week2 motivations for sustainability

Motivations For Sustainability

Principles & Methodologies for Sustainable Design

Title Screen| 2.0.0

Week 2Motivations for Sustainability

2.0 Overview

2.1 The Invisible Hand

2.2 The Second Invisible Hand

2.3 The Great Resolution

Schedule

• This is the first of a four part series

• Last we covered the Context for Sustainability

• Next week we will be covering Frameworks for Sustainability

2CABE Collaborative Studio Overview

Insert man versus nature slides

2.0 Overview

The Second Invisible Hand | 2.0.1

One of the phrases I hear quite often during the early stages of a sustainable design project is: “How much more will it cost?”

It got me to thinking about what is motivating this movement towards sustainability.

What are the underlying motivations?

If I can understand the motivations of everyone, I can create alignment towards a successful sustainable design project.

“It’s All About The Money”

Overview

Part 1

ProfitThe Invisible

Part 2

EmpathyThe Second ofInvisible Hand

Sustainability The Great Resolution

2.0 Overview

There are many motivations for human behavior.

This week we will look at the BIG TWO:

• Maximization of Profit• Maximization of Goodness• Right now these are generally held in

Opposition

2.0 Overview

Underlying Motivations| 2.0.2Relevance

• Sustainability is the framework by which these two competing forces are resolved

• This will lay the foundation for the Brundtland Commission's work in 1987 at the UN on sustainability

Elements associated with Maximization of Profit lead DIRECTLY to:

• Survival

• Minimization of pain and maximization of comfort*

• This is Natural as we are organisms and tend to act out of our

own SELF-INTEREST over the short term

2.0 Overview

• Remember our history lesson from week 1. We saw many examples of this.

The term “Rational” is often used here: Its not rational to spend more money for a green building

* Thomas Hobbs among many others perfected this view during the Early Age of Industry

Maximization of Goodness includes:• Concern for other’s well being and

concern for the Planet’s well-being

• These also leads to survival and comfort but it occurs INDIRECTLY or over the long term

• This is also Natural as we are organisms and tend to act out of our own

Enlightened self interest*

2.0 Overview

• Remember our history lesson from week 1. We saw many examples of the Maximization of Goodness

• Sustainability deals with the “indirect efforts” to survive as in its more difficult to see the immediate benefits of an action.

2.0 Overview

Summation| 2.0.2

Un-sustainability- Peak oil?- Severe climate change?- Ecosystem collapse?- Lower quality of life or

loss of life

Externalities, the Commons and Reserves

2.0 Overview

Summation| 2.0.2

Sustainable Design

World View and Motivations• Different people enact different world

views. • Many continue to operate out of an

industrial world view which views nature as endless and prizes profit as the deliverable.

• Others operate out of the perspectives from the Age of Information which could be characterized as more liberal in viewpoint, with a deeper sense of social justice or equity as the goal.

• Neither is perfect and each has value

2.0 Overview

• Remember our history lesson from week 1. We saw examples of how shifts in world view impact our views on nature

• Sustainability may be the ethos that resolves the two previous world views into a new more powerful one

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End of Video | 2.0.3Next Lecture

We will look at the first big driver of human action: Self-Interest

2.0 Overview

The Invisible Hand | 2.1.0This Lecture

What motivates us to take action

• Self-Interest

• Comfort

• Profit

• Security

2.1The First Invisible

2.0 Overview

“Its all about the money”

Commute time to work

Work10 Minutes

25 Minutes

Direct benefitI got to work Quickly

Direct benefit

I feel great!

Indirect benefitsPositive/Negative

Indirect benefitsPositive/negative

This Section of this week’s lesson will cover these topics

Externalities

Motivations?

Reserves

Incentives

The Commons(Nature)

Energy &Materials

Government can play a role

• Economics is a discipline that deals with how we value and perceive our environment.

• Economics influence our decisions and actions – our behaviors.

• Studies how people use resources to provide goods and services in the face of variable supply and demand.

Relevance

• Most environmental and economic problems are linked.

• Root “eco” gave rise to both ecology and economics.

