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Forests are vital for people everywhere. They cover about 4.14 billion hectares, roughly a third of the world’s land, and store 714 gigatons of carbon. They also support 80% of land-based biodiversity. However, we are losing 11 million hectares each year to deforestation, and the World Bank expects demand for forest-based products to rise by 400% by 2050. Many industries, from construction to textiles and automotive, are turning to wood fiber to replace fossil-based materials. Yet, a 2023 Circularity Gap Report found that over 90% of materials entering the global economy come from nature and end up in landfills. This approach is not sustainable. If we do not change how we use and reuse fiber, forests will be depleted faster than they can recover.

Today’s guest, Loa Dalgaard Worm, leads the Forest Stewardship Council’s Circularity Hub. This innovation team, launched in 2023, is updating a certification system that was originally designed for a linear economy 30 years ago. Her team is working to add circular business models, like take-back, repair, and leasing, to FSC’s chain-of-custody standard, which already includes 70,000 companies worldwide. They are also creating a framework to certify agricultural leftovers, such as wheat straw, rice husks, and coffee chaff, as alternative fibers for pulp-based products. This helps reduce the need for new forest fiber.

Loa Dalgaard Worm, Circularity Hub Lead at the Forest Stewardship Council, is our guest on Sustainability In Your Ear.

Loa’s boldest idea is a royalty system that would pay forest owners a small fee each time fiber from their forest is reused or recycled into a new product. Currently, forest owners are paid only once, when they harvest a tree, and do not receive ongoing rewards for protecting ecosystems, conserving biodiversity, or supporting communities. Companies buying recycled fiber would pay for verified origin data, which they increasingly need to meet the EU Deforestation Regulation and other international standards. The pieces for this plan are coming together. FSC already runs FSC Trace, a blockchain-based traceability platform, and works with World Forest ID on isotope testing that can identify a fiber’s origin within about 15 kilometers. They also partner with esri to improve earth observation capabilities.

“We used to be able to do this,” Loa says about circularity, pointing out that remembering old habits, not just inventing new ones, is key to sustainability. “Our parents knew how to repair things. My grandmother knew how to mend all of her clothes.” FSC’s circularity work is focused on rebuilding the systems needed to help us relearn how to reuse and repair on a large scale. Loa hopes to test the royalty system within two years and present it to FSC’s General Assembly for discussion by 2029. The big question is whether institutions and markets will move quickly enough to protect forests. To learn more about the FSC Circularity Hub, visit fsc.org/circularity or email the team at circularity@fsc.org.

Interview Transcript

Mitch Ratcliffe  0:09

Hello, good morning, good afternoon, or good evening, wherever you are on this beautiful planet of ours. Welcome to Sustainability In Your Ear. This is the podcast conversation about accelerating the transition to a sustainable, carbon-neutral society, and I’m your host, Mitch Ratcliffe. Thanks for joining the conversation.

Today we’re going to talk forests, wood fiber, and the circular economy. The world’s forests cover about 4.14 billion hectares, which is about a third of all the land on Earth. And they store 714 gigatons of carbon, support 80% of land-based biodiversity, and supply materials for everything from buildings to delivery boxes. The World Bank projects a 400% increase in demand for forest-based products by 2050, driven by the shift away from fossil-based materials. And at the same time, the Circularity Gap Report shows that more than 90% of materials entering the global economy are still virgin. Even as we look to forests to replace plastics, steel, and concrete, we’re losing an additional 11 million hectares a year to deforestation.

The Forest Stewardship Council, or FSC, is the best-known certification program for responsible forest management. FSC-certified forests now cover more than 171 million hectares in nearly 90 countries, and the system is unique because it gives equal say to environmental groups, social organizations like indigenous peoples and trade unions, as well as economic interests such as timber companies and retailers. For 30 years, FSC has focused on one main question: Where does this wood come from?

Today’s guest, Loa Dalgaard Worm, leads the Forest Stewardship Council’s Circularity Hub. This is a new innovation team launched in 2023 that explores what happens to timber after it leaves the forest, and how we can keep it in use longer to reduce pressure on our natural ecosystems. Loa has been with the FSC for over 18 years, working in both national and global roles. As director of FSC Denmark, she grew the group from 12 members to 140 companies and NGOs, and helped raise public awareness for FSC from almost unknown to 65% recognition amongst Danish consumers. She also played a big part in FSC’s digital transformation, and now she leads a team working on what may be FSC’s most ambitious project since it first started chain-of-custody certification—that is, redesigning a system made for a linear economy so that it works in a circular one. She also hosts the Forest for the Future podcast, which I urge you to check out. She talks with experts about topics like verifying the origin of fiber products and how the EU taxonomy affects green finance.

The Circularity Hub has published two papers with new proposals that are a first for FSC. One idea is a royalty system that would pay forest owners over time as the fibers from their forest are reused and recycled through many product life cycles. Companies would fund this by paying for verified origin data to meet ESG and regulatory needs. FSC also wants to certify reused and repaired forest products—not just recycled ones—using another new label. They’re also creating a voluntary set of tools to help companies determine if they’re using high-quality wood fiber for disposable packaging that might be better used in construction or furniture, amongst other things.

We’ll talk with Loa about how certification systems created 30 years ago for responsible extraction can change to support circular material flows, and how the royalty system’s financial model will track fibers through many product life cycles and across complex supply chains involved in the modern production environment. We’ll also look at how these proposals fit with new EU circular economy laws and delays to the EU Deforestation Regulation. Finally, we’ll discuss whether FSC can ensure fair access for forest owners in the Global South, or if it might end up mainly helping larger operations in the Nordic countries and North America.

You can learn more about the FSC Circularity Hub by visiting fsc.org/circularity. And if you’d like to contact the team, you can email them at circularity@fsc.org. So, can the world’s most trusted forest certification system become the foundation for a circular bioeconomy, and can it do it quickly enough to make a big difference? Let’s find out right after this quick commercial break.

Mitch Ratcliffe  4:50

Welcome to the show, Loa. How you doing today?

Loa Dalgaard Worm  4:52

Thank you, and I’m doing really well. The sun is out for the first time in a very long time in a very frozen Nordic. I’m in Denmark, so it’s really cold here these days. And we can feel spring coming around the corner, good.

Mitch Ratcliffe  5:07

We’re in the middle of our first snow here in Southern Oregon. So I envy you that you’ve already had winter and are about to exit. I think we’re entering it.

Let me start off with this question, kind of to set the stage. The Forest Stewardship Council was built 30 years ago for a linear economy. You wanted to track responsible extraction and use of wood fiber, and you have these consumer-facing labels on paper and other products that a lot of our listeners are familiar with. But what I wanted to know is, how is the organization and its membership changing as you enter the era of circular economies of wood fiber?

Loa Dalgaard Worm  5:38

I don’t really think that I would call it changing. I would more call it evolving. Actually, the mission of FSC is the same as it’s always been. We want to safeguard the forests of this world for the present and future generations. So as consumption increases and more and more of us are looking towards forests, we need to make sure that we can still keep that promise, and that means having to add new services to the FSC systems, new business models, new tools, so that we can ensure that fiber stays in use for longer, so that we can get to a stage where we are not over-utilizing our forests, but we have healthy ecosystems, and that the people that depend on forests are thriving too.

Mitch Ratcliffe  6:23

Talk a little more about making fiber go longer. Each time we use or reuse fiber, it gets shorter and so less resilient and able to support the use. What does that look like in practice? Now, how are we reusing fiber, and where do you think we’re taking it?

Loa Dalgaard Worm  6:39

Well, there’s not one way, because reuse of fiber is going on in so many different industries. So it can be anything from the paper industry, where you would normally dissolve the pulp—so you would dissolve the paper, and then you would make it into this very wet mass that you can then add new wood fibers to, and then you can create new paper. And on average, you can do that 17 times in a row before the fiber becomes too short.

Essentially, in other areas, like in the construction sector, you could take the wood element just as it is and reuse it. So instead of recycling it and taking it through a whole manufacturing process, you could actually just reuse it as it is, especially if it’s part of a construction that has been isolated inside a construction. For example, you can easily just reuse it as it is, without making it shorter.

Then you have furniture. Furniture can have multiple lives and be repaired and refurbished and reused again. And we see that for high-quality furniture already. So it’s a question of getting more of those circular loops up and running, and then designing them so that we keep the products on as high a level of quality as we can for as long as possible. So essentially, actually setting up systems that avoid shortening the fiber. That’s what we’re after, so that we can use them for longer.

Mitch Ratcliffe  8:05

What would a system that avoided shortening fibers consist of that we aren’t potentially using today?

Loa Dalgaard Worm  8:13

Well, in essence, it’s about what are the rules? Which kinds of fibers do we allow for which types of use? For example, if you have a single-use product that you know will only have a very short lifetime—that could be food wrapping, that will be contaminated by food and therefore you can’t reuse the fiber afterwards. It could be paper straws, those kinds of things where you know it can only have one life—it’s asking ourselves, what fibers are we using for that one life? What is the quality of that fiber? What is the amount of recycled content that we require in that product?

