A Charter for Green Professionals

July 27, 2009 by theresakrebs

At a recent evening networking event, my small lingering group of new friends was approached by a swashbuckling fellow wearing sunglasses after dark. In an affected drawl and with histrionic gestures, he proceeded to present himself as a garage inventor right here in the Bay Area, and began aggressively handing out business cards. There was no name or contact information on the card, only an obscure website. The cards came in varieties, and each carried a different picture: a small productized consumer solar array, and a conceptually similar electric vehicle were portrayed. He looked at my name tag and muttered my name out loud. He also managed to get my card before I had completely caught on. (Shit. He has my card.) Meanwhile, my own suspicions were authenticated by the body language, eye contact, and conversation of those around me, the same new friends who had established our mutual trust through open conversation.

While presenting himself as an engineer with consumer products to market, his ignorance showed. As he described the solar array that he claimed to have created, I decided to play the game. What are they doped with? I asked. Huh? The solar cells, I said. What are they doped with. He didn’t know. I’m going to go out on a limb and say that it’s unlikely he’s been building his own Electric Vehicles in his garage.

For the reader, “doping” is the process of inserting a trace amount of heavy metal into the monocrystalline structure of a high-efficiency solar cell. Heavy metals like arsenic are inserted into the crystal lattice. The presence of these heavy metals increases the overall efficiency of the solar cell. Doping is one of many reasons why clean tech needs to walk the walk. Green jobs must be safe jobs.

At that point, our group of friends understandably called it a night. Demoralized, we haven’t said much to each other since then. But ever since that night, I have been thinking about the larger forces that influence our micro lives, the forces that we sometimes cannot see. Specifically, I’m thinking about the forces that make fraud itself a timely visitor to the world of sustainability. And I’m wondering whether it’s really new, or whether it’s just a novel exaggeration on the whole continuum of green washing.

Here are a few ideas about what‘s driving the sudden appearance of patently frank, fraudulent sustainability.

An essentially bankrupt California government
A very severe recession
An economically expanding practice of sustainability
A demoralized citizenry that is looking for reasons to hope
A vision of a sustainable future, and the intense desire to find traction on the implementation of that vision
An optimistic belief that we have entered an era of heightened consciousness and activism
A gold rush culture that wants a “sustainable” bubble

And here’s what it’s not. Ready?

A practice of sustainability that destroys economic value

You heard me. Here’s my concern. As sustainability professionals, we can’t afford to give the other side substantive arguments that sustainability is anti-economic or a destroyer of value. We know that taking action on climate will both build and preserve economic value. But when we fail to police and report fraudsters when we find them, we leave ourselves open to the accusation that sustainability doesn’t work. This is not a new insight to the movement.

Let me put this another way. If there’s no ROI on green, then green has to be a fraud upon the consumer and the investor, because it doesn‘t create value. If there’s no sustainable value proposition, then the very ontological existence of this swashbuckling fellow proves the conservative mantra that green doesn’t work. And guess what. The green MBAs say they can’t yet quantify the ROI on green. They don’t have a model.

We can’t afford that. Not as a movement and not as a society. We have to solve climate. Not to mention water, waste, energy, toxics, biodiversity, oceans, and any number of other themes and issues. We have to.

Now that GHG are regulated by the State of California and other entities, we must see ourselves as Chartered Sustainability Professionals who will not only disassociate professionally from green washing when we see it, but who will also police and report on green fraud in all its forms. Having a Charter is one of the implications of being regulated.

Be careful out there.

Quick note for returning readers: the solar value chain inventory is still in the works, and I will continue to write progress notes while I work through that project. Please expect digressions and the occasional punt. Thanks.

The Power of Your Consumer Dollar: Modeling Socially (un)Sustainable Purchasing

July 10, 2009 by theresakrebs

A Scenario in Social Sustainability*

You go to Safeway. You buy a basket of goods. At the checkout counter, in the middle of your debit card purchase, you are waylaid by the following automated, electronic appeal: “Make a donation to women with breast cancer?” You donate a dollar out of your $287 purchase. Here are economic results for retail:

For every $1.193 million made in retail purchases, the retail value chain as a whole sends $1 to social programs. No wonder those minimum wage jobs are such a trap.

Out of your $287 purchase, the retail value chain as a whole sent $1 to oil and gas drilling that day. The retail trade sector does not include gas stations.

And we call ourselves the generous Americans? The good news is that for every $1 the grocery store spends on social programs, the value chain spends about another $1. That’s a 100% matching donation. But your cash register donation does not necessarily achieve that, since it is not necessarily considered a value chain transaction, but rather a direct donation from you. That’s a detail that I’m unsure of at this point, and would like input on from an economist. I can also look at direct donations to the social services sector and see whether your $1 actually goes farther as a direct donation. That would be good to know.