2.0 Overview

• Subsistence economy = People meet needs

directly from nature and agriculture; do not

buy most products.

• Centrally planned economy = National

government determines how to allocate

resources.

• Capitalist market economy = Buyers and

sellers interact to determine prices and

production of goods and services.

The First Invisible Hand | 2.1.1Relevance

• Its probably not realistic to go back to a subsistence economy however there is great interest in the concept – urban farming

• I know that there are people from around the world in this class

• We will be focusing on the Capitalist Market Economy

2.0 Overview

• Adam Smith: Competition between people free to pursue their own economic self-interest will benefit society as a whole (assuming rule of law, private property, competitive markets).

• He is trying to resolve the direct benefits of action for profit with the indirect benefits

• This idea is a pillar of free-market capitalism today.

• It is also blamed by many for economic inequality.

2.0 Overview

The Invisible Hand and the Free Market | 2.1.2

Assumptions of the Free Market

• Resources are infinite or substitutable.

• Long-term effects are discounted or

considered externalities which the government must deal with.

• Costs and benefits are internal. No

externalities• Growth is good.

Each of these can contribute to environmental problems.

Relevance

• Remember our history study last week?

• Economics influence our decisions and actions.

2.0 Overview

The First Invisible Hand | 2.1.2

Even in capitalist market economies, governments must intervene to:

• Eliminate unfair advantages/monopolies

• Manage the Commons

• (air pollution, water, energy, etc)

• Provide safety nets

• Provide social services

Relevance

• Managing the commons is a critical aspect of the government and big part of sustainability

2.0 Overview

Natural resources are “goods” we get from our environment. Also called the “The Commons”

“Ecosystem services” that nature performs for free include:

• Soil formation• Water purification• Climate regulation• Pollination• Nutrient cycling• Waste treatment

• Nature is now understood as a “service” to support human activities

• The Commons refers to the cultural and natural resources accessible to all members of a society, including natural materials such as air, water, and a habitable earth

2.0 Overview

• Ecosystem services (or part of ecosystem services) may be expressed in monetary terms.

• Ecosystem services also have value that is difficult to express/not usually expressed in monetary terms:

• Carrying Capacity

• Scientific value

• Educational value

• Aesthetic value

• Cultural value

2.0 Overview

The First Invisible Hand | 2.1.2Relevance

• All of this relates to what is know as the “commons.”

Examples of how Externalities impact the commons

• Negative examples:

• Global warming

• Second hand smoke

• Noise

• Illness due to lack of vaccinations

• Positive Externalities

• Recued air pollution from riding a bike

Externalities| 2.1.3Relevance

2.0 Overview

2012 | Hurricane Sandy

www.cbsnews.com

2013 | Cyclone Phalan

2013 | Super Typhoon Haiyan

26 2014 | Australian Summer

Tragedy of the Commons

• An economics theory developed by Garrett Hardin

• individuals, acting independently and rationally according to each one's self-interest, behave contrary to the whole group's long-term best interests by depleting some common resource.

• The "Commons" can include the atmosphere, oceans, rivers, fish stocks, national parks and any other shared resource. (Ecosystem Services)

2.0 Overview

Tragedy of the Commons| 2.1.4Relevance

• There is a famous story regarding shared grazing pastures and use by farmers. It’s a story of resource depletion in the face of self interest.

Managing the commons

• Taxes and regulation

• Incentives

• Privatization

• Finding Substitutes or new reserves

• Cap and Trade Markets

2.0 Overview

Managing the Commons| 2.1.4Relevance

Incentives

• When the free market doesn’t work – incentives are need to protect the commons

• Governments tend to act on indirect benefits while private enterprise act on direct benefits

2.0 Overview

Incentives| 2.1.5Relevance

• Incentives to install solar panels are an example of how governments address the commons

Reserves• In the free market, the reserves are

perceived as endless because:

• As resources become scarce, prices will go up which will:

• Lead to more investment, and/or exploration or the development of substitute technologies that will solve he problem

• Substitutes are different

2.0 Overview

Reserves | 2.1.6Relevance

Reserves (problems)• Accessing the reserves can be hard to do

– resulting in more damaging negative externalities

• Tar Sands in Alberta

Substitutes are better

• Copper for telephone wires was getting scarce and more expensive

• Fiber Optics made form sand replaces copper. Its better for the environment and more efficient

2.0 Overview

• Reserves are more difficult to obtain typically generating more environmental disasters

• Tar sands oil is very dirty and must be shipped via train or pipeline

• Substitutes are a big part of sustainability

Reserves (problems)

Abundance - One of our readings for this week

• Cornucopian is a person who believes in the endless reserves of the planet earth.

