Signs of

Tomorrow
The Trends Barometer in
Corporate Social Responsibility (CSR)
and Sustainable Development (SD)

Call for Contributions

Signs of Tomorrow
The Trends Barometer in Corporate Social Responsibility (CSR) and
Sustainable Development (SD)

Jan Jonker (ed.)

Call for Contributions

September 2010
Introduction
Sustainability is the main challenge for future society. One that should lead to a new
equilibrium between business and society. Over the years, the approach to sustainability has
moved from an add-on to becoming increasingly holistic and integrated. A fundamental change
from a linear economy to a circular or green economy will become inevitable. To do so our
(societal) institutions and arrangements, our assumptions and narratives, will all need to
undergo a transformation. In addition, new partnerships will have to be created to make the
necessary changes happen.
Although the sustainability movement is a long way from its final destination, much effort and
progress has been made over the past decade(s). This development continues even more
vigorously to this day. Solutions are being sought, countless new ideas are born, grass-root
initiatives are emerging and social media are being employed for creating new and innovative
alliances and partnerships that previously were inconceivable. While some of these
developments are stimulated by governments, businesses or groups of engaged citizens, others
seem to be emerging out of the blue. Overall these developments are not guided by a master-
plan but new initiatives, activities, clans and programs are continuously emerging
spontaneously and unpredictably. What is very promising is that this unstructured ‘movement’
(as a whole) creates ‘tipping-points’ in certain domains. This ‘movement’ is leading to new
trends.
As an academic, in the past 25 years, I have been involved in teaching, writing and consulting
on complex and intriguing topics that find themselves at the intersection of organisations,
society and ecology. Gradually, sustainability became an all-encompassing notion, the

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authentic centrepiece of my work. About a year ago I discovered that a kind of overview of all
of the on-going promising initiatives, activities and what will become a trend is lacking. For
this reason, I started taking notes of the scattered initiatives and trends that I encountered in
local newspapers (some of which were found in the subways of Boston, Paris or Barcelona),
discussions with students and colleagues from all walks of life, workshops, keynote addresses
and conversations in totally different settings, policy documents from national and international
institutions, digital newsletters from around the world and many other sources.
These random selection activities resulted in a list of sixty initiatives, which are presented
below. The list covers a wide range of initiatives associated with sustainability and corporate
social responsibility yet never covers everything that is going on in the field. That would
simply be impossible given everything that is going on. Each single initiative or cluster(s) of
initiatives may have the potential to become a trend, meaning ‘the general direction in which
something tends to move’.
While some trends focus mainly on organisations, others cover broader societal, ecological or
financial issues. When looking closer, one could make the distinction between ‘People’ and
‘Planet’ trends, and initiatives. ‘Profit’, on the other hand, both tangible and intangible, often
seems to be embedded in all trends. Perhaps that observation indicates a trend in itself. One
where the distinction between the three P’s gradually seems to be vanishing.
From a bird’s eye view, these trends reveal the fact that many new and exciting things are
happening and that change is undeniably emerging, albeit in increments. Many of the identified
trends and initiatives will have a great impact on the future of sustainability, though not
necessarily in their current focus. Some of the trends are emerging slowly and can easily be
followed while others arise and take off very quickly (e.g. ISO 26000). Some may at the
moment be nothing more than a tentative label or a wild idea (e.g. Benefit Sharing or the Robin
Hood Tax) but no one can really tell what they may lead to.
Inevitability
Although one cannot know which initiative will become a real trend, one that will ‘stand out in
the crowd’ and contribute to shaping the future of sustainability, one way or another all current
initiatives can be considered to have an impact on the developments in organisations and
society at large. Each, in its own way, will help shape a future that lies ahead. This is why I
sometimes refer to them as ‘inevitable’, meaning that no matter how we twist and turn it, these
initiatives will shape the future. Each trend will run its own track and will contribute by itself to
the organisations and society of tomorrow. This is why it is crucial to pay heed to these on-
going trends. So much is taking place and so much can be learned from them, that it is
important to assess the importance for a given line of business or to translate their implications
into future products and services, strategies and policies. Only the future will finally
demonstrate what their real impact will be.

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The list for 2010
This is the list of sixty initiatives in alphabetical order:

(1) Benefit sharing

(2) Bio-based Economy & -Production
(3) Bio-mass Divergence
(4) Bio-mimese & Bio-mimicry
(5) Bio-safe Assessment
(6) Bottom of the Pyramid (BOP)
(7) Cradle2Cradle (C2C)
(8) Carbon Capture and Storage (CCS)
(9) Carrot Mob
(10) Clean Technology
(11) CO2 Performance ladder
(12) CTA Assessment

(13) Cultural Creatives

(14) Downshifters/New Realism
(15) Eco-architecture (or) Green Buildings
(16) Eco-chic (fashion & life-style)
(17) Eco-innovation
(18) Eco-efficiency (as a product or business Hygiene Factor)
(19) Eco-licious (food)
(20) Ecopreneurs
(21) Eco-villages
(22) Embodied CO2 Taxation
(23) Embodied Energy Life Cycle Analysis (EE-LCA)

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(24) ESG Standards
(25) Firm-specific Eco-labelling
(26) Green Certificate
(27) Green Licensing
(28) Green Creative Commons
(29) Green ‘pimping’ (or) ‘up-scaling’
(30) Green Development Mechanism (Biodiversity)
(31) Green (Cell) Shipping
(32) Guerrilla Gardening
(33) Impact Measurement
(34) International Integrated Reporting Committee (IIRC)

