Geoff: As far as implementing the Challenge goes, it that as simple as sending out a new pamphlet to housing contractors that explains how they can change their building techniques? Or is it as complex as starting whole new university degrees?
: Well, first you have to inform. People really have to be aware of this issue. Universities don’t really understand their role in this whole situation. So the first step is to inform – and we’ve actually gone a long way in that. We’ve done a lot of magazine articles and other publications; we’ve done public speaking; and there’s also our website – so we’re making an impact.
What we’re really doing is changing the conversation. Through changing – or expanding – the conversation, we’ve been able to issue the 2030 Challenge. We would not have been able to issue that had we not changed the conversation. So we issued the Challenge, which was picked up by the profession and then by the cities, and that was absolutely critical. Now businesses are picking it up. For instance, at the same time that we were issuing the Challenge, the World Business Council for Sustainable Development out with a call for carbon neutral buildings by 2050. So we’ve asked the AIA to begin a dialogue with them to get that done by 2030, instead.
Also, since that time, I gave a talk at a conference hosted by the International Council for Local Environmental Initiatives. ICLEI’s membership consists of about 475 cities worldwide. It’s kind of a global counterpart to the US Conference of Mayors – though many cities in the US are members. At the end of that conference, they adopted the 2030 Challenge. They’re now bringing it up with their global Board of Directors, to discuss adopting the Challenge worldwide. Actually, adopted is not the right word – they incorporated the Challenge into their targets.
Geoff: Do you think the speed with which the Challenge has been adopted reflects a kind of embarrassment over the failure of the Kyoto Protocol?
: That’s possible. It’s also now more accepted that the science is firm; people are accepting that the debate is essentially over, and that we must move from debate to action. But scientists have given us a very, very small window of opportunity here. We have essentially ten years to begin to get this situation under control. Otherwise we’ll hit tipping points beyond which there will be very little anyone can do to influence things. So there’s a new sense of urgency.
What has been lacking so far are specifics on how to attack the problem. Most initiatives are general, without real teeth behind them, saying that we’re going to reduce greenhouse gas emissions by this much, by this date. But I think that the people who have adopted these initiatives are now looking for ways to implement them, to meet their own targets. The 2030 Challenge gives them a very specific way to do this – and I think that’s the main reason why this has taken hold as quickly as it has.
Geoff: In the meantime, you’ve seen corporations like Wal-Mart try to reinvent themselves as pro-green, pro-sustainability firms, because they’ve seen that there is a profit motive. It makes sense for the environment – but it also makes sense for shareholders. The shift isn’t necessarily altruistic.
: I think it’s going mainstream for a number of reasons. One of the reasons is what we just talked about: the urgency of the issue. There are many people out there with a conscience, and they think about the future rather than just their own immediate needs. They think about their children and their grandchildren. I think that’s moving some of this. But I think you’re right: I think another part of this is essentially self-serving, that going green may give you a leg up on the competition. It may save you money. It may enhance your image in the community, which means your business can maneuver with more ease and fewer restrictions. The real point is: whatever the motivation, it’s going in the right direction.