Sustainability, This is What Happened.

This is what happened.
Since the beginning, I must say that the history was made by another struggle and innovation of sustainability. It was simple at the first, like "What we going to eat tonight?" or "I need a place to live" People built houses, farms and started live together, which formed a society. More people, more to feed. Then, more food, more sustainable living. Living with many people need just more than food. People made rules to sustain their society.  However, the story of the sustainability was not ended there. We created tools to make our lives easier, but eventually, easy to hunt, farm and have better life.

 There were plenty of whales long time ago. Not just there were many, people couldn't hunt them TOO much

I must admit, sometimes, people went crazy that they thought they need to kill other people. So? People went war all the time and we were good at that.
People picked up resources from the ground. Stones from quarry, timbers from forest, water from river. It wasn't too bad for awhile since there weren't that many people. Not to mention it, everyone was not equal for a long time. After inventions and innovation, people started to know how to use more complicated resources than ever before. They found out how to use coal and oil to run machines that they could make products they need. They started to make way more then they needed because apparently, mass production was cheaper. As they were more educated, people realized that everyone is equal regardless of social class. Now, everyone should have equal access. Unfortunately, it was only for their own people, so some of them went to colonize other people. With colonies, new ideas and advanced technologies, the Western world was able keep their sustainability on social, political and economic (except, environment) until the end of World War II.

The unsustainable environment started to cause huge problem. London suffered from Great Smog in 1952, let the Brits to sense something went seriously wrong. But who cares? War is over, let's start to build our society from the destruction of war.

London, 1952. Colonial power wasn't the only lost at the 50's. Healthy environment.

It's been centuries since the human dominated the Earth. With oil and machines, the speed of our dominant got faster. But every story has a twist. This epic story of "Sustaining" civilization just started to facing it's own twist. A group of people realize one small fact. Based one the experiences of using oil, once it is used, it never turn back to oil. It was gone. The question was "Do oil last forever?" Nobody knows. None of us went down to calculate that. It's scary. We never had experience of running out of our primary resources. We stopped using timber or coal as primary resources before they completely ran out. People had no idea how to deal with that. And still no idea. 

Peak oil might be the "Holy shit" moment for many.

Soon, more and more concerns and problems were coming from every direction. Social injustice issues, human rights, pollution, economic gap, climate changes, civil war in less developed nations, population boom more and more. 

Now, people are realizing about the importance of the "Sustainability" once again. We were just too lazy to think about that. At the beginning, if people did not care about "Sustainable place to live", they would not build the house. It is us to think about how to make "Sustainable planet to live" Sustainability is not just a new idea or something we never thought before. People thought in the past and they did it. Don't we claim that we have better technologies than ever before? Didn't we learn more than the generations in the past? Can't we see what were the problems in the past and how to solve the matters? Isn't our economy (compare to long time ago in general) stronger than before, in'nit?

Well, then let's do it.

Learning sustainability for international students

With Rob and Hilary, we suggested the learning the sustainability as freshman students of the University of Oregon. The issues of the sustainability are very important for our community. And we are well aware of that. Then how can we make the new students, whom most are new to this place?
When I first time came to Eugene, I didn't know much about how Eugene community was care about the sustainability. It took quiet long time to figure them out. This is just only myself. When I was involved International Students Orientation, a similar program freshman seminar for the incoming international students, I noticed that many students were not aware of the sustainability issues at the university. Just like the freshman seminar, the international student orientation is another great opportunity to let the students to know about the sustainability.

Just like differences among languages, sustainability level is different from each other. But they are all same meanings.

International students are from around the world. In their own countries, wherever they are from, the level of awareness of sustainability is different. Because of different culture, social and economical levels, many countries adopted the sustainability policies in their ways. Therefore, some might already well informed about the sustainability, but some are not. What we could do is that making session during the international student orientation about the university's sustainability. They are also part of this community, it makes them should also know about the sustainability as well. 

This is a great way to make people to know about the sustainability in personal level. In the future, they can also know about the importance of the sustainability. As a result, when the international students go back to their home, they could also spread out the importance of the sustainability, which they learn from this community.

