Annalea Krebs from Vancouver has started a very exciting new project called EthicalDeal that uses the power of group buying to help people get top quality, ethical and green goods at bargain prices. It’s a win for the businesses selling them and a win for those buying them.
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I just got back from leading a marketing workshop at a permaculture retreat in Alberta. This single video has done more for the awareness of permaculture in the world than just about anything else I know. It was responsible for many of the people at that training first hearing about permaculture. Why? Because – it tells an incredibly compelling story. Imagine if you could create a video so powerful about what it is that you do . . .
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Key Lessons from this video: Imagine you want to raise awareness about the toxins in our cleaning products. Here’s a provocative and funny example of how to do it.
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Perhaps the best resource on this is the Business Association for Local Living Economies (www.livingeconomies.org). Here’s how they put – see if this doesn’t resonate deeply with you:
A Local Living Economy ensures economic power resides locally, sustaining healthy community life and natural life, as well as long-term economic viability.
A Living Economy is guided by the following principles:
1. Living economy communities produce and exchange locally as many products needed by their citizens as they reasonably can, while reaching out to other communities to trade in those products they cannot reasonably produce at home. These communities value their unique character and encourage cultural exchange and cooperation.
2. Living economy public policies support decentralized ownership of businesses and farms, fair wages, taxes, and budget allocations, trade policies benefiting local economies, and stewardship of the natural environment.
3. Living economy consumers appreciate the benefits of buying from living economy businesses and, if necessary, are willing to pay a price premium to secure those personal and community benefits.
4. Living economy investors value businesses that are community stewards and as such accept a ‘living return‘ on their financial investments rather than a maximum return, recognizing the value derived from enjoying a healthy and vibrant community and sustainable global economy.
5. Living economy businesses are primarily independent and locally owned, and value the needs and interests of all stakeholders, while building long-term profitability.
6. They strive to:
- Source products from businesses with similar values, with a preference for local procurement
- Provide employees a healthy workplace with meaningful living wage jobs
- Offer customers personal service and useful safe, quality products
- Work with suppliers to establish a fair exchange
- Cooperate with other businesses in ways that balance their self-interest with their obligation to the community and future generations
- Use their business practices to support an inclusive and healthy community, and to protect our natural environment
- Yield a ‘living return’ to owners and investors
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“The solution to globalization is not to throw rocks at big businesses like Wal-Mart but to build the alternative,” says Shuman, author of Going Local: Creating Self-Reliant Communities in a Global Age.
The “alternative” that Shuman is talking about includes not just businesses that are planted on Main Street but entire economies that are locally based. “The more times a dollar circulates in my community, the more jobs, income, and wealth there is in my community,” says Shuman.
And if that well-worn dollar must go elsewhere, let it go to another locally owned business, not to a global corporation. Local business people are as threatened by giant national and transnational industrial, financial, service, and retail corporations as working people are.
Part of the reason Shuman is so high on locally owned for-profits is that “Americans are unlikely to hitch their future to these unconventional corporate forms [cooperatives, non-profits, and public enterprises]… The nation’s ideological commitment to private property and the profit motive, reinforced by the mythology of the rugged individual, are too deeply etched into our collective psyche.” (p.99).
Or ask David Korten puts it,
“The human future depends on moving beyond the self-limiting and ultimately self-destructive ways of Empire to become a new Era of Community in which life is the defining cultural value, cooperation and partnership are society’s organizing principles, and networking is the predominant organizational form.
The culture and institutions of the global suicide economy must be replaced by the culture and institutions of a planetary system of living economies that mimics the behavior of healthy living organisms and ecosystems.
Living Economies. A living economy is comprised of fair-profit [in contrast to profit maximizing] and not-for-profit living enterprises that are place-based, human-scale, stakeholder-owned, democratically accountable, and life serving.
In contrast to the publicly-traded, limited-liability corporation, which is best described as a pool of money dedicated to its self-replication, living enterprises function as communities of people engaged in the business of creating just, sustainable, and fulfilling livelihoods for themselves while contributing to the economic health and prosperity of the community.
