More than a decade ago, American futurist Alex Steffen categorized the environmental movement by spectrum. “Light greens” see environmentalism as a personal responsibility and a lifestyle choice. “Dark greens” often believe environmental damage is an inherent part of modern life, and that economic growth leads inevitably to overconsumption and waste. I’m solidly in the third camp Steffen defined: “bright green.” Call me optimistic, but I do believe that new technology, social innovation and constructive solutions can help push forward the the radical changes we need make in order to achieve sustainability.
That, in a nutshell, is why I’m so excited that Press Forward has joined 1% Percent for the Planet as a member organization. Earlier this year we joined the ranks of the Vermont-based international alliance of businesses, and in doing so sided with thousands of member partners who put their money where their mouths are. 1% members commit one percent of their sales directly to vetted, sustainability-oriented nonprofits; in 1%’s ten years of operation, member organizations have invested more than $100 million in environmental change. This is bright green environmentalism at work in the world.
It’s an amazing network, ranging from small shops like our own to massive corporations; what we share is a common belief that business can be a force for positive change. We’re proud to be among good company in this alliance. Check back in the months ahead: We’ll keep you posted about where our one percent is going.