Question - How to Define the Greenwashing?

As we know, the greenwashing is another trend for today's business plan. Many companies trying to associate to "Green" or "Sustainability", just write down on their products or making advertisements. Some may not as bad as others. Although their business or industry is not related to sustainability or green, because of CEO's interest, acknowledging their social responsibility or whatever the good reasons, they trying to make some contribution to the Green/Sustainability movement. HOME, a film I mentioned before, it was also financially supported by PPR, French holding company. (PPR is a luxury brand holding company for some of most famous brands such as Gucci and YSL) PPR's business not involved with the environmental issue, but as part of their public relation they supported the production of film.

 Gucci+Green

On the other hand, some companies and products doing greenwashing in order to cover up their harming environment. When British Petroleum, BP tried to clean up(or cover up) the Gulf of Mexico oil spill, they simply poured millions of dollars for public relation. They even made new slogan - Beyond Petroleum. Hope they are not trying to reach nuclear power plant.

If you have money for PR for your sake, spend them to clean up...

Also, when we go shopping, we always see some products have "Green" Sticker. Let's think clear about this - Are they really?

Some industries and companies, they just naturally not related to environmental issue. But that does not mean they should stay away from the issue. As they are part of the community, living on this planet, they should also involved in environment awareness. What they need is that they should not try to cover them up as green company. Also, as consumer, we should give them some credits, which make more people to aware the environmental issues. On the other hand, we should critical on the companies such as BP strategic PR greenwashing for their mess.

University of Oregon and Sustainability

http://www.dailyemerald.com/news/new-rating-system-gauges-campus-sustainability-1.2038101

 University of Oregon was given a silver designation only behind Oregon State and Portland State. What a good news. Top 3 universities are from State of Oregon, making this place as one of the most sustainable place and young people are more aware of the sustainability issues than other places.
While Oregon Football team went to Arizona for the National Champion, I heard a surprising news from some of my friends who went down. At the stadium and surrounding area, they just could not find recycle bins. People just throw everything into one, giant trash bin. I feel bitter that they were just too lazy to put couple of more bins for recycle
According to the newspaper, some people were disappointed that we did not get the first place. Of course, the University of Oregon is no doubt one of the leading universities for the sustainability issue. Then, what we should do in order to be the first next time?

   Football is not the only one we trying to be the national champion. Go Ducks.

University of Oregon is one of the first college to initiated the sustainability activities in campus. We need more than just the title of the "First one". we need "sustainable creativity" For example, the university could develop more classes that related to the sustainability. Sustainability in Business, economics, sociology, political sciences and other departments could consider of making classes that students can learn more about the sustainability with their majors. Sustainability is not just only limited to environment issues and it is important to many other areas.

I put some ideas with the departments or majors could offer classes with sustainability issues withing their subjects.

Department and Major/Class	Class name	About the class	Class goal
Political Science	Sustainability and politics	Leaning about the sustainability issues within the politics and policies with sustainability	How to make sustainability policies and know the importance of political sustainability
Business (Including, finance, management, sport business)	Sustainability and Business, Sustainable business plan, Sustainability for Sport business	Relationship between sustainability and Business.  Including marketing, management and financial sustainability	Leaning about the sustainability in the business major and how to make sustainability plan/decision
Economics	Economics with Sustainability, Sustainable economic growth	How economics will impact on the sustainability. Future economic concern/benefits of sustainability	Financial, economical sustainability Relationship between economics and sustainability
Architecture (Including product design)	Sustainable buildings, Sustainable architecture plan, sustainable product design	Importance of making sustainable/green buildings and product design	With the class, architecture department could be the leading architecture department for making sustainable architects
Education	Sustainability education	Leaning about the importance of sustainability education	Make plan, idea of how to teach the sustainability
International Studies	Sustainable international relationship, International sustainability issues	International communication of sustainability, issues of sustainability in globe	Learn about the sustainability as an international level such as international business, climate changes and other areas
Environmental Studies & Environment Science	Sustainability of environment, sustainable environment	Sustainability with the environment issues, what are the impact of sustainability activities to the environment	Learn about the importance and critical points of the sustainability issues to the environment
African/Asian/European/Latin American Studies	Sustainability in   African/Asian/European/Latin American	African/Asian/European/Latin American doing with sustainability, what can we learn from them and what they need to do in the future	Studying about the sustainability in   African/Asian/European/Latin American Know more about how they adopted the idea of sustainability to their own words
History	History of Sustainability/Sustainability issues	sustainability and sustainability issues in the past	Learn about the sustainability and sustainability in the past What were the sustainability concerns and how they began and how they solved