Millions of such living enterprises already exist throughout the world. Many have been around for generations. Many people already have a preference for patronizing such enterprises.
Although the foundation of a planetary system of living economies already exists, it remains for these enterprises to recognize and value the potentials they embody and to consciously advance the formation of living economies by growing new webs of relationships among themselves as they walk away from the pathological culture and institutions of the suicide economy.
As living economies become established and recognized as viable and attractive alternatives to collective suicide, they will become a favored choice — of the culturally conscious for employment, shopping and investment — attracting ever more life energy away from the suicide economy and to themselves.
The process will accelerate as living economies offer an increasing and ever more visible variety of viable, beneficial options. Ultimately, the culture and institutions of economic pathology will give way to those of economic health.
The Era of Community is the opposite of the them/us mentality of the Empire Era, with qualities of oneness, sharing, caring, and non-violence – what Martin Luther King called “the Beloved Community.” Creating an economic system, which models these qualities, a “Living Economy,” that will provide an alternative to the Suicide Economy of the Empire Era is a challenge for today’s entrepreneurs.
The new movement is not about maximizing profits, but about maximizing relationships. Rather than striving for continuous growth, national branding and centralized control, new models are scaled to build authentic and meaningful relationships, which add to the quality of life in our local communities and natural environment.”
In short, to quote Judy Wicks . . .
People want fair trade not “Free” trade, alternative education that nurtures the whole child, not just reading, writing and “rithmetic”, a maximization of relationships, not of profits; honesty and transparency, not more lies, hype and manipulation; naturalness, not pretense; the growth of consciousness and creativity, not brands and market share; democracy and decentralized ownership, not concentrated wealth; a living return, not the highest return; a living wage, not the minimum wage; a fair price, not the lowest price; sharing, not hoarding; simplicity, not luxury; life-serving, not self-serving; partnership, not domination; cooperation, not competition; win-win exchange, not win-lose exploitation; family farms, not factory farms; biodiversity, not monocrops; cultural diversity, not monoculture; creativity, not conformity; slow food, not fast food; our bucks, not Starbucks; our mart, not Wal-Mart; a love of life, not a love of money.
We’re tired of seeing this suicide economy steal by enslaving people to produce chocolate, by destroying the environment and thus stealing people’s ability to live there, by stealing the clean air, water and land we rely on to live. In short – stealing our very future.
If you’re on this call, you probably agree with me that each particular place has its own gift. What’s appropriate in one place will not be in another. This green business movement must be about the redistribution of wealth and power. That’s part of why I do almost all of my events on a pay what you can basis.
The only way we can survive is to bring our energy, money and attention back home – to localize again. I think this movement (in its many forms) is one of the most important movements of our times.
And I think we’re seeing what Paul Hawken, author of Natural Capitalism, describes as a sort of third generation of conscious business. Each generation has had a fundamentally different orientation towards its relationship to the rest of the world.
The first generation was all about Containment: You saw it in the Bophal chemical disaster, the Chernobyl nuclear disaster and in the Exxon oil spill. There was this sense that harm is inevitable. It’s the cost of doing business. It’s just ‘collateral damage.’
The second generation focused on Enhancement: there became a sense that, “it could be better, business could do good”. People began to say, “Okay, if it meets the business case, if it makes good money we’ll do it.” Harm was no longer seen as inevitable. It could be prevented if it convenient and profitable to do so.
But he suggests that there’s the beginning of a third generation focused on Transformation: there’s a growing sense that it’s no longer good enough to ‘do no harm’. We’re seeing a fundamental shift from single to multiple bottom lines. Profit is no longer King to many businesses.
So, we’re in an interesting time really. On one hand we see this incredible growth in organic food but, in reality, only 0.4% of U.S. farmland is dedicated to organics. Fair trade coffee seems to be showing up everywhere – but it’s only 2% of the market. The conscious economy is growing fast but it’s nowhere close to where we need to be.
Psst . . . here’s a secret you already know . . . there’s more than ONE economy.