(35) ISO 26000

(36) Landfill Mining
(37) Locavore/Slow Food
(38) Locus Amoenus (Pleasant Place)
(39) Micro Franchising
(40) Micro Pension
(41) Mutual Gains Approach (MGA)
(42) Multiparty (eco) labelling
(43) Natural Chique
(44) Nudge(ing)
(45) Post-Fossil Design
(46) Regionalization (or) Regional Autonomy (energy, food, work etc.)
(47) Renewability
(48) Robin Hood Tax

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 (49) Scarcity Management
(50) Social Entrepreneurs
(51) Social Innovation (be aware of different connotations!)
(52) Social Return on Investment (SRI)
(53) Streamlined Life Cycle Analysis (SLCA)
(54) Sustainable Procurement
(55) Transition Towns
(56) Transparency Benchmark
(57) Trias Energetica
(58) Urban Mining
(59) Value Chain Greening
(60) Yes = More (BIG)
A short description of these sixty trends (together with some references) is provided in the
second half of this ‘Call for Contributions’.
Next Step: Crowd-Writing
Though I have a vague idea about what each of these trends or initiatives entails, as they are so
widely dispersed, defining and describing their meaning, succinctly yet professionally, may be
a challenge too bold to take on by myself. The trends cover too many different areas of
expertise. Therefore, it seems more valuable to invite people from various backgrounds and
from different parts of the world to join me and to explore and describe them together. Finding
and inviting sixty professionals, each wanting to adopt a specific trend that fits within their
field of expertise, is what this Call is all about.
The collective effort of writing should lead to a book. It is an open approach that I would like to
take on. I believe that our potential co-creation will have great added value for (1) all those
participating and (2) the future readers of the result. I would like to call this approach crowd-
writing rather than crowd-sourcing as it is more about writing together. Consequently, this
should lead to a publication instead of just another open-source wiki.

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Call for Contributions
Based on the arguments stated above I would like to place a call for contributions to all who are
interested in participating in this crowd-writing project.
This call is about selecting one trend and writing a short text on it with a maximum of 1.500
words - approximately 5 pages including references and resources.
As the initiator and editor of this volume, decisions about acceptance of contributions will be
taken by me. Those that accept the invitation to elaborate on a trend will be noted as co-authors
of the book and of course remain author of their chapter. All submitted material should be
(copy)right free. In the last pages of the book, a list of short biographies of the co-authors will
be included.
In addition: a Survey
When this has been completed, the next step would be to investigate which of these trends will
be leading in the near future and thus will truly help to shape that future. To do this, a web-
based survey will be held in which the trends are ranked by the respondents in the order of (1)
estimated relevance and (2) impact on the future of sustainability. I will take charge in the
execution of this survey and in relating the findings. This step would make up for the final
contribution to the publication.
The Product
The process suggested here is relatively open and flexible in that the participants will determine
the content. The result of their findings and the survey will be processed into a book. It will
most probably become an e-book, with hard-copies printed upon request. Talks with a
publisher (Springer Verlag in Germany) are on-going and there is quite some interest. It is still
too early to decide, but more options are likely to emerge during the process that lies ahead. If
the approach chosen here is recognized in the market, we may choose to redo this every year,
perhaps leading to the ‘Annual Trends Barometer in CSR and SD’.
The Audience
This publication will primarily be targeted at an international audience of professionals:
consultants, decision makers, strategists and so on. The book is not necessarily intended only
for specialists in environmental science, governance or any specific field, but for all those that
wish to seek inspiration in the sustainability trends that impact the present and that may very
well shape the future of their organisations and institutions.
The Style
As the publication is targeted at professionals, a no-nonsense and factual style will be taken.
Through each contribution, the reader should get a clear answer to (implicit) questions such as
‘what’, ‘why’, ‘how’ and ‘when’, which will be supported by pertinent examples, illustrations

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and relevant digital and conventional sources that enable further exploration. Contributions will
be structured according to a format in order to enhance readability.
Timeline
Given the ephemeral nature of trends I would suggest to move rather quickly. The manuscript
should be out a year from today at the latest. That would be the summer of 2011. As
contributions to this book are short, the deadline seems feasible.
Sign-in
This is an open invitation to anyone who is interested in sustainability to contribute to this book
by offering to write a chapter on one of the initiatives listed above. Please send an email with a
short biography of yourself, and argumentation for why you believe you are the right person to
‘adopt’ a specific trend. We are looking for professionals with a mature level of experience and
an academic background. Please send all correspondence regarding this book and the Call for
Proposal to my editorial assistant Neal Faaij: (email) infotrends@fm.ru.nl
Deadline for signing-in is November 1st 2010.
Looking forward to hearing from you,

Jan Jonker
Associate Professor Sustainability and Corporate Responsibility
Nijmegen School of Management (NSM) - Radboud University Nijmegen (RU)
PO BOX 9108 - 6500 HK Nijmegen - Holland
e-mail: janjonker@wxs.nl (or) j.jonker@fm.ru.nl
Websites around CSR: www.mvoscripties.nl; www.csrcenter.net
Crowdsourcingsproject (Dutch): OCF 2.0 - www.ourcommonfuture.nl

