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|Articles - June 2013|
|Tuesday, May 28, 2013|
BY LINDA BAKER
Eric Park is a creative director at Ziba Design, a design consultancy based in Portland. For nearly 20 years, he has helped lead research and design innovation programs in consumer goods, durable products and health care. His clients encompass startups and Fortune 500 companies and have included MSR, Clorox, Nike, Philips Healthcare, Intel and P&G. In addition to spearheading a sustainable design practice at Ziba, Park, 47, serves on the board of the Northwest Earth Institute and is a mentor for the Portland Seed Fund. He spoke with Oregon Business about the evolution of sustainable business, consumer experience and service design, and how large brands are bowing to the “inexorable motion of change.”
OB: Sustainable business in the ’90s revolved around the triple bottom line, then expanded to include corporate social responsibility and life-cycle concerns. What is the sustainable business story today, and how does branding help shape
Before, sustainability was about not doing bad things. Then more enlightened corporate social-responsibility people started working with branding departments to create story lines that would resonate with consumers. Sustainability is a difficult thing for the average person to get behind. But people can get behind words like “local” and “organic.” They can also get behind social movements. So in 2010, Pepsi took its advertising campaign and, instead of funding advertisers, said, ‘We’re going to give [the money] to our brand advocates and let them assign causes or projects to fund.’ Or American Express is seeing its “Small Business Saturdays” buy-local campaign. The trend is about a big brand activating local connections and finding meaningful ways to engage consumers.
OB: What are some internal business trends reshaping the sustainability trajectory?
Social innovation, startups and the new economy. It’s about moving beyond social media and [bringing about] behavior change through social innovation. Within this trend is the sharing economy and the “B Corp,” a recognition that we need to move beyond the constraints of the C-corps universe.
OB: So green business includes the creation of new business models.
When we talk about social innovation/new economy models, such as car sharing, Airbnb, part of that is realizing the old framework for exchange and business is actually getting in the way of sustainability. Businesses are realizing that you can work your supply chain to some extent, but more systemic challenges need to happen for things to actually improve. Even business schools recognize they have to change; instead of new business plans, it’s about prototyping new business models.
OB: Is social innovation a niche or a mainstream trend?
The mainstream is actually changing very quickly. Today the real question is not whether this kind of change should happen, would happen or could happen — it’s how quickly can you make change? Most thoughtful people know things have to change. But change is hard. So what are different ways you can grease the skids for change more effectively? For larger consumer-goods companies, the question is how you can be the first to establish a new normal that is connecting to a real significant shift in mainstream culture and that has kind of seeped into the consciousness in ways you don’t always realize.
OB: How do these issues play out at Ziba, a design firm?
Our heritage is in product design but our work has extended to UX, environmental and service design, and consumer-experience innovation. We’re working on a health care project looking at how you mobilize communities to improve health. We worked with Panasonic on LED lighting to anticipate people’s relationship with lighting. We are working in the very competitive apparel business to create retail environments that remain relevant. The question is how you reimagine the consumer experience in a way that is authentic and appropriate for the brand and the context in culture: the marketing, the technology trends. We’re constantly trying to understand where this kind of thinking applies to sustainability, and we’re at an interesting moment because so much is happening.
Wednesday, April 01, 2015
BY LINDA BAKER
Leaders in Oregon's ag sector gathered this morning in Portland’s Coopers Hall winery/taproom to discuss the role of the region as an export gateway, impediments to exporting products and solutions to containerized shipping challenges.
Tuesday, May 26, 2015
BY LINDA BAKER
Spring rains are the bane of an Oregon cherry farmer’s existence. Even a few sprinkles can crack the fruit so badly it’s not worth picking. Science to the rescue: Researchers at Oregon State University have developed a spray-on film that cuts rain-related cracking in half, potentially saving a season’s crop. The coating, patented as SureSeal, is made from natural chemicals similar to those found in the skins of cherries: cellulose, palm oil-based wax and calcium.
Friday, April 17, 2015
PHOTOS BY JASON E. KAPLAN
The 32nd annual CBC attracted a record number of attendees (11,000) to the Oregon Convention Center.
Friday, May 15, 2015
BY KIM MOORE | RESEARCH EDITOR
The Portland Bureau of Transportation is seeking input from businesses on a $5.5 million initiative to create a network of biking, transit and pedestrian trails within Portland’s central city.
Monday, April 27, 2015
BY JACOB PALMER
As a general rule, the more people with autism can be provided with visual cues, the better they will be able to understand and manage their environment. It’s a lesson Tom Keating learned well. The 61-year-old Eugene grant writer spent 31 years taking care of his autistic brother James, and in the late 1980s developed a spreadsheet that created a series of nonsense characters that grew or shrank depending on how much money James had in his account.
Tuesday, May 26, 2015
BY JASON E. KAPLAN | STAFF PHOTOGRAPHER
New Jersey and Oregon are the only two states in the U.S. that ban self serve gas stations. But these two holdouts may be ready to give up the game. New Jersey is considering legislation that would lift the state's ban on pumping your own gas. Oregon is considering smaller scale changes.
Thursday, May 28, 2015
BY LINDA BAKER | EDITOR
Reinventing capitalism. Office dumpster divers. Handprints versus carbon footprints. These are some of the ideas panelists and attendees discussed during the second annual Oregon Business “Green Your Workplace” seminar yesterday.
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Tonkon Torp helps seed sustainability at Gunderson.
Oregon-based Environments helps companies create inspired workspaces. “Simply put, we help companies future-proof their workspaces,” says Chris Corrado, president. Since 1988,Environments has witnessed firsthand the changing landscape of business. Native Portlander and Environments founder Corrado says, “We help our clients navigate the complex realities of the workplace today and plan for their future in a very mindful, strategic way. We think of ourselves as their partners in the process.”
One hundred years ago, the Willamette River might easily have been mistaken for a sewer. Unchecked industrial activity and decades of pollution made it unrecognizable compared to the clean river that now flows north for 187 miles from Eugene through the center of Portland.
Sussman Shank LLP served as lead counsel for both the sale of 9 assisted living, memory care, and independent living campuses in Washington, Oregon, and California to a publicly-traded REIT, and the acquisition of 11 single-tenant net lease properties. This transaction was unique because it included both the sale of licensed senior housing facilities and a complicated 1031 tax deferred exchange transaction.
The Oregon Entrepreneurs Network (OEN) will be presenting its third annual Entrepreneurial Summit on Friday, June 5 at Castaway in Portland, Oregon.
On June 13th Mayor Charlie Hales will attend nonprofit organization Dream Change’s inaugural Love Summit and will introduce one of its keynote speakers, Dan Wieden of Wieden+Kennedy advertising agency.