Word: werbach
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Corporations that want to support sustainability should encourage their employees to make changes on a personal level, environmentalist and consultant Adam Werbach said in a discussion at Harvard Business School yesterday. In his lecture to a few dozen students, Werbach said he came to this revelation after Wal-Mart contacted him to discuss its environmental impact. “When I first heard [from them] I literally thought it was a prank call,” he said. But at a meeting, a Wal-Mart representative said the company was committed to eliminating waste in its operations. For several years...
...recent support for tough domestic clean air regulations, Clinton's most substantial pledge was to supply developing countries with $1 billion over the next five years to help reduce carbon dioxide emissions. No better than "using a squirt gun to quell a raging fire," snipped Sierra Club President Adam Werbach. "With the whole world watching, the president of the world's biggest polluter needs to do more than warn of the dire consequences of global warming." Even though the President did promise to come up with a "realistic" U.S. plan to slash emissions before December talks in Kyoto, Japan...
...hiking enthusiasts, Werbach first became active when he collected signatures from his second-grade classmates on a Sierra Club petition to oust Interior Secretary James Watt. "I thought it had something to do with electricity," he jokes. But by the time he reached high school, he had become a vegetarian, formed an antivivisection study group, bought a truck to recycle the school's trash and, as a senior, founded the Sierra Student Coalition. At Brown he nurtured it into a nationwide corps of 30,000 activists. He was elected to the Sierra Club's 15-member board of directors...
...environmental movement is..." Werbach pauses, searching for an epithet. "Mature," he finally says, with distaste. To appeal to Gen X, it must focus on local action, with an accent on multiculturalism. "When I started the Sierra Student Coalition, I took s___ for selling out to a white organization," Werbach says. "It is not just about Yosemite and the beauty of the wilderness. It is about cities--the air we breathe and the water we drink. When I speak in urban grade schools, their No. 1 issue is the rain forest! That is disempowering, when these communities are surrounded by incinerators...
...says Werbach, responds to aggressively hip, visual and interactive messages. Want to fight oil drilling in Alaska's Arctic Wildlife Refuge? Set up booths to sell black snow cones. Want to protest the G.O.P.'s eco-bashing? Hang Newt Gingrich pinatas, provide a bat and whack for candy. To influence policy, call out the "dorm-storming" troops--activists who knock on college doors and urge students to E-mail their legislators. "We communicate in a different way," Werbach says. "We can sit here bemoaning Beavis and Butt-head, or we can learn from their appeal. A lot of people...