I'm sure, some of them are already in their agenda. However, since we are considered as leading college for the sustainability, then the university should offer more classes that related to the sustainability with different subjects, making the University of Oregon as center of leaning sustainability issues in different subjects and perspectives.

Another idea could be increasing campus activities with sustainability issues. Such as sustainability fairs or seminars can be organized, so the community could learn more about how we are making progress on the sustainability issues. This is not just making presentations of students' works, but we could also show the products, plans and ideas for the future that help us to live in more sustainable ways. We are the one of the very first one who started caring the sustainability at the college level. Then, let's keep doing something for the sustainability.

We just started to write the history. We should finish the book in our way.

Demilitarized Zone in Korea - Making Sustainable Place for Environment

Making Demilitarized Zone in Korea sustainable. No, I am not talking about how to sustain military around the place. Since the end of Korean War in 1953, the DMZ has been dividing South and North Korea. Although it is Demilitarized Zone, the area of DMZ is one of the most militarized zone in the world. With many restricted rules and military bases, the area of DMZ and surrounded places became very difficult to live for civilians. In DMZ, which is 155milies long, there are only a few places for human activities, mostly small military post and Panmunjeom, a meeting point for South and North Korean military officers.

Location of DMZ, the red line. Another few miles from the DMZ is also restricted area.

For more than a half century, the DMZ became the symbol of divided Korea. However, being the restricted area for people turned this place as one of the most nature reserved area in the world. As South Korea more industrialized and developed, many places in Korea have been developed or polluted. The DMZ area was only left behind due to the heavy restrictions. 

Seoul, home of more than 10Million, rapidly expanded last 30 years.

Recently, DMZ became a destination for the environmentalists, geologists and many researchers for endangered plants and animals. Some of species they found in DMZ were known as extincted in South Korea long time ago. More than 100 species were reported to live in DMZ area. Founding endangered species were not the only result. Geologists found out that the DMZ area was one of the least polluted area in nation. Scientists and researchers are looking more species will be found since the area they surveyed was only small part of DMZ. 

http://edition.cnn.com/2003/WORLD/asiapcf/east/08/22/korea.bio.dmz/

Red-crowned Crane, an extremely rare specie, founded in DMZ.

The question of the sustainability of DMZ is directly involved with the environmental issue and the unification of two Korea. In the future, if both South and North Korea unified, what will happened to the DMZ, one of the most reserved area in the world? 

In my opinion, once the two Korea unified, the DMZ should declared as peace park. Today, the DMZ symbolize two meanings. One, the tragic history of Korea and the other one is well reserved nature. Sustaining the environment in the DMZ is not too difficult. If the unification of Korea occurs, all we have to do is change the restriction for military purpose to environmental purpose. This 155milies long reserved area will be remembered as memory of divided nation and also the home of endangered species in Korea.

Even before the unification, both South and North Korea could agree to minimize any military activities, clean up the mine fields, so the area could be more safe for the animals and plants. Some mines are over 50 years old, too old to active. So, we could just leave them there. Wait. Do we even remember where we put them?

 In DMZ, everything is more than 50 years old. All we have to do is declare DMZ as environmental protected area.

In 2005, Ted Turner, founder of CNN suggested making DMZ as UN protected World Heritage Site for reserved environment and the related tragic history. 

http://www.usatoday.com/news/world/2005-11-18-turnerdmz_x.htm

South Korea has been made economic progress since the end of the War. As a result, there are not many reserved nature areas left. Maybe turning this 155miles long area to the largest environment protected area could be the one way to start up saving nature in Korea.

