{"id":506,"date":"2012-08-24T10:59:55","date_gmt":"2012-08-24T14:59:55","guid":{"rendered":"http:\/\/206.130.118.200\/greenmoney\/?page_id=506"},"modified":"2018-06-21T10:40:34","modified_gmt":"2018-06-21T14:40:34","slug":"good-greed","status":"publish","type":"post","link":"https:\/\/test.greenmoney.com\/2025\/good-greed\/","title":{"rendered":"Good Greed"},"content":{"rendered":"<div class=\"landing-links\"><a href=\"https:\/\/test.greenmoney.com\/2025\/\"> &gt;&gt; Back to Most Read<\/a><\/div>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"alignright wp-image-11176 mobile-image\" src=\"https:\/\/test.greenmoney.com\/2025\/wp-content\/uploads\/2012\/08\/Article3-RayA.jpg\" alt=\"\" width=\"255\" height=\"342\" \/>Since you\u2019re reading the GreenMoney Journal it\u2019s likely that you\u2019ve already made the mental shift to sustainability, and if that\u2019s the case, welcome! I believe that shift happens one mind at a time, one company, one technology, one university curriculum, one industry, one community at a time. Furthermore, I have never met a \u201cformer environmentalist.\u201d It\u2019s true! Once you understand the truth and complexity of our environmental challenges, you are forever changed. My story demonstrates that. And fortunately for us and for our planet, that collective mental shift seems to be happening quickly, particularly in the important field of green building.<\/p>\n<div style=\"clear: both; height: 0; margin-top: -10px; padding: 0;\"><\/div>\n<p>I well remember the first time I spoke before the United States Green Building Council (USGBC), back in 1995 in Big Sky, Montana. I counted heads in the audience; there were just 135 people in that room. When I shared the opening plenary at the USGBC meeting in Atlanta with Paul Hawken and Janine Benyus ten years later, there were 12,000 people there! Two years after that, in Chicago, over 22,000 registered and an estimated 40,000 showed up. In business, that is a growth curve to die for. Today, USGBC\u2019s Leadership in Energy and Environmental Design (LEED) rating system is emerging as the global model for green building standards. It\u2019s truly an idea whose time has come, on a global scale.<\/p>\n<p><!-- \/212189234\/inarticle --><\/p>\n<div id='div-gpt-ad-1622053269469-0' class=\"ad-float-left\" style=\"height: 250px; width: 300px; padding-bottom:20px;\"><script>\ngoogletag.cmd.push(function() { googletag.display('div-gpt-ad-1622053269469-0'); });\n<\/script><\/div>\n<p>My 54 year-long working life has been spent in industry. I founded my company Interface, Inc., from absolute scratch, from just an idea 37 years ago \u2013 an idea that felt so right, so smart \u2013 to produce modular carpet in America for the emerging \u201cOffice of the Future.\u201d Today we are a billion dollar global producer of InterfaceFLOR modular carpets and of broadloom carpets, (under the \u201cBentley Prince Street\u201d brand), primarily for business and institutional interiors, as well as carpet tiles for the home, marketed under the FLOR\u00ae brand. We operate production facilities on four continents, with sales in 110 countries, and make about one-third of all the carpet tiles used on the Earth.<\/p>\n<div style=\"clear: both; height: 0; margin-top: -10px; padding: 0;\"><\/div>\n<p>So I\u2019m an industrialist, &#8211; some might even say a \u201cradical industrialist,\u201d a handle which gave rise to the title of the book I wrote that was published in 2009, \u201cConfessions of a Radical Industrialist.\u201d<\/p>\n<p>You may know the story: I was convicted and transformed in 1994 by Paul Hawken\u2019s book \u201cThe Ecology of Commerce\u201d and his thesis that the largest, most pervasive, most powerful, influential and wealthy institution on Earth must lead humankind out of the environmental mess we are making. That institution is business and industry, which also is the biggest culprit in creating the mess\u2014the precipitous decline of the biosphere. That is my institution, and carpets, generally, are petro-intensive for material and energy, contribute to global warming, and use a lot of water in their production.<\/p>\n<p>Sixteen years ago, I said to a tiny, newly formed, environmental task force of Interface people, \u201cIf Hawken is right, and business and industry must lead, who will lead business and industry? Unless somebody leads, nobody will. Why not us?\u201d So, for 16 years we at Interface have been climbing Mount Sustainability, &#8211; that point at the top symbolizing our goal: zero footprint. We call it \u201cMission Zero.\u201d<\/p>\n<p>We are well on our way to meeting that 2020 goal \u2026 I\u2019ll give you a progress report before I\u2019m done here.<\/p>\n<p>Reading Hawken\u2019s book nearly 16 years ago, I asked myself then, and I ask you now, how could a living planet \u2013 the rarest and most precious thing in the entire universe \u2013 lose its biosphere, its livability? We take it completely for granted and don\u2019t want to believe for a second that we, i.e., our descendents, could possibly lose it.