4 Videos about Sustainable Business Models
Can a company that uses today’s business model actually become a sustainable enterprise? Or, do we need entrepreneurs to launch new companies—with new business models, purposes, and measures for success which align with sustainability principles? This can be an emotionally charged debate. Sometimes, viewing a video allows people to reflect on points of view put forward by spokespeople in the film and to refine their own perspectives accordingly.
Here are four videos that are helpful catalysts to the dialogue about corporate business models. They are intended to support the possibility of companies making the transformation to being sustainable enterprises.
To view these videos in full screen, click on the arrows in the bottom right corner of the video. If you are receiving this blog post via email, click on the title of the video to view it.
1. IBM “Out of the Woods” Go Green Commercial (30 seconds)When I first saw this, I thought, “Wow! This says in 30 seconds what I take 45 minutes to explain.” I love it. It reinforces the value of meeting busy business people where they are and talking their language—quantified dollar benefits. It shows how critics of green activists can be converted into supporters when they understand how a proposal can save them money.
When we re-frame the benefits of sustainability-related strategies and actions in bottom-line terms that are relevant to hard-nosed executives, magic happens. Suddenly they want to start the journey toward becoming a more sustainable, responsible enterprise.
2. Is CSR All About How Much Money You Can Spare for a Cause? (11:01 min)The World Business Council for Sustainable Development (WBCSD) produced this video about the “Tomorrow’s Leaders Group,” and how they are taking the world’s toughest problems and turning them into business opportunities. Released in May 2008, it includes “Bottom of the Pyramid” notions and renewable energy issues. It’s a bit controversial now, since the Deepwater Horizon disaster occurred in the Gulf of Mexico and one of the video’s spokespersons is a senior BP executive.
It also suggests that nuclear energy is the only viable energy alternative to fossil fuels. Nevertheless, its premise is that today’s companies can morph into more socially and environmentally responsible enterprises, and still profit well.
3. Ray Anderson on Sustainability (9:35 minutes)Ray Anderson is an icon for corporate leaders of sustainability. In his own words, Ray describes his amazing journey from a start-up industrialist of InterfaceFLOR, to an awakened environmentalist, and then to a leader of an enterprise committed to being a model sustainable corporation. In a self-effacing, humble narrative of the company’s climb of “Mount Sustainability,” he acknowledges that this method is not only doable, but preferable as way to run a successful business.
4. B Corporations (5 minutes)Some say the new economy requires a new kind of corporation. Beneficial Corporations (B Corps) are a new class of corporations that are required to create a materially positive impact on society and the environment, and to meet higher standards of accountability and transparency. Existing corporations can apply to be certified by the B Lab as B Corps. So far, 327 corporations in 54 industries have been certified.
Maryland became the first state to pass Benefit Corp legislation in April 2010. Vermont followed in May. Legislation recognizing B corps has passed the state senate in New York and is expected to be introduced in six other states within the coming year. The video is about this exciting corporate movement.
These four videos provide hopeful support for the argument that today’s corporations can transform themselves into sustainable enterprises. If you know of other similar videos, please suggest them in the Comments section below.
Bob
