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Backcasting from Sustainability – Introduction to The Natural Step Framework

Backcasting from Sustainability – Introduction to The Natural Step Framework. Elaine Hanson TNS Associate November 11th, 2009. Context. 2000-2009: new products, new thinking Sustainability not yet been “imbedded” in corporate strategy

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Backcasting from Sustainability – Introduction to The Natural Step Framework

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  1. Backcasting from Sustainability – Introduction to The Natural Step Framework Elaine Hanson TNS Associate November 11th, 2009

  2. Context • 2000-2009: new products, new thinking • Sustainability not yet been “imbedded” in corporate strategy • Many reasons: Corporate culture, Gov’t legislation, understanding of resource use, etc. • Thousands frameworks/roadmaps, mostly proprietary & case specific. • Little knowledge being shared between sectors, organizations, department

  3. The Natural Step • International NGO • Scientific approach • Holistic, generic framework • Strategic advice & education • Leadership and role models • Innovative tools and services • Networks & partnerships

  4. City of Madision, WI Who uses it? Swedish Eco-municipalities

  5. Funnel Metaphor Supply & Demand Declining resources and ecosystem services (filtering water/climate regulation) Increasing demand for resources and ecosystem services (land & water used by organizations)

  6. Cycles of nature Open system with respect to energy Closed system with respect to matter 1) Nothing disappears 2) Everything disperses « Photosynthesis pays the bill » Sustainability is about the ability of our own human society to continue indefinitely within these natural cycles Slow geological cycles (volcano eruptions and weathering) Slow geological cycles (sedimentation and mineralization)

  7. How we influence cycles Physically inhibit nature’s ability to run cycles Create barriers to people meeting their basic needs worldwide Introduce persistent compounds foreign to nature Extract large flows of materials from the Earth’s crust

  8. 4 Sustainability Principles In a sustainable society, nature is not subject to systematically increasing... ...concentrations of substances extracted from the Earth’s crust, ...concentrations of substances produced by society, ...degradation by physical means, and, in that society... ...people are not subject to conditions that systematically undermine their capacity to meet their needs.

  9. The Natural Step Framework

  10. Backcasting Begin with a desired outcome Future 1. Begin with the end in mind Present 2. Look backwards from the vision to the present 3. Move step by step towards the vision

  11. Backcasting from Principles

  12. ABCD methodology

  13. A “Compass” Think of the Natural Step Framework like a compass. Where a compass helps an individual know where true North is and the uses this point to guide their movements, the Natural Step Framework helps organizations or communities know where sustainability is and guide their innovation efforts towards this point.

  14. Challenge of Alignment Many individuals in an organization (and organizations within a community) with energy and enthusiasm

  15. TNS as a Compass The Natural Step Framework is a shared language and acts as a compass

  16. TNS as a Compass The Natural Step Framework is a shared language and acts as a compass

  17. Key Concepts Generic vs proprietary platform Clear definition of sustainability Backcastingvs Forecasting Framework based on systems thinking Common language for collaboration

  18. Case Studies • Nike • Whistler

  19. “We see corporate responsibility as a catalyst for growth and innovation. It is an integral part of how we can use the power of our brand, the energy and passion of our people, and the scale of our business to create meaningful change.” -Mark Parker, CEO

  20. A North Star to Guide Innovation “Consider the present, consider the future, consider the world : our only playing field. Rooted in the tradition of Nike innovation, “Considered” is our commitment to create extraordinary performance products for athletes while navigating our business within nature’s limits.

  21. Whistler, B.C. WHISTLER2020 Moving Toward a Sustainable Future www.whistler2020.ca

  22. Planning Framework 16 Key Strategy Areas -energy, water, culture & heritage, economic development, etc Declining resources & life supporting systems A Sustainable Community (2060) Whistler’s Vision (2020) Increasing population & resource consumption Current Reality (2005)

  23. Today’s decisions…… guided by strategic questions Screening Actions and Investments 1 Does this action move Whistler toward our shared Vision of Success? 2 Does this action move Whistler toward our shared Sustainability Principles? 3 Is the action a good financial investment? 4 Does the action present a flexible platform for further movement toward Success in the future?

  24. Want to Learn More? • eLearning courses: http://www.thenaturalstep.org/elearning 2. Toolkits/case studies http://www.thenaturalstep.org/en/canada/toolkits 3. Certification Courses http://www.thenaturalstep.org/en/canada/learning-programs • Toronto: November 25th and 26th • Montreal (en francais): December 2nd and 3rd • Ottawa: December 10th and 11th

  25. Thank You The Natural Step Canada 355 Waverley St., 1st floor Ottawa, ON http://www.naturalstep.ca info@naturalstep.ca

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