Ed Cotten - Psychology +Journalism+Art+Sociology+(Sustainability)

During his presentation "Strategy planning for Advertising", he made a clear message of the importance of the strategy. One of his points, I was focusing on the ability of thinking ahead. Of course, it is a difficult task, especially making not a prediction, but correct prediction. Thinking of the future and making a plan for it, we can include some sustainability matters. For example, how can the company or organization be sustainable in the future? Netflix, internet based movie rental company had plan that making the company's service going to be based on internet. On the other hand, Blockbuster, another movie rental company was still based on the DVD store rental. As a result? Netflix has 10million subscribers today, but Blockbuster has been bankrupted.
This is not just only case of big companies collapsing due to the no plan for the future. Today's world is changing a lot faster than ever before. Because of the speed of the changes, it is very difficult to predict the future. However, because of same reason, the future plan is more needed than before.
Seeking sustainability is could be the beginning point of the making plan for the future.

Sustainability in Football(Soccer)

Football(Soccer) is no doubt the greatest sport in the world. From Diego Maradona to Leonel Messi, Pele to Ronaldo, people worshiped the footballers. However, is the greatest sport in the world sustainable? Today, there are several critical issues around the football. On the other hand, great contributions were made from football to the sustainability.

African Football Problem
One of the major concern of the football comes from less developed countries, especially from Africa or South America. As many footballers from those countries made successful careers on abroad, children are inspired by them. However, what they were inspired were money and fame. Today, thousands of children rather play football then go to school. As a result, great many children are left behind on education.

 

They may become a great footballer, but education is still needed

Education is not the only concern of these children are focusing on football. Another issue is coming from the humanity question. Around age of 16, if they were "lucky" they maybe able to go to Europe, where their dream can be true. However, this is very similar to human trafficking. They were signed(or sold) to the European football teams as "young prospector"

A good news came out  three years ago, FIFA, the international governing body of the football and major European football clubs agreed not to sign players who are under 16 from Africa. This is not the move to make them suffer in Africa. This is move to make them stay at home, having education and prepare them to be greater football players. 

http://www.independent.co.uk/sport/football/news-and-comment/football-chiefs-to-tackle-hidden-trade-in-africas-children-860504.html

Supporting the sustainability of Children around the World - F.C Barcelona 

The top European football clubs are one of the richest groups in the world. They make millions of Euros by contracting sponsors. However, F.C Barcelona from Spain made an unique example. instead of putting logos of their major sponsor on their uniform, they put UNICEF, United Nations -International Children Emergency Fund- logo. Moreover, they made contribution to the UNICEF. This is a great example of the top European club is supporting the sustainability of the children around the world.

Total Failure of Sustainability - Serie A, Italian league

 At this moment, English Premier League could be considered the top league in the world. It has the biggest budget and attention around the world. It was Serie A, Italian league a decade ago. Today, the Seire A is suffering from the failure of sustainability itself. What happened? Although there were other issues such as clubs' performances, what the cause of declining of the Italian league was unsustainable of the clubs. Top clubs such as A.C Milan, Internazionale, A.S Roma or Juventus were busy with signing players with ridiculous amount of money instead of investing for future. When match fixing scandal hit the Italian league in 2006, They just could not handle their money and different environment of matches and incomes. As a result, many Italian football clubs are still suffering. 

What can be done? The major problem of the clubs in Italy is connected to the budget that they just can not handle. Since they experienced mishandling money, many clubs are now focusing on youth team program. It is a slow progress, but it gives bright future with sustainability of the clubs. As many young footballers started to play in the their clubs, they are most like to stay with the teams for a long time. As a result, they can be the symbol of the team and more fans will pay attention to them. 

English Premier League - Looks Good, Unless...

 Last decade was the greatest days for the English Premier League(EPL). Billions of Pounds were poured into the EPL as the rules for owning clubs were less strict than other countries. Since Chelsea F.C was purchased by Russian billionaire Roman Abramovich, billionaires from around the world paid attention to buy EPL clubs. Last year, John Henry, the owner of Boston Red Sox bought the EPL's Liverpool F.C. As a result, EPL is now the richest football league in the World.

