Stepping back, we found five distinct types of board members when it comes to sustainability.
- The Deniers, who see sustainability as nothing more than a buzzword and tend to use PR or corporate communications to “greenwash” their company’s activities.
- The Hardheaded, whose attitude to sustainability is reduced to short-term strategic reasoning. How can costs be minimized? Are there market opportunities?
- The Superficial, who are well-meaning but have a shallow understanding of what sustainability means for their company.
- The Complacent, early adopters of CSR initiatives who may have fallen behind, letting good practice get in the way of best practice.
- The True Believers, for whom the long-term economic viability of their organization is closely linked to and dependent on social and environmental responsibility.
On the surface, water bottles as totems of consumer aspiration sound absurd: If you have access to water, you can drink it out of so many things that already exist in your home. But if you dig a little deeper, you find that these bottles sit at a crossroads of cultural and economic forces that shape Americans’ lives far beyond beverage choices. If you can understand why so many people would spend 50 bucks on a water bottle, you can understand a lot about America in 2019.
The first time I coveted a water bottle was in 2004. When I arrived as a freshman at the University of Georgia, I found that I was somehow the last person alive who didn’t own a Nalgene. The brand’s distinctive, lightweight plastic bottles had long been a cult-favorite camping accessory, but in the mid-2000s, they exploded in popularity beyond just outdoorsmen. A version with the school’s logo on it cost $16 in the bookstore, which was a little steep for me, an unemployed 18-year-old, but I bought one anyway. I wanted to be the kind of person all my new peers apparently were. Plus, it’s hot in Georgia. A nice water bottle seemed like a justifiable extravagance.
Around the same time, I remember noticing the first flares of another trend intimately related to the marketability of water bottles: athleisure. All around me, stylish young women wore colorful Nike running shorts and carried bright plastic Nalgenes to class. “With Millennials, fitness and health are themselves signals,” says Tülin Erdem, a marketing professor at NYU. “They drink more water and carry it with them, so it’s an item that becomes part of them and their self-expression.”
.. Kauss says she always knew the bottle’s appearance would be important, even though positioning something as simple as a water bottle as a luxury product was a bit of a gamble. “As I moved up in my career, I was upgrading my wardrobe, and the bottle that looked like a camping accessory really didn’t serve my purpose anymore,” she says. When she noticed fashionable New Yorkers were carrying luxe disposable plastic bottles from brands such as Evian and Fiji, she realized reusable bottles could use a makeover, too.
.. Kauss and her contemporaries struck at the right time. The importance of fitness and wellness were starting to gain a foothold in fashionable crowds, and concerns over consumer waste and plastic’s potential to leach chemicals into food and water were gaining wider attention. People wanted cute workout gear, and they wanted to drink water out of materials other than plastic. Researchers have found that the chance to be conspicuously sustainability-conscious motivates consumers, especially when the product being purchased costs more than its less-green counterparts.
.. For a lot of people, they spark a little bit of joy in the otherwise mundane routine of work, exercise, and personal hygiene. For a generation with less expendable income than its parents’, a nice bottle pays for itself with a month of consistent use and lets you feel like you’re being proactive about your health and the environment.
Want to change the world? Don’t bother volunteering—get a real, ‘boring’ job.
If you’re volunteering at shelters or working for most nonprofits, that’s all very nice, but it’s one-off. You’re one of the privileged few who have the education to create lasting change. It may feel good to ladle soup to the hungry, but you’re wasting valuable brain waves that could be spent ushering in a future in which no one is hungry to begin with.
There’s a word that was probably never mentioned by your professors: Scale. No, not the stuff on the bottom of your bong or bathtub. It’s the concept of taking a small idea and finding ways to implement it for thousands, or millions, or even billions. Without scale, ideas are no more than hot air. Stop doing the one-off two-step. It’s time to scale up.\
Don’t spend all your time caring for the sick. Prevent disease. Gene therapy, early detection and immunotherapy can change the trajectory of disease because they scale. Don’t build temporary shelters. Figure out how to 3-D print real homes quickly and cheaply. Why tutor a few students when you can capture lessons from best-of-breed teachers and deliver them electronically to millions? That’s scale.
.. There is too much talk of sustainability, the fight over slices of a pie, zero-sum games. That’s the wrong framework. You need sustainability only if you stick to one-off moves.
.. detoxifying oppression
.. Channel that energy to change the stagnant status quo through scale in education, banking and especially government.
.. listen to Bono. As he told Georgetown students a few years ago, “Entrepreneurial capitalism takes more people out of poverty than aid.”