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(1) Benefit sharing
Benefit sharing is about giving a portion of your benefits or profits back to those who
participated or contributed to a project in some way. The idea is to supply those who
lack reasonable access to these profits or benefits. Contributions can be the supply of
finance, knowledge, manpower and so on, to the community in which the institution
is located. Source(s): Schroeder, D., Benefit Sharing it’s time for a definition, Journal
of Medical Ethics 2007, 33 p. 205 – 209. http://jme.bmj.com/content/33/4/205.full

(2) Bio-based Economy & Production

Bio-based economy describes a future in which people rely more on renewable
resources to meet society's needs for energy, chemicals and raw materials. Bio-based
refers to the use of biomass and agricultural products in non-food applications, such
as transportation and energy. The bio-based economy and production consumes fewer
resources and pollutes the environment less. Source(s):
www.greatlakesbioenergy.org/research/bioenergy-glossary/;
http://www.kennisonline.wur.nl/KB/KB-10/beschrijving.htm; www.scitopics.com

(3) Bio-mass Divergence

Biomass is biological material derived from living, or recently deceased organisms.
In the context of biomass for energy, this is often used to mean plant based material.
There are five basic categories of material. The availability, quality and type of
biomass differ globally because of different local conditions. As there is wide
diversity in the characteristics and properties of these different classes of material,
and their various sub-groups, there is also a wide range of conversion technologies to
make optimum use of them. This includes both thermal and chemical conversion
technologies. Source(s): http://www.biomassenergycentre.org.uk;
http://students4sustainability.net/wiki/index.php/Posters_kringlopen_MST-DOK_2008

(4) Biomimese & Biomimicry

Biomimese, also referred to as biomimicry or biomimetics, literally means the
imitation of life. Scientists explore the principles of life to copy them into technology,
so as to reintegrate technology into life. Biomimese focuses on the examination of
nature, its models, systems, processes, and elements in order to emulate or take
inspiration from it, which can be used to solve human problems. Examples of bio-
mimese are a swimsuit with the features of sharkskin, to better glide through water,

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and a wall walking robot inspired by a Gecko’s paw, providing ultimate grip on
smooth surfaces. Source(s): de.wikipedia.org/wiki/Bionik; Benyus, Janine (1997).
Biomimicry: Innovation Inspired by Nature. New York, NY, USA: William Morrow
& Company, Inc. ISBN 978-0688160999. ;
http://nationalzoo.si.edu/Publications/ZooGoer/1999/4/designsfromlife.cfm

(5) Bio-safe Assessment

BIO-SAFE is a model for biodiversity impact assessment. It can assess the effects of
landscape reconstruction and management for protected and endangered species. The
Dutch version can be applied within legal procedures (Flora and Fauna Act, Nature
Protection Act, Habitat and Birds Directives) and environmental impact assessment.
Versions have been developed for landscapes in Belgium, France, Germany, Portugal
and Poland. BIOSAFE is developed and marketed by Optimal Planet and the
Radboud University.. Source(s):
http://www.ru.nl/environmentalscience/research/rivers/bio-safe/

(6) Bottom of the Pyramid (BOP)

The bottom of the pyramid is made up of the world’s 4 billion poorest people. The
phrase “bottom of the pyramid” is used in particular by people who develop new
models of doing business that deliberately target that demographic, often using new
technology. Increasingly, corporations acknowledge the Bottom of the Pyramid as an
interesting target group for long term investments. Source(s): Several books and
journal articles have been written by members of business schools on the burgeoning
market. They include The Fortune at the Bottom of the Pyramid by C.K. Prahalad of the
University of Michigan, Capitalism at the Crossroads by Stuart L. Hart of Cornell
University and the first empirical article, Reinventing strategies for emerging markets:
Beyond the transnational model, by Ted London of the University of Michigan and Hart;
http://en.wikipedia.org/wiki/Bottom_of_the_pyramid

(7) Cradle to Cradle (C2C)

Cradle to Cradle Design is a biomimetic approach to the design of systems. It models
human industry on nature's processes in which materials are viewed as nutrients,
circulating in healthy, safe metabolisms. William McDonough's book, written with his
colleague, the German chemist Michael Braungart, is a manifesto calling for the
transformation of human industry through ecologically intelligent design. Through
historical sketches on the roots of the industrial revolution, commentary on science,
nature and society, descriptions of key design principles, and compelling examples of

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innovative products and business strategies, which are already reshaping the
marketplace, McDonough and Braungart make the case that an industrial system that
"takes, makes and wastes" can become a creator of goods and services, that generates
ecological, social and economic value. Source(s):
http://www.cradletocradle.nl/home/322_certificering.htm; http://www.mbdc.com/detail.aspx?
linkid=2&sublink=8

(8) Carbon Capture Storage (CCS)

Carbon dioxide (CO2) is emitted into the atmosphere when we burn any fossil fuel,
causing global warming, in addition to a number of other negative effects. CO2
producing factors range from driving a car to the use of power plants. Carbon capture
and storage (CCS), alternatively referred to as Carbon capture and sequestration, is a
means of capturing CO2 and storing it in such a way that it does not enter the
atmosphere. CCS is a broad term that encompasses a number of technologies that can
be used to capture CO2 from point sources which compress it, such as power plants
and other industrial facilities, transport it mainly by pipeline to suitable locations, and
inject it into deep subsurface geological formations for indefinite isolation from the
atmosphere. Source(s): http://www.co2storage.org.uk/; www.ccsassociation.org;
www.co2storage.org.uk

