The forest is crying

The forest is crying

Fighting deforestation in the Congo Basin by giving voice to indigenous people

Samuel Nnah Ndobe Indigenous hunter-gatherers of the Congo Basin in Central Africa rely on the rainforest for their livelihood.


“One does not sell the earth upon which the people walk.”

The quote is attributed to Crazy Horse in the late 19th century, as he fought to keep the federal government off the land his Sioux ancestors had been living in for generations. A war that centuries of indigenous populations across the globe before and after him have fought, both violently and more often peacefully, from myriad Native American tribes to the people of the Amazon rainforest to the hill tribes in South-East Asia to hunter-gatherer tribes in Africa. Yes, Africa.

Although many consider everyone in Africa to be indigenous with the same ethnicity as their pre-colonial ancestors, there are groups of hunter-gatherers deep in the rainforests of the Congo Basin who are marginalized and underrepresented because of their way of life.

“In Africa, you’ll find pygmies, as they are called in the literature, and these are the original inhabitants of the forest,” says Samuel Nnah Ndobe, an environmentalist working with the hunter-gatherer Baka populations in his native Cameroon and throughout Central Africa. “They have stayed strong to their culture for ages. They’ve remained attached to the forest for ages.”

And it’s these people that are largely feeling the effects of environmental degradation that is a result of international companies’ operations in the Congo Basin. With a degree in agriculture engineering, Ndobe collaborates with community and grassroots organizations to document what’s happening in the region, i.e., deforestation, mining and wildlife poaching, while also working with local governments and international NGOs on forest issues, specifically “ensuring there is forest governance,” he says via Skype from Yaounde. “Ensuring the rights of the people who live in the forest are respected.”

As part of that work, Ndobe has been a volunteer advisor for the Boulder-based nonprofitGlobal Greengrants Fund for the last decade, helping to connect grassroots organizations and activists on the ground in Central Africa with small grants to fund their efforts.

Samuel Nnah Ndobe in the forests of Cameroon he is working tirelessly to protect. Samuel Nnah Ndobe
Samuel Nnah Ndobe in the forests of Cameroon he is working tirelessly to protect.

“He’s an extremely passionate environmentalist and at the same time a really dedicated scholar,” says Terry Odendahl, the executive director at Global Greengrants Fund. “We really value local knowledge… and we know that he knows what’s going on in Central Africa. There’s no way that from Boulder we can have the depth of understanding of environmental and human rights in the region.”

Assuredly, the situation of the Baka people is complicated. Indigenous people make up an estimated 1 percent of the population in Cameroon, but it’s difficult to obtain precise numbers as the groups are largely nomadic and they have never been adequately represented during censuses. Needless to say, they don’t hold much sway when it comes to setting both conservation and economic policy.

As with most colonized countries, the current governmental and legal structures in Cameroon and elsewhere in Africa are adapted from European culture and don’t recognize the rights of indigenous people, nor do they require or even leave room for adequate consultation with the communities still living in the forest. “The pygmies are not recognized. Their whole mode of life is not recognized by the bureaucrats, by central government. Their land rights aren’t recognized,” Ndobe says. “All the land belongs to the state, but who is the state? The state are people sitting in Yaounde, in the capitals, who don’t know the issues that are happening on the ground.”

Furthermore, the indigenous people don’t see the land as something to own but rather a partner in survival, a resource to be used symbiotically but not abused.

“They don’t want to possess [the land],” Ndobe says, “but they want to have access. I was talking to [an older pygmy man] and he said, ‘The forest is crying because of the number of ancient souls that you find there. It is no longer our forest, it has become the forest of orders because we don’t have access.’”

Ndobe first became interested in the indigenous people while working on his final paper for a degree in agricultural economy. “This took me deep into the forests where I was so disappointed by the level of discrimination these people were going through,” he says. “I’ve been very passionate about the issue because of the injustice — the social, the environmental injustices — that I experienced.”

Ndobe is no stranger to discrimination. Present day Cameroon was colonized by both the French and the British, with roughly 20 percent of the population identifying as Anglophone compared to the majority francophone population. Although the two populations remained more or less autonomous for the first decade after independence, the 1972 constitution united the two populations and Ndobe says the Anglophones, like himself, were widely discriminated against.

