
develop and market, at a profit, the products and services that will help solve
many of these problems. Given the scope of change that is necessary, the
opportunities are enormous. The Business Council for Sustainable
Development estimates that we must reduce our energy and resource use at
least 20-fold, primarily through efficiency advances, if we are to live within the
Earth’s carrying capacity. Product modifications alone will not be enough.
Entirely new technologies, designs, concepts, and ways of working, living, and
transporting goods and people will be required.
EarthEnterprise was created to provide support to the entrepreneurs and
innovators who are developing and marketing these new products, services,
and technologies. This support comes in the form of networks, meetings, and
published information such as the Tool Kit and the EarthEnterprise Exchange
newsletter.
Our research and the experiences of the many people who are part of the
EarthEnterprise Network indicate that a small but growing share of the
business community is ready to adopt sustainability as a goal. To successfully
tap the growing markets and substantial opportunities ava i l a b l e , e c o -
entrepreneurs must possess keen business acumen, a sound understanding of
emerging trends, and new tools and skills.
The challenge of building businesses that profitably achieve environmental and
social objectives is a new one. Some of the leaders have been mentioned in this
CONCLUSION
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