(9) Carrot Mob

Carrot Mob is a type of consumer activism in which businesses compete to
demonstrate how socially responsible they can be. Subsequently, a network of
consumers spends their money on whichever business makes the strongest offer. See
also Nudge(ing). Source(s): http://www.carrotmob.org

(10) Clean Technology

Clean Technology or Cleantech consists of new technology and related business
models that offer competitive returns for investors and customers, while providing
solutions to global challenges. Life Cycle Assessment is central to Clean Technology,
as the way to identify overall resource usage and environmental damage. Source(s):
http://cleantech.com; United Nations Environmental Programme (UNEP);
http://www.unep.or.jp/ietc/publications/integrative/enta/aeet/1.asp

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(11) CO2 Performance Ladder
A Dutch organization ProRail has developed the CO2 Performance Ladder, which is
part of a CO2 reduction program, encouraging businesses to supply sustainable
products and manage their operations in a sustainable manner. The ladder has six
levels, rising from 0 to 5, where 0 is the lowest score and 5 the highest score with
regard to energy consumption awareness and CO2 emission. The precise requirements
are incorporated into a certification scheme and the audit checklists are based upon it.
Source(s): http://cleantech.com; http://www.oecd.org/dataoecd/26/59/42474417.pdf;
http://www.kema.com/services/consulting/hse/co2ladder

(12) Clean Technology Assessment (CTA)

A Clean Technology is a means of providing a human benefit which, overall, uses
less resources and causes less environmental damage than alternative means, with
which it is economically competitive. CTA is a method that describes a process for
evaluating and understanding the risk associated with the use of energy, air, water,
waste and the implications for sustainability. Source(s):
http://sustainableproduction.org; Roland, C. (2004) Clean technology—an introduction,
Journal of Chemical Technology & Biotechnology, Volume 62, Issue 4, pages 321–
326, April 1995; http://cleantech.com

(13) Cultural Creatives

Cultural Creatives is a term coined by sociologist Paul H. Ray and psychologist Sherry
Ruth Anderson to describe a large segment in Western society that has recently
developed beyond the standard paradigm of Modernists versus Traditionalists or
Conservatists. CC’s are committed to ‘slow’ in ways that are different from traditional
people. They are technologically sophisticated and understand that their best business
thinking often comes from a walk in the slow lane. Source(s):
www.culturalcreatives.org

(14) Downshifters/ New Realism

Downshifters are people who prefer time over money. Downshifting is a social
behavior or trend in which individuals live simpler lives to escape from the rat race of
obsessive materialism and to reduce, over time, the stress and psychological expense
that may accompany it. Downshifters are people who adopt long-term voluntary
simplicity in their life. They accept less money by working less, in order to have time

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for the ‘important things’ in life. Downshifters also place emphasis on consuming
less in order to reduce their ecological footprint. Sources(s):
http://en.wikipedia.org/wiki/Downshifting;
http://www.slowmovement.com/downshifting.php

(15) Eco-architecture (or) Green Buildings

Eco-architecture, Green buildings, Green architecture, or Green design all refer to an
approach to building that minimizes harmful effects on human health and the
environment. The ‘green’ architect or designer attempts to safeguard air, water, and
earth by choosing eco-friendly building materials and construction practices. It all
concentrates on creating structures and using processes that are environmentally
responsible and resource-efficient throughout a building's life-cycle: from siting to
design, construction, operations, maintenance, renovation and deconstruction.
Source(s): http://www.greenbuilding.com/knowledge-base/what-green-building-science;
http://www.ecoarchwiki.net/; http://www.worldgbc.org/;
http://en.wikipedia.org/wiki/Green_building

(16) Eco-chic (fashion & life-style)

Eco-chic is a form of social conscience, where perceived impact is not only about
which clothes you wear, but also how the clothes have been produced. Consequently,
Eco-chic is a combination of fashion and environmental awareness. However, it is not
just about the perceived environmental impact of what you wear, but also about who
it was made by. Source(s): http://www.greenlivingtips.com/articles/133/1/What-is-eco-
chic.html

(17) Eco-innovation
Ecological innovation is the development of new products that create value to
customers, but reduce the (overall) environmental impact. Ecological innovators do
not only have financial performance as their main goal, but strongly care for
sustainability, corporate social responsibility and the creation of customer value as
well. The essence of their entrepreneurial endeavour is multiple value creation.
Source(s): http://ec.europa.eu/environment/eco-innovation

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(18) Eco-efficiency (as a product or business Hygiene Factor)
Eco-efficiency is the concept of increasing the production of products and goods,
while using less resources and subsequently decreasing the environmental impact.
Eco-efficiency is basically producing more with less. Source(s): http://www.wbcsd.org/

(19) Eco-licious (food)

Eco-licious is an expression or phrase expressing favouritism of ecological and
biological products over others. With its roots in food and clothing, the coming years
it is expected to appear in more and a greater variety of fields. Source(s): NRC
Weekblad, 10 april 2010, interview with trend watcher Holde Roodhart over
Ecolicious (or) twitter.com/EcoliciousFoods

(20) Ecopreneurs
Ecopreneurs, also known as green entrepreneurs, eco-entrepreneurs and
environmental entrepreneurs, transform global problems into opportunities for
restoration and healing, focused on ecologically friendly issues and causes,
attempting to do business in a way that benefits the environment. In addition to
offering innovative, greener products (in many cases), they are foremost prone to
make their organization green in everything it does. Source(s): United Nations
Environmental Programme (UNEP) http://blog.sustainablog.org/ecopreneur-or-
entrepreneur-whats-the-difference/

