I want to pick up on an idea in a recent post I read over at GreenBiz.com. It’s a very brief interview with Tim O’Reilly on How the Web is a Sustainability Platform. The post is a precursor to their Innovation Forum being held in October.
Partly, I want to pick up on this concept because it’s something I’ve been thinking about for a while now too, and let’s face it, we do tend to gravitate to ideas that we agree with.
I think the idea of the web as an emerging sustainability platform also relates to my recent post The great human hive and the road not taken, which discusses increased connectivity in relation to an emerging global civilisation.
Seeing the whole Earth from space in images for the first time– the seeds of a paradigm shift? Earthrise image courtesy of NASA.gov.
In the interview Tim O’Reilly states,
One (parallel with the open source and Web 2.0 paradigm shifts) is that the Web represented a complete sea change in the media world. People were in denial for a long time and most companies completely missed the opportunity because they tried to marginalize it. In a way sustainability is an even greater change in the world of consumer products. People are still in denial. I think one of the big lessons from the Web is that things that seem to start small can actually be utterly transforming.
Well said. Furthermore, I have come to believe that sustainability is going to be THE key driver of business innovation this century. With every day that goes by, this seems clearer and clearer to me. This will involve a huge transformation – in the way we move around, the way we work, the products and services we buy, how products are produced, how we create and deliver energy. With all the advances in technology we have made so far, it will not mean taking a step back to pre-industrial times as some people fear. Far from it.
I think it’s way bigger than the transformation brought on by the Internet and the digital revolution in general, but it will most certainly involve these too. How could it not? There was a time when I thought the internet would be the biggest innovation and transformation I’d see within my possible lifetime. I was wrong.
By the way, if you are interested, here’s a recent article from Harvard Business Review, The Sustainability Imperative, May 2010 (most of which is behind a paywall sorry). This article articulates this emerging paradigm shift in some detail.
In short, the two external references I’ve pointed to here (as well as many other voices around the world) are saying, get on board now or face being left behind as this paradigm shift gathers pace.
What are your thoughts? Do you agree or do you see it going another way altogether?