After spending time with the hunter-gatherers, he started working on forest issues with the Center for Environment and Development and quickly realized that perhaps the largest threat to the Baka people is the ongoing deforestation across the Congo Basin that threatens the very existence of these tribes who depend on biodiversity for their survival.

Industrial logging has been the largest contributor to deforestation in the tropical forests of Central Africa, threatening the culture of the indigenous people who live there. Samuel Nnah Ndobe
Industrial logging has been the largest contributor to deforestation in the tropical forests of Central Africa, threatening the culture of the indigenous people who live there.

Ndobe says the level of deforestation in the Congo Basin is low when compared to the larger Amazon rainforest, but his country is the most deforested in the region, and Ndobe expects it to escalate in the near future. Industrial logging is the historic cause of deforestation. As the industry searches out rare wood, forest is fragmented, which makes way for poachers and others to come by road and hunt wildlife, limiting the availability of food for the indigenous people due to national hunting quotas.

Plus, as the area is further fragmented and degraded, the government allows agriculture and other industrial uses on the land. But as the indigenous people are given more of a voice, the deforestation can be curbed. Recently, activists saw a huge victory as the government of Cameroon significantly reduced the size of proposed oil palm operation by New York-based Herakles Farms. The company had plans to turn 170,000 acres into the country’s largest oil palm plantation when it began operations in Cameroon in 2009. With funding from the Global Greengrants Fund and help from Ndobe, local activist Nasako Besingi and his grassroots organization, the Struggle to Economize Future Environment, was able to draw the attention of large environmental players.

“The small grant that we could give made his voice heard to the big environment groups like Greenpeace…” Ndobe says. Greenpeace then launched a huge investigation into Herakles Farms, which drew the attention of the president of Cameroon, who in turn reduced Herakles’ lease to 20,000 acres while increasing rent 1,400 percent.

Ndobe has also been very active in documenting the Chad-Cameroon Pipeline Project, which was funded by International Finance Group and the World Bank as a new paradigm for sustainable development with environmental and social regulations attached. Although Ndobe fundamentally disagrees with the pipeline model of development and has been outspoken about the project from the very beginning, he is using the international regulations to push for national reform.

“We are building capacity for communities and groups to understand how the international financial institutions function and how they can use their compliance mechanisms to make their voices heard,” Ndobe says.

Indigenous women in Penzele, Democratic Republic of the Congo, reflecting on how to use hi-tech GPS systems to map their lands. Samuel Nnah Ndobe
Indigenous women in Penzele, Democratic Republic of the Congo, reflecting on how to use hi-tech GPS systems to map their lands.

“International policies, in principle, inform the national policies,” he continues. “And the national policies should reflect what is happening on the ground. So, if people don’t raise their voices, if we don’t document what is happening, then it becomes very, very difficult for national policies to shift international policies.”

And this is where the situation in Cameroon adds to the global environmental conversation. The issues surrounding the indigenous people in the Congo Basin rainforest are similar to problems happening in other countries, and through his work with Global Greengrants, Ndobe is able to share the challenges and successes of his work with others outside his region.

“The governments [in Central Africa] aren’t doing any thing to understand their culture and propose development scenarios that are adapted to these people’s culture,” he says. “Which I think this is a problem happening all over the world.”

On the agenda: Protecting Africa’s Last Rainforests: A Google Hangout Q&A with Samuel Nnah Ndobe. 12:30 p.m Tuesday, Feb. 22.

日本における木材・木材製品の合法性、持続可能性の証明

日本における木材・木材製品の合法性、持続可能性の証明制度には様々な課題があり、これまでの運用の調査および制度の見直しが必要であることをトラフィックの新たな報告書が示した。

                                 

 http://www.trafficj.org/publication/15_Goho-wood_legality_and_sustainability_in_Japan.pdf

纸张的未来 The Future of Paper

我们每天都在使用大量的纸张,但是使用是否意味着合理?纸张的背后又有哪些意义呢?纸张与我们的环境和人类的未来有着怎样的联系呢?这是一段呼吁人们关注纸张和气候变化的小视频。

优酷地址:

http://v.youku.com/v_show/id_XMTM4MTU3ODMyNA==.html?from=s1.8-1-1.2

 Mapping Pulp Mill Expansion – Risks and Recommendations

On the Civil Society Alternative Programme (CSAP) of the 14th FAO World Forestry Congress (WFC), held 7 11th Septemberin Durban, South Africa, the European Environmental Paper Network(EEPN) introduced its new report Mapping Pulp Mill Expansion -Risks and Recommendations to the civil society and representatives of the FAO and WFC.