(21) Eco-villages
Eco-villages are intentional communities with the goal of becoming more socially,
economically and ecologically sustainable. Eco-village members are united by shared
ecological, social-economic and cultural-spiritual values. Many see the breakdown of
traditional forms of community, wasteful consumerist lifestyles, the destruction of
natural habitat, urban sprawl, factory farming, and over-reliance on fossil fuels, as
trends that must be changed to avert ecological disasters. Source(s):
http://www.ecovillages.com; http://gen.ecovillage.org/;
http://en.wikipedia.org/wiki/Ecovillage;

(22) Embodied CO2 Taxation

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Embodied CO2 Taxation aims at taxing the amount of energy used to manufacture a
complete product. The amount of tax that has to be paid is based upon (1) the energy
used for all the different components, which have been transformed into the final
product, and (2) the manufacture of the final product itself (EE-LCA). Source(s):
http://www.building.co.uk/comment/set-for-life/3083452.article

(23) Embodied Energy Life Cycle Analysis (EE-LCA)

The Embodied Energy Life Cycle Analysis measures all the embodied energy, fossil
fuels, nuclear energy etc., used in the extraction, transportation, processing using and
disposing of materials (cradle to grave). Source(s):
http://www.sustainableabc.com/lca.html ; http://www.igs.ie/getdoc/273bed52-e946-4084-
968d-60daf593db73/5-Dr-Gary-White--- Embodied-Energy-Life-Cycle----Re.aspx

(24) ESG Standards

The ESG Standards provide the first investable index of companies whose business
strategies and performance demonstrate a high level of commitment to meeting
environmental, social and governance [ESG] standards. The index provides investors
with an instrument to incorporate sustainability measures into their investment
decisions and will provide a model for the launch of similar indices in other emerging
markets. Source(s): http://www.eqar.eu/application/requirements/european-standards-and-
guidelines.html; http://www.csrwire.com

(25) Firm-specific Eco-labelling

Eco-labelling is the certification for non-food products that have less impact on the
environment. At this moment the labels are universal labels for non-food products or
service groups. Firm-specific eco-labelling labels firms, not industries or product
groups, according to their environmental impact. Source(s): http://www.eco-
label.com/

(26) Green Certificate

Green Certificate – not to be confused with a Renewable Energy Certificate – is a
trend found in housing, hotels, training, consultancy and even countries as a whole,
where in a programmatic manner products and services (or combinations of them) are

15
being certified. Source(s): http://www1.agric.gov.ab.ca/
$department/deptdocs.nsf/all/grc6643

(27) Green Licensing

Since 2004, many eco-label standards have been promulgated, such as those that mark
a low ecological footprint, carbon-neutrality and no old growth. A green license forbids
ecologically destructive use of resources in creating products and or services.
Source(s): http://wiki.creativecommons.org; http://www.greenerchoices.org/eco-
labels/eco-good.cfm

(28) Green Creative Commons

Green Creative Commons has a vision of creating an open innovation platform that
promotes the creation and adoption of technologies that have the potential to solve
important global or industry-wide challenges. Open innovation is characterized by
leveraging knowledge, shared across many participants in a market, including
companies, individuals, suppliers, distributors, academia, and many others to solve
common problems and to assist internal innovation. A green license, forbidding
ecologically destructive use, is a potential candidate for a future Green Creative
Commons Public License. Source(s): http://sciencecommons.org/projects/patent-licenses/;
http://wiki.creativecommons.org/Green_license

(29) Green ‘pimping’ (or) ‘up-scaling’

Green pimping or up-scaling is an upcoming trend for e.g. vehicles. It involves the
improvement of the performance of a vehicle (e.g. more speed), while at the same
making improvements to the vehicle, in order to reduce its emission of carbon
dioxide into the atmosphere. Source(s): http://www.radio1.nl/contents/4231-green-
pimping

(30) Green Development Mechanism (Biodiversity) (GDM)

The GDM is a financial mechanism, supporting the convention on biological
diversity. The convention, which is one of the seven millennium development goals
(MDG’s), points out the importance of the preservation of biodiversity and the
ecosystem. Source(s): Metcalfe, J., Vahies, F., (2010) Exploring the case for a green

16
development mechanism, International workshop for innovative financial
mechanisms. http://www.cbd.int/financial/doc/gdm-exploring-the-case-en.pdf

(31) Green (Cell) Shipping

Although Green – or eco-friendly – shipping has been around for a while, it hasn’t
received nearly enough publicity to make it a staple in the online business world. The
theory behind green shipping is that if you can’t shop local, you can at least void the
impact made, by having your CO2 emission compensated. From that description, you
can probably see that everything having to do with shipping has an environmental
price. Source(s): https://www.greenshipping.com/;
http://www.informaglobalevents.com/event/greenshiptechnology;
http://www.grist.org/article/shipping2/;

(32) Guerrilla Gardening

Guerrilla gardening is an activity, achieved by short running activities, aimed at the
creation of a greener environment in mostly urban environments and cities. Without
the permission of the government or other owners of the land, ‘the streets’ are being
reclaimed for gardens and green. Source(s): http://www.guerrillagardening.org/;
http://www.pluspost.nl/guerilla-gardening-rukt-op-in-nederland/9618

