A couple of years ago, I saw Jeffrey Hollender speak at a Vermont Businesses for Social Responsibility (VBSR) conference. Jeffrey was a co-founder (along with a guy named Alan Newman, who went on to create another Vermont brand, Magic Hat) of Seventh Generation, a company that makes “environmentally friendly” cleaning products and is a leader in the corporate social responsibility movement. Imagine an auditorium filled with a couple of hundred business people bent on being more socially responsible, and Jeffrey comes out with this: that he didn’t consider 7thG’s products to be good. Because there’s a big difference between “less bad” and “good”. He said that, “as much as I like Seventh Generation products–and I think they’re great–they are only ‘less bad’. All of our products create CO2 emissions, they create garbage, and they use natural resources. They’re better than our competitors, but they’re not good.”
He went on to say that it’s not enough to try to reduce the amount of damage we’re doing to the world—we need to renew and repair the damage that’s already been done, and to work towards positive change. I figure that if we’re all headed for hell in a handbasket (although personally I’ve never actually ridden in a handbasket), the only thing “less bad” will accomplish is to slow down the ride a little bit.
Physicians taking the Hippocratic Oath agree “to do no harm.” Green hotels reduce their negative environmental impact by conserving energy, composting and reusing sheets and towels. Seventh Generation works hard to formulate products with far less undesirable chemical byproducts. And while producing special events may seem a whole lot different than manufacturing laundry detergent or treating patients, Jeff’s point about going from “less bad” to “good” still applies.
Don’t get me wrong; sustainable measures aren’t just good–they’re a great idea. It’s fairly common practice to incorporate at least some sustainable practices into events these days and that’s definitely moving in the right direction, but we can do better than that. There are many opportunities to use The Power of Events to leave the world a little better place than before—and that’s good!