It’s those kinds of things that I think we will need to have both regulatory rules on—so legislation, essentially—but we will also need to have systems, both in terms of what do certification systems like FSC do, but also, what does industry do? What are the industry standards? How will we circulate fiber? So it’s very big and it’s very fluffy, but it’s those kind of things that we will need to start getting this more circular setup and running.

Mitch Ratcliffe  9:22

You make an important point. This is not a clear, bright, linear explanation. It’s a fuzzy, circular system that we are seeking to evolve as we continue to become a more industrialized society. So let me ask you a question about how you’re talking with industry about this. Are you positioning circularity as a way to respond to and manage that 400% demand surge that we’re expecting over the next several decades, or is this a mechanism to, in their eyes, actually reduce total extraction?

Loa Dalgaard Worm  9:52

Oh, it’s not about reducing harvest. Actually, in reality, the hardcore reality of this is that there just will not be enough. We keep pretending that forests are this infinite resource that we can just go in and take as much out of as we want, but the reality is that we’re just using up forest resources far, far faster than the forest can actually regenerate and grow new trees. And with more and more industries pivoting towards forest-based fibers—in particular, that’s anything from the construction sector to the textile industries to even the car industry—all of them are looking towards forests because they have to replace their fossil fuel–based products. So we know that the demand is only going to go up. You’ve mentioned the number, the 400% increase. That’s the projection from the World Bank.

So we just need to be realistic about this and have ends meet, in essence, so that we don’t get to a point where we’re taking out trees so fast that the ecosystem can’t keep up. Because if we’re taking out trees from the forest faster than the ecosystem can keep up, that forest will be much more vulnerable to all of the climate-related events that it will also have to withstand. So the forest fires, the droughts, the beetle attacks, et cetera. If the ecosystem is weakened, it can’t withstand those other alternative threats that it’s going to be exposed to.

So for me, it’s just common sense. We have to get to a point where we are on a level of harvest that the forest can withstand, and we can only do that if we circulate fibers more and if we take better care of the things that we have. And the thing is, we used to be able to do this. If you look back to the ’30s, the ’20s, the ’40s, the ’50s, we knew how to repair things. Our parents knew how to do this. My grandmother knew how to mend all of her clothes. My father knew how to repair a broken radio or a bicycle or a light. And it’s an ability that we lost because of just an abundance of access to things. So we need to get back to being able to have those circular loops and being more respectful about the resources that we are getting, and that is both as individuals and as societies.

Mitch Ratcliffe  12:13

That’s such an important point—that we know how to do this, that we’ve done it before, but we’ve been trained out of this. How do you see FSC—and you mentioned this earlier—coaching people on the effective ways of making fiber last longer? Is this going to be a big messaging undertaking? Is it better labeling? How do you describe that challenge?

Loa Dalgaard Worm  12:35

Everything at once? Yeah, it’s everything at once. It’s both how we communicate, how we position the value of forest products, how we position the value of a healthy ecosystem, how we reintroduce pride in repairing stuff and keeping things in loop. But it’s also a question of, what do we have in terms of our standards? How do our standards support companies and encourage companies in setting up circular business models? How do we guide companies to moving towards more products-as-a-service, where it’s not the actual product that you sell, but it’s the service that the product gives? How do we create tools that make that transition easier?

So it’s a lot of different elements that we have to provide, and it’s for a lot of different audiences. People often come to me and say, “Well, nobody’s asking for circularity, so therefore it’s not a thing. People don’t want FSC to work on circularity.” And then I say, “Well, they want us to safeguard ecosystems. They want us to support them in upcoming regulation on extended producer responsibility, for example. They want us to help them adhere to the waste directives that are coming out, not only in Europe, but also in Latin America and North America in some states of the US, and it’s also there in Canada. They want us to help them figure out how they’re going to handle the fact that they can’t get the same amount of raw materials that they used to be able to just buy from any of their suppliers that they wanted, because all of a sudden half of it is gone in a forest fire. They want us to take care of all of that, and all of that is very closely tied to circular economy.”

Mitch Ratcliffe  14:17

An important point too is that it’s going to get more expensive as resources are strained, and that seems to be the underlying driver. But then you get back to the question of, how do you certify reuse? And you’ve got—it’s no simple task. It requires a royalty system for forest owners, recognition of non-forest bio-based fibers blended with bio-based fibers, cascading use tools—you know, in other words, things to track that fiber through multiple uses. What’s the state of the technology? What of those things are on track to have an impact in the next half decade, for instance?

Loa Dalgaard Worm  14:53

Oh, many of them are. Some are, of course, much more doable than others. So for example, the lowest-hanging fruit for companies in FSC is to introduce circular business models into our chain-of-custody standard. That standard covers 70,000 companies around the globe already. So if we enable in that standard that they are able to do take-back, or they’re able to do repair and leasing, and we guide them and give them best practices as to how they can do that—well, that’s very easy and straightforward, and in fact, we’re doing that already. It’s in consultation right now, set to be implemented by the end of this year.

The other one that we’re also already working on is, what is the role of agricultural residues in FSC-certified products? So could we enable agricultural residues? Think wheat straw. Think rice husks—so the shells around rice. Think coffee chaff—from after you’re done with producing coffee, you have all the silver skin lying back. All of that is being used right now primarily for local energy production. What if all of that could actually replace virgin forest fibers in all of the pulp-based products? What if we could require that that was certified to a credible agricultural standard, and we could then give it a different value? That’s what we’re also building a framework for right now, and we’ll be piloting so that we could enable those products to have a longer life, while also reducing the requirement or the demand for virgin forest fiber, and therefore reducing pressure on forests. So those are some of the really low-hanging fruits.

Then, of course, the whole cascading principles, which is for a lot of people a tricky word—because what does that mean? In essence, it means, how do we make sure that fibers stay in as high a quality for as long as they can possibly be? It’s quite easy when you explain it as: if you think of a wooden log, how can you keep that wooden log in long, long timber beams for as long as possible before you break them down into smaller pieces of wood, then into wood chips, potentially, then into fiber pulp? Essentially, because once you’ve broken them down, you can’t put them back together.

That is a more tricky thing, because we don’t have rules in FSC right now about what we do on this. So essentially, you could, if you wanted, take a tree straight out of the forest and make it into wood chips and burn it for energy production. So one of the things that we’re looking into is, well, how can we create incentives so that isn’t the way that it’s done? How can we create tools that would enable companies to actually communicate to their supply chain which type of fibers that they want and which kind of quality, so that it matches the type of product that they’re creating—both in terms of what are the technical specifications of that product, like what is the strength of the fiber that they actually need in the product for that product to perform well, but also, what is the expected lifetime duration for that product? Because if it’s a very short-lived product, we shouldn’t be using very high-quality fibers to produce it. And then, of course, also, what would the role be of recycled fiber in those particular products? And should there be rules? Should there be incentives for increasing the use of recycled fiber in them? So all of these things are things we’re working on right now.

Mitch Ratcliffe  18:26

Let me double-click on something that you were just talking about—this notion of the producer, the initial producer, benefiting over the course of many generations. And that royalty concept, I think, is really one of the most novel things that is called out in the papers you shared with me. It envisions a forest owner—a Weyerhaeuser or Boise Cascade, for instance—thinking of a tree as an annuity, to a degree. But then there’s this challenge of how you track it through the entire life cycle, which in my mind is a lot like some of the discussions we’re having about intellectual property in the age of AI. This stuff kind of has a tendency to disappear into the industrial economy and be forgotten. But this royalty system—how can that be implemented? And what’s the incentive for a company to pay the fee that creates the annuity for the original producer?

Loa Dalgaard Worm  19:22

So first and foremost, maybe we need to back up a second and explain what the royalty system is, because I’m assuming that the listener won’t actually know. So the royalty system is the most pie-in-the-sky concept that we have in the things that we’re working on. So this is my baby, my big dream. I don’t know whether we will ever be able to implement it, but I really want to get there.

So essentially, what the concept is, is that we are right now paying forest owners only for harvesting trees. But in reality, they’re taking care of so much more. When they’re managing their forest sustainably, they’re making sure that the ecosystem is healthy. They’re protecting biodiversity. They’re protecting wildlife. They’re taking care of a lot of social elements—for example, indigenous peoples’ rights as part of that forest management. But we don’t pay them for that. We don’t reward them for all of that work, all of what they’re doing that actually helps us fight climate change in quite a significant way.

So the whole concept is, if we imagine a world where fibers are circulating for more than one use, what would the incentive be for a forest owner to actually maintain their forest healthy, because we only pay them when they cut the tree? Well, what if we could pay them every single time that product—the fiber from their forest—goes through another use round, another recycled loop, or another reuse loop? What if they could get a small fee as a token for their continued protection of that forest ecosystem and the social safeguards? That is the big dream, the overarching concept.

You’re then asking, well, why would companies pay for that? Well, because companies are faced with increased legislative requirements, not just in the EU but globally. We see bioeconomy frameworks, we see extended producer responsibility. We see waste and resource management requirements. We see social compliance data being required from them. Green claims—which is, how are you promoting your products? We see requirements for product data and origin data as part of digital product passports. And on top of that, we see an increased amount of required data from impact investors and from sustainable finance.