• Fracking and Tar Sands are examples of this approach

• Deep sea oil rigs

2.0 Overview

http://en.wikipedia.org/wiki/Cornucopian

Deepwater Horizon Oil Spill

Deepwater Horizon Oil Spill • 11 men died

4.9 Million Barrels of oil were spilled into the Gulf

• Damage to eco-system

• Damage to tourism

• Loss of income• Externalities

accounted for!

Reserves (Opportunities)

Abundance

• The spirit of entrepreneurship is a major key to achieving sustainability

• Clean technology

• Recycling

2.0 Overview

Solar Thermal

MS in Sustainable Design : Principles and Methodologies for Sustainable Design

Sustainability & Sustainable

Design

OriginsMotivationsFrameworksPerspectives

Benchmarks & StandardsIntegrative Behaviors

Eco – CitiesThe Sustainable Future

Week 7: Eco - Cities

Masdar City, Abu Dhabi, UAE

• The LEED® Rating Systems allows private companies to take an active part in reducing externalities which:

• Protects the Commons

• Improves health, reduces carbon emissions

• Extends the Reserves and encourages substitutes

• Leaves more fossil fuels in the ground + increases solar tech

• Lessens the need for governments to tax and regulate

2.0 Overview

Summation | 2.1.7Relevance

Win – Win

• The company gets market value

• Is able to do the “Right Thing” or “be a part of the solution” which is the focus of the next lecture

www.USGBC.org

Example

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2.0 Overview

We will look at the second big driver of human action: Empathy, Altruism and the Second Invisible Hand

2.0 Overview

Introduction| 2.2.0The Previous Lecture

• We discussed the Invisible Hand and one of the major human motivations: self-Interest

This Lecture

• The Second Invisible Hand and another major motivation: Empathy and Altruism

2.2The Second

Invisible Hand

Its never really about the money**Unless you are flat broke

What motivates us to take action?

– yes profit but…

Its not about the money,Its about the value 2.0 Overview

Introduction | 2.2.1

$199.00 $199.00

Watch this video

Are Selfish or are we Kind? (Yes)

Altruism| 2.2.2Relevance

2.0 Overview

Takeaways from this video

We are hard wired for Self-Interest • We form biases via our ability to think

abstractly. We create artificial boundaries between “us” and the “others”

We are hard wired for Altruism• Especially when we feel that we are

part of the same “tribe”

Altruism| 2.2.2Relevance

2.0 Overview

Circle of Self Interest

• This series of diagrams is based on Singer’s Expanding Circles

Survival

• Its natural to have self-interest

Expanding the “Tribe”

Circle of Self Interest

• It doesn’t take long for people to realize that they have a better chance of surviving if they work together.

Better chances forSurvival

Circle of Self Interest Expands

• It doesn’t take long for people to realize that they have a better chance of surviving if they work together.

Circle of Self Interest Again

• And then of course the circle expands to small groups

Circle of Self Interest Expands Again (Village or Tribe)

Expanded Circles become aware of other’s circles

• Now the circle continues to expand

Circles become joined into larger circles

The World

A World of NationsTrade/StoriesBooksPicturesMoviesNewsFast TravelSocial Media

A World of Connected Nations

Circle of Self Interest Expands Again to complex global networks

Relevance

• Now we can better relate to people suffering from climate change in other parts of the world

• This, in turn, can add an additional motivation to change our behaviors

Video on Outrospection and Empathy

Cognitive Empathy | 2.2.3Relevance

2.0 Overview

Cognitive Empathy | 2.2.3

Affective Empathy

The capacity to respond with an appropriate emotion to another's mental states

Cognitive Empathy

The capacity to understand another's perspective or mental state.

