Profits and sustainability a history of green entrepreneurship

PROFITS AND SUSTAINABILITY PROFITS AND SUSTAINABILITY A History of Green Entrepreneurship GEOFFREY JONES OUP CORRECTED PROOF – FINAL, 22/2/2017, SPi Great Clarendon Street, Oxford, OX DP, United Kingdom Oxford University Press is a department of the University of Oxford It furthers the University’s objective of excellence in research, scholarship, and education by publishing worldwide Oxford is a registered trade mark of Oxford University Press in the UK and in certain other countries © Geoffrey Jones  The moral rights of the author have been asserted First Edition published in  Impression:  All rights reserved No part of this publication may be reproduced, stored in a retrieval system, or transmitted, in any form or by any means, without the prior permission in writing of Oxford University Press, or as expressly permitted by law, by licence or under terms agreed with the appropriate reprographics rights organization Enquiries concerning reproduction outside the scope of the above should be sent to the Rights Department, Oxford University Press, at the address above You must not circulate this work in any other form and you must impose this same condition on any acquirer Published in the United States of America by Oxford University Press  Madison Avenue, New York, NY , United States of America British Library Cataloguing in Publication Data Data available Library of Congress Control Number:  ISBN –––– Printed in Great Britain by Clays Ltd, St Ives plc Links to third party websites are provided by Oxford in good faith and for information only Oxford disclaims any responsibility for the materials contained in any third party website referenced in this work Preface This book is a global history of entrepreneurs who imagined that business could make the world more environmentally sustainable rather than less It is unconventional in every sense For a start, most people consider that such green businesses are a recent phenomenon, yet this book goes back to the nineteenth century It is focused on individuals rather than large firms Many of those people were unusual More attention is given to the philosophical and religious beliefs that drove them than to the workings of their businesses While most people associate green business with high-tech start-ups, this book looks instead at a set of people who worked in architecture, finance, organic food, natural beauty, tourism, waste management, and wind and solar energy Many of their businesses were small, unprofitable, and transient Most of their names are long forgotten, as are their contributions to sustainability The book contains much original research, including from many interviews, but it is not the kind of business history based on deep research in corporate archives In most cases, archives did not exist, and more unconventional sources needed to be used The novelty of the book lies in its scope and point of view, and the reinterpretation of people and events explored in other literatures, but not as examples of entrepreneurship It shows how individuals judged by their contemporaries as absurd or even crazy can, with enormous difficulty, help to change the world In researching this book, I have relied on the dedication of research associates Oona Ceder and Loubna Bouamane did foundational research and conducted interviews in several languages Their willingness to devote time and energy to this project, above and beyond the call of duty, was crucial Andrew Spadafora, an outstanding historian of intellectual thought and accomplished linguist, traveled far and wide, from Costa Rica to Denmark, conducting research and making interviews, as well as critiquing in detail every draft of the text v PREFACE The assistance of the Global Research Centers of the Harvard Business School was also crucial In Istanbul, the Executive Director Esel Cekin arranged with enormous