 

Liverpool's motto "You'll Never Walk Alone" True, with the Red Sox.

However, if we change the point of view on EPL, it is not pretty anymore. when the clubs were priced as billions of Pounds and spending another millions of Pounds for managing club, they are playing football on the top of huge dept. Last year, two major EPL teams' debts were over 700 Million Pounds. How can we say EPL is financially sustainable when there are more than billions of debts to cover? Besides, this is exactly same ten years ago in Italy.

Innovation+Experiment+Sustainability

Most changes need several different sources. We can't make a change if we do not understand the problem, ability or experiment.
The changes toward to being sustainable communication, the process is slow, but its in right track. Before more people realize the issues with sustainability, we had the idea of innovation, sustainability and people were doing several experiments. However, they had very little connection among them.

The idea of innovation was already existed. People had some idea of making changes in business, society and policies. However, only few innovations were adopted to experiments. Such as recycling or conservation policies created. Some of innovations were simply unacceptable at that time. they were costly and sometimes, hard to make realize due to the problems of technology or lack of support. Fortunately, things are changed. As people are witnessed more experiments of innovations and sustainability, the new innovated ideas and experiments got more supports. As we had experiments, innovations and knowing the sustainable issues, they were able to work a lot close together.

 Today, the three parts emerged together. Compared to the past, we have better understanding of sustainability, better ideas of innovations and more experiments available. It is very positive changes.
What next?

"This is Motor City"

 Maybe automobile is not a sustainable subject. Automobile creates pollution. The industry is dying. American automobile companies almost wiped out. However, this Superbowl commercial gave me different view of automobile industry. Both Detroit and the American automobile industry's sustainability are connected to each other.
I never been to Detroit, but I heard of it. I know it is the heart of American automobile. This is Motor City. Unfortunately many people regard Detroit as "Failed city" The industry has been collapsed along with the city's economy. But I believe that helping the automobile industry to have sustainability is the way to make Detroit as sustainable city. Detroit's sustainability is not just important because of it is one of the largest cities in the United States or centre of the automobile. Detroit has an unique culture. Heavily industrialized city of Detroit inspired some of great artists. Sustainability is not just limited to the environment or economic issues. It is also related to the cultural issue, especially for the unique culture that can not be replaced by another. Of course, Detroit also need to be changed. It needs to control high crime rates, public services and make people to come back to the city. If Detroit is not becoming sustainable city and stay as high crime and dysfunction city, the American automobile industry will have difficult time to make their own sustainability. At the end, we might lose the culture of Detroit as well.

"It's the hottest fire, that makes the hardest steel"

The sustainability of the automobile companies, GM, Chrysler and Ford are critical for the both the companies and Detroit's sustainability. One of the most important steps for them is making sustainable business plan - and some of them are already out there. Electronic car market is slowing opening. many consumers prefer more energy effective cars. There are emerging countries where more people can afford to buy cars than before. Developing better electronic cars will give positive impact on their business and rebuilding the companies' images. New technologies and ideas will bring benefits and people to both Detroit and the automobile industries. Eventually, they will be the leaders of the automobile industry once again.

Sustainability and Egypt

As Mark Bitterman and Louise Fresco expressed the importance of the food sustainability, I would like to share the story of the latest crisis in Egypt. The revolution in Egypt archived a great victory. People overthrow the 30 years of dictatorship by Hosni Mubarak. Egypt is not the only one. The protest in Tunisia also overthrow its dictator Ben Ali.
There were several reasons why the people of Egypt, Tunisia and other countries protest. Food was one of them. I am not under estimate the revolution in Egypt and Tunisia. What I would like the write is linked to the presentation of Bitterman and Fresco. One tragedy connection I found between Bitterman's presentation and the revolutions was that in the United States, we are consuming way more food than we need, while Egyptian was suffering from shortage of food.
The revolution in Egypt showed the world that the importance of the sustainability of food. Egypt is a great nation in many ways. However, society can not survive with corrupted government which can not control the sustainability of food supplies. 

HOME

"Where on Earth, doesn't the wind blow?"