Global paper consumption and production has been growing at a steady rate for decades. It has quadrupled since 1960 and is expected to keep growing. EEPN analyzed the upcoming virgin wood fibre pulp mills 
and their possible impacts on surrounding forests and landuse, by overlapping with maps of intact forests, of ongoing and upcoming deforestation and of sensitive habitats.

The report:

· reflects a rising global demand for pulp and paper in the future, points out the inequitable access to paper and the need for reducing paper consumption in industrialized countries.

· provides a general overview of each region of the world where new pulp mills are expected or under construction, and includes maps visualizing their general proximity to identified deforestation fronts and intact forest landscapes.

· shows that current pulp and paper production is concentrated in Asia, North America and North and Western Europe, while most of the future pulp production capacity increase is expected to take place in Asia, Russia and South America.

· points out possible impacts and potential risks of increased demand for forest resources in the vicinity of new pulp and paper projects on endangered habitats, environment and local communities.

· provides recommendations for producers, investors, policy makers and large volume paper buyers or retailers who are concerned about climate and deforestation risks.

The recommendations are an application of an international conservation community consensus for social and environmental transformation in the pulp and paper industry detailed in EPN’s Global Paper Vision. With these recommendations the international coalition of NGOs of EPN intends to provide measures and steps for implementing responsible and sustainable paper production, investment and purchasing.

As the 14th World Forestry Congress aims to build a new vision with a new way of thinking and acting for the future of forests and forestry in sustainable development at all levels, EPN’s hope is that this new report is a contribution to meet these goals, and it calls FAO to adopt a set of goals as ambitious as the recommendations presented by the civil society’s organizations.

EPN is also calling financial institutions to adopt investment policies which ensure that their lending and investments do not cause further deforestation or lead to disputes with indigenous peoples and local communities, adopting effective environmental and social due diligence procedures and covenants included in contracts, binding the client to comply with the bank’s sustainability requirements.

The full report or a 4 page summary can be downloaded here: http://www.environmentalpaper.eu/2015/09/08/eepn-report-mapping-pulp-mill-expansion or http://www.environmentalpaper.cn/uploadfile/2015/0929/20150929043244366.pdf

十家龙头企业郑重响应“中国纸制品可持续发展倡议”

9月10日,上海——十家龙头企业郑重响应“中国纸制品可持续发展倡议” (CSPA)。该倡议世界自然基金会(WWF)与中国林业产业联合会共同发起,旨在通过多方共同努力,持续增加可持续纸制品的市场需求与供应,共同推动中国纸制品的生产和消费实现可持续发展。
 
首批响应中国纸制品可持续发展倡议的企业涵盖了中国纸与纸浆行业的全产业链上的10家本土及国际企业,包括中国最大的国营纸企中国纸业,最大的民营纸企太阳纸业,还包括金佰利、国际纸业、芬欧汇川、斯道拉恩索、Fibria,以及惠普、富士施乐、宜家这样的国际知名企业。
 
作为世界最大的产业之一,纸与纸浆产业有着巨大的机会来积极的促进全球的森林资源健康发展。中国作为世界第二大经济体,在过去的十年中,实现了纸制品产量的双倍增长,使得包括木材和纸制品在内的消费和生产种类越来越多样化,一跃成为世界上最大的纸制品生产和消费国。但是国内木材短缺和全球森林破坏严重的现状制约着中国纸与纸浆的可持续发展,中国纸制品市场转型迫在眉睫。只有负责任的采购和可持续的森林经营和管理,才能持续稳定地满足其日益增长的纤维原料需求。
 
倡议要求成员企业通过一系列措施来生产和购买负责任纸制品,以快速提高认证和再生纸制品的供应和需求。这些措施包括:以溯源的供应链管理来减少非法来源纤维;以负责任的森林管理来实现森林保护;通过推动消费者对认证和再生纸制品消费意识的提升,来激励消费者和厂商对获得可信认证纤维和再生纸制品的需求和供给;通过平台的作用在全球范围内扩大中国负责任纸制品的市场需求。因此,响应该倡议,是企业向全社会展示负责任的企业发展战略的有效方式。
 