Let’s run some more retail numbers. Out of your $287 purchase, the value chain gave $2.29 to the credit card companies. No, that wasn’t the use of your credit card (remember I called this a debit transaction). It might be the use of corporate cards by retail management, not to mention all the promotions that you run across at the supermarket. Oh and your Macy’s card! And your JC Penneys card, let’s not forget that! Everytime you spend $287 on retail, you fund these things whether you use a credit card yourself or not. Meanwhile, a whopping $9.26 of your $287 purchase went to the previously booming real estate industry according to the value chain analysis. The data are from 1997. Gee, that was quite a bit!

Interrogate the numbers with me. What do you want to know? Remember as you ask that “Retail Trade” unfortunately covers all of retail under the federal government’s wise logic, so it’s impossible to separate say groceries from clothes, which would have been ideal from a social and environmental point of view. It does not include gas. Tell me what you think. What should I do with these numbers?

Meanwhile, I am entertaining my gentle readers while I work up my solar car value chain analysis. I’m downloading the entire dataset manually, then uploading it to a Google data store, and learning Java, too. Lots of new skills. I can get away with structural Java for now, since I don’t need to create object classes just yet. Nevertheless, it will take a little while, so please be patient with me and check back regularly! I also need to tweak the (hypothetical yet realistic) solar car project budget. If you have a valid reason for wanting to see that item-by-item budget, please leave a comment or contact me directly. It’s not too hard – I’m all over the web. Thanks!

p.s. Can’t forget the academic citation for these numbers:

Carnegie Mellon University Green Design Institute. (2009) Economic Input-Output Life Cycle Assessment (EIO-LCA) US Dept of Commerce 1997 Industry Benchmark (491) model [Internet], Available from: [Accessed 10 Jul, 2009]

*Numbers have been corrected since the evening of Thursday 7/9

Beginning the Solar Car Supply Chain GHG Inventory

July 6, 2009 by theresakrebs

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The Team Ledger

Now that my “guerilla internship” in state-of-the-science GHG accounting methods is underway, I’m going to chronicle my learning curve and share my new skills with readers. First let’s briefly introduce some veteran concepts for readers who are new to sustainability:

Scope 1 Emissions: These are the emissions that an entity or project should have in nearly complete control. These are direct emissions. The classic example is the tailpipe emissions from your car. Natural gas consumption is another classic. It’s not the stuff you buy (that’s wholesale trade); it’s what you burn.

Scope 2 Emissions
: These are the indirect emissions that an entity or project has less control over. The classic example is electric power consumption. Flip a light switch or power a lathe in the shop, and you’ll see Scope 2 emissions.

Scope 3 Emissions
: These are the least direct emissions of all, and they usually have to do with purchased goods and services, or contracts. If you are a municipality and you contract your recycling and solid waste disposal, those are Scope 3 emissions. Scope 3 emissions are fraught with measurement difficulty and controversy, yet they also offer some of the greatest opportunities and incentives for voluntary emissions reduction. The methodological difficulties posed by Scope 3 emissions include “double counting,” which is the fact that my Scope 3 emissions are your Scope 1 or 2 emissions.

In this blog, over multiple postings, we’re going to take care of much of the difficulty and controversy regarding Scope 3 emissions measurement. Specifically, we’re going to remove the double counting using methods that I hope to eventually make available online, in an open source and transparent fashion, for free.

I said that this blog was about solar cars, so lets get started. Here is a hypothetical solar car project ledger (or budget) taken conceptually from multiple generations of Yale’s Team Lux. The budget will not necessarily resemble any particular historical car, but it is entirely plausible and realistic, and it will become the basis of a whitepaper that is more than conceptual. Please leave your comments where you see weaknesses in the budget below.

The budget is organized by industry sector, because our Scope 3 GHG inventory will be based on Sectors.

Note: the budget includes implied in-kind donations by a hypothetical University in the form of financial and administrative services such as automotive insurance. The business budget will therefore seem a bit large with respect to more tangible in-kind donations from industry. Nevertheless, that business accounting is incomplete, so if anything, those large numbers for business are low. Also note that this is high-end cost estimate includes things like lithium ion batteries and an autoclaved body. I will eventually generate GHG budgets for multiple scenarios including a low-end lead-acid case, etc. Since this is Scope 3, purchases from utility companies are omitted. Here we go.