The way “out of the game” is to realize that there’s another one game in town. Margaret Thatcher justified her ridiculous policies by saying “There Is No Alternative”.
Bull.
I suggest that there are actually TWO economies: The Suicide Economy and the Conscious Economy. The first is on its way out (never was sustainable anyway) and the second is one its way in.
1) The Suicide Economy – this would be the big thing destroying the planet we’re all trying so hard to ignore. It is fast paced, globalized and highly competitive. Much like Frankenstein it is our own creation that will likely kills us.
2) The Conscious Economy – This economy is slower paced, localized and highly cooperative. It’s not about maximizing profits, but maximizing relationships.
The answer – for you and for all of us – is NOT to find ways to become more successful in the current Suicide Economy. It is to find ways to shift, personally and collectively to the Conscious Economy – to Local Living Economies.
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(This blog post is a compilation of the writings of David C. Korten, Victor Bremsen and Judy Wicks).
David Korten: Having reached the limits of an Era of Empire, humanity is compelled to accept responsibility for the consequences of its presence on a finite planet, make a conscious collective choice to leave behind the excesses of its adolescence, and take the step to species maturity. It is the most exciting moment of opportunity in the history of the species.
The Era of Empire embraced competition and domination as its organizing principles, hierarchy as its favored organizational form, and ultimately chose money as its defining value.
The Empire Era created a them/us mentality that justified exploitation, slavery, and genocide, and glorified domination over other peoples and nature.
It has led to the emergence of a global suicide economy — otherwise known as the corporate global economy — that is rapidly destroying the social and environmental foundations of its own existence and threatening the survival of the human species. It is the Era’s final stage.
The global corporations that are the ruling institutions of the suicide economy are required by law, structure, and the imperatives of global finance to maximize financial returns to absentee owners without regard to the consequences for people or planet.
In short, they are programmed to behave like cancers that seek their own unlimited growth without regard to the consequences.
As these pathological institutions have consolidated their power, the imperatives of global finance have come to dominate the economic, political, and cultural lives of people, communities, and nations everywhere.
* * *
Victor Bremson (Retired Management Consultant and Business Turn Around Specialist):
For example: over the last 40 years, North America has rapidly moved from downtown “main street” economies populated by local independent businesses devoted to serving community needs to a global “Wall Street” economy dominated by huge predatory discount chains located in the middle of vast parking lots seeking to extract the maximum profit from local consumers in the shortest possible time.
With household names like Wal-Mart, Home Depot, Costco and many others, these chains mimic the behavior of predator species characteristic of immature ecosystems.
In simple terms, they destroy all other competing businesses in their path. Our financial economy specialists proclaim how wonderful their increase in market share is, without taking into effect the damage done to our communities.
Owned primarily by investors without a stake in the local community, these “predators” force community based competitors out of business by pricing very low, sometimes even below cost.
They accomplish this partially by making their suppliers dependent on them and then constantly squeeze them for greater margin.
In the short-run, predator chains keep consumers happy with lower prices and small investors with attractive returns on investment. The substantial costs to the community are less visible, but become ever more substantial over time.
These costs include loss of entrepreneurial class local business, losses of higher paid jobs, loss of environmental standards, increased need for automobile usage and loss of support for building community infrastructure.
* * *
Judy Wicks, White Dog Café:
The movement for socially responsible business is changing.
- Many, if not most, of our model companies who began the movement and taught us so much, have been or are being sold to large businesses which continue to grow larger and larger (e.g. when Unilever — with hundreds of brands — bought Ben & Jerry’s Homemade Ice Cream Inc., in April 2000. But the movement certainly had the breath knocked out of it. The Vermont company that had served as a model of fairness to workers and an advocate for the environment had been absorbed into the sort of entity that Wicks and her ilk had been fighting: multinational behemoths that in their view transfer wealth out of local communities).
- Since the early 1970s, decisions by corporations to move operations to another state or abroad have cost US workers and communities some 75 million jobs. Most of these jobs were in the better paid manufacturing sector, with the bulk of the remaining jobs lost being backroom operations that support service and retail firms.