中国林业产业联合会秘书长王满说:“企业响应该倡议,是对全球可持续发展的一种承诺和担当,也必将会使企业发展具有持续的动力。我们愿意联合社会各界,为中国企业走上这样一条可持续发展道路提供更好的政策和市场条件。”
 
WWF将联合政府部门、行业协会和龙头企业,为更多的企业提供能力培训、案例考察等支持,推动相关规范的落实,开展全国性的公众可持续消费宣传活动,提高消费者意识,不断扩大可持续纸制品在中国的市场需求。
 
WWF中国执行项目总监李琳博士表示:“WWF在中国发起这一纸制品行业的可持续倡议,以推动中国市场认证和再生纸制品的供应和需求在整个行业的全面增加,并期望通过这种模式,带动中国更多行业的可持续市场转型。”
 
在中国,WWF通过市场转型项目,先后推动成立“全球森林贸易网络中国网络”、“中国零售业可持续发展圆桌”等可持续的行业平台,通过举办“绿色可持续消费宣传周”等公众活动,推动中国企业和消费者可持续消费意识的提升。

文章来源:http://www.wwfchina.org/pressdetail.php?id=1635

演讲预告:为什么出版社CEO也要会编程?

Karen Christensen will ask “Should a CEO Write Code?” at the Beijing Book Fair on Friday. We’d love to know what you think!

Karen Christensen, picture from berkshirepublishing.com

     When I was growing up in the Silicon Valley, I never imagined that I’d be so interested in technology or speaking at the International Digital Publishing Forum. I loved books and literature, not computers. But here I am, about to ask “Should a CEO write code?” on Friday, 28 August, at the Beijing Book Fair.
I’ve gradually come to understand that we can’t separate editorial and technology departments if we want to develop a truly 21st-century industry, and that technology can enable us to share knowledge and ideas, enhance communities, and provide entertainment in a myriad of new ways. I believe that we all need to become more technically literate, whether we’re in the boardroom or working on manuscripts. I’ve made a habit of trying new programs myself, so that I understand their potential – and their pitfalls.

 
If you’ll be in Beijing, please join us! If you have views on this subject or stories to share, please do drop me a line. I’ll be posting updates at the Berkshire Blog and writing a feature article on the subject, too, thanks to the great input I’ve already had from many of my publishing colleagues.

All good wishes, Karen.

Karen Christensen
Berkshire Blog: www.berkshirepublishing.com/blog 

Friday 28 August 2015, 14.55-15.20 讲题目:为什么出版社CEO也要会编程”—论对出版从业人员进行数字教育的重要性 “Should a CEO Write Code?” IDPF@BIBF Crowne Plaza Beijing International Airport, Banquet Hall 2 on the second floor. Full program and registration: http://idpf.org/news/idpf-at-beijing-international-book-fair-2015-0.

Karen Christensen is the Chief Executive Officer and founder of Berkshire Publishing Group, which is known for its range of China-related academic resources. Berkshire created the award-winning Encyclopedia of Modern Asia (Scribners), the Berkshire Encyclopedia of China (Berkshire), and the Berkshire Dictionary of Chinese Biography (Berkshire/OUP).

Karen Christensen comes from the Silicon Valley in California and was educated in the UK. She began her career at Blackwell Science in London and also worked for the T. S. Eliot Estate and Faber & Faber. She returned to the United States in 1992 and started her own company, specializing in sustainable development, world history, international relations, and Asian studies. 

She has served on the board of the Software and Information Industry Association Content Division, and was a member of the Berkshire Hills Regional School Committee. She is a member of the National Committee on United States-China Relations and a trustee of the University of Pennsylvania Press. She frequently speaks and writes about publishing technology, intellectual property and copyright, and the book and ebook industry.

沈凯伦是宝库山出版集团总裁,该集团着重出版有关持续性发展的科学技术,世界历史,以及有关中国的历史、文化、语言等方面的书籍。沈凯伦曾在伦敦布莱克威尔科技出版公司就职。其供职单位还有包括费伯-费伯出版公司在内的一些文学出版社,以及欧洲的多个环保组织。她于1998年创立宝库山出版集团,并于2001年编纂《现代亚洲百科全书》之际,宝库山的六卷本《世界历史百科全书》,现正由上海三联书店译成中文。
 

