Recently, I had the opportunity to be involved in a conference called Chasing Sustainability as part of the executive team of the CUS Sustainability. The closing presentation by Michael Green, tied the essential elements of what the sustainability conference was looking for and hence, I would like to focus on an external blog about Michael Green by Kate Torgovnick May for this blogpost.
Michael Green aims to change the social norms for how skyscrapers should be built. Rather than relying on the current technology of using steel and concrete for skyscrapers, Green proposes the use of wood. The building of skyscrapers accounts for ‘47% of CO2 emissions’. However, wood stores carbon dioxide. The current market trend is to be sustainable, and Michael Green realises this. Therefore, his business has a competitive edge over other architecture firms through his sustainable innovation within the architecture industry. This aligns with the concept of triple bottom line, which focuses on sustainable development for the people, planet and profit. As a result, his business has value-added that his competitors are not offering to their customers, which is the key to success.
Furthermore, not only is Michael Green an innovative entrepreneur, he also displays positive corporate social responsibility to his stakeholders. His business is partnered with ‘1% For The Planet’, whereby 1% of the revenue made is donated to help conserve and protect the planet. He mentioned at the conference that when running his business, it was never about the money. Instead, one of his goals is to show his son that he can change the world.
“It’s not enough to tell someone that they can change the world. Be the one to change the world.” – Michael Green (Chasing Sustainability Conference 2014)
Website source:
http://blog.ted.com/2013/02/27/skyscrapers-of-wood-michael-green-at-ted2013/