Last Chapters

I love reading Dave Suzuki's Green Guide for the simple fact that it gives you information and outlets to find further information to change things in your personal life. The goal of zero waste is a time consuming one that requires attention to detail to read the tiny print on labels provided by major corporations being one example with the goal of seeing through the bought out term "environmentally friendly." The websites mentioned through out the book for further awareness are very helpful. He highlights simple ways to cut one's carbon footprint such as composting, reusing, repairing, and recycling, but is sure to make the connection that without government laws mandating these paths towards zero waste and major corporations leading by example, more people will not get on board. Leading perfectly into McDonough's sixth chapter using the Ford company as an example of reinventive thinking towards biomimcry methods.

The focus on one of America's major automobile assembly corporations changing the typical paradigm of "don't ask, don't tell" into an open, creative thinking zone in order to keep the employees best interests at heart while still making profits is a great example for many corporations that are feeling trapt by the pressures to escape economic downfall. If corporations are being bailed out by banks, creating more debt, it should be painfully obvious that new methods must be put underway and their employees may love them for it in the end. People, as living creatures desire sunlight, fresh air, and social interaction to feel good about their lives. In incorporating this in their new building, Ford is seeing positive feedback rolling in. Makes sense! I'm finally inspired by Cradle to Cradle instead of told that my personal contribution isn't enough. The dwelling into how corporations can change their methods by looking into what is making each product, not just the product itself and choosing other materials seems like a realistic step in the right direction. I'm thinking this book should be sent to every major corporation in the world.

This week I was particularly interested in Jim Motvalli's essay, Reinventing the Wheel. This essay talked about the partnership between consumer demand, government policy, and environmental concern as related to transportation. Motvalli proposes realistic alternatives to the unsustainable transportation practices in the U.S., which include driving oil-dependent vehicles, and spending more time on highways than any other country. He recognizes that Americans enjoy the privileges and conveniences that accompany owning personal vehicles, and he doesn't suggest that Americans can or should completely relinquish their dependence. He talks a lot about hybrid and hydrogen fuel cell cars. I believe he wrote this essay sometime around 2004 when giant SUVs like Hummers were extremely popular. Also, the hybrid and electric car movement was just beginning. In a matter of years, the popularity of more energy efficient cars has risen dramatically. All of the major car companies have now realized that cars that are better for the environment are better for business. Ultimately, the U.S. is a capitalist society and consumers can drive better business practices because for many companies it is all about the bottom line: profit.

Educated consumers can make choices to buy more sustainable products, whether it be cars or light bulbs. This will create competition for companies to make more sustainable products to put in the market. I think it is important to note the example of the fabric company that McDonough and Braungart consulted to make more sustainable products. Not only did they end up with a nearly wasteless product that did not pollute the environment, the company ended up making more profit while having healthier, happier workers that did not have to work in toxic conditions. I hope that more and more companies realize that designing more sustainable products can profit them economically as well as benefit their employees and the environment. I also hope that consumers continue to make smart choices about what they buy, because I think that is the first step that will cause companies to change their practices. Eventually companies may make sustainable choices for more than economic reasons, but for now let's do our part as consumers to start the ball rolling.

"Natural Capitalism"

"Natural Capitalism" as a middle ground sounds great. Being environmentally conscious doesn't mean going back to living like cave men. Personally that is an extreme my mind immediately jumps to. Adapting some minimalist tendencies may do us all some good, but using the awesome knowledge we posses to creatively design ways to enforce a new industrial revolution leading to a more sustainable future is positively inspiring! Products of everyday life that are produced by companies with a zero waste operation that enhance not only the lives of us humans, but the lives of the creatures in our environment that are being "annihilated." This task can sound very daunting considering the sacrifices that may have to be made in order to pull it off, but Paul Hawken gives me hope. "'How many of you spend too much time with your children or know someone who does?' Nobody raised a hand." The proof that our communities and families even have lost their connection to one another is depicted in this question. An overall theme I have taken from the reading pushing everything else aside is: appreciating and forming better connections w/ each other and looking at long term benefits are key to changing the paradigm of American culture today. I'd say that's happening with many organizations globally right now.

As far as Amory Lovins and Hunter Lovins (amazingly appropriate last names) claim on the "capitalism" we quote today not being true capitalism, I am of totally ignorance. I guess over the years I've just coupled my pessimistic thoughts (ahem, realism some would say) of this culture w/ the term, putting a western spin on it. Financial Capitalism: An economic system based on a free market, open competition, profit motive and private ownership of the means of production. Capitalism encourages private investment and business, compared to a government-controlled economy. Investors in these private companies (i.e. shareholders) also own the firms and are known as capitalists. Ah! Now that that is clear, the Lovins have a point.

The most shocking revelation for me during the last part of this reading came w/ Jim Motavalli's dwelling into Hydrogen energy for new methods of transportation and such. Last I knew, Hydrogen wasn't a sustainable alternative to oil because it is produced from coal and nuclear energy, which are frowned upon now, and storing it is somewhat apprehensive. Reading it can be cultivated from wind and solar recyclable energies as well was exciting! The fuel-cell working as a battery lasting obscenely long gives a stepping stone to a non oil dependent method of transportation. If the experts can expand on this and major corporations start pushing it in our faces there may be big changes in our lifetime!

Paul Hawken Inspires

Save the Environment, Drive an S Class!

When one thinks of excellent fuel economy and ultra low emissions, the Mercedes-Benz S Class is a vehicle that rarely comes to mind. Until now. The S Class is Mercedes largest four door sedan. The S Class usually comes equipped with V-8 or V-12 engines in the American market. Mercedes engineers have been developing hybrid and hydrogen vehicles for years and are now able to offer their first hybrid model in the United States. The S400 BlueHybrid is powered by a 3.5 liter gasoline V-6 engine and a 15 kilowatt electric motor. The S400 BlueHybrid is the first production hybrid vehicle in the world that utilizes a lithium ion battery. The estimated average fuel economy for the S400 BlueHybrid is 30 miles per gallon . In comparison, the twin turbo v-12 gasoline powered S600 achieves an average 13 miles per gallon.

Conventional hybrids leave much to be desired in regards to luxury. The S400 BlueHybrid is available with heated, ventilated, and massaging seats front and rear, keyless go, night vision with pedestrian detection, automatic high beam headlight control, voice activated satellite navigation, digital surround sound stereo, radar controlled cruise control, 3 television screens, adaptive air suspension, blind spot detection, and the list goes on.

The S Class is a vehicle that is used by CEO's, world leaders, and wealthy people all over the world. If these people start living by example, the rest of the world is sure to take notice. For most people purchasing an S Class, the cost is of little concern. However, it is encouraging to see that the S400 BlueHybrid is the least expensive S Class model offered in the United States. The S400 BlueHybrid is also exempt from the S Class' usual Federal Gas Guzzler Tax. People will be more apt to make environmentally friendly decisions when they are also economically beneficial. I guess you can have your cake and eat it too.