(33) Impact Measurement

Even though the impact of social entrepreneurs seems apparent, it is hard to measure
it objectively. It’s been said that if you don’t measure it, then it doesn’t matter.
However it does matter and we need to know how much exactly. Impact
Measurement deals with this issue. Source(s): www.impact-measurement-centre.com;
www.impactmeasurement.co.in; www.impactmeasurement.net;
http://www.socialedge.org/blogs/berkeley-bottom-line-2008

(34) International Integrated Reporting Committee (IIRC)

The IIRC's remit is to create a globally accepted framework for accounting for
sustainability: a framework which brings together financial, environmental, social
and governance information in a clear, concise, consistent and comparable format.
The intention is to help with the development of more comprehensive and
comprehensible information about an organization’s total performance, prospective

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as well as retrospective, to meet the needs of the emerging, more sustainable, global
economic model. Source(s): http://www.integratedreporting.org

(35) ISO 26000

The need for organizations in both public and private sectors to behave in a socially
responsible way is becoming a generalized requirement of society. ISO, the
International Organization for Standardization, has decided to launch the
development of an International Standard providing guidelines for social
responsibility (SR). This ISO 26000 will be an international guideline for corporate
social responsibility. ISO 26000 helps organizations to define their corporate social
responsibility and it gives advice on how to embed these social responsibilities into
organizations. Source(s): http://www.iso26000scan.nl/
http://isotc.iso.org/livelink/livelink/fetch/2000/2122/830949/3934883/3935096/home.
html?nodeid=4451259&vernum=0

(36) Landfill Mining

Landfill mining and reclamation (LFMR) is a process in which solid wastes, which
have previously been land filled, are excavated and processed. In the process, mining
recovers valuable recyclable materials, a combustible fraction, soil, and landfill
space. The aeration of the landfill soil is a secondary benefit regarding the landfill's
future use. The combustible fraction is useful for the generation of power. Source(s):
http://en.wikipedia.org/wiki/Landfill_mining

(37) Locavore / Slow Food

Locavore or the Local Food Movement is a collaborative effort to build more locally
based, self-reliant food economies - one in which sustainable food production,
processing, distribution, and consumption is integrated to enhance the economic,
environmental and social health of a particular place. Slow food strives to preserve
traditional and regional cuisine and promotes farming of plants, seeds and livestock
characteristic of the local ecosystem. It was the first established part of the broader
Slow movement. Source(s): http://blog.oup.com/2007/11/locavore/;
http://www.locavores.com/ ; http://en.wikipedia.org/wiki/Slow_Food

(38) Locus Amoenus (Pleasant Place)

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Locus Amoenus comes from Latin and means ‘pleasant place’. It generally refers to
an idealized place of safety or comfort. In the context of CSR and SD it is used to
indicate that in order to create necessary changes these kinds of places need to be
created, hidden from the oppressing social order. Source(s):
http://en.wikipedia.org/wiki/Locus_amoenus

(39) Micro Franchising

Micro franchising is a development tool that seeks to apply the proven marketing and
operational concepts of traditional franchising to small businesses in the developing
world. The underlying intent of a micro franchise is to alleviate poverty through the
creation and provision of sound, proven businesses that will in turn increase the
earning potential of the micro franchisee. Micro franchises are independently owned
and operated; thus, they create income for the individual owner and the owner’s
employees, while simultaneously providing needed goods and services at an
affordable price. Source(s): http://microfranchising.blogspot.com

(40) Micro Pension

Micro pensions offer poor people a way to generate capital reserves for their
retirement. They are based on voluntary savings, accumulated over a long period,
which are intermediated through financial and capital markets by a professional fund
manager. Source(s): http://www.dnaindia.com/money/column_micro-pensions-can-serve-
social-security_1078494 ; http://www.pensiondevelopment.org/315/the-need-for-micro-
pensions.htm

(41) Mutual Gains Approach (MGA)

The Mutual Gains Approach (MGA) to negotiation is a process model, based on
experimental findings and hundreds of real-world cases. It lays out four steps for
negotiating better outcomes, while protecting relationships and reputation. A central
tenet of the model, and the robust theory that underlies it, is that a vast majority of
negotiations in the real world involve parties who have more than one goal or concern
in mind, and more than one issue that can be addressed in the agreement they reach.
The model allows parties to improve their chances of creating an agreement superior
to existing alternatives. Source(s): www.mutual-gains.com;
http://en.wikipedia.org/wiki/Mutual_Gains_Approach

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(42) Multiparty (eco) labelling
Multiparty ecolabelling concerns the creation and certification of combined eco-
labels, leading to a new ‘brand’ or ‘label’ which in turn can be certified. Large
retailers use this kind of multiparty labelling to simplify the choices for their
customers. Source(s): http://www.globalecolabelling.net/whatis.html

(43) Natural Chique (chic)

Natural chique is a part of eco-chic, where eco friendly and green living is supported
in fashion, living and beauty; where for example products or people that have been
kept natural, without modifications, are considered to be chique. Source(s):
http://www.styleathome.com/blogs/naturalchic/;
http://www.greenlivingtips.com/articles/133/1/What-is-eco-chic.html

(44) Nudge (ing)

Grounded in social psychology nudging is pushing against something gently in order
to pay attention or to give a signal. Nudging is a form of manipulation where the
freedom of choice of a person is manipulated in such a way that it improves the
person’s behaviour and choices. Source(s): http://nudges.org;
http://www.zonmw.nl/nl/organisatie/nieuws/nieuws/item/nudging/

(45) Post-Fossil Design

Post-Fossil Design involves a collective of designers who design objects in a post-
fossil age of resource scarcity and loss of fossil fuels. They focus on designing
objects with a long life, while responsibly using natural and sustainable resources,
such as earth and timber. Source(s):
http://design.nl/item/post_fossil_back_to_the_future; http://www.postfossil.ch/postfossil

(46) Regionalization (or) Regional Autonomy (energy, food, work etc.)