Team Subgroup Economic Sector Dollars Spent In-Kind
Body Aircraft Manufacturing $20,000
Body Automotive Parts Manufacturing $2,000
Frame & Mechanics Automotive Parts Manufacturing $5,300
Frame & Mechanics Nonferrous Metal, Except Copper and Aluminum, Shaping $900
Frame & Mechanics Aluminum Extruded Product Manufacturing $150
Frame & Mechanics Tire Manufacturing $600
Frame & Mechanics Iron, Steel Pipe & Tubes from Purchased Steel $75
Frame & Mechanics Welding & Soldering Equipment Manufacturing $300
Electronics & Array Semiconductors and Related Device Manufacturing $14,068
Electronics & Array Other Basic Inorganic Chemical Manufacturing $990
Electronics & Array Storage Battery Manufacturing $10,000
Electronics & Array Motor & Generator Manufacturing $10,300
Electronics & Array Relay & Industrial Control Manufacturing $5,000
Electronics & Array Wiring Device Manufacturing $247
Electronics & Array All Other Electronic Device Manufacturing $1800
Electronics & Array Electronic Computer Manufacturing $5,000
Electronics & Array Welding and Soldering Equipment Manufacturing $150
Logistics Air Transportation $700
Logistics Wholesale Trade (Fuel) $3840
Logistics Retail Trade $5931
Logistics Hotels and Motels, Including Casino Hotels $1203
Logistics Automotive Repair and Maintenance, Except Car Washes $3750
Logistics Automobile Equipment Rental and Leasing (incl. Insurance) $8550
Logistics Other Amusement, Gambling, and Recreation Industries $900
Business Director’s Self-Paid Leave $40,000
Business Information Services $5472
Business Postal Service $2255
Business Business Support Services $2595
Business Software Publishers $1500
Business Electronic Computer Manufacturing $2000
TOTAL ALL SECTORS $126,551

This is clearly a low-ball estimate compared with Team Lux’s stated lower bound of $150,000. I have likely overlooked a few things (I am thinking about customized trailer hitches as I write this, and am still looking for a good estimate on commercial body molds) but it’s a good start and a clear demonstration of the types of information that a clean tech project has to gather. The Sectors are clearly very important.

Each sector is a linear combination of other sectors, plus its own contributions to both value and to GHG emissions. It might seem reasonable to simply scale known Sector emissions by the amount spent. So if the Air Transportation Sector purchases $1.56 million from other Sectors, adds $915,000 in value, and emits 1810 metric tonnes of “equivalent” CO2, then we can scale that all down to the $700 in the table, right?

Wrong! That’s double counting. It’s also tacitly holding the solar car project accountable for essentially the entire economy, or at least a good sample of it. And it’s not just a factor of two too large, but generally two to some power, to put it crudely. Consider that in a free market, it takes two to tango; and remember my early comments about Scopes 1, 2, and 3. My Scope 3 is your Scope 1, and in a regulated carbon market with a cap or carbon tax, you don’t want to double count. So in a free market, we assume that the buyer is on the hook for 50% of the emissions created by the transaction, and the seller is on the hook for the other 50%. This turns out to be a kind of approximate power law as we walk out onto the many computational nodes of these Sector branches, but it’s also a messy power law thanks to the presence of Scopes 1 and 2, which make the data less clean, and it’s a different power law for every real value chain in the economy.

So, we will model these cascading transactions explicitly, using an explicit cascading model in which Scopes 1 and 2 are set aside and only Scope 3 transactions are multiplied by half. There are two ways to go about this: inverse modeling, and brute force iteration.

I’ve already mapped out the former in pseudo-code, which I am also providing to readers as well. The code will not be very clear at first, but as I tap it out and shape it in future blogs, it should become more clear.

Psuedo Code for Scope 3 GHG Value Chain Emissions

Initialize GHG Data Matrix to Zero
Set GHG Data Matrix for Round 1 to Budget Values * Given Sector Scaled GHG Values
Calculate First-Order Initial Estimate of GHG Emissions:
Estimate = Sum of Given Sector Emissions from National Accounts Scaled to Ledger Values
‘ As discussed, this is an overestimate
‘Ignore Scopes 1 and 2 and set aside those values in each Round
Round = 1
Do While (delta/Estimate) < ____%
‘delta is a revision of the Estimate downwards. The initial estimate above is double counting.
‘ so delta/Estimate is a proposed convergence criteria and is always a subtraction
Round += 1
Do i = 1, NumberOfSectors (‘this is the Budget itself when Round = 2)
Do j = 1, NumberOfSectors (‘breakout the previous Round into next Round of Sectors)
GHGMatrix(Round,i) +=
NationalAccountsDollars(i,j) * _
GHGMatrix(Round-1,j) * _
SectorGivenGHGEmissions(i)
Enddo
Enddo
delta = .5 * Sum(GHGMatrix(Round, : ) )
Estimate = Estimate – delta
Enddo

It will be interesting to work with a trial data set and see if this works in practice. I’m assuming that there’s no sensitivity on the very fringes of the value chain, so that I can plug in the original, double-counted overestimates of Sector GHG emissions there as long as I’m far enough out on each branch. Note that I also summed over each Round first by implicitly binning or lumping like Sectors in each Round. Then I traverse each Sector only once per Round.