efficiency a set of interviews in Turkey I am also grateful to Cigdem Celik and Zeynep Maggonul for their help with these interviews In São Paulo, I am very grateful for the assistance and hospitality of Ricardo Reisen de Pinho In Tokyo, the Executive Director Nobuo Sato was unfailingly helpful I benefited enormously from working with Mayuka Yamazaki, the Assistant Director, in the Tokyo office She introduced me over the years to dozens of green entrepreneurs throughout Japan, and accompanied me to interview them Our research visits in Nagasaki, Sapporo, and Tokyo were transformational My understanding of both green business and Japan were fundamentally shaped by our research and discussions The research for writing this book rested on dozens of interviews with entrepreneurs and managers based in Asia, Europe, Latin America, and the United States A full list is given at the end of the book The willingness of so many practitioners to give their time and share their insights was crucial Many others, including academics, students, and librarians have contributed to the book I should especially like to thank Seema Amble, Hartmut Berghoff, Carlos Davila, Patrick Fridenson, Ben Gettinger, Per Hansen, Matt Hopkins, Bart van Hoof, Thilo Jungkind, Masato Kimura, Zhengyang Koh, Bill Lazonick, Laura Linard, Christina Lubinski, Chris Marquis, Ellen Mlgaard, Simon Mowatt, Manuel Rodriguez-Becerra, Keetie Sluyterman, Erik Stam, and Kazuhiro Tanaka I very much appreciated feedback from participants in seminars in Auckland, Geneva, Ottawa, Tokyo, Umeå, Utrecht, and Washington, DC Special thanks are due to the Auckland University of Technology in Auckland, New Zealand and the Universidad de Los Andes, in Bogotá, Colombia for hosting my visits I would like to give a special note of thanks to Ann-Kristin Bergquist, a pioneering historian of green business, and David Merrett, a formidable economic and business historian who has patiently critiqued early versions of my last five books In  they both read an early draft of this manuscript, and made extensive and lengthy suggestions how to restructure it, along with providing detailed chapter by chapter comments They bear no responsibility for this final version, which neither has seen, but their intervention rescued the whole project This manuscript has been rigorously and insightfully edited by Jeff Strabone, who has a remarkable ability to liberate text from obscurity I am vi PREFACE grateful for the patience and guidance of my editors at Oxford University Press, Clare Kennedy and David Musson The research for this book was generously funded by the Division of Research and Faculty Development at the Harvard Business School, to whom I am extremely grateful Finally, I owe a lot of thanks for their patience to Dylan Jones and Rattana Promrak Geoffrey Jones Harvard Business School vii Contents List of Figures and Table xi Introduction: The Business of Sustainability  Part Green Intentions  Pioneering in Food and Energy   Poisoned Earth: Green Businesses, s–s   Earthrise and the Rise of Green Business   Accidental Sustainability: Waste and Tourism as Green Businesses Part  Green Business  Making Money by Saving the World   Building Green Institutions   Can Finance Change the World?   The Green Team: Government and Business   Corporate Environmentalism and the Boundaries of Sustainability    Conclusion   Bibliography Index ix INDEX Lim, Jimmy –,  Limits to Growth, The  Lindblad, Lars-Eric –, , , ,  Lindblad, Sven-Olaf ,  Lindblad Expeditions  Lindblad Travel – Lindmeyer, Joseph , , , ,  Lindsey, Gail –,  Lissone-Lindeman  Lister, Jane  Live Clean  Living Soil, The (Balfour)  London Convention on Dumping at Sea  London, England , , , , , , , ,  L’Oréal , , , ,  Lovins, Amory –, , ,  Lowman, Bob  Lush  Lust, Benedict , –, , , ,  LUZ International – Lydenberg, Steven  Lykkegaard  Maadi, Egypt – Macao  McCarrison, Robert ,  McCloskey, Pete  McDonald’s , , , ,  