The outstanding characteristic of the Earth household is its inherent ability to sustain life. As members of the global community of living beings, it behooves us to behave in such a way that we do not interfere with this inherent ability: this is the essential meaning of ecological sustainability. What is sustained in a sustainable community is not economic growth or development, but the entire web of life on which our long-term survival depends. It is designed so that its ways of life, businesses, economy, physical structures, and technologies do not interfere with nature’s inherent ability to sustain life.

——Fritjof Capra, from the book The Hidden Connections

The belief here is that the trajectory will remain ever upward, because once we begin to piece together the cause/effect relationships set in motion by even the smallest of purchasing decisions, it’s damn near impossible to turn your back on that information.

Given the inertia of the status quo, it can be hard to imagine a seemingly esoteric ideal like ecological sustainability ever gaining any real traction, and yet that word “sustainability” just keeps elbowing its way into the conversation.

Editor's Note

Once you go green, you never go back.

i had a mild epiphany this morning as I was pouring organic orange juice over my ginger granola, getting ready to pack a bag for Salt Lake. The owner of a major apparel company had this to say to me last year about his interest in beginning to apply some of the principles of sustainability to his business: “Call me when the customer cares.” Well ringy-ding-ding, my friend. The number of consumers who care is on the rise. Better yet, the rate of retention for these caring consumers is extraordinary. Gross sales of organic products are projected to increase a staggering 250 percent during the period from 2000 to 2007, and there are many among us who believe that figure will prove to have been a significant understatement. This is a trend not subject to the whims of fad or fashion, this is a trend propelled by deeply held conviction. (It seems once you go green, you never go back.) The belief here is that the trajectory will remain ever upward, because once we begin to piece together the cause/effect relationships set in motion by even the smallest of purchasing decisions, it’s damn near impossible to turn your back on that information. The reality is I like knowing the farmer responsible for my organic, shade grown cup of java can afford to feed his family. And I like knowing the shirt I’m wearing as I write this little note is 55 percent soy, made from the waste soybean cake of the process of making soy cooking oil. That means something. It feels good.

This issue is full of similar opportunities to feel good about the stuff you buy here at Outdoor Retailer’s Summer Market. Recycled cotton? Thanks to an innovative color matching process from a company called Spintex, it has arrived. There’s a little performance sock company out of Boulder with an impressive top to bottom sustainability ethic you should get acquainted with. And see why Jack Johnson has signed up with One Percent for the Planet. (Shouldn’t you?)      

As I mentioned in the last issue, it is not the purpose of this publication to attempt to identify the “greenest” companies. To me, it’s far more interesting, useful and informative to explore the ways companies of varying sizes and at varying points on the “sustainability spectrum” are learning to think differently about business. We hope you’ll enjoy getting a look at the thought process of some of the folks in our industry grappling with these issues on a daily basis, including Terry Kellogg of Timberland (and now One Percent), Dave Knutson at Chaco, and Matt Reynolds of Indigenous Designs.        

A heartfelt “thanks” to all the companies, organizations, and individuals who have contributed to making all aspects of the Green Steps program a reality. The Green Steps Association (GSA) is beginning to hammer out “the constitution” here at the show. An all day event was held Wednesday at the Marriott, committees were formed, and stuff is getting done. Special thanks to Association President Scott Leonard of Indigenous Designs, Managing Director Doug Hoschek of Wickers, and Administrative Manager Margaret Nies, along with all the folks who have volunteered for committees. The GSA appreciates the help, cooperation, and support of Andy Tompkins and Kenji Haroutunian and their incomparable staff at VNU (producers of Outdoor Retailer), Frank Hugelmeyer from the Outdoor Industry Association (OIA), all the good folks at the Organic Exchange, and Joe Gotshall of New Leaf Paper.

So attention OR shoppers! Now it’s time to get down to business. As you’re out there cruisin’ the aisles at the show, whether it’s a pair of EcoWash wool socks or a cup of Fair Trade organic java, remember every tiny principled purchase helps guide the climate of values to higher ground. Meet you at the top? 

Cheers,

Pride Scott Wright

Publisher/Green Steps Journal

pride@greensteps.org

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