• Can lead to compassion for others and for other animals

• This is a major motivation for human behavior

2.0 Overview

A Sustainable World

Empathy Across Space

The World Civilization

2014Empathy Across Time

The World Civilization

Circle of Self Interest Expands Into The Future

An Empathic Civilization

A Sustainable Future

A Sustainable

FutureThis will be a video

Empathy Across Species

http://en.wikipedia.org/wiki/Polar_bears

Relevance:

Now economic growth and ecology regeneration and social responsibility are linked into the new Ethos of sustainability

2.0 Overview

www.co-society.com

Ethos is a Greek word originally meaning "accustomed place“, "custom, habit", equivalent to Latin mores.

Ethos forms the root of ethikos (ἠθικός), meaning "moral, showing moral character". Late Latin borrowed it as ethicus, the feminine of which (ethica, for moral philosophy") is the

origin of the modern English word ethics.

2.0 Overview

Ethos• Ethos can simply mean the

disposition, character, or

fundamental values peculiar to a specific person, people, culture, or movement.

• The Ethos refers to the spirit which motivates the ideas and customs.

• As T.S. Eliot wrote, "The general ethos of the people they have to

govern determines the behavior of politicians.“

Example

“One historian noted that in the 1920s, "The ethos of the Communist party dominated every aspect of public life in Soviet Russia.“

The Ethos of Sustainability | 2.2.5

2.0 Overview

Source T.S. Eliot, The idea of a Christian society (1940) p. 25 the Russian Revolution, 1891-1924 (1996) p. 682

Sustainability is

a new Ethos• A set of values that determine

behaviors• It’s the foundation of a new

world view – • based on the combination of

the two invisible hands (values) of self interest and empathy

2.0 Overview

The Ethos of Sustainability | 2.2.5

The Great Resolution?

Materialism

Altruism

Adam Smith’s Invisible Hand

The Second Invisible Hand

Bleeding Heart

Sustainability 2.0 Overview

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2.0 Overview

We will look at how this new ethos of sustainability plays out in the real world

Overview| 2.3.0This Lecture

• Looks at how this new Ethos of Sustainability is playing out in society

• What it might mean for our future

2.3The Great Resolution

2.0 Overview

Review| 2.3.0

The Great Resolution?

Materialism

Altruism

Adam Smith’s Invisible Hand

Bleeding Heart

Sustainability 2.0 Overview

Relevance:

• Sustainability in practice

The B Corporation | 2.3.1

B Corporation

• Meet comprehensive and transparent social and environmental performance standards

• Meet higher legal accountability standards

• Build business constituency for public policies that support sustainable business.

• There are over 500 Certified B Corporations across 60 different industries. http://bcorporation.net/

2.0 Overview

A low-profit limited liability company (L3C) is • a legal form of business entity in

the United States that was created to bridge the gap between non-profit and for-profit investing by providing a structure that facilitates investments in socially beneficial, for-profit ventures while simplifying compliance with Internal Revenue Service rules for "Program Related Investments".

Relevance:

Low Profit Limited Liability Company| 2.3.2

2.0 Overview

Social Entrepreneurship • is the recognition of a social problem and the uses

of entrepreneurial principles to

• organize, create and manage a social venture to achieve a desired social change.

While a business entrepreneur typically measures performance in profit and return, a social entrepreneur also measures positive returns to society.

Social Entrepreneurship| 2.3.4

2.0 Overview

Social Entrepreneurship

The main goal• To further broaden social, cultural, and

environmental goals.

• Social entrepreneurs are commonly associated with the voluntary and not-for-profit sectors,[but this need not preclude making a profit]

Relevance:

• Social Entrepreneurship is an example of the Ethos of Sustainability

Social Entrepreneurship| 2.3.4

2.0 Overview

Its about Value

Relevance:

• Great gifts to society

• Lots of profit to be made

• This is a form of social entrepreneurship

Freeware| 2.3.5

2.0 Overview

Corporate Social Responsibility (Policy)

Goal• The goal of CSR is to embrace responsibility

for the company's actions• encourage a positive impact through its

activities:• environment, • consumers, • employees,• communities, • stakeholders and all other members

of the public sphere who may also be considered as stakeholders.

