The Natural Step:An Executive Summary

Based on Seminar by Duke Castle, By Dave Gobeli

& Clay Dibrell

What is it? Strategic framework for a sustainable society TNS versus The Green Movement

– Green: reduce, reuse, recycle– TNS: balance of forces with measures & targets

Scientific Principles A Systems Perspective Includes Margin for Action Funnel

– Top: Decline in living systems– Bottom: Population x Affluence x Technology

Science Principles

Matter & energy cannot be destroyed– Law of Conservation

Matter & energy spread spontaneously– 2nd law of thermodynamics

Value of matter is concentration & structure– Molecular configuration

Green cells only net producer of concentration and structure– Photosynthesis

A Systems Perspective

Focused upstream Principles rather than details Shared framework and common language Unalterable system conditions

Four System Conditions

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

Decline in living systems– Decreases options– Increases costs

Increase in Demand– Population growth (long term driver?)– Affluence increase (equity as mediator?)– Technology cycles (longer life cycles?)

Example: Hot Lips Pizza

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

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

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

Kulongoski wants sustainability Sustainable Oregon Oregon Natural Step Network

Summary: Why TNS?

Concepts are scientific Offers a shared model Works with business, not against it Provides short and long terms gains Progress through innovation, no regulation