Regionalization is the opposite of globalization and signifies the tendency to form
regions. In this way the world is less connected, which has several implications. For
instance, wealth is kept by the regions owning the resources used, and there is no
outsourcing of job vacancies, knowledge and education, since it is being dealt with
regionally. Source(s): http://www.greenfacts.org;

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http://www.unesco.org/en/wche2009/sub-themes/internationalization-regionalization- and-
globalization/

(47) Renewability
In the sustainability discussion renewability refers to inexhaustible resources, and
resources that can be replaced by new growth. Resources that are (or may be)
renewable are certain sources of energy (e.g. solar energy, wind energy), water, wood
and so on. Renewability is an important topic in sustainability. Source(s):
http://www.renewability.com

(48) Robin Hood Tax

A British initiative where banks, hedge funds and other financial institutions have to
pay a tiny tax (in the order of 0,0001%) on their transactions, thus raising almost
unnoticed billions to tackle societal and ecological problems, such as poverty and
climate change. Source(s): http://robinhoodtax.org.uk/how-it-works/

(49) Scarcity Management

Scarcity is a central topic in economic science. Scarcity in economic science does not
necessarily mean that there is not enough of a resource. It rather means that there is
not enough of a resource available. Hence, certain resources may not be put to their
best purpose (where they contribute most effectively), causing scarcity of the
resource. Managing and prioritizing these resources to produce a good or service is
called scarcity management. Source(s): http://www.floor.nl/economie/schaarste.html;
http://www.xconomy.com/boston/2009/11/24/cyberposium-speakers-tout-the-importance-
of-scarcity-management-user-experience/

(50) Social Entrepreneurs

Social entrepreneurs adopt a mission to create and sustain social value, recognizing
and relentlessly pursuing new opportunities to serve that mission, engaging in a
process of continuous innovation, adaptation and learning. Social entrepreneurs use
entrepreneurial principles to organize, create, and manage a venture in order to establish
social change. Source(s): Dees, J.G., Haas, M., Haas, M., 1998, The meaning of social
entrepreneurship; http://en.wikipedia.org/wiki/Social_entrepreneurship

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(51) Social Innovation (be aware of different connotations!)
Social Innovations are new ideas, solutions and strategies that work to meet unmet
social needs. They are more effective, efficient and sustainable than present solutions.
Examples of types of social innovations are innovations in working conditions and
public services. Source(s): Stanford University Centre for Social Innovation
http://csi.gsb.stanford.edu/

(52) Social Return on Investment (SRoI)

Social Return on Investment, or SROI, is an attempt to measure the social and
financial value created by a nonprofit, NGO or business. SROI incorporates social,
environmental and economic costs and benefits into decision making, providing a
fuller picture of how value is created or destroyed. SROI is able to assign a monetary
figure to the social and environmental value that is created. Source(s):
www.thesroinetwork.org; www.sroiproject.org.uk; www.socialroi.com;
http://www.neweconomics.org; http://www.redf.org; http://www.sroiproject.org.uk

(53) Streamlined Life Cycle Analysis (SLCA)

The origins of SLCA come from a Life Cycle Assessment (LCA). This is a technique
for measuring and comparing the environmental consequences of providing, using
and disposing a product or service. At the Impact Assessment stage of an LCA a
calculation is made of the potential contribution made, by each of the environmental
exchanges in the Inventory, to important environmental effects such as global
warming, acidification, photochemical smogs, human- and eco-toxicity, nutrification
and the depletion of non-renewable fossil fuel resources. A Streamlined LCA
involves limiting the scope of the LCA. By scope is meant the system to be studied,
the resolution of the data collected and the range of environmental impacts. Hence,
SLCA makes (more) specific adjustment possible per product or service. Source(s):
www.forumforthefuture.org; http://www.airdri.com/script/AirdriBobrick.pdf

(54) Sustainable Procurement

Sustainable procurement is a process whereby organisations meet their needs for
goods, services, works and utilities in a way that achieves value for money on a
whole life basis, in terms of generating benefits not only to the organisation, but also
to society and the economy, whilst minimising damage to the environment. Central to
this concept is the notion that products and services should be attained, while taking

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into account three bullet points: price, quality and third-party consequences of
procurement decisions. Source(s): Department for Environment, Food and Rural
Affairs, June 2006, Procuring the Future - The Sustainable Procurement Task Force
National Action Plan, [online] at
http://www.sustainabledevelopment.gov.uk/publications/procurementaction-plan/index.htm;
http://en.wikipedia.org/wiki/Sustainable_procurement

(55) Transition Towns

A Transition Initiative (which could be a town, village, university or island etc) is a
community-led response to the pressures of climate change, fossil fuel depletion and
increasingly, economic contraction. There are thousands of initiatives around the
world starting their journey to answer this crucial question: "for all those aspects of
life that this community needs in order to sustain itself and thrive, how do we
significantly rebuild resilience (to mitigate the effects of Peak Oil and economic
contraction) and drastically reduce carbon emissions (to mitigate the effects of
Climate Change)?" Source(s): http://www.transitiontowns.org