Relevance:

• CSR’s are a major driver of sustainability in some companies

Corporate Social Responsibility| 2.3.6

http://en.wikipedia.org/wiki/Corporate_social_responsibility

2.0 Overview

Relevance:

• Sustainability manager, CSO, and other job titles now exist

2.0 Overview

A green-collar worker is a worker who is:• employed in the environmental sectors of

the economy.

Environmental green-collar workers (or Green Jobs) satisfy the demand for green development. • Generally, they implement

environmentally conscious design, policy, and technology to improve conservation and sustainability.

http://greenforall.org/

Relevance:

• Green Jobs Link social equity, environmental improvement and economic gain

• Great backlash against this movement

The Green Jobs Movement| 2.3.8

2.0 Overview

Relevance:

• The Green Building movement continued to gain momentum in recent years despite one of the worst economic crashes since the great depression.

• The Ethos of sustainability is demonstrated in this example

Green Buildings| 2.3.9

Green Market Size, Mcgraw-Hill Construction

2.0 Overview

Relevance:

• Green construction qualifies as a green job because it is specialized work associated with environmental gain

Green Market Size, Mcgraw-Hill Construction

2.0 Overview

Relevance:

The Rio+20 Conference was an important continuation and evolution of the UN’s push for sustainability

http://www.oxfam.org/en/grow/policy/safe-and-just-space-humanity

2.0 Overview

Global Sustainability| 2.3.10

Relevance:

• This diagram bears a similarity to the World View diagrams in learning Module 1.

• The center focuses on ethics and the out ring focuses on nature.

• The middle ring describes a “Safe and Just Space”

2.0 Overview

Food on site

Health – Low VOC’s

Green Certifications

Net-Zero Water

Living Wage green Jobs

ADA Integrated Design Process

Anticipatory Design

Net-Zero Energy

Global Sustainability & Green Building | 2.3.10

Living Wage green Jobs

open any gender

2.0 Overview

Relevance:

• The role of green building in addressing social equity concerns

Carbon Neutral Design

Food Grown on Site

Local Materials &

Urban Development

Relevance:

• The role of green building in addressing serious environmental concerns

Climate Change

Nitrogen Cycle

Breaching Planetary Boundaries| 2.3.10

Biodiversity

2.0 Overview

This Lecture

• There are other motivations which will be covered next week

Review:

Motivation 1

Self–Interest is the great engine that fuels curiosity, invention and investment

&Motivation 2

Empathy across Time, Space and Species is the great engine of altruism

2.0 Overview

Conclusions | 2.3.11

William McDonough’s Centennial Sermon

• Accuses designers to be complicit in environmental destruction

• We can do better

• Green versus sustainable

Relevance:

• McDonough’s speech among other events and initiatives launched in 1993 marked a turning point in the Green Design Movement

2.0 Overview

REGENERATING AMERICAby Robert Lockwood and Peter van Geldern

Self Interest

Relevance:

• This is a great diagram and a great book

• We should avoid choices and seek resolutions

2.0 Overview

Empathy

The Invisible Hand of Adam Smith Self-Interest

Of Empathy

Relevance:

• Rather than seek balance or a choice between two paths, this model reflects integration

• The two competing forces are now woven together to form a new world view

The Sustainable Future

Sustainability is a not a diet, its not about reduction only

Sustainability is a not a balance between empathy and self-interest

Sustainability is a BOTH AND proposition

Sustainability is the Great Resolution between:

Self Interest (Profit)

+Empathy (Altruism)