So to review. I covered the three Scopes and gave a brief explanation of Scope 3 accounting before diving into a hypothetical team ledger. The ledger is an accounting of in-kind expenditures organized by the Industry Sectors in the 1997 National Accounts. I then explained why the Accounts themselves would provide an overestimate of solar car project GHG emissions. And lastly, I followed up on that comment with a proposed algorithm for Scope 3 accounting that traverses the value chain and takes 50% of each Scope 3 transaction in the value chain. The algorithm is intended to converge, but I fear that there may be sensitivity, and therefore instability or perhaps just innaccuracy in my assumptions at the fringes of the value chain. Stay tuned!

A Primer on GHG Economic Accounting

May 28, 2009 by theresakrebs

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In my view, a new state-of-the-art is emerging in the economic accounting of GHG emissions. Emissions from operations and value chains will increasingly be quantified using top-down methods that are less process- and more results-oriented, fuzzier but more accurate, bigger, less mathematically complex, and also less transparent to laypeople. I’m a big fan of the new models, because they commit fewer errors of omission in their estimations of “Scope 3” GHG emissions, and are therefore less biased than lifecycle method. I will attempt to interpret the new methods so as to make them more transparent and understandable, and possibly even fun for both scientists and laypeople. My lay readers are strongly encouraged to push past the places that they don’t understand in order to capture the spirit of the thing, even if the mathematical details seem too abstract or advanced. Please leave me comments on what is not clear.

The methods are known to economists as input-output models, and they’ve been around in other forms for quite some time. Historically, input-output models have been applied to the industrial production of goods and to flows of capital between industries. The guy who invented the input-output method, Wassily Leontief, won the Nobel prize in economics for his contribution, which made possible the derivation of a general equilibrium economic theory. Now, start-up companies in Silicon Valley, regional economics think tanks like the Association of Bay Area Governments, and other entities interested in GHG emissions are increasingly making use of this method to express the embodied energy consumption and GHG emissions in the flows between different parts of the economy. These players are scaling their models from single company operations to national economies and back again. Examples of input-output systems include corporate operations, corporate value chains, customer ecosystems, entire industries, geographic regions such as the Bay Area, and national accounts. This blog entry will stick with industrial Sectors as economic black boxes with financial and environmental inputs and outputs, and no transparent process inside.

Through some mathematical wizardry, the economist “inverts” a matrix table of Sector inputs and outputs. The result of the economist’s mathemagic looks like this:


Example Input-Output Results*

Sector Example of Sector Total Purchase Indirect Purchase Value Added CO2e Emitted
Energy Generation Power Utilities 1,730,000 350,000 1,000,000 10500 Metric Tonnes
Wholesale Trade Wholesale Gas Stations 1,550,000 230,000 1,000,000 279 Metric Tonnes
Retail Trade Grocery Stores 1,390,000 260,000 1,000,000 381 Metric Tonnes
Air Travel Airlines 2,090,000 530,000 1,000,000 1810 Metric Tonnes

*Carnegie Mellon University Green Design Institute. (2009) Economic Input-Output Life Cycle Assessment (EIO-LCA) US Dept of Commerce 1997 Industry Benchmark (491) model [Internet], Available from: [Accessed 5 Jul, 2009]

These numbers are real. They are available from Carnegie Mellon University’s Green Design Institute’s input-output model, which uses United States National Accounts Data for 1997. Other data options are available, and custom projects can be modeled by selecting a basket or portfolio of purchases.

How did the economist calculate CO2 emissions? By treating the environment like a “Sector” of its own – conceptually and mathematically – a Sector in which there are inputs and outputs to the Environment Sector in the form of greenhouse gases rather than money or jobs. The same can be done for other air pollutants, for energy, and for toxic releases. What do the terms mean? Indirect economic activity is the amount spent on the Sector’s value chain. For example, let’s say that I’m a grocery store in Retail Trade. My entire inventory is a direct expenditure. But the processes that led to the products in my inventory are all a part of my value chain. Perhaps there is a metal can maker who sells cans to the company that cans tomatoes who then sells canned tomatoes to me. By adding canned tomatoes to my inventory, I just made an indirect purchase of some cans ex-tomatoes, and that part of my value chain, including everything upstream of the can, is an indirect purchase that is reflected in the table. The economist can therefore estimate how much of the GHG emissions from the Sector were the result of direct purchases.