- Capital mobility is thus a major reason why 80% of US households have seen their incomes stagnate or decline over this same period.
Non-profits have serious impediments to being efficient producers of goods or services: more hands-on boards that occupy inordinate staff time; legal barriers to accumulating assets and hence collateral for financing expansion; social missions that often compel them to pay more for unproductive workers than private firms would, and high turnover of the most productive staff.
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An interview with Joshua Myrvaagnes where Tad Hargrave speaks about the web of life needed to make a sustainable world.
Joshua: I’m very excited about this interview. I’m speaking with Tad Hargrave, a green marketer and personal hero. He is one of the major people to inspire me to start InspiringWebCopy, and he generously agreed to be interviewed for Inspiring Newsletter.
JOSH: Tad, you’re “the marketer who works with hippies.” Are you a hippie? What was your journey, were you a “hippie” first or a marketer first?
TAD: A mix. I went to a Waldorf school, was raised with politically progressive values, and environmentally conscious. Then in high school I read Anthony Robbins and got really into that—seminars on personal growth, New Age, Steven Covey—and they are pretty capitalist, on the more progressive end of the suicide economy but still a part of it. Even the idea [in Tony Robbins] that you need to be always growing, that you are either growing or dying, that dying is bad, is a part of that I feel is problematic in personal growth. The perspectives around money are capitalist. I led Tony Robbins seminars and was really into that.
At the same time, I went to a YES! Camp in Oregon – Tony Robbins is really yang, and then I was at this YES! Camp which is really yin, and it was bugging me. I wanted to say “stop whining and telling stories and making excuses”. But I felt changed, and loved. And it made me question my whole world-view really deeply.
I spent a few years doing both. I’d say to campers, “I’m a capitalist, capitalism works, it’s just misunderstood.” But I started learning more about [the politics of] environmental issues. I was still in the leadership-within-the-system model, I led Tony Robbins seminars at schools to build school spirit, then spent time at YES I out grew that model started to think well, the system works, but there are some pretty big problems with it and that there need to be some major lifestyle changes.
In 1999 I started Youth Jams. I started having deeper conversations with more seasoned activists, some challenging conversations, about the IMF and WTO. I went to protests, I met anarchists. My politics shifted. I was no longer feeling that it was possible to make change within the system—now I believed the system is fucked.
And then I began to get the itch to train and facilitate things. At YES, it’s a very yin space, and I like to talk, to coach, to give advice. I was feeling bad about that, I thought I should be “holding space” more. But then I realized I didn’t have to make myself wrong about that—I like to train and facilitate. I had started a business at 18, leading the Tony Robbins workshops in high schools, and learned a lot about marketing (some of which I feel I’ve recently recovered from)—but a lot of it is very simple and commonsense. And I also began to realize that there’s a big difference between the local, mom-and-pop, green business and the multinational corporations. I thought, I’ll teach this stuff to green businesses.
I led my first green business workshop, and it was just awful. Three people showed up, it was just me pontificating and with only a few real life examples. One person left. Ugh.
Then they got better.
JOSH: How’d you learn about Stephen Covey?
TAD: In junior high school, on PBS. I was fascinated by this idea that natural law and princple could be the center of things, integrity. Leo Buscaglia was the first person I read, he had a book called Love. He was a teacher at UCLA and taught a class on it, how to be more loving, since there wasn’t any other class like that in the curriculum, and it was packed. There were assignments like go tell your parents you love them.
JOSH: What in your view is sustainability?
TAD: A sustainable world is something that can be sustained, and that means an entirely different way of living from what we see now. Way beyond “the green economy” I which I think is not sustainable. If we all did everything suggested in the Al Gore movie, we’d have a %21 reduction in carbon emissions, that would not be enough. I see that we need to get away from a) nation states, with so many modern conflicts being started based on artificial borders (e.g Iraq, Israel, the USA, Canada), and b) cities, requiring importation of food: if you’ve outstripped the land’s capability to support you, that’s not sustainable. We must challenge the centralization of power.