Addition: 10 + 10 = 20

10 x 10 = 100

Late Age of Industry

Self-InterestMaximize Profits

Age of Information

EmpathyMitigate Damage

Age of Integration

SustainabilityMaximize Profits,

Regenerate Nature, Build Equity, Create Beauty

2.0 Overview

Future EnergyWeek 4

IBM Solar Collector Magnifies Sun By 2000X – These Could Provide Power To The Entire Planet http://banoosh.com/blog/2014/02/27/ibm-solar-collector-

magnifies-sun-2000x-provide-power-entire-planet/

Future Energy

Solar ThermalWeek 4

Design

Image Credit: Alexandra Zahn

Design

Masdar City, Abu Dhabi, UAE

Next Week

We will be covering Frameworks for sustainability• Triple Bottom Line

• Transcendent Sustainability

• Quadruple Bottom line

• Integral Theory and Integral Sustainable Design

Next Week| 2.3.14Next Week

How do we organize our actions to reach high levels of sustainability

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End of Video | 2.3.15

http://www.slowmoney.org/

http://www.youtube.com/watch?v=vJFZnKnK-Ew to see a movie

From their web site: A Maifesto of sortsI. We must bring money back down to earth.

II. There is such a thing as money that is too fast, companies that are too big, finance that is too complex. Therefore, we must slow our money down -- not all of it, of course, but enough to matter.

III. The 21st Century will be the era of nurture capital, built around principles of carrying capacity, care of the commons, sense of place and non-violence.

IV. We must learn to invest as if food, farms and fertility mattered. We must connect investors to the places where they live, creating vital relationships and new sources of capital for small food enterprises.

V. Let us celebrate the new generation of entrepreneurs, consumers and investors who are showing the way from Making A Killing to Making a Living.

The Slow Money Movement| 2.3.2

2.0 Overview

2.3 Sustainability in Action

Not balance + both and

Part AMoney

Part BAltruism

+• Economics is a

discipline that deals with how we value and perceive our environment.

2.0 Overview

Experience

Equity

Ecology

Economy

Vector of Emphasis

2.0 Overview

• Empathy is the capacity to recognize feelings that are being experienced by another sentient. Someone may need to have a certain amount of empathy before they are able to feel compassion.

• The English word was coined in 1909 by E.B. Titchener as an attempt to translate the German word "Einfühlungsvermögen", a new phenomenon explored at the end of 19th century mainly by Theodor Lipps.

• It was later re-translated into the German language (Germanized) as "Empathie", and is still in use there.

2.0 Overview

Ethos is a Greek word originally meaning "accustomed place“, "custom, habit", equivalent to Latin mores.

Ethos forms the root of ethikos (ἠθικός), meaning "moral, showing moral character". Late Latin borrowed it as ethicus, the feminine of which (ethica, for moral philosophy") is the

origin of the modern English word ethics.

2.0 Overview

Ethics, also known as moral philosophy, is a branch of philosophy that involves systematizing, defending, and recommending concepts of right and wrong behavior.

2.0 Overview

Applied Ethics, about how moral outcomes can be achieved in specific situations

(Situational Values)

Sustainability is a Value System + a set Behaviors that align

2.0 Overview

social equity is the orphaned element of Sustainable Development.

In 1996 the President's Council on Sustainable Development defined Social Equity as "equal opportunity, in a safe and healthy environment."

Social Equity is the least defined and least understood element of the triad that is Sustainable Development yet is integral in creating sustainability - balancing economic, environmental and social equity.

http://en.wikipedia.org/wiki/Social_equity

Relevance:

2.0 Overview

Religion is a collection of belief systems, cultural systems, and worldviews that relate humanity to spirituality and, sometimes, to moral values. Many religions have narratives, symbols, traditions and sacred histories that are intended to give meaning to life or to explain the origin of life or the universe. They tend to derive morality, ethics, religious laws or a preferred lifestyle from their ideas about the cosmos and human nature.

Is sustainability a religion?Sustainability lacks the higher spiritual being

Religion is based on faith?Sustainability is based on facts. or at least it should be– see climate deniers

Transcend bias to create frameworks for decision making

2.0 Overview

The Second Invisible Hand | 2.1.1Relevance:

• Look around – The more we spend time together, the more we realize that we have much more in common than we do differ

• But we know that different people get treated different

• This brings us to equity and ethics

The First Invisible Hand The Second Invisible Hand

Human Humane

Maximization of Profit Maximization of GoodnessDirect benefits Indirect benefits

Short term Long termprogress progressive

week2 motivations for sustainability

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