The very Smart Mama, Jennifer is hosting this month's Green Mom carnival. She asked, "What do you believe?" I believe that women are the will, corporations are the way and sustainable standards will keep us all honest. Coming up with ONE statement was hard as it also begs the question, how did I arrive at that belief? It made me think about what feeds my opinons.
Each day I scan the NY Times, LA Times and the Minneapolis Star Tribune just to keep a pulse on what is being told to the East, West and Middle Americans. On Twitter and blogs I track what we are saying about Climate Change issues as well as follow ENN and Environmental Leader and all things Green Biz.
When it comes to business, I'm a glutton for The Economist, Business Week and of course WSJ.Because I'm in marketing, I devour reports from McKinsey, Eldeman, Pew, and Forester. The Corporate Social Responsibility News Wire and Sustainable Life Media keep me into the know of what companies want me to know.
I look to see if both sides of the buyer/seller relationship are in sync and where are the disconnects. Is manufacturing meeting the expectations of the passionate Green Bloggers? Are market researchers on track with the trends popping up on the social media markets - WOMMA, E-Marketer and Marketing Professor?
My industrial sales side latches on to tidbits that are bringing the manufacturing base in line since Climate Change is directly tied to emissions and emissions are tied to production of goods here and aboard. Then there is Wall Street and the world markets are large. Each morning I tune into CNBC's Squawk Box to see where the global markets are twisting.
I'm really not an obsessive news junkie as much as a trend watcher and a dot connector. I'm looking for the commonalities, the eternal truths of what is resonating with the masses.
What do I know for sure when it comes to solving the climate change problem?
If this new economy will become as sustainable as its products, ultimately it will come down the female consumer's voice/wallet working with buisness and standards. Otherwise it will be like managing finanical risk without a common accounting method.
Doing the math, consumer goods are 2/3rds of the US gross domestic product. Over 80% of consumer goods are influenced by female decisions. The US is still the world leader in consumption trend setting. The good life that we enjoy is also the better life that others in China and India want. If American women buy greener, more sustainable products, then we set the trend for the world. Green goods without green buyers stalls the economic engine. The WILL of the American women drives this machine; which is why everyone with a consumer product should be reading the green women bloggers found on www.twitter.com/greenmoms.
How do we get there from here?
I'm going to skip over the business to business steps and go straight to the last leg - Sustainable Standards. If women are the will of the free consumer market and corporations such as Wal Mart the conduit for products, jobs, employee education, marketing and messaging, that leaves Sustainable Product Standards to be the rulebook for consumer demands and business dealings.
Sustainable Standards put transparency and accountability into the economic structure. They give us rules and an even playing field so that companies can do what they do best - compete. In this case compete to be the safest, most planet worthy company around that women love and investors trust.
Today a list for the Top 100 most Sustainable companies came out. It's based on how well the companies "manage their risk". You can't manage what you don't measure and you can't compete until you have a common set of rules.
Let the games begin.