A friend of mine recently went to a women’s empowerment group, and she spoke her vision, and that was be a billionaire. I’ll be a billionaire, imagine all the good things I could do with that money, she said. I looked at her and said, “Show me the way you’re going to make a billion dollars without exploiting the environment or people.” And is that the answer, putting greener people at the center of power? I don’t really think if Obama, or Edwards, or even Kucinich got in office that would solve everything.
Tolkien had it right. When Boromir wants to take the ring from Frodo, claiming he can protect them with the help of the ring, Frodo sees how the ring is already twisting Boromir. The only way is to destroy the ring, to destroy the power center—and recreate a web of life.
Martin Prechtel says in the modern world, if you want a knife you go to the store. In his village, you have to talk to spirits first, you have to get it out of the ground, you have to take everyone’s needs and opinions into account. It’s very easy to have a fast social movement and a revolution of white, male, land-owners if you all the think the same, but if you include women, people of color, nature and animals—then things need to slow down. This web of life is the real green economy. At the same time it’s true that the present green economy is bringing us some things that will help us get there, The Internet is horrible and violent, but does decentralize communication and power. We’re seeing a shift in energy production also, where individual’s homes have solar arrays that feed into the grid.
I believe the way of the indigenous is the only sustainable way.
JOSH: What can your clients—green businesspeople, holistic healers, mom-and-pop—do to be more sustainable, more indigenous?
TAD: I think the first thing is to have a new conception of wealth—the assumption of wealth is that it’s an individual thing, not a community thing. Even New Age books, while they b.s. that it’s really gratitude or health or relationships, talk about those things in a way that is really individual, I feel. One reason the green economy is crucial is in setting up the community—we’re seeing BALLE, living economies.org, growing tremendously.
The key word here is local. Meetings of people in circles are the most important thing I think now, not because it’s the most radical, but because community is formed. The entrepreneurs are so grateful to be learning about each other. Obviously there are ways to become greener and more sustainable and take more of a stand—that’s not what I teach but I think there are a lot of ways, from what they sell to where they source materials) but the main thing is the new organic not going to be ‘super organic’ it’s going to be local. I’ve started seeing “Don’t buy organic, GROW organic” bumper stickers. Business can focus not only on their own growth but focus on the growth of the local economy.
It’s about not seeing ourselves as isolated, but as part of the re-weaving of the economy as a different thing.
BALLE (Business Alliance for Local Living Economies is growing incredibly quickly, their conference sells out every year.
Also, people are starting to see that all the many issues — racism, sexism, classism, colonization, civilization, all are part of the same package. These words all describe who’s in the center and who’s not; white people, men, people with money, the colonizer, those who live in the city versus country; all have the common dynamic of centralizing power, and people need to stop taking it in the first place.
JOSH: What’s your spiritual stance, on the spectrum of materialist to “out-there”?
TAD: The animist philosophy resonates with me the most; I feel there are different levels of reality, and that if this world is extremely diverse the spirit world must diverse too. I haven’t had any direct experiences; I don’t feel qualified to comment. Some days I feel as though I can’t give a shit about spirituality but I do know thatempathy is really important. I see someone watching The Secret and then their friend goes through a tragedy, and the person who saw The Secret asks them “How did you create this? What are you learning from this?” without extending to them basic compassion for what they’re going through. I think the re-humanizing, re-“indigenizing” is important, not the fascination with bells and whistles of spirituality. Everyone wants big vision questions, and fireworks. No one in their past lives was the guy who shoveled shit. Everyone was King Arthur.
Recently I’ve been interested in Marshall Rosenberg’s Non-Violent Communication work.
