The biosphere rules

Sustainability, defined by natural scientists as the capacity of healthy ecosystems to function indefinitely, has become a clarion call for business. Leading companies have taken high-profile steps toward achieving it: Wal-Mart, for example, with its efforts to reduce packaging waste, and Nike, which has removed toxic chemicals from its shoes. But, says Unruh, the director of Thunderbird's Lincoln Center for Ethics in Global Management, sustainability is more than an endless journey of incremental steps. It is a destination, for which the biosphere of planet Earth--refined through billions of years of trial and error--is a perfect model. Unruh distills some lessons from the biosphere into three rules: Use a parsimonious palette. Managers can rethink their sourcing strategies and dramatically simplify the number and types of materials their companies use in production, making recycling cost-effective. After the furniture manufacturer Herman Miller discovered that its leading desk chair had 200 components made from more than 800 chemical compounds, it designed an award-winning successor whose far more limited materials palette is 96% recyclable. Cycle up, virtuously. Manufacturers should design recovery value into their products at the outset. Shaw Industries, for example, recycles the nylon fiber from its worn-out carpet into brand-new carpet tile. Exploit the power of platforms. Platform design in industry tends to occur at the component level--but the materials in those components constitute a more fundamental platform. Patagonia, by recycling Capilene brand performance underwear, has achieved energy costs 76% below those for virgin sourcing. Biosphere rules can teach companies how to build ecologically friendly products that both reduce manufacturing costs and prove highly attractive to consumers. And managers need not wait for a green technological revolution to implement them.