Transcript The Natural Step: An Executive Summary

The Natural Step:
An Executive Summary
Based on Seminar by Duke Castle,
By Dave Gobeli
&
Clay Dibrell
What is it?
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Strategic framework for a sustainable society
TNS versus The Green Movement
– Green: reduce, reuse, recycle
– TNS: balance of forces with measures & targets
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Scientific Principles
A Systems Perspective
Includes Margin for Action Funnel
– Top: Decline in living systems
– Bottom: Population x Affluence x Technology
Science Principles
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Matter & energy cannot be destroyed
– Law of Conservation
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Matter & energy spread spontaneously
– 2nd law of thermodynamics
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Value of matter is concentration & structure
– Molecular configuration
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Green cells only net producer of
concentration and structure
– Photosynthesis
A Systems Perspective
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Focused upstream
Principles rather than details
Shared framework and common language
Unalterable system conditions
Four System Conditions
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Substances from within Earth’s crust must not
systematically increase in nature.
Substances produced by society must not
systematically increase in nature.
The physical basis for the productivity and
diversity of nature must not be systematically
diminished.
We must use energy and other resources justly and
efficiently.
Margin for Action Funnel
Funnel Properties
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Decline in living systems
– Decreases options
– Increases costs
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Increase in Demand
– Population growth (long term driver?)
– Affluence increase (equity as mediator?)
– Technology cycles (longer life cycles?)
Example: Hot Lips Pizza
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Four Portland stores
Looked for distinctive market position
Cut electric bill 50%
Changed to seasonal menu
Benefits: financial, morale, satisfaction
Winner of several sustainability awards
Example: Collins Pine
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Forest products firm
History of sustainable forestry practices
First privately owned forest products company in
the United States to be comprehensively evaluated
and independently certified by the Forest
Stewardship Council (FSC)
Using TNS for all capital purchases
Trained 600 Klamath Falls Employees
Carbon Credits
Example: Electrolux
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Largest appliance maker in the world
Customer pressured them to save water
Added TNS to corporate strategy
Developed fuel cell powered vacuum
cleaner
Example: State of Oregon
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Kulongoski wants sustainability
Sustainable Oregon
Oregon Natural Step Network
Summary: Why TNS?
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Concepts are scientific
Offers a shared model
Works with business, not against it
Provides short and long terms gains
Progress through innovation, no regulation