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Business should become a force for good

Business wants to grow. The problem facing business in this century is that, already, the 7 billion people on this planet are consuming 140 percent of the renewable resources of the planet. And the forecast is that there will be another 2 billion people within 40 years.Forward-thinking business leaders, many of them at the head of multinational big business, have begun to plan for a more sustainable future, one in which we consume a lower proportion of the resources of the planet yet maintain the profitability of their businesses. Remember that capitalism business is built on the premise that we must not, individually, become the master of our self-urges, our desires. Forward-thinking big business has begun to realize that there does not need to be a conflict between good business and good planet husbandry — that there can be a middle way to maintain profitability, maintain customers and grow the business bottom line. They have begun to realize — as a model for their sustainability as businesses — that we must do more with less, we have to get significantly more efficient in how we manufacture, transport, retail and handle product. Business is, for example, pushing banking systems to allow wages to be paid directly into workers’ accounts. Less paperwork, less travel to and from banks to deposit checks and, in much of the underdeveloped countries like India, preventing wage earners losing up to 30 percent of their earnings as they seek to cash paychecks.And there is a growing realization in big business (not yet Wall Street or banking) that you cannot be a paradise island of prosperity in a sea of poverty. There are multi-nationals who have even changed their buying policy, switching from huge farming companies and wholesalers, to using 50,000 small farm holdings. And they are working with those small farms to get them to increase crop yields and use fewer pesticides or go organic. Walmart is outselling organic produce more than most supermarkets. How? Why? Because to sustain their buyer base requires their responsibility towards the health of the produce they sell and, in the process, the health of the community in which they trade. In short, like Henry Ford paying a wage three times higher than his competitors, if the local economy is solid, people will buy more and become customers for life. If the people also stay healthier, they will be customers longer.A perfect example of a company seeing the way forward is Patagonia, a clothing retailer. Their current slogan is “Do not buy our clothes.” What they go on to explain is that you should repair, reuse and enjoy the longevity of their clothing, rather than bowing to trend or being wasteful. It builds customer loyalty, brands the product as being long lasting and economical and treats the consumer with respect. Ask any patron of Gucci, Louis Vuitton and Hermes — ask them how long and how economical their suitcase is. We have a suitcase that my parents bought in 1955, repaired, beaten leather, still elegant and strong as new. What Patagonia is doing is planning for a sustainable business future for their company, one that allows a more resource economical use of the planet’s finite product, and yet one that builds customer base.Look, this is simple: would you buy a forged shovel with an ash handle made the way they did in the 1960s, built to last for $50 or do you want to buy a new one for $28 with a cheap wood handle and stamped blade that will probably only last 5 years? Yes, you do need to invest, you do need to get control of your urges to have it now, right now, can’t wait to save for the good one. But in doing so you could be doing the planet some good and, in the process, allowing business to get onto the bandwagon for a more sustainable future. Forward-thinking businesses may soon lead the way. It is, however, also up to the individual to make a difference. As a consumer you do not have to go without a shovel or coat — just make sure you are buying one that will serve your best interests, long term. Your long term is the same as the planet’s: sustainability. Peter Riva, a former resident of Amenia Union, now lives in New Mexico.

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