sustainability

Adapting in Advance

“Adapt to that which you can’t prevent, prevent that to which you can’t adapt.” —Bill McKibben Back in January, we began a blog with this statement, pointing out that adaptation is the new imperative. We never knew just how close to home this would strike—not only for those of us who just experienced the Colorado […]

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Prevention and Adaptation

“We have to adapt to that which we can’t prevent, and prevent that to which we can’t adapt.”  — Bill McKibben For years, our efforts as cleantech and sustainability champions have focused on the latter half of this statement—preventing that to which we cannot adapt. But now—in the wake of Hurricane Sandy and countless other […]

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Is sustainability part of your mission?

We recently encountered this question on a discussion board: I was told sustainability is outside of our mission. How can that be? Our answer? It can’t be. Cleantech or not, sustainability is always part of your mission as a company. There are at least three business arguments for a focus on sustainability: 1. Cost Sooner […]

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5 Questions in 5 Minutes: Bryony Schwan

We find it fascinating to learn why people do what they do and think what they think. This month, we sought out the perspective of someone with an approach to innovation that differs from that of most cleantech engineers and scientists. We had a chat with Bryony Schwan, Executive Director of the Biomimicry 3.8 Institute.

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Green marketing is not sustainable.

“Green marketing” is a term thrown around with greater frequency every month, and yet its meaning is elusive. Saying you market “green” is like saying you market convenience, which many of us do. But we don’t call ourselves “convenience marketers” or attend “convenience marketing” conferences. We don’t have to, because convenience as a benefit is […]

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Compared to What?

Louis Rossetto, the founding editor of Wired magazine, famously said that “In the age of information overload, the ultimate luxury is meaning and context.” We’d take it a step farther and say that context is what creates meaning in the first place. Which is why we can’t for the life of us understand why so […]

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When we say cleantech innovators…

If you track the advertising, marketing, and PR industries, you may have noticed a trend: many firms now have what they call “cleantech” focus areas. But “cleantech” is variously defined, or not defined at all. It’s sometimes referred to as green technology, or “greentech,” which should not be confused with “greenwashing.” In the interest of […]

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