McDonough, William  Macfadden, Bernarr , ,  McHarg, Ian –, , , , ,  influence ,  McKay, Sam  Mackey, John , –, , , , ,  McKinsey management consultancy , , ,  McMaster, Harold  McNeill, John  macrobiotic movement –, , , ,  “mad cow disease”  Mailman, Josh ,  mail order ,  Malaysia , ,  Mander, Jerry  Mann, Alfred ,  Mann, Carl ,  Man’s Impact on Climate conference ()  Marine Stewardship Council  market creation – Massachusetts Institute of Technology  Massie, Bob ,  Matsushita  Max Factor  Maxman, Susan ,  Mazria, Edward  medicine , , – mega cities  Mehta, Hitesh  Melvita  Merck family  Mercury Provident  Merkur Andelskasse (Merkur Cooperative Bank) ,  Merkur Bank ,  Merlin Ecology Fund  Merlin Fund Management  Merrill Lynch   INDEX metallurgy  methane emissions  from cattle  limited understanding of impact  natural gas  waste industry , , ,  Methodist Church , ,  Mexican Forestry Society  Mexico , , , ,  Micon  microfinance ,  Migros ,  Miranda, Sergio  Mitsubishi Heavy Industries  Mitsumoto, Mamoru  Mobil , ,  Molt, Emil  Mondelez ,  Monitor, The  Montreal Protocol ,  Moran, Thomas  Mo’s  Herb Tea  Motorola  Mouchot, Augustin , ,  muesli , ,  Muir, John  Müller, Christoffer  Müller, George  Müller, Hans –, , , ,  Müllverwertung AG  multi-divisional organizational structure  multinational firms  Munich Re  Nader, Ralph ,  Naked Juice ,  NASA , ,  National Audubon Society ,  National Fabricated Products  National Solid Waste Management Association (US) ,  NaTrue standard – Natura –, ,  Natural Capital Institute  Natural Capitalism (Hawken et al.)  natural gas  Natural Grocers  Natural Products Association (NPA) ,  Nature Conservancy, The , , – Nature et Progrès (N & P) , , , , , ,  Nature’s Heart  Nature’s Path  nature tourism see tourism industry naturist movements  Naturopathic Society of America  naturopathy , , , ,  NEG Micon  Nelson, Gaylord  Nepal  Nestlé , , – Netherlands , , , –,  Nettleton, A B ,  Newmark, Tammy –, ,  New Resource Bank  New York City , , , , , –, , , , , , , , , , , ,  New York City pension fund ,  New York Sanitary Utilization Company  New York Zoological Society  New Zealand , –, ,  Nike   INDEX Nikko Eco Fund – Nikko Securities Group  Nordtank ,  Northeast Organic Farming Association  Northern Pacific Railroad – Norway , ,  Novo Group  NPI  NSF International ,  nuclear energy –, , , , , , ,  accidents Chernobyl ,  Fukushima ,  Three Mile Island  government , , , , , ,  national comparison  opposition , , , , , ,  promise of –, ,  second wave of environmentalism ,  nuclear testing ,  nudism ,  Obama, Barack  O Boticário  Odwalla ,  Ohl, Russell  Ohsawa, George  Ohsawa, Lima  oil Alaska  electricity generation  prices , , ,  first oil crisis () –, , , , , , ,  renewable energy  second oil crisis (–) , ,  waste industry ,  refining  solar energy –, – spills , , , – supplies ,  wells  Oisix ,  Økær Vind Energi ,  Olgyay, Aldar  Olgyay, Victor  Olivetti  Olympia & York  Only One Earth (Ward and Dubos) ,  Ono, Yoko  Ontario Hydro  Operating Manual for Spaceship Earth (Fuller)  organic agriculture see organic food and agriculture Organic Consumers Association , , – Organic Crop Improvement Association (OCIA)  Organic Farming and Gardening  organic food and agriculture , , –, –, –, , –, , –, ,  anthroposophy ,  baby foods , –,  branding – Carson’s Silent Spring ,  certification schemes –, – financial system ,  government , , –, –, ,   INDEX green consumers  greening of corporations –,  market creation , , ,  motivations ,  scaling  yogurts , , ,  Organic Food Producers Association  Organic Food Society  Organic Food Symposium ()  Organic Gardening  Organic Gardening and Farming , – Organic Trade Association (OTA)  Organization for Renewable Energy (OVE) , ,  Organization of Arab Petroleum Exporting Countries (OPEC)  O’Shea, Allen  Our Home Granula Company  Our Poisoned Earth and Sky (Rodale) , , , ,  Outotec  ozone layer , , ,  Paepcke, Walter ,  Pan