So if you’re using a secondary product—something that has already been in use once—how would you know all of those core data points, unless you have some way to get access to them? So the whole theory is that these companies would be willing to pay a small fee for access to the origin data about that product. That could be data about the social compliance, pesticide use, chemical use, the origin, the status of the biodiversity where it originates from, et cetera. So that would be things that they would pay a small fee for into an automated system, and the fee that they pay then actually goes back to the forest owner as a payment for their continued protection of the forest.

Mitch Ratcliffe  22:29

So in the long term, obviously the price of wood fiber is going to increase. It just does. But by paying this fee, we can reduce the pace at which the price rises—is that the basic mechanism that we’re talking about?

Loa Dalgaard Worm  22:46

No, I don’t think so. Not necessarily, no. It doesn’t actually have to do with the first use round. What it would be doing is that you introduce this fee, and it gives an additional value for the forest owner to safeguard the forest over time, but it also removes a very big data barrier for the company who pays the fee. And we’re not talking large fees here. The whole concept is that it should be very, very small, so it should still be worthwhile for the company buying access to the data to pay that fee. So it’s similar to the FSC fees that we have for certification today, which is also only a fraction of their annual turnover for the wood-based products.

So the fee should be small enough that you would pay for access, but when you aggregate that over all of the times that the forest has harvested, then it also becomes a significant sum for the forest owner. So that’s the whole concept—that’s not actually meddling with the price for the raw material in the first instance.

Mitch Ratcliffe  23:53

Okay, we have opened—well, let’s call it an FSC-certified box—and there’s a lot inside. I think we’ve laid the foundation for the rest of the conversation, but folks, we’re going to take a quick commercial break and we’re going to be right back. Stay tuned.

Welcome back to Sustainability In Your Ear. Now, let’s get back to my conversation with Loa Dalgaard Worm. She is Circularity Hub Lead for the Forest Stewardship Council. Loa, what we’re describing is FSC acting as a central data hub and a payment facilitator in this royalty environment that you’re describing. Basically, you become a platform company as well as a certification body. So the question I’m wrestling with is, how do you make sure the platform costs don’t ultimately consume the fees that are intended to become the royalty payments for forest owners?

Loa Dalgaard Worm  24:43

Well, the truth is that we are already, as FSC, on this trajectory of becoming a platform company. So we have a lot of the infrastructure already. We already run FSC Trace, which is a blockchain that can carry all of the data points that I was talking about before. We also already do earth observation and fiber testing. So we’re already collaborating with partners like World Forest ID, who is the leading entity in the field of doing fiber testing and forensic testing of where fibers come from. We already do work with Esri, who is an earth observation company.

So what we would need to build on top is the payment system and the automated systems. And as I have pointed out before, this is just a big dream. So I don’t know whether this will be a reality, whether we will succeed in the end. And I’m very much aware that we will need the right people around the table to help us build this elegantly so that we don’t see admin costs eating up the whole thing. Because for me, this is very important, but actually that is what I’m least worried about. It’s not that cost will eat it up.

I think actually one of the things that will be more tricky is getting forests around the world mapped with isotope testing in a grid that’s fine enough for us to tell where a product likely comes from in a second or a third loop. So let me explain that a bit.

If you think about forest-based products, the easy ones are like the chairs, the tables, where it’s solid wood, and those you could just slap a barcode on, and once they’re being reused, you can scan that barcode, and it’s not that difficult to figure out where it was from. But if you have a mixed-fiber product, or if you have a pulp-based product, that means that you have reduced the fiber into being very, very short pulp segments. If you then need to figure out in the second or third loop which forest actually delivered pulp into this product, you will need to do fiber testing to figure out where it came from, and you could do that through what is called isotope testing.

Every living thing on this planet, even plants and animals, have isotopes in them. We also have them as human beings. And the beauty of isotopes is that roughly every 15 kilometers they shift slightly, which means that if you have enough samples from around the globe, that sort of creates a grid of what an isotope looks like in every single 15-kilometer grid of the globe. Then if you do a test of a product, of a fiber batch, then you can tell what isotope shows up there, and where it belongs on the globe.

And for me, getting that fine grid of the reference samples—that’s the real challenge. That’s where we will really need to roll up our sleeves, because there’s nothing even close to it. And the beauty of it is that if we manage to create that grid, we could not only implement the royalty system, we could also make that grid available for all of the competent authorities—the authorities around the globe—to help combat illegal logging, because all of a sudden you could see where forest products are coming from, and therefore whether they are from an illegally logged area.

Mitch Ratcliffe  28:01

There’s a lot of benefits in this. Are these technologies proven only in the lab, or are any of them in use in the field now?

Loa Dalgaard Worm  28:09

No, they’re already being used and have been used for quite a while. So I mentioned World Forest ID. They’re the leading entity in this. FSC helped institute them, I think five or six years back. But even before then, these technologies were being used very widely. So big companies use them to test whether the products that they’re buying, especially from some regions in the world, are actually from where they’re said to be, and that they’re actually containing the type of forest-based fiber that they’re set to contain. So for example: Is it the species that I’m thinking that I’m buying that I’m actually buying?

Then authorities are also using it for law enforcement around the world already. So that could be from the American Lacey Act, which has a lot of different wood species that you cannot import into the US. It could also be the Australian ban, which is also a ban on specific species that cannot be used in Australia. And then there’s the European Timber Regulation, which requires that you know what type of species is in your products before you place it on the EU market, and they’re already using them in their everyday operations.

Mitch Ratcliffe  29:16

That’s really good to hear. We have the technologies. It’s organizing the information, as you’ve described, that’s the key. You know, I visited the United States Forest Service Forest Products Lab last year, and one of the things that they were showing us was compressed wood products made from a lot of scrap. I can imagine the kind of tracking you’re talking about for early in the multiple-reuse life cycle being pretty easy to identify, but when things get mixed up, like the fibers in paper—will this also be applicable?

Loa Dalgaard Worm  29:47

Yeah, see, and that’s the tricky part, right? So the easy part will be for us to start out with the solid wood products, and the benefit of doing that is it would also benefit the forests of the Global South, where we really need this system up and running as fast as we can to safeguard those forests from deforestation, because a lot of those fibers end up in solid wood products.

For the fiber products that you talk about—so paper or compressed wood and fiberboard, et cetera—it’s more difficult. What we are contemplating there is, well, what if it isn’t this exact forest that we can track back to, but it’s this region, it’s this approximate area? Because we can tell that. It’s just that for paper products, it might be a thousand forests. But what if we could create a system where the fee that you get is proportional to the likelihood that part of the product was delivered from part of your forest, essentially? So that it becomes more of a credit system or a mass balance system in the end—which, and maybe we would need a combination of both—so that there’s still a better, bigger benefit for the ones who have solid wood products. But that’s a lot of the stuff that we have to figure out. Like I said, it’s early stages. We’re still in dreamland for this one.

Mitch Ratcliffe  31:05

It is, but that probabilistic analysis that you’re describing is what we’re working towards with quantum computing as a processing platform for this kind of information. It’s interesting to think about whether or not we’ve already been inventing the solutions to the problems we have and just haven’t found the applications for those solutions yet. You’re describing one that I hadn’t thought of before.

Loa Dalgaard Worm  31:26

I hadn’t thought of quantum computing in this context either, but it’s really interesting.

Mitch Ratcliffe  31:32

One of the assumptions that I hear in the conversation and in the papers that I read is that transparency requirements are going to continue to get more stringent. But the current regulatory momentum in Brussels may shift, and obviously in Washington, it already has. How robust do you see the business case for these solutions if the regulatory tailwind stalls?

Loa Dalgaard Worm  31:54

Well, there’s a very—perhaps a subtle but a very important—detail about the deregulation that’s happening right now. Because it is true that we’re seeing deregulation happening and seeing a lot of legislation being changed or pulled back or adapted. But what we’re seeing being adapted through deregulation is very much focused on what we can call the “do good” regulation—so the ambitious regulations that are pushing the world in a more sustainable direction. That is very unfortunate. They’re being impacted big time right now and being dismantled in many different regions, many different countries of the world.

But at the same time, we have a geopolitical situation which means that every single region of this world wants to become resource resilient. They want to be self-reliant, both in terms of their financial stability and in terms of their trade, but also in terms of their access to raw material and the continued ability to produce the goods that are needed in a given region. That creates a very strong push for circular business models. So that could be recycling, that could be reuse, it could be looped material, raw material handling, so you have to use products again and again. And we’re seeing more and more legislation coming up pushing for reuse.

But when you reuse the product or fiber the second time, you still need to know that it’s safe. You need to know that it’s not from illegal sources. You need to know that it hasn’t contributed to human rights violations, and you need to know which kind of pesticides and chemicals were used in it. And those are the legislations that we are actually seeing being firmed up right now and implemented faster right now, instead of being removed. So the whole transparency rollback actually isn’t happening for these types of more circular loops.

Mitch Ratcliffe  33:46

You point out in the papers I read, too, that there’s at least a dozen EU regulations or global standards that the royalty system could actually support and streamline compliance reporting for. And that, of course, is what a lot of companies are looking for—greater efficiency in that kind of reporting. But there are stalled regulations as well, like the EU Deforestation Regulation, which would require you track the wood coming into the continent. Practically speaking, what are the specific reporting burdens that you can help reduce by adding this data to the circular economy information flow that we’re trying to build?