(56) Transparency Benchmark

Transparency concerns a lack of hidden agendas and conditions, accompanied by the

availability of full information required for collaboration, cooperation, and collective
decision making. It implies a minimum degree of disclosure in which agreements,
dealings, practices, and transactions are open to all for verification.
A benchmark is a point of reference against which something may be measured.
Benchmarks may be defined for (1) an institution (or sub-institutional unit) as targets,
possibly on a continuous basis, (2) the basis of comparison between two or more
institutions (or sub-institutional units) and (3) specifications of processes that can be
compared as a basis for identifying, for example, optimum effectiveness, efficiency
or transparency.
Hence, a Transparency Benchmark provides external parties (1) the possibility to get
a full and clear understanding of an institution, and (2) the means to estimate its
intrinsic score as compared with (somewhat) similar institutions.
Source(s):
http://www.businessdictionary.com/definition/transparency.html#ixzz0zIC42bwI
http://www.businessdictionary.com/definition/transparency.html#ixzz0zIBrfFUH;
http://www.qualityresearchinternational.com/glossary/benchmark.htm

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(57) Trias Energetica
Trias Energetica is a concept that helps organizations and households to achieve
energy savings. The concept consists of three steps: (1) reduce the demand for energy
by avoiding waste and implementing energy-saving measures, (2) use sustainable
sources of energy instead of finite fossil fuels or nuclear power and (3) produce and
use fossil energy as efficiently as possible. Source(s): www.senternovem.nl;
www.triasnergetica.com

(58) Urban Mining

Urban Mining is the process of reclaiming compounds and elements from products,
buildings and waste from the urban environment. Urban mining seeks to recover
these increasingly valuable resources before they are sent to a landfill. Hence, it is a
‘fancy’ name for sophisticated garbage collection and the re-use of urban waste,
ultimately lessening the environmental impact caused by unnecessary disposal of
resources. Source(s): http://urbanmining.org/

(59) Value Chain Greening (VCG)

Companies are improving their environmental performance throughout the whole
value chain, as they realize that future performance is not only about the profitability
of a company, but also about the future of people and the environment. VCG consists
of various topics, such as green production, green purchasing, green design and green
development. Source(s): Staples, A., Greening the value chain: building competitive
advantage through sustainability, Gerpisa colloquium, Berlin (2010)
http://gerpisa.org/en/node/774; Tan, J., Zailani, S., (2009), Green Value Chain in the
Context of Sustainability Development and Competitive Advantage, Global Journal of
Environmental Research, 3 (3) p. 234 – 245; http://www.idosi.org/gjer/gjer3(3)09/14.pdf

(60) Yes = More (BIG)

Initiated by the Bjarke Ingels Group (BIG), centred in between the two opposing
extremes of architecture; the avant-garde architecture and the predictable boring
boxes architecture. Yes = More is a pragmatic utopian architectural stream that takes
on the creation of economically, socially and environmentally perfect places.
Source(s): www.design.nl; http://www.dsgnwrld.com/yes-is-more-an-archicomic-on-
architectural-evolution-by-bjarke-ingels-8353/

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 About Jan Jonker
Jan Jonker works at the Nijmegen School of Management (NSM) of the Radboud University
Nijmegen in The Netherlands. His research interests lie at the crossroad of management and
corporate social responsibility (CSR). He is particularly interested in the development of
business concepts and strategy with a strong emphasis on implementation. Most fundamental
for him is the ability to contribute to the new roles and functions of the business enterprise in
contemporary society. In the past ten years he has taught courses related to Sustainable
Development (SD) and Corporate Social Responsibility (CSR).
He has taken the initiative in setting up an executive education programme in the field of CSR
and SD on a national (Dutch) and European level (accredited by the EU). One of his recent
projects is the development of a European-oriented part-time four-year PhD School on the
central theme of the Responsible Organisation (RESORG). The first promotion of this school
starts in the autumn of 2010 in Nijmegen.
So far he has authored or co-authored twenty books and published over a hundred and fifty
articles. Recent book are “Management Models for the Future” (Springer, 2009), “Management
Models for CSR” (Springer, 2006), “The Challenge of Organising and Implementing CSR”
(Palgrave, 2006) and “CSR across Europe” (Springer, 2005). Two of his recent books will be
translated and published into Spanish, French, Portuguese, Dutch and German. Also, Jan
Jonker has given many (public) lectures and presentations around the world (e.g. US, Australia,
Italy, Spain, Norway etc.) and is (or has been) visiting professor at the University of Toulouse,
ICN Business School Nancy, Business School Nottingham (ICCSR), RMIT University, ESC
Business School Toulouse, ESEC Barcelona and Aarhus School of Business.
He is a member of the editorial board of several journals including: Measuring Business
Excellence (MCB UK), The Journal of Corporate Citizenship (Greenleaf-UK), Corporate
Social Responsibility and Environmental Management (Wiley-UK), Estonian Business Review
(Estonia) and R.O.R. (France). He was member of numerous scientific & organising
committees.
All his work concentrates on ‘greening’ the contemporary business enterprise in a
fundamental manner through research, publications, public talks, conferences and
teaching.

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