American World Airways  paper and pulp industry  parks, natural , , , –, , , –, , , , ,  passive solar energy , , ,  Passive Solar Energy Book, The  Passivhaus Trust  Passos, Pedro  Patagonia , , ,  patent medicines ,  paternalism  Pax World Fund ,  peaceful cities concept  Pearl Street Market  Peccei, Aurelio  Pedley, David  Pehrson, Lars  Pepsico ,  Perkins + Will  pesticides anthroposophy  beauty industry  Carson’s Silent Spring , , ,  coffee industry  DDT ,  golf courses  government policy  levies  organic food and agriculture , –, –, , – standards and certification schemes ,  Petersen, Kai –, ,  Petersen, Mogens Amdi  Petrini, Carlo  Petro-Canada  petroleum , , , , , , ,  Pfeiffer, Ehrenfried –, , ,  Pfister, Christian  Philips ,  Phillips Petroleum  photographic safaris , ,  photovoltaic cells see solar energy Physical Culture  Poland  pollution , , , ,  air , –, , , , , , , , , , , , , ,  body  and financial system ,   INDEX pollution (cont.) government policy , ,  greening of corporations ,  Kyoto Protocol  protests and activism , , , , ,  soil ,  and solar energy ,  technological control  and tourism , , ,  UN Stockholm conference () ,  waste industry , , , , , ,  incineration of waste  landfills  water , , , , , , , , , , ,  Polman, Paul ,  population growth ,  Porter, Michael  poverty – Poverty of Power, The (Commoner)  private equity investing see venture capital productivity increases – public health , ,  Public Technology, Inc  Putnam, Palmer , ,  Q-Cells ,  Quakers ,  Quevedo, Miguel Angel de  Quimby, Roxanne  QVC  Rainforest Action Network  Rainforest Alliance ,  Rama, Swami  Rape of the Earth, The (Jacks and Whyte)  Rapunzel , –,  RCA  Reagan, Ronald , , ,  Rechelbacher, Horst –, , –, , , ,  recycling , –, –, ,  government policy , , –, –,  market creation  motivations  national comparison  symbol ,  reforestation  Reform Houses , , , ,  organic food , , , , ,  refrigeration  Rehn, Götz , , , ,  Reich, Charles ,  Reich Nature Protection Law  reinsurance industry , ,  religion and green entrepreneurship –, , , , , , –, , , –, , , –, , , , , , , , , , , , ,  Remondis  REPA Registret AB  Republic Services ,  restaurants , , , , , ,  Rethmann  Rethmann, Norbert – Retzloff, Mark  Reynolds, Michael – Richardson, Diane   INDEX Riisager, Christian – Ringger, Reto –,  Road to Survival (Vogt) ,  Robeco  Roberts, Bary  Rocher, Yves ,  Rockefeller, J D  Rockefeller family  Rockefeller Foundation – Rocky Mountain Institute  Rodale, Bob  Rodale, Jerome I –, ,  audience  beauty industry , ,  on Carson’s Silent Spring  importance , , , , , ,  Our Poisoned Earth and Sky , , , ,  standards and certification scheme –,  Rodale, Joe ,  Rodale, Robert  Rodale Diet  Rodale Institute  Rodale Manufacturing  Rodale Press , ,  Roddick, Anita –, , , , ,  Balz on – The Green Consumer Guide (Elkington and Hailes)  importance , , ,  market creation  Rogers, Richard  Rohe, Fred  Romanticism –, ,  Roosevelt, Franklin  Roosevelt, Theodore  Royal Dutch Shell see Shell Royal Institute of British Architects  Rural Electrification Association (REA)  Rusch, Hans Peter –,  Russia  RWE ,  Ryel, Richard  Rysavy, Jirka – Sabancı business group  safaris –, , ,  safety issues, beauty products  Safeway  Sainsbury  Sams, Craig , , , –, ,  Sanoflore , ,  Sanyo  Sarasin, Paul ,  satellites , , ,  Sawhill, John  scavengers , , ,  Schmidheiny, Stephan , , ,  Schmiedel, Oskar , ,  Schumacher, Ernest F –, , , , , ,  Schurig, Arthur ,  Scientific American ,  Seabra, Antônio Luiz , – Seed  Sekem , –, , ,  Selengut, Stanley –, ,  Selous, Frederick , , ,  Seventh-Day Adventists  sex tourism  Shahryar, Ishaq –,  Shanghai Jahwa   INDEX shareholder capitalism ,  Sharp , , ,  Sheil, David St Maur  Shell , , , , ,  Shiloh Farms  Shiseido  Shi Zhengrong – Shuman, Frank –, , ,  Siegel, Mo , , ,  Siemens , , ,  Siemens Solar Industries  Sierra Club , , , ,  Sigmund, Elisabeth  Silby, D Wayne – Silent Spring (Carson) , –, , , ,  