Loa Dalgaard Worm  34:23

So the whole beauty of what we’re trying to do here, both with the royalty system but also with the circular economy module that we’re looking into—with the FSC, we have an EUDR add-on module which is called the regulatory module. And the beauty is that a lot of data points that companies need for adherence to these legislations—and it’s not just European ones. I gave European examples. It could also be the new Brazilian Circular Act. It could be the Mexican new legislation that was just enforced here in January—a lot of the data points that they’re asking for are data points which we’re already monitoring.

We already have audits in every single forest, in every single factory that is working with FSC. But what we don’t have is a system for connecting those data points with the product that is then again tied to an origin. So in other words, we don’t have a fiber test which can already prove—or, it’s not that we have the fiber test, but it’s not a systemic part of our system—that can prove automatically that this piece of timber came from that forest and has been exposed to these chemicals or to these pesticides, et cetera. And here is the audit report that shows how the workers were fairly paid or safe, and that no indigenous peoples were harmed and that they gave consent to their land management.

So that’s the piece that we’re missing—that we need to have that system. And if we have that system for the first use case, which is what we are implementing with FSC Trace and with the regulatory module, we really are very close to being able to also use that system for multiple use cycles. Which means that the admin burden for the companies is actually relatively low, because a lot of the data points are things that they’re already giving to us as part of their annual audit. We just have to use it better and put it to more uses than we’re doing today.

Mitch Ratcliffe  36:27

We’re building a very complex network. And obviously you and I are speaking halfway around the world, but in the Global North. And as I think about what you’re saying—how do we ensure that we don’t create a mechanism that primarily benefits the well-resourced forest operations in the Global North? I mean, will you have a subsidy or a low-cost onboarding solution for organizations and communities in the Global South to help them participate in this economic opportunity?

Loa Dalgaard Worm  36:54

So this is one of the key focus areas of FSC as such, and something that’s really close to our hearts—how do we constantly have alternative ways so that we don’t add a burden for the Global South, and that we give them access, and that we have something that’s attractive all around the globe, not just in the more digitally driven Global North?

The reality is that right now, most fibers actually don’t travel continents. And in the future, with the geopolitical situation, I don’t think that they will travel continents more than they do today. So there are some things that FSC won’t be able to fix. In terms of Global South–Global North, we need to have stronger legislation and stronger enforcement, especially in the Global South, to safeguard the ecosystems there even more.

But what we can do as FSC is we can make systems that automate as much of the data requirements and data gathering as we can, and that do not add on additional data elements—like the ones I was talking about before—that we need to utilize what we’re actually already out there gathering. And then I think we need to really think about the fact that we have boots on the ground every single year as part of our audits. How do we utilize those boots elegantly? How much of the data could an auditor actually contribute as part of the audit, instead of asking the forest owner or the company in the Global South to do it, unless their systems already do it?

Because let’s not stigmatize and say that everyone in the Global South is not using computers and doesn’t have elegant systems. Some of them are more advanced than we are. But for the ones that are small, the ones that are community-driven, the ones that are much more analog—and where this is difficult—well, what is the role of the auditor who’s there anyway to help ensure that that information gets on the systems that it needs to get on?

Then, of course, a lot of it is also about making it mobile-first. Because while they might not have fancy LIDAR systems and earth observations and integration with harvesting machines, et cetera, like we see in the Global North, all of them have cell phones. So how can we make sure that the cell phone, the smartphone in their hand, can be actually utilized to access the very same systems in an elegant way that does not require a lot of additional time, but gives them access to the benefits?

Mitch Ratcliffe  39:28

You’re correct. There are a lot of communities in the Global South that leapfrog the hard-wired infrastructure that the North built first, and therefore are ahead of us in a lot of ways. But could I have a couple more questions on that? They require an impressionistic answer. And the first is, can you describe a program that would support an indigenous community working to care for their forest and its biodiversity? How would that potentially be enabled by the system that you’re building?

Loa Dalgaard Worm  39:57

Well, in many senses, the indigenous communities are already doing what we’re asking for. They’re safeguarding 80% of the remaining biodiversity that we have on this globe, regardless of the fact that they’re only 10% of the population. So they are already taking care of the ecosystems in a way that all of the rest of us are not doing.

What we have in FSC is we really have an embedded adherence to the concept of free, prior, and informed consent, which is actually a human right, but we’re one of the few entities actually enforcing it—making sure that indigenous people are not only informed about what is going on on their land, but that they’re done so in advance, before something happens on their land, and that they give consent and also have the right to withdraw that consent.

Well, what if these systems could also make sure that we capitalize what they’re already doing on the ground? The way that they are protecting the biodiversity—what if we could get more of the data and the impact and learn from them, and take some of that learning and use it in other forest areas around the world, which is something that we’re not totally bad at doing? So what if we could learn from some of the data elements that they have, and that they have the exact same access as the rest of the forest owners, the rest of the stewards, to some of the fees that are being paid back? It won’t be a silver bullet, but at least we could give some more payment for the protection of ecosystems that they’re already stewarding on behalf of essentially the globe.

Mitch Ratcliffe  41:44

That’s a very forthright answer. I appreciate it. It is such a challenge to integrate the kinds of indigenous understanding of the environment that we lost because we have treated the environment as something separate from us—that these indigenous communities continue to preserve. You’ve been very generous with your time and your thinking. One last question: How would you describe a fully circular fiber economy changing global supply chains, and when do you think that becomes common?

Loa Dalgaard Worm  42:16

Well, it really depends on what we mean. Because fully circular global supply chains can come in many shapes and forms.

Okay, well, if you’re asking about the royalty system, which I know is one of the things that you’re really interested in—I do hope that we have something to pilot within the next two years and can make it into a more mature concept at our next General Assembly in FSC in three years, for debate. Because FSC is a membership-driven organization, so everything has to go to debate there before we implement at scale.

But the royalty system isn’t the only thing that can push for this shift towards circular supply chains. It’s just a small fraction of what we’re doing. So if you’re asking more broadly about the way that the world uses fibers and how we view fibers, I think if we had this conversation in five years, we would have a fundamentally different perspective on fiber use, fiber value, and how we so easily throw things out right now. I think in five years, that will be fundamentally different, both from organizations but also from consumers.

I think that global supply chains will be forced to look much more locally when they’re focusing on fiber sourcing. And they have to really both use more local fibers and look very carefully into redistributing and enabling closed-loop systems, because geopolitics is just pushing very rapidly in that direction. So it’s going much faster than anybody was expecting.

So I think if we look ahead just within a year, we will start seeing these circular business models having an uptake in FSC. If we look five years ahead, hopefully all of our different initiatives that I’ve been talking about today are either in pilot mode or implementation mode, so that we can become an enabler for a circular economy. And for me personally, that is the end goal. We have to enable a circular economy so we can reduce pressure on forests, so forests can help us fight climate change, and we have a realistic chance of having a climate that we as human beings can survive in.

Mitch Ratcliffe  44:42

Loa, I hope that all of that is something that comes to pass. Thank you for your time today. It’s been a fascinating conversation.

Loa Dalgaard Worm  44:48

Well, you’re most welcome.

Mitch Ratcliffe  44:56

Welcome back to Sustainability In Your Ear. You’ve been listening to my conversation with Loa Dalgaard Worm, who is the leader of the Circularity Hub at the Forest Stewardship Council. Her team is taking on the biggest expansion of the FSC mission since the chain-of-custody certification program it started 30 years ago. And to find out more about the Circularity Hub, you can visit fsc.org/circularity, or contact the team by email at circularity@fsc.org.

We heard one thing clearly in this conversation, something that’s reiterated by many of our guests: data can help us plan and transform the economy. We can see into the complexity that we’ve created around ourselves and, to a degree, are being carried away by. The future of materials, forests, and the circular economy depends on data platforms that can help manage information about everything that we produce and use, and that—at least until now—we throw away.

The economics of forest fiber won’t work under the current linear system, and the cost is rising. You can see it everywhere. For example, the Trump administration recently announced plans to open old-growth forests in Oregon to logging. We are literally preparing to mow down the last reserves of biodiversity in the United States. This is insanity.

Loa is right. We act as if forests are endless resources, but we’re taking fiber much faster than forests can recover. Weakened ecosystems cannot withstand the fires, droughts, and beetle outbreaks that are being made worse by climate change every year. This outdated way of thinking from past centuries is leading us toward disaster. We have to face this reality in our supply chains. If industries don’t start reusing, repairing, and recirculating fiber, they will run out of the material that they hope will replace plastics. The sad truth is that if the green transition doesn’t face up to this problem, the forest loss will actually accelerate, because we haven’t changed the basic economic models behind reuse.

Loa’s idea for a royalty system is one of the most creative approaches that I’ve seen in certification design. Right now, forest owners are paid only once, and that’s when they cut down a tree. The royalty idea would give them a small payment each time fiber from their forest is reused, whether as solid wood in construction, repaired furniture, or as paper that’s recycled many times. Loa called this her “pie-in-the-sky” idea. But tracking technology is advancing fast. FSC already uses a blockchain-based system called FSC Trace, works with the World Forest ID program to use isotope testing that can pinpoint a fiber’s origin to within about 15 kilometers, and partners with Esri to improve earth observation systems so we can predict forestry outcomes instead of just reacting to what happens.

