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Just Because You’re “Green” Doesn’t Make You Sustainable: Nature’s 10 Simple Survival Tips.

image02929There is no crueler economy than the environment. All living assets get one shot at life. If you can’t make it here, you can’t make it anywhere. So how can you apply Nature’s rules of sustainability to your business? Think biomimicry.

book-cover_smI am currently in the middle of an incredible book by eco-Wunderkind Adam Werbach (Are you still a Wunderkind in your 30′s?). At 23, Werbach was the youngest president of the Sierra Club, and he is currently global CEO of acclaimed ad agency Saatchi & Saatchi S, the “S” standing for “sustainability” in their quest to build the world’s largest sustainability agency.

Anywho, Werbach’s book, “Strategy for Sustainability” outlines what it truly means to be a sustainable company. To be sustainable is to “Thrive in Perpetuity,” which is built on for coequal components:

  1. Social (Acting as if other people matter)
  2. Economic (Operating profitably)
  3. Environmental (Protecting and restoring the ecosystem)
  4. Cultural (Protecting and valuing cultural diversity)

What I find incredibly interesting about his “manifesto” is how he applies nature’s 10 simple rules for survival to business. It’s pretty hard to argue with. Because in nature, if you’re not sustainable, you die. No bailouts!

How much of this are you, your business, or organization, biomimicking?

  1. Diversity across generations.
  2. Adapt to the changing environment – and specialize.
  3. Celebrate transparency. Every species knows which species will eat it and which will not.
  4. Plan and execute systematically, not compartmentally. Every part of a plant contributes to its growth
  5. Form groups and protect the young. Most animals travel in flocks, gaggles, and prides. Packs offer strength and efficacy.
  6. Integrate metrics. Nature brings the right information to the right place at the right time. When a tree needs water, the leaves curl; when there is rain, the curled leaves move more water to the root system.
  7. Improve with each cycle. Evolution is a strategy for long-term survival.
  8. Right-size regularly, rather than downsize occasionally. If an organism grows too big to support itself, it collapses; it if withers, it is eaten.
  9. Foster longevity, not immediate gratification. Nature does not buy on credit and uses resources only to the level that they can be renewed.
  10. Waste nothing, recycle everything. Some of the greatest opportunities in the 21st century will be turning waste – including inefficiency and under-utilization – into profit.
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10 Comments On This Topic
  1. Sustainable marketing agency learns about becoming carbon-neutral by participating in carbon offsetting | ParkHowell.com posted
    August 27, 2009 at 10:24 am

    [...] been working to make our agency more sustainable for the past 18 months, and by sustainable I mean socially, economically, culturally and environmentally. The list of how we’ve stepped up our environmental effort is [...]

  2. Green marketing - CMOs to be more transparent about sustainability issues | ParkHowell.com posted
    November 4, 2009 at 6:34 am

    [...] you’ve read Adam Werbach’s book, “Strategy for Sustainability,” then Wal-Mart’s approach is not surprising. He essentially drafted it for them. You’ll [...]

  3. Green marketing - Sustainable Healthcare brand Invigorates Arizona Community Clinic | ParkHowell.com posted
    November 9, 2009 at 5:06 pm

    [...] evolution is the ultimate form of innovation. If you pay attention, nature can teach all businesses how to thrive, no matter how nasty the economic [...]

  4. 15-minute competitive advantage for green marketers and sustainability officers | ParkHowell.com posted
    November 19, 2009 at 5:16 am

    [...] is all about changing in short, fast bursts. In his book, “Strategy for Sustainability,” Adam Werbach points to a term evolutionary biologist use, “Punctuated Equilibrium,” to [...]

  5. Green Marketing: Is Your Sustainable Brand a Sapling or Redwood | ParkHowell.com posted
    December 30, 2009 at 8:19 am

    [...] companies are paying attention to the social, cultural, and, of course, economic impacts they are having on the communities they [...]

  6. Repositioning a 30-Year-Old Community Clinic into a Leader in Sustainable Healthcare « ExtraCuts posted
    March 8, 2010 at 10:02 am

    [...] evolution is the ultimate form of innovation. If you pay attention, nature can teach all businesses how to thrive, no matter how nasty the economic [...]

  7. Green marketing - sustainable social media stragegy with GreenNurture.com | ParkHowell.com posted
    May 12, 2010 at 10:10 am

    [...] parallels the “Personal Sustainability Project,” Adam Werbach describes in his book, “Strategy for Sustainability.” Essentially, it’s a principle that drills down eco actions to individuals within a large [...]

  8. Reynaldo Yazzi posted
    June 16, 2010 at 1:35 pm

    Solar panels that track the sun at the moment involve the use of motors and electronic control methods to move them and convert the facility to energy.

  9. Q&A with a Story Guru: Park Howell: Sustainable Storytelling Takes Green Business Practices to a Higher Place : Career Portfolio posted
    March 1, 2011 at 4:31 pm

    [...] truly leads to sustainability. Most of this doctrine has come to me from Adam Werbach’s book, Strategy for Sustainability, and Derrick Main’s work with GreenNurture. All of this is featured in an article I wrote [...]

  10. Salefish posted
    January 25, 2013 at 7:34 pm

    This is good – will have to check out Adam’s book – many of these tips are applicable to so many situations.


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