沈女士亦涉足全球传媒业,曾担任美国软件与信息产业协会内容部的董事,她演讲过的平台包括全球信息产业峰会、在上海召开的网上社区大会、迪士尼赞助的数字大会、美国书展、电子内容之买卖大会、学术出版协会年会、查尔斯顿大会、菲耶所莱大会、以及美国历史协会的年会等等。她曾是伦敦的绿色数据中心会议主席。

文章链接:
http://us1.campaign-archive2.com/u=f02106ebaeb66b1fb28bf4adf&id=547962e4bc&e=de35c09c21

中国人对高档家具的需求正在破坏世界森林

     中国去年出台政策,禁止境内多地商业性伐木,但据《今日美国》5日报道,由于中国木材产品需求量大,很多伐木工人前往其他国家非法砍伐森林。

      7月,153名中国工人在缅甸最北部的克钦邦因非法伐木被判无期徒刑。克钦邦盛产柚木、红木、山毛榉才、乌木以及玫瑰木等珍贵木材。虽然缅甸政府上周已宣布释放这153名伐木工,但却不可能阻止中国公司在当地的采伐行为。这些公司在当地采伐10年有余,且多数属于非法行为。

      缅甸边界,云南瑞丽的一家家具厂门前堆满了木材

      在缅甸,柚木是受森林法保护的物种。2014年缅甸出台的木材出口禁令也禁止非法出口其他一些珍贵树种。然而每年都有成千上万棵柚木树及其他珍贵树种从缅甸运往中国东部地区,被制作成柚木地板或是红木桌椅等。

      在中国古代只有贵族才能使用红木,而现在它成为很多富豪尤其是暴发户的最爱,一件红木家具有可能价值100万美元甚至更多。

      除了缅甸,很多主要木材生产国也是中国木材市场的主要来源。2012年中国成为巴西最大的木材销售市场。2013年印度尼西亚非法砍伐木材有一半流入中国市场。2014年刚果有65%的木材出口到中国。柬埔寨的森林砍伐率居世界第三,其中85%的木材出口中国。此外,巴布亚新几内亚80%至90%的木材出口到中国。而莫桑比克更甚,90%以上的木材供给中国。

      中国何以对木材有如此大的需求?数据显示,由于建筑行业的发展和人均国内生产总值的大幅提高,越来越多的酒店、豪华公寓以及上层阶级消费者渴望使用木材家具产品,自2000年至2011年,中国的木材需求上升了300%。

      2014年中国出台禁令,禁止在黑龙江省、内蒙古自治区以及吉林省进行商业性砍伐。中国政府希望在2020年前将国内商业砍伐降低20%。

      但是,中国庞大的木材消费能力,导致大量在海外非法砍伐的木材进入国内。很多国家禁止进口非法采伐的木材及其加工品,如美国和加拿大。皇家国际事务研究所(查塔姆研究所)的霍尔认为出于保护加工工业产品出口的考虑,中国需确保进口木材为合法采伐。她说:“尽管中国已采取多种措施解决非法木材贸易的问题,如创建合法木材验证系统,然而这还仅仅是个开始。”

       类似阅读;http://home.163.com/15/0724/06/AV93NAIL00104J5U.html

 