For solid wood, tracking through several uses is fairly simple. The real shift is moving from just enforcing rules and catching illegal timber—which is always going to be needed—to actually rewarding the ongoing care that keeps forests healthy. FSC needs to make sure that incentives reach the Global South too, or the circular economy could end up mainly helping large forestry companies in the North.

Because of geopolitics, fiber sourcing is shifting toward local and regional supplies. Countries are putting up walls, so most fiber will stay within continents. FSC can support inclusion for indigenous peoples by automating data collection to avoid creating extra work for local communities, using existing auditors to gather information that small or community-run forests can’t easily digitize, and by creating mobile tools that work on smartphones. Indigenous peoples already care for 80% of the world’s remaining biodiversity, and they don’t need lessons in circular forest management, because they’ve practiced it for dozens of generations. But the royalty system Loa is developing could finally pay those communities for their stewardship, instead of treating it as a free benefit to the global economy—which corporate finance so loves to overlook.

So here’s what I want you to leave with after this conversation. Loa said something that I think we all know but too often ignore due to the industrial way of thinking: we once knew how to live in a circular way without sending so much waste to landfill every year. Our grandparents fixed clothes. They repaired radios. They kept things in use. FSC’s circularity work aims to rebuild the systems we need to relearn reuse and repair.

The question is whether FSC’s royalty system will move from idea to pilot within Loa’s two-year goal. That will show whether or not certification organizations can adapt quickly enough to help create a circular bioeconomy, instead of just recording the failure of the old, wasteful system. The ambition is there, the tools are ready, and the real question is whether institutions and markets will act fast enough for the forests.

So stay tuned. We’re going to have more discussions about this, especially about the solutions that can make a difference on Sustainability In Your Ear. And I hope you’ll take a moment to check out our archive of more than 540 episodes, because there’s something here. We’re in our sixth season, and I guarantee you that there’s an interview you’re going to want to share with one of your friends. Writing a review on your favorite podcast platform will help your neighbors find us. Because folks, you are the amplifiers that can spread more ideas to create less waste. Please tell your friends, family, and co-workers. They can find us on Apple Podcasts, Spotify, iHeartRadio, Audible, or whatever purveyor of podcast goodness they prefer.

Thank you for your support. I’m Mitch Ratcliffe. This is Sustainability In Your Ear, and we will be back with another innovator interview soon. In the meantime, folks, take care of yourself, take care of one another, and let’s all take care of this beautiful planet of ours. Have a green day.

The post Sustainability In Your Ear: The Forest Stewardship Councils’ Path to a Circular Bio-based Future with Loa Dalgaard Worm appeared first on Earth911.

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Sustainability In Your Ear: Author Michael Maniates on Why Green Shopping Isn’t Enough

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In 2024, the global market for eco-labeled products crossed $500 billion. Electric vehicles, bamboo toothbrushes, compostable packaging — the shelves are full of ways to shop your way to a better planet. And yet global carbon emissions hit another record high that same year, and atmospheric CO₂ now stands above 429 parts per million. Decades of research have produced a finding that the sustainability industry doesn’t want to talk about: buying green products doesn’t drive the systemic change we need. It might not even be moving the needle. That’s the core argument of Michael Maniates, an environmental social scientist and author of The Living Green Myth: The Promise and Limits of Lifestyle Environmentalism. Michael has spent more than 30 years studying why well-intentioned environmental choices at the checkout line fail to add up to real-world emissions reductions, and what kinds of action actually do. In this episode of Sustainability In Your Ear, he makes the case that the most powerful thing an eco-conscious person can do isn’t swap their products. It’s to become an active citizen.

Michael Maniates, author of The Living Green Myth: The Promise and Limits of Lifestyle Environmentalism, is our guest on Sustainability In Your Ear.

The resulting cycle has a name in Michael’s framework: the trinity of despair. Earnest effort. Negligible impact. Creeping anxiety that we can’t turn the corner. People try hard, see little result, feel guilty when they can’t maintain perfection, and eventually burn out — or conclude that meaningful change requires getting every single person on board first. He is a sharp critic of what sociologist Elizabeth Shove has called the ABC model of social change: shift Attitudes, change Behavior, and better Choices will follow. It’s the backbone of most sustainability communications — and, he argues, it’s empirically fragile. Pro-environmental attitudes don’t reliably produce pro-environmental behavior. Yet the model persists in education, marketing, and environmental organizing alike. Why does it keep coming back? Maniates identifies two reasons. First, it’s deeply embedded in the educational system. Second, it sanitizes a genuinely gnarly problem of power and politics into a communication challenge: if we just get more information out there, people will make better choices. That framing shifts blame onto consumers, hides the structural drivers of high-carbon living, and makes life easier for politicians who don’t want to touch the structural stuff.

Find Michael Maniates’ work, including his email to ask your direct questions, at michaelmaniates.com. His book, Consumption Corridors: Living a Good Life Within Sustainable Limits is available as a free download. The Living Green Myth: The Promise and Limits of Lifestyle Environmentalism was published in November 2025 by Polity Press.

Interview Transcript

Mitch Ratcliffe  0:00

Hello, good morning, good afternoon, or good evening, wherever you are on this beautiful planet of ours. Welcome to Sustainability In Your Ear. This is the podcast conversation about accelerating the transition to a sustainable, carbon-neutral society, and I’m your host, Mitch Ratcliffe. Thanks for joining the conversation. Today we’re going to explore how to have a genuine green impact — whether that stops at making small changes or must involve active political engagement. In 2024, the global market for eco-labeled products crossed the $500 billion mark. Sales of reusable water bottles hit $10 billion. Plant-based meat alternatives, electric vehicles, bamboo toothbrushes, compostable phone cases — the shelves are groaning with ways for conscientious consumers to buy their way to a better planet.

And yet global carbon emissions still hit another record high that same year. The concentration of atmospheric CO₂ passed 427 parts per million, and it currently stands at 429 parts per million as I speak. Microplastics are turning up in human brain tissue. So the gap between what we’re buying and what’s actually changing has never been wider — and that gap is exactly where our guest today has spent his career.

Michael Maniates is an environmental social scientist, a senior fellow with the Story of Stuff project, and the author of The Living Green Myth: The Promise and Limits of Lifestyle Environmentalism, published by Polity Press in November 2025. He’s also the co-author of Consumption Corridors: Living a Good Life Within Sustainable Limits. Before that, he spent more than 30 years teaching environmental studies at Allegheny College, Oberlin College, and the Yale-NUS College in Singapore, where he was the inaugural head of the Environmental Studies program. Right now he’s writing a new book called Stop Wasting Time: Four Paths to Deep Sustainability in Higher Education.

Michael’s central argument is provocative and well-evidenced: the story that we’ve been told about saving the planet through better consumer choices — what sociologist Elizabeth Shove has labeled the ABC model, for Attitudes, Behavior, and Choices — is empirically fragile and strategically dangerous. Decades of research document what scholars call the attitude-behavior gap and the behavior-impact gap. Pro-environmental attitudes don’t reliably produce pro-environmental behavior, and when they do, the aggregate impact on emissions is in most cases negligible.

Michael calls the resulting cycle of earnest effort, negligible impact, and our creeping anxiety that we can’t turn the corner the “trinity of despair.” He proposes a framework of minimum and maximum consumption standards — a floor below which no one should fall, and a ceiling above which individual consumption begins to destroy others’ chances at a good life — and those should be arrived at through democratic deliberation, not expert decree.

Now at Earth911, we publish a lot of green living advice every day: how to recycle, reduce food waste, choose better products, compost, fix what you have, make it last longer. We also consistently urge our audience to engage their elected representatives at every level, because we’ve long recognized that individual action without systemic change only salves individual concerns without actually moving the societal needle on climate. Michael’s research is a sharper version of that perspective, and I invited him to talk with you all because we want every person who reads Earth911 to have the greatest possible impact. If the social science says there are more effective places to invest our environmental energy alongside our daily choices, we want to understand where those places are and how we can get there. Open minds, try more ideas — and trying more ideas is how we will eventually get to less waste overall.

You can find Michael and his work at michaelmaniates.com — that’s all one word, no space, no dash. So is the living green story we’ve been telling ourselves helping us, or standing between us and the systemic changes we actually need? Let’s find out right after this quick commercial break.

Mitch Ratcliffe  4:26

Welcome to the show, Michael. How are you doing today?

Michael Maniates  4:28

I’m doing great, Mitch. Thank you so much for having me.

Well, thank you for joining me. Your work is fascinating, and I can appreciate the challenge of trying to speak to people who want to do the right thing but are not necessarily taking all the steps they need to in order to enact change in the world. So I want to start with a basic question. You don’t argue that making small changes in lifestyle or embracing green products isn’t making a difference — but that it isn’t enough. What is your advice for having a genuine positive impact on the environment?

Yeah, I think buying green and living lean — which is something that so many of us do — can make a difference in our lives for a whole host of reasons. It can help us be more aware of our surroundings. It can help us walk our talk. It often helps us protect our families or friends from toxins, especially if we’re big users of organic foods. But what it can’t do, despite what we often hear as consumers or what we may sometimes say as marketers, is drive that fundamental social transformation for sustainability.