In a sense, this accounting is a total accounting that spans a range of influence and accountability, from what a company can directly influence and is responsible for, to the farthest reaches of its value chain. The method implicitly holds a company responsible for the entire economy, which seems a little unfair. But most importantly, the method double counts. You see, my indirect emissions are someone else’s direct emissions. Perhaps I have a contractor or supplier who buys gasoline. Those are indirect emissions to me; they are direct emissions to my contractor. If we both claim responsibility for those emissions in the context of a regulated national carbon market, then we’ve double counted. So while this is a very powerful and inclusive method in the sense that it captures your entire value chain, it puts too much responsibility for emissions on the shoulders of the consumer at all levels and by all definitions, and too little responsibility on the shoulder of producers. To be fair, we should lop each and every transaction in half and call it a 50/50 split that directly reflects the handshake effect of a free market in which two counterparties choose to do business.

But, there’s a problem. The full economic accounting outlined above is very simple and straightforward to implement: I take my corporate ledger, which is kind of like a budget, organize it by Sector, and then scale the CO2e values in the table above up or down depending on how much money I spent. So if $2.38 million spent on electric power bills results in 10500 metric tonnes of CO2e, then I can divide by that and multiply by how much money I actually spent, right? Easy. Wrong. Because as easy as that method is, it double counts, and therefore it implicitly holds you accountable for the entire U.S. economy right down to the extraction of minerals from the Earth. That seems a little unfair. After all, your suppliers share half the responsibility for making certain unsustainable choices.

So, the alternative is to explicitly model each and every implied transaction in your value chain, lopping each one in half and adding it to the total until the total converges to within a fraction of a percent and you can call it a day with a complete value chain modeled. That’s a lot of computing power. And that’s why private companies are moving into this space, because building those models is a value add.

Note: don’t get scared that you need to know all of your own value chain transactions. You may have thousands to millions of value chain transactions and you cannot possibly map them all. The good news is that the National Accounts data described in the above table will map the transactions for you, by breaking each Sector of production into its corresponding Sectors of consumption. All you need to do is provide the algorithm; the data have been provided for you.

The good news is that I intend to do this and make it open source, or at least free online. I’ll begin with the ledger from the undergraduate solar car project that I contributed to as an undergraduate student at Yale. I’ll simulate what Team Lux’s budget must have been, and then cascade the impacts of each purchase decision upstream through the value chain, taking half the CO2e value of each transaction, until the answer converges. And, I intend to create a nice online GUI and tutorial. The results will be combined with a life cycle analysis of sustainable solar car design and implementation, and will include some Value Scenarios that assess the value of Team Lux’s stakeholder relationships as it was positively and negatively impacted by the effects of time, pervasiveness, and systemic on the uses of solar technology. I don’t yet have a firm time frame for providing this, but I’ll stake my job search on it.

So, to review. There’s a new state-of-the-art that quantifies the GHG emissions of entire value chains. It’s called input-output modeling. At first glance, it seems to allow corporations to estimate their emissions using nothing but their ledger and some simple scaled numbers by Sector. But, the method double counts, by holding companies accountable for the entire economy, including the half of each value chain transaction that is the responsibility of the seller. The solution is to explicitly model each value chain transaction explicity, in cascading fashion, lopping off half the emissions associated with each transaction. The good news is that you don’t have to know your value chain inside and out in order to do this, because the National Accounts dataset will map those transactions for you.

For more information on input-output modeling, go to the mother lode: eiolca.net.

There is also a Wikipedia page on input-output modeling and Wassily Leontief.

Thanks for reading!

p.s. I had originally written this blog entry as a transferable skill set primer for atmospheric scientists like myself. That approach didn’t work too well, but I’ll just make a few key points here for atmospheric modelers. First, economic input-output is a form of linear programming, but the Bayesian inversions that you know and love are definitely not linear programming! Don’t get the two confused. Atmospheric inverse models are nonlinear. The problem that I describe above is indeed a matrix inverse problem, because it assumes that each Sector’s output is a linear combination of inputs from other Sectors. But, it is an analytical matrix inversion as far as I know, rather than a statistical Bayesian problem that is underdetermined and inexact and requires an a priori guess. Hope that helps! Good luck in skill building.