New Leaf:一张纸的环保创新

  在绿色企业国度论坛上,公司创始人门德尔松向世界宣布了这种致力于减少碳排放的造纸理念

除了秉持环保理念,该公司所生产的纸张也因外观精美受到消费者的追捧

在旧金山的一个街边打印店里,一包像是被叶子一样紧紧包裹的打印纸吸引了当时正在斯坦福做研究的赵萌的注意。在这个打印纸的包装上,叶子的脉络清晰可见。出于好奇,他在网上查到New Leaf(新叶)这个牌子的环保纸价格并不比非环保纸贵多少。当有次他的朋友说要买打印纸时,他毫不犹豫地向其推荐了New Leaf。
其实,赵萌不算是铁杆环保主义者,“但这种环保纸如此物美价廉,何乐而不为呢?”他说。
在环保主义盛行的今天,赵萌只是众多有同样想法的消费者之一。是新的行业变革,让他们的选择变得简单。
一张“有内涵”的纸
其实,这种打印纸,不过是New Leaf 35条产品线上的产品之一。New Leaf是一家位于旧金山的造纸公司,创立于1998年。它的产品涵盖了学校用纸、办公用纸等多个领域,而每一个产品的包装说明上,都标明了成分和漂白工艺。
“这也许是北美最环保的纸。”New Leaf这样自我标榜。
New Leaf环境型纸张的成分中,包括了多达50%的“消费后剩余材料”,而含有100%“消费后剩余材料”的纸张,则被New Leaf定为“环境优异”型,这涵盖了他们众多的产品线。在美国的垃圾场里,能用作纸浆材料的“消费后剩余材料”含量高达废弃物的40%。但是,相比之下,一般的非环保纸既不会采用“消费后剩余材料”,也不会使用森林管理委员会(FSC)认证的、通过可持续方式获取的原木浆和其他植物浆,在New Leaf的定义里,那种纸张对环境是不友好的。
此外,在制造工艺上,New Leaf坚持使用清洁的化学漂白剂进行无氯漂白,而在传统的造纸行业里,含氯的漂白剂几乎必不可少。
众所周知,造纸行业是传统的污染大户,这在其纤维取材、纸张生产及运输分销三个环节上,都有体现。
传统的造纸行业,使用了世界上木材消耗量的三分之一,并且还在增加中。而用来造纸的纤维或浆料中,85%属于原生木浆。
New Leaf十分重视纸浆的“可持续发展程度”,它将纸浆材料按其环保顺序定义为四种:1.纸浆中含有高比例的“消费后剩余材料”;2.农作物残余物,例如谷物秆或玉米秆;3.尚未使用的纸废料,例如未出售的杂志、造纸厂的残次品等;4.最后是获得森林管理委员会(FSC)认证的、通过可持续方式获取的原木浆和其他植物浆。
使用“消费后剩余材料”来制造纸浆,可降低对于原生木材的依赖程度,同时,这些废弃物本身对环境就是具有破坏性的,将其回收有利于环境保护。
从生产方式看,今天大多数造纸厂仍沿袭19世纪的工作方式。例如,它们建在靠近木材原料、有充沛水源的地方,因为造纸过程需要耗费大量水、能源和原生木浆。运输方面也是高耗能的。周边的社会影响也不容小视,比如砍伐树木的工人和废纸回收工人的工作和生活条件问题,或是造纸过程中的环境和社会问题等。
解决众多顽症,根本手段是用创新再造这个行业。作为New Leaf这样的新进入者,不可避免地碰到了诸如进入门槛、专业能力等多种问题,而这些反过来看,正是New Leaf对产业链进行创新的机遇。
从头铺建创新绿脉
在斯科尔世界论坛(Skoll World Forum)上,New Leaf的创始人杰夫·门德尔松(Jeff Mendelsohn)公开表示,公司的目的就是要用商业运作去改变造纸业,“从成立的第一天起,我们的使命就是从根本上将这个行业改造成一个可持续发展的行业。”
New Leaf将其社会和环境价值,整合进每一条产品线和每一个商业关系中,并用独特的路径和创新的方法去实现这个独特的公司愿景。
“我们公司的目标不是去主宰整个行业,而是去改变,改变顾客期望、造纸厂设计和造纸技术。”门德尔松这样评价公司的愿景。
New Leaf的目标是它的每一种产品都能成为业内的最佳环保实践。这种技术上的环保彻底性是由New Leaf作为社会企业的理想和使命所决定的。但在市场上没有符合他们理念的产品,于是一切要他们从头做起,这就注定了他们作为“创新者”的姿态。
例如,它从一开始就采用能找到的最环保的原料,使用当时最环保的生产技术和流程。公司把大量的时间和精力用来寻找这些原料和钻研这些技术。
“New Leaf募集到的资金不多,事实上,我们创立的头十年靠的都是资金的自我募集,这使得我们不得不将精力集中在可持续发展中,并在没有大额研发费用的时候,集中精力进行产品创新。”门德尔松说。
