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The video above illustrates exactly how far away from any level of sustainability we are as a nation, as society, or any individual enterprise. The blatant waste that is inherent in the criminal acts detailed above illustrate the distance that must be traversed before the age of Information will show the legs necessary to make it through its second decade. Possible most disheartening is the very real knowledge that there is no solidarity from those with the most power to attempt corrective action. The fractured approach that is offered by companies seeking to gain social credit from within this society may result in improvement, but is bound to be held back as companies race for public favor by trying to appear greenest.
Often “Green IT” initiatives are spawned as supplementary support initiatives designed to achieve one of the two following goals.
- Improve public perception of the service provider
- Reduce the cost of support systems and infrastructure
While both of the above goals, in and of themselves, can have the effect of reducing environmental impact of any enterprise they do not represent a substantive reduction in the overall national or individual enterprise footprint left in the wake of what is essentially a socially motivated mode of consumption. For instance, will the knowledge that Company X has reduced its environmental impact by reducing its annual power consumption some percentage, an act that will ultimately improve the Company X’s public perception and reduce their annual energy bill, reduce their solid and toxic waste disposal footprint?
The above goals, which are appearing more often in many statements of Corporate Social Responsibility, regularly encounter additional challenge because they are secondary programs which are not tied to the framework of control motivating executive decision. If the company can reap the auxiliary benefits that are the result of these “green” goals then great, but largely any company’s central motivation is to improve return on any investment through traditional means. These traditional means, derivatives of Industrial era models, are largely exploitative and segmented. They, as a collection, represent a business ethic that is, at its core, not sustainable.
This cycle of consumption is difficult to break as is evidenced by the present state of US Auto Manufacturing. The business model behind the manufacture of future cars is designed to provide what the customer has asked for in the past. The customer tends to ask for more of what its already consumed. Reductions in environmental footprint are only realized when the company can make minor efficiency improvements to the support infrastructure responsible for producing the automobiles because they are bound by an institutional business ethic which prevents them from pursing true innovation.
Most of my adult life I’ve read news articles about this industry which said essentially the same thing over and over. American consumers are buying foreign cars because of their inherent efficiencies when compared to US models, the US auto makers then proclaim they’ve heard the consumer and will deliver, the next series of US models to hit the show room has invariably been the same automobile that they’ve sold for half a century. Again, the colossal failure these companies are facing today has been caused and exacerbated by their inability to evolve a sustainable business ethic.
The substance of this article is the following rudimentary proposal. It’s something that occurred to me today and which I haven’t really spent too much time considering, but I believe the principle may remain true despite its generality. Essentially it’s the proposal driven at first by considering the complete environmental and social impact and thus the total cost of integrated systems or enterprise. This consideration is critical when if the ultimate goal of the business is to become independently sustaining. The efficiencies of an independently sustained enterprise may result financial return or public social capital, but are not its central pursuit. These are passive benefits of a framework of control that is designed to be self sustaining within a predefined footprint.