A documentary film "Home", directed by Yann Arthus-Bertrand, shows the images of the world. Images of the magnificent view of the Earth and the horror we are facing. - Climate changes.
Focusing on the climate change issue, the film urges that the upcoming of unsustainable.
The film shows the importance and the beauty of the Earth and how the human activities past one century changed the planet.
This is just for climate changes. It's about the sustainability of environmental, economic and humanity.
Instead of write about this film, I want people to see this film. It's up to people's mind.
http://www.youtube.com/watch?v=jqxENMKaeCU

Mark Bittman: What's wrong with what we eat

Like Louise Fresco, Mark Bitterman also pointing out the importance of the food. But, his point is we have problem with the food we eat today. Since the beginning of the mass production of food, we are enjoying and perhaps suffering from the food we have on the table. What went wrong?
Today, especially in the United States, people eat more than they need to. We producing more food than we should consume -And yet, millions of people are starving. For economical benefit, food manufacturers in the developed nations turned the left over food to different forms of food under the name of sneaks, chips, canned food, fast food and most importantly, MASS Production. As a result, we left in the world of filled with food. Every corner of the street, we have 24hours stores. In order to make sure to provide affordable food, we stockpiled food in supermarkets. Fast foods are waiting for us in everywhere.
So, at least we are not hungry. However, the concern of over consumption of food begin to hit. Bitterman talks seriousness of the over consumption of the food in the presentation.
He especially points out the over consumption of meat. He is not mention of being vegetarian. He warns that our habit of eating too much meat.

Louise Fresco - Feeding the Whole World

Louise Fresco's presentation of "Feeding the Whole World" showed interesting view of sustainability of food supplies today. Today, we produce more food than ever before - and eat more than ever before. I believe that sustainability of food supply is the most important issue of sustainability. Without food, we simply die.
According to Fresco, today's society is the only society in history when only a little population is working on food production. Technically, it is very dangerous - only a handful of people are supporting more than 6 Billion people. Of course, we can not change today's society back to agricultural society. What she wanted to talk about was that we must use the food wisely we produce. Healthy is one of them. What is the point of making low quality food when we need healthy food?

The Words - positive, change, sustainability, beyond Green and relationship

Planing of the change is exciting, but action may need more than just excitement. Yesterday's class, Prof. Morrison pointed out some words - Change, Positive, Sustainability, beyond Green and Relationship.
For making more sustainability and sustainable communication, we should look close to those words as we working toward.

Positive - When there is something to change or about to, there are always negative aspects. Can we do that? Why do we need change? It is impossible. Many of them are coming from the fear of facing challenges. Making sustainable communication is not an easy task. Of course there will be difficulties, there must be. However, we should think in positive ways to solve the problems. Negative ways just make the problem bigger. Solving one problem by one, I am confident that we can get better idea.

Change - We always have been changed. In history, people made both big and small changes in their lives. Some of the changes in the past still impacting today's people. From Stone Age to the Industrial Revolution, people made big changes to make better standard of living - and most importantly, as their perspective, make more sustainable. If we see the problems and there need to be changes, it is always wroth if try.

beyond Green - Honestly, sometimes, I get confused between "Green" and "Sustainability". I don't think making everything 100% Green in one day is sustainable. Many "Green" ideas are connected to be sustainable. However, we must think beyond the idea of Green. Some places are ready to adopt Green ideas, some places need time. At last, the idea of "Green" does not necessary sustainable. Imagine whole world stop using oil today. That is not sustainable, that will be disaster. However, imagine we start to think how we going to make sustainable future with the resources we have today. That will be beyond Green. 

Relationship - In order to be being positive, realizing the need of change and think beyond Green, we need people to wake up. It is important to "educate" people, but also need to realize what can be done.

Sustainability. - making sustainability needs sustainability. It must be continue and keep step forward to make progress.

Greenwashing in Korea

Greenwashing is not only problem in the United States. As I have been in this class and leaning more about green washing, I just realized some of the ads and projects in South Korea, where I am from were greenwashing. I would like to show some of them.