Silk  Simon, Irwin  Singer, Christine Eibs , , ,  sin stocks ,  Siri, William  Six-Day War  Skanska  skiing – skyscrapers  Sleep and Rheumatism (Rodale)  Slow Food Movement  Small is Beautiful (Schumacher) –, ,  Smith, Gus  Smith & Hawken – SMP Architects  soap  social banks –,  Social Investment Forum (SIF)  socially responsible investing (SRI) , –,  CERES , –, , , ,  greenwashing  Social Venture Network ,  Society of Wind Electricians  SOHO China ,  soil enrichment from recycled waste ,  erosion – pollution ,  fertility testing  quality, and organic food  Soil Association , , , , ,  Soil Association of South Africa  solar energy –, –, –, –, , ,  adverse environmental impacts  architecture , ,  falling cost of PV cells  financial system  government policy , –, – China – Europe – US –, , –,  greening of corporations  market creation –, ,  motivations  national comparison  passive , , ,  scaling  Solar Energy Research Institute  Solarex –, ,  Solar Millennium  Solar Motor Company  Solar Power Corporation , ,  Solar Technology International (STI)   INDEX Solar Water Heater Company  SolarWorld  Solec International – Soleri, Paolo , ,  Solidus Partners  Solon –,  Solsain  Sound Environmental Resources  South Africa , ,  Southern California Edison Company ,  South Korea ,  Soviet Union , ,  space race ,  US space program , , , ,  Spaceship Earth (Ward) ,  Spain , , , , – Spam  spas ,  Spectrolab , ,  Spencer, Herbert  Sri Lanka  stakeholder model of capitalism – Standard Oil  standards and certification schemes –, –, ,  architecture and construction – beauty industry , – ecological architecture ,  eco-tourism – government support  greening of corporations ,  market creation  motivations  organic products , , , , , – renewable energy ,  Stanhope Properties  Starbucks , , , –,  Stegemann, Ernst ,  Stein, Howard , ,  Steiner, Rudolf –, , – architecture ,  beauty industry  financial system , , , ,  influence –, , , ,  on Abouleish  on Chadwick  on Harrtung  organic food and agriculture –, , , , ,  community-supported agriculture  Stiesdal, Henrik  Stoermer, Eugene F  Stonyfield Farm , , , , ,  Strong, Maurice , , ,  sulphur dioxide emissions  Sümerli, Ayhan  Sumitomo  Sun Power Company (Eastern Hemisphere)  Suntech – Super Brugsen  Survival of Spaceship Earth  SustainAbility  Sustainable Asset Management (SAM) –,  sustainable banking , – Sustainable Building Technical Manual  Sweden biodynamic agriculture  DDT ban  Ecocycle Law ()   INDEX Sweden (cont.) electricity generation ,  greening of corporations –,  national parks  nuclear energy – organic food and agriculture , –,  social banks  UN Stockholm conference ()  waste industry , ,  wind energy , , ,  Swedish Biodynamic Association  Swiss Farmers’ Movement for a Native Rural Culture  Swiss Re ,  Switzerland biodynamic agriculture  community-supported agriculture  financial system , – Green Party  organic food and agriculture –, , , ,  tourism , ,  water protection law  symbolic corporate environmentalism  synthetic detergents industry  Tacke  Taiwan ,  Takashima, Kohei ,  Takeei Corporation  Taliesin  Taylor, David – tea  Technicolor  Tegut ,  Tellus Institute  Tennant, Tessa –, , ,  Tepper Marlin, Alice  Terrafertil  Texas Instruments  Textron ,  Thailand  Thatcher, Margaret  Theosophy  This Time It Is Different (Klein)  Thomas, Charlie  Thomas, Percy H  Thomas Cook & Son  Thoreau, Henry David  Threefold Farm, New York ,  Threefold Group  threefolding , ,  Three Mile Island nuclear meltdown  Time to Choose, A  Timotei  Tokyo Electric Power Company  Tokyo Green Building Programme  Tom’s of Maine –,  Töpfer, Klaus ,  tourism industry , –, – eco-tourism , –, , ,  standards and certification schemes –, ,  nature tourism –, –, ,  Toyota ,  “Tragedy of the Commons” (Hardin) – traitor brands – Transcendentalism  Travel and Leisure Magazine  Trienekens   INDEX Trillium Asset Management ,  Trina  Triodos Bank , , –, ,  Global