作为社会创新的长期观察者,现任斯科沃(SKOLKOVO)新兴市场经济研究院研究员的赵萌博士和牛津大学赛义德商学院战略管理学讲师马克·温特莱斯卡(Marc Ventresca)将这种创新行为归结为“探索式创新”。它要求企业能够通过学习建立新的知识基础,从而改变已有的技术路线,建立新的竞争能力,应对新的市场。
“我们只有25位员工,这使得我们的员工都以企业家的态度来做生意。”门德尔松说。他要求员工帮助其他公司做得更好。例如在纸张采购时,New Leaf帮助客户评估怎样在购买和使用过程中最大化地减少成本。所以你在买New Leaf的产品时,可能会突然有一个员工走过来对你说,怎样做能省掉5%。
这种社会企业家精神,让New Leaf在环保理念上走在前面,在产品创新、认证获信、标准制定等都灌输了可持续发展理念,例如,绿化公司营运、提供绿色产品、提供宜人的工作场所等等。
在门德尔松心目中,20年以后的造纸厂是这样的:一家造纸厂为方圆300英里范围内的人服务,所有原材料都从本地采购,市场在本地,那种笨重且高能耗的纸张运输将不再需要。
外散型的产业化创新
为什么选择造纸行业?因为这是污染最严重的行业之一,改变它很困难,所以改变它所产生的影响也就更有示范效应。门德尔松将New Leaf首先定位于一个社会企业。和传统企业相比,成功的社会企业之所以具有强烈的创新性,是因为已有的办法和思路对它们所要解决的问题通常是无效的。
“对人们进行环境教育是我们的主要目标之一。”门德尔松说。New Leaf采用了一种基于价值观的策略,即通过影响人们及厂商的价值观,来推动行业变革。
“这首先是一种社会创新,它是社会价值导向的活动。这就是有效的创新模式遵从于改良社会的价值理念。”赵萌和温特莱斯卡总结说。
要彻底改造这一产业,本质上要让客户接受New Leaf的产品。
New Leaf主攻具有相同价值理念的大公司来保证可维持其运转的订单数量。这包括苹果电脑、惠普、美国服装零售品牌GAP和Old Navy、耐克、美洲银行等。这些大客户为。提供了超过一半的销售收入。在社会公益领域具有创新性的商业企业,例如户外服装品牌Patagonia也是一拍即合地加入到阵营中来。同时,众多最有影响力的环保机构,例如美国自然资源保护委员会、美国环境防卫基金、世界野生生物基金会等,都成为New Leaf的客户。
“这是一种策略”,赵萌说,“通过提升客户在环保和道德上的自我价值来建立一种集体身份,通过为客户创造价值来创造网络的价值。”
同时,它通过战略性的公益机制使商业伙伴的社会和环境影响最大化。
例如,New Leaf和乳腺癌基金会开发了一个叫做TREEty的项目。New Leaf鼓励企业加入该项目从而加入一场使用环保纸的运动。New Leaf每年将来自TREEty企业的销售收入的0.3%到1%捐给乳腺癌基金会。
出版商对New Leaf产品的反映也很好。2001年6月,NLP推出一种采用百分之百消费后废料制成的新型图书用纸EcoBook 100。2003年5月,小说《哈利波特之凤凰令》全部使用EcoBook印刷,共95万册。
2004年7月,市场上已经出现了三种类似的产品。New Leaf对此表示欢迎,因为它的目的是发展整个环保纸产业。
可持续环保的制度化推广
深层次的行业变革需要更多的努力。
为了建立行业标准、实现自我激励,New Leaf建立了生态审计认证(EcoAudit),激励商业伙伴去使用这个认证,再引起其他组织的仿效。
生态审计认证是一份为客户定制的环境效益声明。上面说明客户消费的New Leaf产品相对于普通白纸节省了多少自然资源,包括树、水、能源,以及少产生多少固体废料、少排放多少温室气体。这些数据根据“环境防卫基金”和“纸业特别委员会”成员机构的研究计算得出。
生态审计认证用一种正式而透明的方式,显示NLP的客户在社会和环境责任方面的努力。许多客户主动把这个认证放在它们的打印文件和出版产品里,这就向更多的潜在客户说明,通过选择New Leaf的产品他们可以清晰地彰显自己在环保上的贡献。
New Leaf还通过创立B型企业制度,传达自身的环保理念。字母B指的是Social Benefit(社会效益)中的B。这种企业的目标和使命是用商业的手段解决社会和环境问题,服务于公共利益。门德尔松希望游说美国国税局专门为这种具有内在道德属性的、可持续发展的以及具有社会责任的企业设立一种新的法律类别。这一类别将把对利益相关方的责任明确写在成立文件中,并享有专门的税收优惠。
“我们希望能够加入到创建一个致力于最高社会和环境责任标准的商业社区的过程中。我们希望B型企业能够助力这个商业社群的发展与成功。”门德尔松说。(据《21世纪经济报道》)
文章引自:http://www.gongyishibao.com/html/guojianli/5878.html