This is poster for "Green Growth" award 2010, South Korea. These logos were the companies which got the award.
Top left is LG:Whisen, manufacturer of air conditioner...(No way to be green)
Next to LG:Whisen, LG-Z:IN is another LG's subdivision manufacturing interior house design equipment. It is owned by LG Chemical.
Top right is Korean Air. Not sure how the giant jumbo airplane is environment friendly.
Second from top right, the logo with "LS" is subdivision of LS group, which producing electric cable, copper smelting and electric equipment.

 Not bad as last one, but this kind of ads confuses me in Korea. I understand that Information Technology in Korea is highly developed compared to other places, but I don't get that the computer based technology can be Green? or on the way to be Green?

Uniform of a baseball club in Korea. It owned by SK group, main businesses are chemical, petroleum, construction, mobile service and shipping. The club also offered discount ticket if you came to the game with bike or public transportation.  

 This ad was made by Korea Hydro & Nuclear Power, major electric supplier in Korea. The ad was for showing that Nuclear power is a clean energy..(?!)

Enviromedia

Enviromendia, a company which focusing on making environmental friendly ads and projects had very interesting idea. Reaching out for the young people such as college students or projects to alerting both locals and travelers. Advertisement for "Don't Mess with Texas", which was famous world class environment issue project catches my eyes.
what the Enviromendia truly showed was that today's way of social marketing and communication can be environmental friendly. Today, I think there are millions of ads and projects which are "Green Washing". Of course, some of the works are not green washing and they are actually made for the issue of the environmental issue. However, as many people concerning the environmental issues, it is great time for the companies to pretending they are in same way. 

In my opinion, Enviromendia's also has a risk of categorized as Green washing. What we must do is that there are two different "Environmental issue projects". One is Green washing and the other is the actual projects, which care the environmental issue.

200 Countries and 200 years... in 4min.

Some say that last 200 years of human history was the greatest advancement of all time. And the progress of social, political and economical advance is still continues. However, the question is how can we sustain this progress? This video shows the progress of human sustainability last 200 years. It wasn't too easy. Half of the world suffered from colonial period, conflicts, economic crisis and two World War were on the way to reach high standard of living and income. Still, some nations are far behind than others. Some of them made exceptional progress.

As I watching this video, there are several questions on my mind.
1- How can we make the less developed countries to make progress?
2- When all of them reach high standard of living and income, what next?
3- Last, but most important, how we going to sustain the Everyone's high standard of living and income world?

This video gave me certain hope that we made a great progress and people can make this graph higher.

But then, how we going to sustain this progress...? zero idea...

The Party's Over: Oil, War, and the Fate of Industrial Societies

 A book written by Richard Heinberg, The Party's Over, is about unsustainable of our society's dependence on oil as major energy resource. This is not about one company's way to finding it's way to survive. This is about the sustainability as a whole society. 

Sooner or later, oil will run out. Before we even get there, the amount of oil we extract will peak the highest point, which is a turning point of we are extracting less oil. The writer of this book gives the audiences many clear evidence that the peak oil  will come in anytime. 

 Just like business, the society needs to change if it wants to survive and make progress. In order to do that, people must act rationally. This is not just environmental issue. It's about our society's sustainability. It's not just about stop using oil once, we must use it wisely while we change reusable, sustainable and next generation resources.

Road trip to Seattle by your car, affordable food at Safeway and Cheap electricity bill at your home. All are possible under one condition; Cheap oil. Our daily 'normal' life is depended on not just oil, but 'cheap' oil. However, the price of oil, as we know, it does not always cheap. It could be expensive as much as possible if it needs to be. Then, how could we say our lives are 'sustainable'?

According to the book, the United States was not aware or getting ready for the shortage of oil. This means, one of the biggest societies, major political and economical power is not sustainable. Once, Bush and Cheney said "The American way of life is not negotiable." It may not negotiable, but it could be arguable if we have to. Especially, if it is connected to the sustainability of the American society.

The STaR

	To Ask	What to map	How change affect
Change in Society
In Tech
In Resource

Welcome to My Blog for J399 Winter

Sustainability- What an interesting topic... I honestly do not know a lot of this. I just hope I will learn more about this from the class... and survive...