Green economy Workshop Progetto Europeo MER Trieste 2013
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Transcript of Green economy Workshop Progetto Europeo MER Trieste 2013
Green Economy: what’s nextWill socialization of data and production system green our future?
MER – Marketing and Governing Innovative Industrial AreasWorkshop “The green economy: challenges and opportunities”
Trieste 3, 4 and 5 of December 2013
Rio de Janeiro – Earth summit 1992: • Convention on Biological Diversity
• Convention on Climate Change
• Agenda 21
• Forest principles
• UN Convention to Combat Desertification
Rio +20: The conference declaration, titled "The Future We Want"
is a weak and meaningless document
Governments keep on postponing……
…..and are committed with economic/financial crises, other than being focused merely on national interests
COP (Conference of the parties) is becoming POP (Play of the parties)…
Meanwhile….A billion and a half more people are using and abusing the environment
In the coming three decades this number will approximately double
Plus, raising urban population: 45% (1992) - > 50% (2013) - > 63% (2030)
and the gap between rich and poor is getting wider
Trickle-down effect doesn’t work
If we continue our wasteful ways by 2050 almost 4 billion people will live in area experiencing severe water stress
The world, largely China and India, will need 80% more energy most of it based on fossil fuels
Shale gas stirred up enthusiasm…
Greenhouse gas emission will remain stable in OECD countries and Russia, more than double in the rapidly growing BRICS
and rise in the rest of the world increasing globally over 50% pushing the Earth's temperatures up 3 to 6 degrees celsius by the end of the century.
Farming, sprawling cities, logging and climate change could reduce biodiversity and nature force by another 10%
I might keep on listing such negative trends,
however i’d rather focus on what’s ‘greening on’
Green economy is turning into Social Innovation
Into sharing, collaborative, open source, digital Economy
New ICT and Networked communities are dematerializing economy
Green economy is turning into into Blue economy
And a smart economy as well (smart technologies, smart citizens, smart use…)
Green marketing is turning into Corporate Social Responsibility
It’s not only a matter of selling green products, rather creating a green culture and being concerned with local community in which enterprises operate
Green consumers are going to be mainstream
And ever more willing to BOYCOTT or BUYCOTT brands
And will likely become green prosumers(thanks also to WEB 2.0)
Citizens are ever more get connected with nature and through the nature
Community gardens
BioMarkets
Countryside CoHousing
Nevertheless, what’s still missing is
• A global approach to sustainability issues
• A global governance concerning such issues
• A real and concrete committment by developed countries
• A green vision for the future (Shale gas, clean coal, tar sand, etc. are are not the answer)
• A Shared Social Responsibility
And what should be avoided (among others…)
lack of active participation
Enterprises
Governments
Citizens
Incentives to fossil fuels
Greenwashing
But first of all, let’s never forget that
Our economic system in order to work requires
the support of ecological systems
Economy
Society
Environment
While the opposite is not true
Thank you for your attention
Umberto MezzacapoConsultant and Researcher in Communication and Sustainability at
Ces.Co.Com (Study Centre on Consumption and Communication)
Department of Sociology and Economic Laws
Alma Mater Studiorum
University of Bologna