There are a whole lot of reasons for that — reasons I describe in my book, and that others have called out as well. The impact of these green gestures is too small. They don’t deliver meaningful, consistent benefits. What benefits do arise are quickly swamped by expanding economic growth. And oftentimes, the changes we really need to be making just aren’t for sale. So our ability as consumers to drive those changes is difficult at best.

It seems to me that our best chance for making a difference is to start thinking — or maybe just thinking harder — about how to be a citizen in community with others, not as a solitary consumer in the checkout line. That means working with others, where and when we can, to try to shift everyday patterns of life in genuinely sustainable directions, so that acting sustainably becomes, as entrepreneur Paul Hawken once said, natural and normal — as easy as falling off a log — rather than the product of intentionally virtuous acts that are often difficult to sustain. This is really a call for community connection, for becoming a citizen-expert in a particular issue, drawing on one’s own expertise and working with others to try to create new ways of living.

Mitch Ratcliffe  7:01

That suggests that the first step is really to see yourself as part of a system. You use vivid metaphors — like “it’s the maze, not the mouse” — and thinking about it from that perspective, how do you suggest someone make that transition? Let’s say somebody who currently invests their environmental energy toward purchases. How should they transform that into a broader, more meaningful response?

Michael Maniates  7:31

Well, it could be — and I do not want to in any way denigrate people’s efforts as consumers. I came up as an energy guy and helped run a community energy project for many years in a small Rust Belt town in Pennsylvania. But at the end of the day, lots of these issues are beyond our ability to address as consumers.

What it really depends on, as I argue in this little book I’ve written, is that one needs to identify where one’s passion is. Let’s say your passion is energy. You’ve outfitted your house, you’re using all the best appliances, maybe you’ve got some solar panels on the roof — you’re doing what you can as an individual consumer. But to really make a difference, to get at that playing field that’s fundamentally tilted toward fossil fuels and an expansionist carbon-emitting economy, it does mean trying to find like-minded people. That can be in your own community, it can be at the national level, it can be networked globally.

The task is to find those people and then begin to experiment — often in your own community initially, but perhaps beyond that — to try to shift subsidies, taxes, the default settings of everyday society. To begin to shift the maze, if you will, rather than blaming individuals for being insufficiently educated or having bad values. I have a chapter in my book titled “Why Environmentalists Don’t Get Invited to Parties.” Nobody wants to have their finger wagged at them.

The goal is to begin to think about how to re-jigger everyday life so that we unconsciously act sustainably, even when we don’t realize it, because that’s just how things are set up.

Mitch Ratcliffe  9:51

I’m put in mind of Neo starting to see the Matrix and then being able to interact with and really change it. Your background is interesting — you ran a yogurt shop in Berkeley before becoming an academic, and you worked for Amory Lovins and later Pacific Gas and Electric. How has that non-academic career arc shaped the way you think about systemic change versus individual virtue?

Michael Maniates  10:17

I came up as an adult in the environmental movement in the mid-to-late ’70s as an undergraduate student at Berkeley. My first job, before going to Pacific Gas and Electric, was working for Amory Lovins in San Francisco — for the International Project for Soft Energy Paths.

This tension between systemic change and individual virtue — as I recall it in the late ’70s and early ’80s, they were actually one and the same. Individual virtue around the environment involved brainstorming with others, maybe over coffee or a beer, about how to work together to shift change. There were no green products really to purchase back then. Enacting your environmental concerns as a consumer just wasn’t on the table.

This separation of individual virtue in the checkout line versus thinking about systemic change begins to emerge in the late ’80s, and I think it’s fully entrenched now — to the point where what we’re really looking at is not so much a crisis of democracy but a lack of familiarity with the arts of citizenship. Now we typically don’t know our neighbors. We’re on our devices. We tend to be more isolated. The whole ecosystem of groups that folks might have joined — from the PTA to bowling leagues — has atrophied.

What I’m really calling for, as others are as well, is a reinvigoration of community connection. These days, around environmental issues, the most prominent environmental story is often “get off the grid, take care of yourself, and shut down.” And surveys show that actively pursuing green behaviors often demobilizes people in terms of their civic engagement.

Mitch Ratcliffe  12:59

That seems so counterintuitive — but what you’re saying suggests that we’ve simply oriented ourselves toward ourselves rather than toward the rest of the system we live in, at least around environmental issues.

Michael Maniates  13:14

This really begins to take hold in the mid-to-late ’80s. By ’89 or ’90, the number of consumer goods on the shelf with a “buy this and save the world” green pitch had doubled — and then it doubled again in ’92. And that led us into this isolated, take-care-of-yourself perspective.

Now my students — and folks older than them — find that the easiest way to imagine acting on the environment is by buying green products, and perhaps feeling guilty when they slide off that path of perfection, because you just can’t be perfect.

In the mid-to-late ’80s and early ’90s, I was convinced that if you could just get people to screw in an energy-efficient light bulb today, they’d become energy activists tomorrow. But what academics and marketers both have discovered is that if you come to environmental issues as a consumer first, there is a strong tendency to believe you’ve done your bit by buying green — and so there’s no need to engage in the messier business of meeting new people and trying to find a group to work with. It also separates you from the collective. Political scientists call these “solidarity benefits” — you don’t really get that when you screw in a light bulb.

And finally, this is where my survey and interview work has added something to the literature: if you try to save the world in your own small way through these acts of environmental stewardship, it can lead you to the conclusion that social change happens when you get everybody on board. Because if we’re saving the world through the cumulative effect of small consumption acts, in order to have any appreciable impact, you’ve got to get a lot of people on board. But this view — that you need large majorities before you can drive change — is empirically untrue. That’s not at all how social change happens. In reality, you need 10, 15, 20 percent working strategically, and you’re off to the races.

Mitch Ratcliffe  17:06

In fact, I’ve seen research that suggests that if you get to 3.5 percent, you’re well on your way.

Michael Maniates  17:12

Exactly. And I share a variety of these reports and data with students — smart, committed, passionate students both in the US and in Singapore — and they are stunned. They never really got this in their education.

I can appreciate that, because I have an eight-year-old son who, just yesterday for a school assignment, was instructed to write an essay about how we need to reduce our use of single-use plastics in the household in order to address the microplastics problem. But if we really want to get at the microplastics problem, it probably requires some set of agreements on production and on the creation of alternatives, which is beyond what households can drive with their consumption choices. We drive that as citizens, not consumers.

Mitch Ratcliffe  18:47

The activism you’re describing is interesting to me because I was involved in early privacy discussions and the founding of the Electronic Frontier Foundation — and the EFF made a very conscious decision to focus on thought leadership and not build a broad constituency. That seems to be the modern approach many activist organizations take. How do you recommend an individual engage with companies, or conversely, companies engage with individuals, in order to begin to influence policy? For instance, to reduce the incidence of microplastics?

Michael Maniates  19:14

Well, I don’t think there’s a recipe. I teach a course on this, and the first thing we discuss is that there really are no hard-and-fast recipes in the policy sciences for how to translate one’s own energy — whether that’s an individual or an organization — into policy change.

That said, I think there are first principles. We know that people become engaged as citizens when they identify with groups that are pushing the ball downfield. They engage when there’s a moral claim or a sense of injustice. And they engage when there is some sense that there’s a goal that can be realized and they can be part of reaching it. When you get those three things together, it is like magic.

So with that in mind, individual businesses and entrepreneurs want to be thinking: What problem are we actually trying to solve? And they want to stay completely clear of any narrative that says “engage with my product, get all your friends to do it, and the cumulative effect will be transformative change” — because that kind of narrative propagates a theory of social change that can be debilitating. They need to think about whether there are stakeholder groups they can point people toward, whether there are ways to educate their consumers to think more strategically. I’ll give you one example from the book, which is IKEA.

Michael Maniates  22:22

IKEA does a lot of survey work and publishes the results. In their most recent report, they identified that the two primary reasons people buy green at IKEA are to save money and to drive change. Now, I’m okay with the saving-money part. It’s the “process of social change” framing that I think gets pretty wonky.

What I would say to IKEA is: if you think the problem is climate change, then don’t sell your consumers this living green myth — the idea that they’re part of change by doing these small things. Instead, begin to think strategically about how you can provide information with each purchase, or how through email memberships you can direct people to organizations doing good work, or how you can create a community conversation at the local IKEA store on a Saturday morning — feed everybody a free breakfast and talk about how we try to make a difference in our community.

Mitch Ratcliffe  23:42

I mean, Swedish hot dogs — just bring them in.

Michael Maniates  23:45

Or those meatballs would be awesome. But if you really want your commercial enterprise to drive a difference rather than just fatten the bottom line, then you need to be thinking about those kinds of things. There’s no guarantee it’ll succeed, but you’ve got to be committed to it.

Mitch Ratcliffe  24:16

What you’re describing is, in a way, movement marketing. And you’re a critic of the ABC model of social change — shift Attitudes, change Behavior, and you get better Choices. Why does it keep coming back? What’s the shift we need to make in our thinking?