Reporting Initiative  venture capital  Triodos Green Fund  Triodos Meerwaarde Fonds  triple bottom line , , , ,  True North Partners, LLC  Trump, Donald  Tsukushi, Mizue , , ,  Tuin, Jan Vander  Turhan, Can  Turkey , , , –, ,  Turner, Frank Newman  Turrent, David  Tvind  Tyco , ,  Tyrrell, Julie  Tyson, Luther  UK Green Investment Bank – underground architecture ,  Underground Designs (Wells)  Unilever , , , , , , ,  Union Bank of Switzerland  Union Carbide – United Fruit Company  United Kingdom see Great Britain United Nations (UN) Brundtland Commission , ,  climate change ,  greening of corporations  Habitat  conference  Habitat  conference  Intergovernmental Panel on Climate Change  International Year of Ecotourism  Millennium Ecosystem Assessment  Stockholm conference () –, , –, – World Tourism Organization , ,  United Nations Environment Programme (UNEP) eco-tourism  Engaging Stakeholders Programme  establishment of – financial system ,  Financial Initiative  Global Reporting Initiative  pension fund  United Nations Food and Agriculture Organization  United Nations Foundation  United States of America activist hubs  Agency for International Development (USAID) , ,  Air Pollution Control Act ()  Air Quality Act ()  architecture , –, – ecological –,  beauty industry –, –, , , , ,  carbon dioxide emissions  civil rights movement  Clean Air Act () ,  Clean Water Act ()  coal , ,  Coast Guard  Commerce Department   INDEX United States of America (cont.) Comprehensive Environmental Response, Compensation, and Liability Act (, “Superfund” law) –,  conservation movement , , ,  construction industry –,  consumer safety and environmental regulations  DDT ban  Democratic Party  Department of Agriculture (USDA)  National Organic Program (NOP)  National Organic Standards Board (NOSB) ,  standards and certification schemes –, , ,  Department of Energy  economic restructuring, arguments for  electricity generation –, , , ,  energy policies – Energy Policy and Conservation Act ()  Energy Tax Act ()  environmental agencies, establishment of  environmental movement ,  Environmental Protection Agency (EPA) , –,  best practices guidelines  Clinton administration  ecological architecture  Energy Star program  “Superfund” law   environmental regulations  Federal Trade Commission  Federal Water Pollution Control Act ()  fertilizer use  financial system ,  CERES –,  Global Reporting Initiative  integrated reporting  social banks ,  socially responsible investing –, , ,  Food, Agriculture, Conservation, and Trade Act ()  Food and Drug Act ()  Food and Drugs Administration (FDA) ,  food industry –,  Forest Service  General Services Administration  genetically modified organisms  Green Building Council (USGBC) , – greening of corporations –, –, ,  Green Party  health food industry – health reform movement , ,  hydro-electricity – Kyoto Protocol ,  macrobiotic movement –,  mega cities  National Conference of States on Building Codes and Standards  National Environmental Policy Act ()  national parks , –, , ,  INDEX National Park Service  nuclear energy , –,  Office of Solid Waste  organic food and agriculture –, –, , –, , ,  brands –,  from farm to market , –, –,  standards and certification schemes –, – Organic Foods Production Act ()  population growth  Public Utilities Holding Company Act ()  Public Utility Regulatory Policies Act (, PURPA) –, ,  Reagan administration  Republican Party –,  Resource Conservation and Recovery Act ()  Romantic nationalism  scientific community  Securities and Exchange Commission (SEC)  skyscrapers  smoke pollution ,  Social Security  solar energy (see also California) , –, , –,  financial system  government policy –, –, , –, , , ,  innovation  Solar Energy Research Institute  Solid Waste Disposal Act ()  space program , , , ,  tourism industry –, , , ,  urbanization  venture capital  waste industry –, –,  food waste  government , –, , ,  landfills  water pollution  