In the race to make the world what we know today, we have become a species capable of changing nature. We have burned and drilled and used and thrown away at an unprecedented scale that has changed the planet.
In this evocation to Earth Day celebrants this year, architect William McDonough together with Wendy Schmidt, calls for a redesign of our relationship with planet earth, and to declare this an ecological century. They propose that we become fierce designers and Implementers of ecological good.
Huffpost: Earth Days
Goals, and the more inspiring the better, paired with good design, can help companies that seek change to do more good instead of less bad.
This is part of the means by which the best companies achieve lofty sustainability goals. Further these companies use a statement of intention that places values first.
Stressing a good, such as ‘we will use and generate only renewable energy,’ is far more effective than the more commonly stated less bad; ‘we will reduce our use of fossil fuels.’
Guardian UK Article: William McDonough