<\/p>\n<p>Though clearly there\u2019s a broad awakening under way, there\u2019s no denying that there is also a fair amount of resistance to change. Why? Well, I think there\u2019s more than just inertia or perverse incentives at work. Our culture is very much in the grip of some old, flawed views that stand in direct and violent contrast to sustainability, &#8211; flawed views that are reflected in, and fueled by, consumerism, our insatiable infatuation with stuff.<\/p>\n<p>There is the flawed view that treats the earth as though it were an infinite source of raw materials to feed our industrial system, stock our shelves, fill our houses, crowd our garages, and spill out into rented storage units, or into landfills, waterways, oceans, and the air.<\/p>\n<p>There is the flawed view that adopts the annual (or quarterly) timeframe to measure the worth of an idea. There is the flawed view that forgets to ask one simple question when assessing the environmental costs of a business decision: What if everyone did it?<\/p>\n<ul>\n<li>What if everyone discharged untreated wastewater into the local river?<\/li>\n<li>What if everyone sent hazardous waste to be buried in the local landfill?<\/li>\n<li>What if everyone left their office lights burning, or truck engines running, or thermostats set too high or too low?<\/li>\n<li>What if everyone did it?<\/li>\n<\/ul>\n<p>There is the flawed view that assumes this world is ours to conquer and rule; that we can take whatever we want from it without regard for all the other species that depend on \u2013 and compromise \u2013 nature itself, the same natural world that we depend on and are a part of, too. There is the flawed view that when accumulating all that stuff gets us into trouble, technology will see us through, even though the extractive, abusive attributes of technology \u2013 especially when coupled with numbers-driven, unemotional, results-oriented, left brain intelligence \u2013 got us into the fix to begin with.<\/p>\n<p>And there is the flawed view that relies on the invisible hand of the market to be an honest broker, even though we know the market can be very dishonest. Does the price of a pack of cigarettes reflect its true cost? Not even close! How about the price tag on a lead-tainted toy from China? A box of contaminated infant formula? I don\u2019t think so. And the price of a barrel of oil? Last time I looked, the oil companies weren\u2019t deploying armies or naval forces to the Middle East to protect the oil fields and tankers. You and I are doing that with our taxes. Our sons and our daughters are doing it with their lives. The oil companies aren\u2019t paying the medical bills for all those folks breathing smog, either. Nor are they building the seawalls our coastal cities will need to keep the warming, rising ocean from drowning them. Let all those be somebody else\u2019s problem. Let our grandchildren foot that bill.<\/p>\n<p>Add up all the costs the oil companies are happy to have someone else pay on their behalf, and the price of a barrel of oil \u2013 even by today\u2019s measure \u2013 is too low by $150, and maybe $200. It is infinitely too low if you\u2019ve lost a son, a daughter, a husband, or a wife to war.<\/p>\n<h3 style=\"text-align: center;\"><em>Here\u2019s the thing: While a few of us might enjoy the fruits of what we think is a free market, we all suffer the consequences of a rigged one, a market that is very good at setting prices, but has no concept at all of costs.<\/em><\/h3>\n<p>A market that\u2019s rigged to get someone else to pay the bills whenever and wherever a gullible or unwary public allows it to happen. A system of economics that idealizes the so-called Basic Economic Problem as the driver of all economic progress. The \u201cproblem\u201d? The gap between what we have and what we want; not need, want.<\/p>\n<p>So how should we look at the world, and ourselves, from the point of view of sustainability? How do we reshape the linear take-make-waste conveyor belt we\u2019re stuck on and bend it into a closed loop circle? I believe there is a way that unleashes a force even greater than our passion for wants, powerful enough to overcome just about any inertia. What is that force?<\/p>\n<p>That force is something we used to be pretty good at\u2014good old capitalist, enlightened self-interest. It\u2019s irresistible magnetic force that in a free society draws innovation and capital straight to opportunity, what we might call \u201cgood greed.\u201d<\/p>\n<p><!-- \/212189234\/InArticle002 --><\/p>\n<div id='div-gpt-ad-1622053479374-0' class=\"ad-float-left\" style=\"height: 250px; width: 300px;\"><script>\ngoogletag.cmd.push(function() { googletag.display('div-gpt-ad-1622053479374-0'); });\n<\/script><\/div>\n<p>And I think it\u2019s exactly the force that will compel business and industry to charge right to the top of Mount Sustainability.