It‘s Not Easy Being Green: Taking Profit Out of the Blame Frame

May 13, 2009 by theresakrebs

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Do non-profits pollute? Their business plans live or die in the context of a fossil economy, and the dirtiest non-profits are probably those that have no business plans at all. Governments of all sizes and models of governance pollute, despite the fact that they exist for the collective public benefit. Municipalities are arguably the most environmentally motivated governments of all, yet they are struggling to achieve sustainability, both within their own operations and in their broader communities. Examples of polluting benevolent governments include China and Russia. Here in the States, small, medium, and large private enterprises are accused of having the greatest difficulty of all being green.

Sustainability professionals have long said that “the bottom line” must be replaced by some other competing model. Everyone is looking for the paradigm that will transform our economy and replace our tried-and-true, for-profit model. But every sector is struggling with the same thing.

At this point, it would be easy to wax ideological. I could point to “systemic” forces and claim that governments and non-profits somehow operate in a for-profit context. For example, I could argue that non-profit and governmental “value chains” are essentially for-profit. I could even conjure “common currencies” of power that operate in non-capitalist countries and claim a kind of private power economy. That’s all bull-diddy here, and my readers know it. The truth is that everybody’s emitting carbon in our global, fossil-based economy. So what is going on?

Some would say that different sectors and models are struggling for different reasons that all reduce to an historical lack of environmental awareness. For example, each sector has an infrastructure of its own that developed before environmental awareness developed. I disagree with this notion. As Lisa Gansky of Dos Margaritas, New Resource Bank, Ofoto, and GNN pointed out in a recent Commonwealth Club of California panel discussion, “The market is a social phenomenon, a collection of characters who have interests… non-profit is just a tax abstention, not a business strategy… for profits and non-profits had better be social because markets are social.” I agree with Lisa, and I would go further and say that individuals and organizations across the sectors are socially incented to do the same things.

Socially, the industrial mavens of sustainability are all saying the same thing, too: companies will make what we will buy. There’s demand, these experts are telling us, for only a first-person environmental benefit. Consumers will pay a premium to companies like aptly-named Whole Foods for convenient, tasty, healthy, nutritious, non-toxic food that is loaded with anti-oxidants. But the third-person environmental benefits to Earth and to society do not carry a premium. They must be delivered for free, say consumers and the experts who track them. It’s a two-fer at best. Only a strong alignment of individual and collective interests will result in truly sustainable mass behavior. In short, we’re selfish spenders.

There is no such thing as environmental altruism in the consumer‘s pocketbook. Nor are consumers driven by the profit motive when they behave unethically. Rather, consumers happily and willingly give up their money and their power to the companies who make the profits. The consumer gets joy, convenience, quality of life, health, and other benefits in return for their money. And consumers consistently choose these priorities en masse.

In fact our whole notion of human dignity is now based on consumer choice, especially in the Chinese model, in which human dignity has been reduced to a choice between commercialized products, while the substantive life choices that form our notions of human rights are actively suppressed. One’s worth as an individual Chinese person is therefore measured only by one’s power to choose a purchase, rather than choosing say one’s lifestyle or religion. And yet China calls this human dignity. Consumer power is therefore the greatest individual right that we have in this age, no matter where we live.

Other explanations for the “hardness” of being green include the obvious fact that human life requires energy, period. We light the night and warm our houses by necessity. Some human beings also boil their water by necessity. Today, the overwhelming majority of that energy requires carbon. And much of that infrastructure is public.

So why have we placed profit so squarely in the blame frame? Are there economists out there who have studied this and concluded that profit is the problem? Have we proven that micro-economic organizational incentives are making us all pollute? To my knowledge, we have no academic proof that profit is inherently a problem to sustainability. If anything, we’re in a realignment period that will result in doing well by doing good.

Here are a few incomplete ideas that may move us toward a solution that does not demonize the act of making a profit.

First, relax the notion that every client desire is an organizational imperative. Drive the technical agenda among your clients and customers and feed that back into sustainable market demand. Lead the customer. In most of today’s companies, management leads internally by creating a sense of crisis and urgency surrounding the consumer or client and his or her preferences. Preferences are confused with needs. Championship is defined in part as the ability to create a positive sense of crisis in which “can” becomes “must” with respect to the client’s wants and desires. This is then defined as a profitable value proposition. I would create a company culture in which it’s safe to say, “We shouldn’t be doing this to the environment,” without fearing retaliation. It needs to be culturally okay to say that a financially profitable idea is not a truly economic value proposition, because it actually destroys environmental value for large masses of people who would otherwise buy the proposed product. Lead the consumer toward right action.

Second, confront the alignment of carbon and energy. This means saying “no” to carbon trading and embracing a carbon tax. I’ve pointed to our energy needs above, and to the fact that our infrastructure is fossil-based. Dare to pry apart that alignment, and withstand the transient sense of economic distortion and individual discomfort that it creates, in the context of an otherwise fossil-based economy. It’s politically difficult to say “no” to carbon trading, but carbon trading equates carbon and energy and reinforces their alignment, so say “yes” to a carbon tax. Companies should courageously build a carbon tax into their policy advocacy, so that the government hears this message.