Michael Maniates  24:38

Sociologists have been scratching their heads for some time about why this ABC model persists. It has been shown again and again, at least around environmental issues, to be woefully inadequate. Education doesn’t reliably lead to changes in attitudes. Changes in attitudes more often than not don’t lead to behavior change, especially if you’re in an environment that privileges a particular way of living. And even if you do change your behavior and make different choices, these are typically too small to make a difference.

So why does it persist? I think it’s deeply ingrained in our educational system. But more importantly, this focus on people’s attitudes and values and behaviors turns a gnarly problem around power and politics and influence into something sanitized: we just need to get more information out there. It shifts blame, hides responsibility, turns consumers into scapegoats, and makes politicians’ lives easier. You can’t blame anyone for wanting to make their life easier — but the sum total is an approach to problem-solving that just isn’t cutting it.

Mitch Ratcliffe  27:03

Well, the maze is showing signs of stress, and you were relating that you’re in Abu Dhabi today. Tell me what happened in the neighborhood. How do you see the old system — the maze — falling apart?

Michael Maniates  27:16

There are always going to be cracks. We live in complex systems, and these systems have emergent properties. Things happen, opportunities arise. What we see now with the escalation of energy prices is a renewed interest in renewables, EVs, and other possibilities, and a reminder that we remain dependent on the Middle East for oil, directly or indirectly.

My argument all along is that if people are looking for these opportunities — these cracks in the maze — they’ll be surprised at how many they see in their community, their state and nation, and in the world. My concern is that if we’re too busy trying to figure out the best sustainable product to buy, we’re not looking for these larger possibilities.

The systems we live in are actually less stable and less permanent than they seem. Which I think invites all of us to ask: What am I most interested in? Is it food? Is it energy? Is it transportation? And then, how can I begin working with others to figure out where the cracks in the wall are, and try some new things?

There’s probably nothing more rewarding than working in common for the common good. Working with others isn’t always a lovely experience, but more often than not, people will tell you that some of the best experiences of their lives have been joining with others to try to make things happen. It’s that joy of participation, that joy that comes with citizenship, that I’ve tried to talk up as a way of inspiring people to look for action as citizens, rather than as consumers.

Mitch Ratcliffe  31:44

Welcome back to Sustainability In Your Ear. Let’s return to my conversation with Michael Maniates. He’s the author of The Living Green Myth. Michael, before we continue, I want to ask about something you said in the last segment — it sounds like you’re saying that saving money from energy or water efficiency innovations on offer at places like IKEA isn’t necessarily a good thing. Can you break that down for us?

Michael Maniates  32:14

Yeah, I don’t mean to sound dismissive of energy or water efficiency improvements. It would be crazy to argue for a more inefficient system. The point is simply that increased efficiency in resource use almost always produces, over time, greater consumption — not less — either in that resource or as increased consumption elsewhere in the economy that swamps the initial gains. Economists have called this for some time the Jevons Paradox.

When thinking back to IKEA: these resource-efficiency gains are a good thing, and they may put a little lid on consumption for a bit. But at best, that buys us time to be thinking about more fundamental transformations — ones that hardwire reduced material throughput in the economy and give us higher standards of living and better environmental outcomes.

Mitch Ratcliffe  34:05

You propose both a floor — a minimum consumption necessary to live a good life — and a ceiling, the maximum at which one’s choices begin to destroy others’ opportunity to make similar choices. The floor sounds easy to sell. How do you make the case for an upper limit in societies that treat unlimited consumption as synonymous with freedom?

Michael Maniates  34:32

That’s the million-dollar question. You’re referring to the book Consumption Corridors, published back in 2021 and available as a free download from the University of Münster. This idea of a corridor — a minimum and a maximum — is moving forward, particularly in Europe, especially around housing and transportation.

The argument isn’t, right off the bat, an environmental one. It says: if we want to pursue the good life — to know we’re living the best life we can in a way that doesn’t hurt other people — then most people would be down with that. No one rolls out of bed in the morning wanting to be complicit in environmental degradation or in making life awful for others.

To your question about how to talk about limits without sounding like you’re taking away people’s freedom: the first thing I’ve learned is that you just need to remind people of what they already know. I have a limit on the amount of chocolate I eat each day or the amount of wine I drink each week — I know if I exceed that limit, it’s not going to be great. My son wants more screen time than I allow him. So I think we’re all kind of aware of that already.

The task is then helping people — as facilitators, not as policymakers talking down to them — begin to think about how floors and ceilings in particular contexts might actually make everybody’s life better. Limits on vacation properties in housing-scarce cities. Congestion pricing. Residential parking permit limits. All of these show that limits can actually help us navigate life in a way that feels just.

Mitch Ratcliffe  38:33

In a lot of ways, this is not radical at all. Adam Smith — both Wealth of Nations and The Theory of Moral Sentiments — makes these arguments over and over.

Michael Maniates  38:43

Yes. But a lot of Americans perceive these self-imposed limits as constriction, as preventing them from exercising their full freedom. I was really taken by a David French piece in the New York Times about why Americans are so unhappy, even though they’re so rich. When you have a lot of inequality, a portion of consumption becomes relative comparison. If you see somebody else getting a better deal — he uses the example of an airplane where someone cuts the line because they’re a super-tier member — whatever you have starts to feel like not enough.

Inequality, empirically, is one of the major drivers of the overconsumption machine. And yet our level of happiness has stayed flat or declined over the last 20 to 25 years, even as per-capita consumption has risen. If we were consuming more and we were happier, at least we’d be destroying the planet with a little happiness. But that’s not happening.

This is where the consumption corridor notion comes from — which is really beginning to take off in Europe. We may not be talking about hard limits at the top, but rather a set of regulations or incentives that greatly discourage people from continuing to climb the consumption ladder. If you can do that, you begin to reduce the overall disparity in consumption levels, which can slow down this tendency to compare ourselves against one another.

Mitch Ratcliffe  42:15

I’ve been reading the philosopher Omri Boehm’s book Radical Universalism: Beyond Identity, which anchors on the idea that the recognition of personal dignity is a foundation on which society can be rebuilt inclusively. What would you suggest the foundational value we embrace as a society should be, and how would you integrate that into your relationship with customers, if you were a company?

Michael Maniates  43:07

If we were thinking about human dignity and some degree of justice that we could all sort of get behind, then I think the environmental protection piece takes care of itself to a great degree. Because so much of what we think of as environmental disruption or pollution is really the crap — whether it’s carbon, toxins, or sludge — produced by some people who are consuming a great deal and don’t see the consequences of their actions. That waste flow inevitably gets deposited on less powerful, more defenseless people.

If we take human dignity seriously, we want to create systems whereby the consequences of my consumption choices come back to me, rather than being deposited on others. Then I think that takes care of the business case as well. We don’t want to be creating what economists call “externalities” that are hidden away. Instead, we want to be thinking about modes of production and consumption that embrace circular economy thinking, and that in particular aren’t just driving the consumption machine but are embracing notions of sufficiency as much as efficiency.

Michael Maniates  44:45

Consumption Corridors argues that the minima and maxima should be designed through very deliberative democratic processes — not imposed on us — and you outline a three-stage process for doing that kind of community deliberation. Has it been tried anywhere?

Michael Maniates  45:10

That three-step process: first, pull together people who represent your community and talk about what you care about — your visions and goals for the good life. Step two: let’s think about how we get there for everybody, and that will often focus on not “What do I want?” like a McMansion, but rather “What do I actually need?” The third component is talking about what the community does to get there — through regulation, peer pressure, or taxes — in order to move us toward those goals.

In the Consumption Corridors book, this three-step process is put forward as largely aspirational. But the huge aha moment for me was around the proliferation of citizen assemblies across Europe on climate change. As of 2023, there were more than a dozen EU countries that have consistently run these assemblies — 30 to 200 people, reflecting the heterogeneity of the country, given scientific and technical advice but not told what to do by experts.

What you see again and again is that when you bring regular people together across class and ideological lines and ask “What do we care about?”, most people care about the same things: family, community, love, connection, having a meaningful life. And then when you ask “How are we going to get there?” you find a much higher degree of support for sufficiency measures than experts predict — measures that would really dampen upper-level consumption and redirect those benefits toward people at the bottom.

Mitch Ratcliffe  47:57

Do we have the right political systems or approaches to political deliberation now that we are a deeply connected planet? Could it be radically decentralized while at the same time enabled by global coordination of resources?

Michael Maniates  48:17

One thing that pains me when I travel — I still read books, look out the window, and people-watch, old-fashioned that way — is that everyone is on their devices, completely removed from the people next to them. I love chatting people up on the train or the plane or the bus, and that just doesn’t really happen much anymore.

So the task is for each of us, in our own way, to put the screen down, as I say in my book, and just join a group or a club. I’m inspired by Robert Putnam, who wrote Bowling Alone and lamented the loss of social connection. Just put that screen down, go join a group. It doesn’t need to be environmental. Just begin to develop social connections. And then, as you do that, if there are ways of connecting with eco-local initiatives — which are often networked globally but happening locally in your community — being drawn into that can open up lots of possibilities.

The systems of governance we live in have remained largely the same for the last couple of hundred years. But it’s how we have understood our role in that governance system that needs to change. If we care enough to be super-shoppers in the market for the planet, then we need to care enough to bring that energy to bear on actions that are likely going to be more effective for the planet, and in the long run, better for us.