<\/p>\n<p>I know we\u2019re not going to get this job done in just a few years. I know that bringing our companies, our universities, our governments, our families, and ourselves into balance with the earth\u2019s natural systems is a huge challenge. But the payoff is nothing short of survival\u2014while earning a solid, honest, ethical profit. It is one of the key things we hope to accomplish at Interface: to prove this new and better business model works, to demonstrate by our own example that reaching for sustainability can lead to bigger and more legitimate profits; and by doing so, to attract other companies around the world to the model.<\/p>\n<h2>One result: an ever greener built environment.<\/h2>\n<p>The good news is that we can do it one small, smart step at a time, each one paying its own way and laying the groundwork for the next. Each step will make us a little less unsustainable, and simultaneously more profitable.<\/p>\n<p>In that kickoff speech years ago, borrowing from Hawken, I said that every company has to face three ecological challenges honestly and head-on:<\/p>\n<ol>\n<li>What we take from the earth.<\/li>\n<li>What we make, and what collateral damage we do in the making of it (pollution of all kinds).<\/li>\n<li>What we waste along the way (in all forms), from the wellhead to the landfill.<\/li>\n<\/ol>\n<p>At Interface, we began scaling what we call <em>Mount Sustainability<\/em> on seven fronts: waste, emissions, energy, material flows, transportation, culture, and the redesign of commerce. We&#8217;ve made significant progress in 16 years\u2013progress that can be replicated by, I daresay, any industrial company on earth. Here&#8217;s our report card:<\/p>\n<p>Today, we\u2019re about 60 percent toward our <em>\u201cMission Zero\u201d<\/em> goal\u2014zero environmental footprint by 2020. Importantly, using a mix of alternative, renewable sources of energy, and other process efficiencies, we\u2019ve cut greenhouse-gas emissions by 44 percent, leading to a 94 percent net reduction when factoring in offsets such as the use of landfill gas for process energy. We have pioneered new industrial processes that allow us to recycle both the nylon face fiber and the vinyl backing of reclaimed carpet\u2014ours and that of other manufacturers as well. Water usage is down 83 percent.<\/p>\n<p>As for costs, they\u2019re actually down, not up. A zero-tolerance waste initiative has paid the way. Sixteen years later, we\u2019ve reduced or avoided waste to the tune of $433 million, more than footing the bill for all the costs associated with greening our company.<\/p>\n<p>We\u2019re doing it because it is smart, and because it is right. And when we succeed, we\u2019ll never again need another drop of oil for our petro-intensive industrial processes; and\u2026<\/p>\n<p>We\u2019ll be doing very well by doing good.<\/p>\n<p>That epitomizes my vision for Interface, and I know \u2013 just the way I knew carpet tiles were so right and so smart \u2013 that if we can get there, you can get there, too. Now, then, what if everybody did that?<\/p>\n<p>&nbsp;<\/p>\n<p><em><strong>Article by Ray C. Anderson<\/strong>, chairman and founder of Interface, Inc., and author of Confessions of a Radical Industrialist. For more information on the company go to<a title=\"http:\/\/www.interfaceglobal.com\" href=\"http:\/\/www.interfaceglobal.com\/\" target=\"_new\">http:\/\/www.interfaceglobal.com<\/a><\/em><\/p>\n<p><strong>Note to Reader:<\/strong>\u00a0Sadly, Mr. Anderson passed away on August 8, 2011.<\/p>\n<p><em>This Article was originally published in the GreenMoney Journal (Summer 2010 issue)<\/em><\/p>\n","protected":false},"excerpt":{"rendered":"<p>&gt;&gt; Back to Most Read Since you\u2019re reading the GreenMoney Journal it\u2019s likely that you\u2019ve already made the mental shift to sustainability, and if that\u2019s the case, welcome! I believe that shift happens one mind at a time, one company, one technology, one university curriculum, one industry, one community at a time. Furthermore, I have [&hellip;]<\/p>\n","protected":false},"author":3,"featured_media":911,"comment_status":"open","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"_monsterinsights_skip_tracking":false,"_monsterinsights_sitenote_active":false,"_monsterinsights_sitenote_note":"","_monsterinsights_sitenote_category":0,"footnotes":""},"categories":[72],"tags":[],"class_list":["post-506","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-december-2014"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v25.6 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>Good Greed - Green Money Old version<\/title>\n<meta name=\"robots\" content=\"noindex, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Good Greed - Green Money Old version\" \/>\n<meta property=\"og:description\" content=\"&gt;&gt; Back to Most Read Since you\u2019re reading the GreenMoney Journal it\u2019s likely that you\u2019ve already made the mental shift to sustainability, and if that\u2019s the case, welcome! 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