This week, I attended a conference hosted by The Seminar Group on sustainable development and green buildings. Among many interesting topics, one theme kept coming up over and over again: if we want green buildings and other parts of sustainability to catch on, we need to change the market.

Is consumerism the answer to a new society?

Hmmm. How to do that.

Susan Drummond of Foster Pepper said it comes down to how we make our money. Many industries, she said, make money on the idea of more. As a lawyer, she bills by the hour to make more. Utilities make more the more power they make. A developer makes more with more projects, as does a contractor.

But the production of more, she said, itself depends on the supply of natural capital, or those natural aspects we make money off of… like oil, or trees or vegetables. She said that frontier of natural capital is closing. And if it is closing, businesses need to adapt and create new, sustainable models of working.

But there are different interests - from transportation to land use to renewable energy - that need to be addressed. Together, they resemble a herd of cats. And how do you herd cats, she asked? By moving their food. So business needs to look at strategies that move the food bowl. (This is what the entire conference was about. Moving the bowl in looking at new strategies for transportation, land use etc.)

Later in the conference the idea of a changing market came up again when, A-P Hurd, a vice president of local developer Touchstone, spoke. One problem with the local market, she said, is essentially that things are too cheap. Water is cheap. Energy is cheap. And if they are cheap, there’s not much of an incentive to save it.

“We are going to have to, at the very least, reflect the cost of providing these things to the people, ” she said. “If the market is going to find the ability to innovate, it is going to need to find a way to get a payback on that innovation.”  

It sounds complex. But Drummond said it really comes down to one thing:

“Frankly, all we are doing is changing how we shop,” she said. That applies to your home, your food, your car. Instead of asking what’s in it for me, we need to expand our view and ask ‘what’s in it for humanity?’  

Is that really all it is? Changing how we shop? Can the market be transformed by thoughtful consumerism? And if so, how do you harness that change…..

What do you think?

Tags: Green events, Measuring performance

This entry was posted on Friday, February 6th, 2009 at 5:09 pm and is filed under Business and technology, Green events, Measuring performance, Regional Issues. You can follow any responses to this entry through the RSS 2.0 feed. You can leave a response, or trackback from your own site.