Thunderbird Professor Gregory Unruh, Ph.D., started his career as an environmental consultant working in remediation. His job was to help U.S. companies clean up their polluted sites and bring them into compliance with Environmental Protection Agency standards. Unruh saw value in the process, but he also recognized a flaw. “Trying to clean up a contaminated industrial site is like trying to put toothpaste back into a tube,” Unruh said at the Sustainable Brand Conference June 7-10, 2010, in Monterey, California. “You can never get all the toothpaste back in.” Unruh said a better approach to environmental protection is to prevent problems before they occur. He said businesses looking for a new model of sustainable manufacturing need to look at their own plant, which has been manufacturing products in a sustainable way for more than 2 billion years. “We have no other place we can look to learn how to operate and manufacture sustainably on the planet,” he said. Unruh shares sustainable business lessons from the Earth in this Sustainable Brand Conference presentation. For additional research and commentary, visit Unruh’s Huffington Post blog or read his new book, Earth, Inc.: Using Nature’s Rules to Build Sustainable Profits.
|Doing Business with Earth Inc.: Thunderbird School of Global Management Professor Gregory Unruh talks at the 2010 Sustainable Brand Conference in Monterey, California. View the video on YouTube or on China’s www.tudou.com (2:44).|