Third, I’m taken in by Lisa Gansky’s use of the phrase “share economy,” which I don‘t want to borrow, so I‘m looking for a better phrase and will take your suggestions. I’m moved by the idea that the word company means “shared bread,” as if we were breaking bread together. My own notion of a “share economy” is a sharing of the lifecycle costs and benefits of making and using a product, between the consumer and the company, as stakeholders and partners. Consider laptop computers. Dell could sell not only the computer itself to the customer, but could also share part of the cost of the lifecycle energy needed to power the laptop upfront. The incentive to build more energy-efficient laptops for lower prices that out-compete other makers should be shared by the stakeholders consumer and Dell. And, the incentive to use less power, by disconnecting phantom power cords, using the battery less, and turning the machine completely off when not in use – this is a burden and an opportunity that could be shared between Dell and the customer. Innovative financial and policy instruments that reflect actual lifecycle power use could be created in order to enable this strategy.

Those are my incomplete ideas for moving beyond the demonization of profit. In closing, we now know that our fiduciary responsibility to our shareholders, the owners of our companies, includes society and environment, so why should we give up profit-making itself in the name of sustainability? Please comment by sharing your own views on profit and it’s role in sustainability, whether good or bad in your view. Thank you for reading!

Sustainable Humanism as a Business Ethos

May 8, 2009 by theresakrebs

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A prominent executive for a large Silicon Valley software firm recently noted that the “Land of Green” is littered with the remnants of a soon-to-be-dead language. He described the bleak image of a beach littered with myriad words and phrases, like “phthalate” and “bio-diesel,” that reflect a drilled-down attention to detail on the part of the environmental community. He expressed a deep yearning to step back, from the beach to the horizon. He called this “Going to the Land Beyond Green.”

“How do I implement abstract phrases like ‘climate protection’ in my corporate operations, in my value chain, and among my customers?” he seemed to be asking. And in a separate post, he asked, “How do I measure it? What metrics tell me whether or not I’ve succeeded? What measurables will give me intrinsic environmental performance across my enterprise? And isn’t that ultimately value? Aren’t we just saying that sustainability is value?”

In order to get at an answer, let’s move away from the beach analogy for a moment and consider the analogy of a house in which we live. It’s the House of Green. Perhaps the person who lives there has collected a few too many boxes and other middens, so that the house has become cluttered with seashells and beach stones. The house is also crowded with fragmented and redundant efforts on climate in particular, as our executive points out. It has too many tiny rooms that do the same thing.

And yet this house is the future House of Sustainability. It has a foundation and a design and some complex systems, too. I like the house image, because it’s a familiar, concrete metaphor for software executives who are accustomed to thinking in terms of foundations, frameworks, modularity, and architecture.

You are the new architect who has been assigned to transform the House of Green into the House of Sustainability. You’re here to do a redesign because the original architect missed the big picture. You’re here to jack up the house and redo the foundation, and make the rooms more modular. After cleaning up the cluttered collection of words and concepts brought in from the nearby beach, you realize something.

The house is not alive without its human inhabitants. The cluttered belongings mean nothing without them. As the architect, you know well the thrill of putting your feet on the floor every morning. You want to create buildings that live thanks to their human inhabitants. Because the quality of present and future human life is the measure of your success in sustainability. You realize that “green” lacked this meaning because it was not about human life.

These are the things that I see when I step back from the beach: I see the morality play at the top of the human pyramid of needs. It’s a kind of altitude that sees what it takes to move from green to Sustainable. It’s like walking into Whole Foods and seeing morality play itself out in the sugary philosophical gloss of waxed organic vegetables competing with organic chocolate bars and gluten free, rice-based zuchini bread. You move to a higher perceptive focal plane. You look down the pyramid of human needs, to the base, and care about whether children have clothes that fit them, and nutritious food, and clean water to drink.

When I read company sustainability reports, I often hear this same concern in the voice of the company as a community, that as an enlightened and broadly defined fiduciary for our future wealth, you care about the human side of things. You want to do well by your employees, your communities, and your customers. This is why companies like yours chose to engage their stakeholders. It reflects your deepest core values.

The ultimate measure of sustainability is therefore the future human cost and benefit of today’s operations. Ultimately, in my opinion, this is what we need to model, measure, and forecast directly. It is also a material ROI over time, expressed in social and environmental terms, like how many people you will employ at a living wage, or whether you will improve our environmental standard of living tomorrow. Your employees and your customers are your communities, and your ROI on sustainability lives at the scale that your communities do, which in most cases is the global scale.