wind energy (see also California) –, , , –, , –, , ,  government policy , –, –, ,  United Technologies Corporation ,  Universal Exposition (Paris, )  University of California at Berkeley , , –,  University of California at Santa Cruz ,  Urantia Book ,  urbanization  building –,  food  see also cities US Soil Association  US Virgin Islands –,  US Windpower , , ,  Van der Ryn, Sim –, , , , , ,  Van En, Robyn  Vanishing Lands (Jacks and Whyte)  Varadi, Peter –, , , ,  Vattenfall  vegetarianism , , , , ,  organic food ,   INDEX venture capital –, , –,  Veolia  Verband des privaten Städtereinigungsgewerbes (VPS, Association of Private City Sanitation Trades)  Vermeulen, Jennifer  vernacular architecture  Vestas , , –, , , ,  VEW  Vidal, William ,  Vie Claire, La  Vietnam  Vietnam War  Virginia Eastern Shore Sustainable Development Corporation ,  “visionary champions”  Vogel, David  Vogt, William , ,  Volans Ventures Ltd  Volkswagen  Volvo , – von der Linde, Carl –, ,  VPS  Wacker  WALA laboratory (Germany)  Waldorf-Astoria Cigarette Company  Waldorf schools , , , , – Walker, Jim  Walking the Talk (Watts and Schmidheiny)  Walley, Liz – Wall Street Crash  Walmart , ,  Walnut Acres , , ,  Walton family  Wang Wenqi  Warburg  Ward, Barbara , , ,  Only One Earth (with Dubos) ,  Ward Hunt Ice Shelf  Waring, Colonel George ,  Waring, Pam  waste industry , –, –,  government , , , –, , , –, –, – market creation  McDonald’s  motivations ,  Waste Management Inc –, , , , ,  water pollution see pollution: water Waters, Alice ,  water shortages , , ,  Watkins, Tony  Watts, Philipp  Weber, Olaf  Weekes, Tony  Wegman, Ita , , , , ,  Weleda , , , , ,  standards and certification schemes ,  welfare state  Wells, Malcolm –, , ,  Werner, Götz  Western, David ,  Westerveld, Jay  West Germany –, , – Westinghouse  Wheelabrator  White, Allen ,  WhiteWave ,  Whole Earth   INDEX Wholefood  Whole Food Mark  Whole Foods Market , –, –, , , , – brands  socially responsible investing  standards and certification schemes ,  suppliers  Wholefood Society  Whyte, Robert  Wicks, Judy ,  Wildland Adventures  Wild Oats , ,  Wilhelm, Joseph , , ,  Wille, Chris  Wilson, Donald  wind energy –, –, –, –, , , ,  adverse environmental impacts  BP  government policy , –, – China – Europe – US –, –,  greening of corporations  market creation –, – motivations ,  national comparison  scaling  social banks ,  Van der Ryn  Winergy ,  Wobben, Aloys –, ,  Wolfe, Russell , ,  women’s groups  Wordsworth, William  World Bank  WorldBuild Technologies  World Business Council for Sustainable Development ,  World Energy Congress  World Green Building Council  World’s Fair :  :  World Tourism Organization , ,  World Travel and Tourism Council ,  World War I Bartsch  beauty business  German antismoke campaign  plane parts  Reform Houses  solar power  Steiner ,  waste industry  Wegman  wind power  World War II ,  beauty business  innovation  organic food and agriculture ,  solar energy  Steiner  waste industry  Weleda  wind energy  Worldwatch – World Wildlife Fund (WWF) , , , ,  Wright, Frank Lloyd , , ,  Wu Gang   INDEX Wuseltronik  Wüstenhagen, Rolf –,  Xinjiang Goldwind – Yeang, Ken  Yerkes, Bill –, , – Yibo, Yen  Yingli Green Energy  yoga ,  Yogananda, Paramahansa  yogurts, organic , , ,  Yoshikawa, Hirokazu – Yue, Zhang  “Zeronauts”  Zond Systems , ,   ... mineral mining.5 Meanwhile, the inhabitants of large cities in Africa, Asia, and Latin America, including Casablanca and Johannesburg in Africa, Beijing and Shanghai in China, New Delhi and Karachi... duty, was crucial Andrew Spadafora, an outstanding historian of intellectual thought and accomplished linguist, traveled far and wide, from Costa Rica to Denmark, conducting research and making... South Asia, and Rio de Janeiro and Santiago in Latin America, live under a haze of smog and pollution, for some or all of each year Some scientists believe that a sixth mass extinction of life