Mitch Ratcliffe  51:04

Based on the way your students behave today — their engagement with these ideas and their approach to developing solutions — what would the world look like in 2040 if they get the resources they need to put their vision in place?

Michael Maniates  51:31

I’m going to be a little bit of a downer here, and that’s not my natural thing. I’ve never belonged to the apocalyptic camp of environmentalism. I take a page out of Kim Stanley Robinson’s book — the Hugo Award–winning sci-fi writer many of your listeners may know from The Ministry for the Future.

I was on a panel with Stan some years ago at the Worldwatch Institute, and he was making the case that whether it’s “too late” depends entirely on your time horizon. If you’re thinking about the next 10 years, the trajectory on ice loss, climate change, biodiversity erosion, and global market forces that poorly account for ecological goods and services — it’s probably going to get worse before it gets better. But if you take the long view — if you say that in four or five generations, things are going to be much better, and we understand ourselves as beginning to set in motion ideas, technologies, business practices, values, and governance systems that will bend the arc of human experience toward a peaceful coexistence with the nonhuman world — if you think of it that way, then we are blessed to be on the planet at this point.

We are in a situation where our progeny, four or five generations from now, will say: “Those people living in 2024 and 2025 — they had a lot on their plate, but despite that, they still rolled up their sleeves and got the ball rolling. They took the long view, and they made things happen.”

I don’t preach this perspective to my students, but when they come to me knowing about the trends we’re seeing converge, I share that perspective with them: hope is a verb. Make something happen, knowing that down the line, people will thank you for that.

Mitch Ratcliffe  54:42

It puts me in mind of meeting Jane Goodall, who radiated that active hope — and it’s so important to keep that in mind as we continue to move through this process of losing what we currently have, while building something that’s profoundly better. Michael, it’s been a great conversation. How can folks follow along and reach out to you?

Michael Maniates  55:20

If they want to go to my website, michaelmaniates.com, they’ll see my email information. They can also Google me. Feel free to drop me a note — it would be my pleasure to respond to folks and assist anyone with questions: regular people looking to make a difference, businesses or entrepreneurs trying to figure out what the academic literature might tell them about how to put their aspirations into tangible action, or anyone else. I’d be delighted to chat.

Mitch Ratcliffe  56:00

Well, Michael, thanks so much for your time today.

Michael Maniates  56:03

Thank you, Mitch.

Mitch Ratcliffe  56:09

Welcome back to Sustainability In Your Ear. You’ve been listening to my conversation with Michael Maniates. He’s an environmental social scientist, senior fellow with the Story of Stuff project, and author of The Living Green Myth: The Promise and Limits of Lifestyle Environmentalism, published by Polity Press. You can find it online at Amazon, Powell’s Books, and other fine booksellers. You can also find Michael’s work at michaelmaniates.com.

This conversation might feel uncomfortable for anyone who’s ever felt kind of proud while recycling — and I include myself in that group. Michael has spent decades looking at the evidence and has reached a conclusion that many in the sustainability community avoid: changing consumer behavior alone is not an effective environmental strategy. Aspiration is not enough. Real impact requires action combined with policy to create widespread change. In other words, you have to redesign society, not just start rebuilding it from the inside. We actually have to do both.

Global carbon emissions reached another high in 2024, and atmospheric CO₂ at this moment is at more than 429 parts per million — even with a $500 billion market for eco-labeled products, the climate trends have not improved. Michael explains that this is not because people lack the right values. The real issue is the system, not the people. The maze, not the mouse.

Europeans tend to act more sustainably because they live in cities with good public transit and strong recycling programs — in other words, the maze is configured for sustainability. By contrast, Americans live in a system that makes sustainable choices harder, and yet they’re still blamed for their decisions when they don’t make the right ones. So they’re caught in a kind of double bind.

Michael points to what he calls the deepest failure: the fact that people put in real effort, then see little impact, and feel growing anxiety as the gap between effort and results remains wide open. The reason this gap remains is the belief at the heart of consumer sustainability — the idea that if enough people make the right purchase, their choices will add up to real change. Michael’s research shows that this idea is not supported by evidence. It leads to burnout and distracts from the more effective work of active citizenship.

Michael’s argument isn’t that individual action is worthless. It’s that individual action in community with others, oriented toward shifting what he calls the default settings of everyday life, is more powerful than individual action in the checkout line alone. Social change research consistently shows that committed minorities of 10 to 20 percent of a population, working strategically, can drive structural transformation. What keeps that full potential from being realized is the competing narrative that you need super-majorities and overwhelming consensus before anything can change — a theory that conveniently lets the system off the hook while exhausting everyone who’s trying to change it.

The Consumption Corridors framework — built on democratic deliberation over the floor below which no one should fall and the ceiling above which individual consumption begins to compromise everyone else’s opportunity — may sound radical until you notice where it’s already happening: congestion pricing, vacation home restrictions, residential parking permit limits. Citizen assemblies in more than a dozen European countries have repeatedly shown that when ordinary people cross class and ideological lines to discuss what they actually care about, they tend to converge on the same things — family, community, connection, and a decent life — and with that in common, they tend to produce stronger sufficiency measures than experts predict.

Michael’s closing thoughts stuck with me: in four or five generations, people are going to look back and wonder if those of us who understood the stakes actually took action. Kim Stanley Robinson’s view — that it’s not too late if we think in terms of generations instead of the decades immediately ahead — this kind of hope can become real, not just a slogan, because long-term thinking always asks us to do more, not less. And that’s why human society makes progress.

So stay tuned. We’re going to keep talking with thinkers and doers who are rewriting the rules of what’s possible. And I hope in the meantime you’ll take a look at the archive of more than 550 episodes of Sustainability In Your Ear and share a few of them with your friends. Take some action. Write a review on your favorite podcast platform — that will help your neighbors find us. Because folks, you’re the amplifiers that can spread more ideas to create less waste.

Please tell your friends, family, co-workers, and the people you meet on the street that they can find Sustainability In Your Ear on Apple Podcasts, Spotify, iHeartRadio, Audible, or whatever purveyor of podcast goodness they prefer. Thank you for your support. I’m Mitch Ratcliffe. This is Sustainability In Your Ear, and we will be back with another innovator interview soon. In the meantime, folks, take care of yourself, take care of one another, and let’s all take care of this beautiful planet of ours. Have a Green Day.

The post Sustainability In Your Ear: Author Michael Maniates on Why Green Shopping Isn’t Enough appeared first on Earth911.

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Earth911 Inspiration: Steven Johnson — Innovation Is Like Time Travel

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Earth911 inspirations. Post them, share your desire to help people think of the planet first, every day. Click to get a larger image.

This week’s quote from author and PBS host Steven Johnson gives us confidence that the post-carbon economy can be achieved: “[E]very now and then, some individual or group makes a leap that seems almost like time traveling.”

"Every now and then, some individual or group makes a leap that seems almost like time traveling." -- Steven Johnson

This poster was originally published on August 9, 2019.

The post Earth911 Inspiration: Steven Johnson — Innovation Is Like Time Travel appeared first on Earth911.

https://earth911.com/inspire/earth911-inspiration-steven-johnson-innovation-is-like-time-travel/

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Best of Sustainability In Your Ear: Plastic Bank’s David Katz on Grassroots Recycling Solutions

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Turn back the clock to our first conversation with David Katz, founder of Plastic Bank. He shares his vision for a regenerative society built on grassroots recycling programs that help low-income regions build resilient communities. The Vancover, B.C., startup compensates more than 30,000 plastic recyclers in the Philippines, Indonesia, Brazil, and Egypt. To date, Plastic Bank has stopped over 99 million pounds of plastic waste — the equivalent of more than 2 billion plastic bottles — from entering the world’s oceans, and the pace of its collections is accelerating. The people who collect plastic are paid for the material they deposit at more than 511 Plastic Bank branches. Katz’s team has partnered with more than 200 companies, including Procter & Gamble, HelloFresh, L’Oreal, and Coca-Cola, to create circular economies in plastic packaging.

David Katz, founder and CEO of Plastic Bank
David Katz, founder and CEO of Plastic Bank, is our guest on Earth911’s Sustainability in Your Ear.

Their next goal is to capture 10 billion bottles, which still represents only 1.7% of the 583 billion produced in 2021, according to Euromonitor. David explains that a shift in mindset from extractive ownership to regenerative stewardship can break the economic mold and bring prosperity in regions where so much valuable material currently is treated as waste. Plastic Bank uses a blockchain-based data collection and reporting system that helps collectors track their earnings and which provides transparency and traceability for the plastic captured. Plastic Bank works with plastic recyclers to convert the collected bottles into SocialPlastic, a raw material for making new products. They sell plastic #1, #2, and #4 to industry to recover their costs. You can learn more about Plastic Bank at plasticbank.com.

Editor’s Note: This episode originally aired on March 23, 2022.

The post Best of Sustainability In Your Ear: Plastic Bank’s David Katz on Grassroots Recycling Solutions appeared first on Earth911.

https://earth911.com/podcast/earth911-podcast-plastic-banks-david-katz-on-grassroots-recycling-solutions/

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