We are fiduciaries to our future selves. That’s why we invest. Let’s find metrics and feedbacks that accurately reflect the future human costs and benefits of our business practices, and report them as measures of intrinsic enterprise sustainability. Let’s do it until the House of Sustainability rings like a bell, alive with the voices and footsteps of children.

What trees taught me about Operations Research

April 15, 2009 by theresakrebs

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There’s a Bill Morrissey folk tune about a young  bride who chooses to burn birch one night for warmth, while her stern, unromantic husband argues for oak. Oak, says the husband, “will burn as long and bright as a July afternoon; birch will burn itself out by the rising of the moon.” Morrissey tells us that the young bride then secretly burns the passionate wedding birch after her husband has gone off to bed: “she thought of heat; she thought of time; she called it an even trade.” Mathematically, Morrissey is commenting on the integral of a function over time, a function in which there is a tradeoff between duration and intensity. The existence of that tradeoff suggests a constraint on the area under a curve called an integral constraint. It’s a quantity that is conserved.

In a counter-intuitive twist to Morrissey’s notions of the steady but boring oak tree, my research affirmed that oaks live fast and die young with respect to water. They are huge risk-takers. In a Mediterranean oak savanna, this is how the coast live oak out-compete the black oak, in a competitive game determined largely by physical factors such as the darkness and moisture of tree leaves. It was this competitive game that I modeled with Dennis Baldocchi and Monique LeClerc in a Tellus paper.

And yet, despite their love of risk, oak trees do sustainability every day. They’ve been here longer than humans have, and they’re very resilient and conservative in the sense that they survive for the long term. The mathematics of  those trees – the constraints they respect, the optimums they solve for, and the physiological metrics with which they signal important quantities – have much to teach us about solving carbon-constrained operational problems for business. Specifically, oak trees have something to tell us about optimization as it applies to complex operational systems and the attempt to maximize economic value in a carbon-constrained world.

In the language of Operations Research, my U.C. Berkeley environmental research involved a least cost path analysis of integral-constrained photosynthesis over time. It means that photosynthesis varies seasonally in some kind of optimum way. The rest is just a mathematical construct to describe that optimum and how it relates to other things, but it’s a construct that transfers well to business.

Here’s the graph of a photosynthetic “path” through time. The data in the graph express an oak tree’s carbon constraint over time, called photosynthetic capacity. It’s a direct reflection of leaf nitrogen, which is needed for an important photosynthetic enzyme. This is a graph from a paper by Dennis Baldocchi and some of his other colleagues at UC Berkeley.

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There are ecologists who think of this graph through time as a carbon-constrained optimum with respect to water. Water is the ecological cost of photosynthesis, and that cost varies daily and seasonally, over a path through time, depending on heat and humidity. When a leaf opens a stomate so that carbon can diffuse in and be fixed by photosynthesis, moist inner membranes are exposed to the sun’s energy. Water is lost through evaporation. That water cost varies over the “path” of photosynthesis through time, since some days are hotter or more humid than others. If spring is wet and summer is dry, then the trees are tuned to party hard in the spring.

The scientist’s goal is to predict precisely which tuning and which calibration will allow the oaks to out-compete their neighbors in the quest for more water. What do we optimize for? What is the right integral constraint? Is water the only cost of photosynthesis, or do other nutrients such as nitrogen come into play? Scientists like Dennis define supply and demand metrics for water and brainstorm concrete ecological switches and lags that would trigger different photosynthetic responses on the part of the tree.

The existence of ecological triggers reflects the pragmatism of evolution – and the fact that trees do not think or predict, only respond in the moment, in a genetically programmed fashion. There’s no tree computer that will let Mother Nature type in an order for future photosynthesis. Trees don’t solve algorithms in that sense, but they do solve problems in the sense that individual trees that fail die, and only the successful trees survive. But ecosystems do not necessarily record or communicate their evolutionary failures so that we can learn from them.

If “water” is money and “photosynthetic capacity” is a carbon constraint, then we have an analogy to the business operations of a company, building software as a service, to measure and model operational costs in a carbon constrained, cap-and-trade world. The oak trees are modeling this for us, and they are solving the problem in a particular way that has led to their longevity. Perhaps the right question to ask then, is what makes this particular solution so sustainable. Why does it work? Is there something about the oak’s solution to a least cost path analysis that succeeds? Has the tree accounted for the uncertainties associated with a varying carbon constraint in a way that business can learn from? How do we optimize our operations under an uncertain carbon regime in which the price of carbon might be volatile? Should we look to nature?