I have seen at the rainbow gathering scene, while there are progressive elements, I’ll see very young people leading workshops, someone in their mid-twenties. I don’t see experience and groundedness. One workshop about “Spiritual Experiences” was just a guy talking about his various drug trips. A weird ego gets into it. Sort of a “who’s got the biggest spiritual dick?” thing. But then a lot of them will come to people like me to wrestle with what’s going on in their lives, and they seem to get nervous around me. They realize they need to get real about what things they’re doing to make money, the consequences of the development deal they’re a part of. They’ve rationalized these things to themselves and to other people around them, and now they feel they need to stop. They crave more of a human realness versus importance. People dealing with their issues—those conversations are so beautiful. But at a conference I went to recently people began to talk in New Age speak and I felt myself fly away, I just had to leave the room. They were not speaking from experience; they were wsying things to ‘sound’ loving and wise. I find myself getting bored or disgusted.
JOSH: What about holistic healing, if anything, contributes to sustainability?
TAD: Holistic practitioners are definitely important. They’re very connected to the whole green economy; the medical/pharmaceutical industry is horribly violent; alternatives are super-critical.
The healthiest thing, though, is community. There have been studies, one says that if you have a shitty relationship with your parents that’s a bigger factor in shortening life expectancy than smoking a pack of cigarettes a day. In terms of holistic practitioners I’m working with currently in helping them re-word their descriptions of what they offer] I see a common problem that they need to be conscious of what language they are dropping. Platitudes, New Age-speak, it’s true in any kind of business, but I think it’s especially a challenge for holistic healers. You’re talking about “raising your consciousness,” but what does that really mean?
JOSH: What projections do you tend to get, if any, from your clients?
TAD: I don’t get a lot. I’ve worked a lot to cut through and to name most of the pretenses that show up in this industry. But a lot of marketers are actively courting the projections and crafting the elaborate pretenses, wanting to be viewed as experts. As worthy and powerful. Deana Metzger writes that healing is a community event; and points out that, in many ways the whole doctor-patient relationship, the professional-patient relationship, is part of the problem. It struck me that in marketing this is true as well. If I make myself ‘seem’ like my time is scarce or a like I’m a genius, that can be a fun game, but at the same time. . . .I see a lot of holistic healers who don’t want to talk socially with their clients. It’s a mentality of professionalism and protecting oneself. But I also think it’s a way of them not needing to admit they human. They get to pretend that they’re all healed and enlightened by not dealing with people outside of their sessions. They get to keep it from being a real human relationship. There is a similar thing in marketers. Trying to keep a distance and seem to be very powerful.
One projection I do get is that I’m all about the green economy. I don’t talk about indigenous life in my workshops. People assume I’m all New Age-friendly and compact fluoreseents, maybe.
JOSH: What are you doing now?
TAD: esage.ca—Edmontonians Supporting a Green Economy, it’s about a local living economy, local business members meeting and community members meeting. We have had four or five meetings so far. There’s been lots of information gathering, meetings twice a month. Green business entrepreneurs and sustainability. We’ve had meetings about how to grow a business and meetings about how to grow a garden. Also about nuclear power and Sari, the exploitation of oil in Northern Alberta that is presently the largest oil deposit in North America and would be an extremely resource-intensive extraction process. We’re looking at meeting with the city and how to get people together around these topics.
JOSH: Thanks so much for your time and for sharing about your work and your visions.
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An article from Scott Cooney (author of Build a Green Small Business: Profitable Ways to Become an Ecopreneur (McGraw-Hill)). He hopes that someday the green economy will simply be referred to as…the economy.
While counterintuitive, a recession is actually a terrific time to start a business. Sure, credit is tight, and venture capital is definitely hard to come by, so startup ideas requiring large amounts of up-front capital are perhaps best left to the drawing board for the moment. But for many entrepreneurs with a dream, startup capital requirements are small, and other elements of the economic outlook are very favorable.
As far as timing, for most businesses, it simply takes time for their product, service, or brand to become recognized, trusted, and sought after. Estimates vary widely, but it is simply a truth that average customers have to see your product or company several times before they make a purchase. This makes a recession a great time to get your name out there while most other companies are cutting back and the competition for people’s attention is less. Your company will be in good shape when the economy rebounds.
So while recessions can be a good time, and historically have been a good time for businesses to get their start, this particular recession is a great time to start a green business. Here’s why . . .
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