The First Ten Years 1997–2007: A Framework for Change

You’ve heard us talking about the upcoming anniversary now for months and now October 10th and 11th are just over two weeks away. For many who’ve been involved with the Network it’s hard to believe 10 years have gone by so quickly. What happened ten years ago that grew into a successful Network?

Several people in Oregon heard about The Natural Step in Sweden in the early 90’s. Maureen Beezhold, Corvallis Chapter Co-coordinator, first learned of TNS from an article she read while volunteering for the Corvallis Environmental Center. Duke Castle heard Paul Hawken speak about The Natural Step for the first time in 1995. The idea that businesses were moving toward true sustainability and making a profit was the hook for him. At about that time Dick and Jeanne Roy and the Northwest Earth Institute had begun organizing an effort to introduce The Natural Step principles to businesses in Oregon. Duke, Clem Laufenberg and several others volunteered to help. At the time, the group didn’t know that the three workshops they organized in the summer and fall of 1997 would be the seeds of a unique and inspiring Network of businesses and government working together toward sustainability.

What was it about The Natural Step that was useful to business? Many Network members had been involved with Business for Social Responsibility, so the concept of sustainability was not new. Jim Kelly, CEO of Rejuvenation, recalls that it was the deeper thinking and the Framework itself that intrigued his company.

“It was frustrating to look at an array of ideas and projects we could consider doing that would make the company more sustainable, yet lacking the kind of framework and decision making guidelines that would help us make intelligent and leveraged choices tailored to this company. The Natural Step helped give us that framework that enabled us to choose the lowest hanging fruit first, and then systematically make good decisions as we moved forward.”

They also appreciated the fact that The Natural Step is a “step by step” process.

“As a business, it is easy to get discouraged about making the organization sustainable, since the idea of true sustainability can feel overwhelming and unattainable. The Natural Step helped us accept this fact as normal. At the same time the Natural Step continues to nag and encourage us to not accept the status quo and continue on with our efforts as part of our overall business strategy.”

Dennis Wilde, Principal at Gerding / Edlen Development Co., had a similar reaction:

“When I heard Karl Henrik Robert explain the system conditions and how it provided a framework for decision making it was an epiphany for me. It was the first time I could clearly see how following this framework was not only essential for our survival as a species, it was also the very best approach from a business sense. I was able to articulate a business strategy to my partners that was environmentally responsible and a clear differentiation from what others were doing.”

It wasn’t only the Framework and the process that appealed to businesses. The fact that businesses coalesced around the Framework and sought to share with one another how the Framework could be implemented was key. Tom Kelly, President of Neil Kelly Neil Co. explains:

“We had been somewhat “green” for a long time, but it had seemed to me to be a daunting task to really address sustainability in a meaningful way. The Natural Step gave [us] a way to look at sustainability in a new light. . . Combine that with being involved with a community of people with a common cause and that was the “magic” of the Natural Step for me and our company.”

There are many people who have been part of the Network’s initial growth, directors Christopher Juniper, Kate Wells, Jim Gillen, volunteers, steering committees, an advisory board and our board of directors. The Network has provided opportunities for sharing, tools for implementing the framework and going through the Natural Step process, and inspirational events and conferences. However, the most important result has been the members who have taken the Framework and used it to help them make decisions toward sustainability. They have provided real examples of how the framework can be applied and result in success.