Could the 2014 World Cup, the Rio 2016 Summer Olympics and Brazil’s climate leadership add up to transformative moments that launch us on our pathway to a sustainable future?

Four powerful sustainability trends will start converging in and around Brazil as we head into this century’s second decade:

1. Brazil’s climate leadership. With the tone of diminished expectations already set for the climate negotiations next month in Copenhagen, one bright spot appears to be the aggressive— if not audacious — commitments by Brazil to stop Amazon deforestation and curb carbon emissions 35% by 2020, (See article in Nature.)

2. Major sports advertising. The companies who spend tens to hundreds of millions of dollars to be sponsors of the World Cup and the Olympic’s will be touting their sustainability leadership to consumers and investors. (See IBM’s Smarter Planet)
3. The closing of the “critical decade”. Starting in 2005, the world’s leading scientists warned that our civilization had about ten years to stabilize greenhouse gas emissions enough to stave of the most catastrophic impacts of global temperature rise.
4. The eyes of the world. Up to 70% of the world’s population may be tuning in on radio, TV, online or their smartphones. Not since Babel have we had a chance to engage in a global conversation about shared responsibilities and opportunities.

Short of an alien craft landing on the White House lawn, Brazil’s command of the world’s sports stage may be humankind’s best chance to get in sync on how to create a flourishing future for our species and the planet.

For that to happen, there is some business to de-usualize.

First and foremost, Brazil has to turn talk into measured action. In just a few weeks time, before Brazil’s delegation heads off to Copenhagen, governors or their representatives from 18 states, the mayor of Rio, Brazil’s energy minister and auto, petro and airline executives will begin to construct an integrated strategy for sustainable jobs, food, fuel and rainforests. Catalyzed by Sustainable BioBrazil (a Brazilian NGO with whom we work), the policy roundtable is the first of three planned meetings in Sao Luis, Maranhao between now and April, 2010. During this time, participants will wrestle with intertwined challenges of creating new economic opportunities to lure people away from Amazon-destroying livelihoods, finding the right formula and market for avoided deforestation credits, experimenting with intercropping of food and fuel together on Brazil’s extensive but underutilized agricultural lands, and trying to sharpen the thinking about indirect land-use and carbon life cycle calculations that will determine how open world markets will be to Brazilian biofuels and food exports — upon which the majority of jobs for displaced Amazon ranchers, loggers and charcoal makers will depend.

And if the Brazil Convergence is going to fire a global transformation, the media and cultural power of both the World Cup and Rio’s Olympiad are going to have to be more explicitly devoted to telling the stories of progress and possibility. Brazil’s own stories, of course, but also stories of challenges and solutions from the hundreds of nations represented at these events. Organizers have an opportunity to shift their thinking about what makes their event “green”. Merely reducing the environmental impact of the operations (aka event sustainability) is necessary but not sufficient. They should unleash their iconic power to inspire all the people they reach to take action. During the month-long World Cup and Olympic fortnight, advertisers and their brilliant agency storytellers can craft compelling meta-narratives about the technologies and decisions that are moving our civilization forward. This way, 2014 and 2016 can provide global audiences with mileposts of progress that surely must come.

Finally, there is the distinct possibility that by 2014, nearly every aspect of the process of getting to or watching the games will have a carbon number or sustainability index attached to it. Fuel at the pump will have a carbon-rating, and the backstory of how new technologies and efficiencies lowered that number. TVs will show how much energy they are using, from what sources, with what kind of impact. Labels on official beers will feature certifications for energy and water used in their making and boast about their recycling prowess. Airlines flying to Rio and World Cup host cities will use seatback videos to talk about the percentage of sustainable biofuel in their plane’s tanks and the millions of hectares of Amazon they, their industry partners and the flying public are protecting as carbon sinks and bioresources for the planet.

While we watch for progress on these fronts at the Vancouver, London, Sochi Olympics and next summer’s South African World Cup, indications are its going to be up to you, Brazil, Brazil.

Could the 2014 World Cup, the Rio 2016 Summer Olympics and Brazil’s climate leadership add up to transformative moments that launch us on our pathway to a sustainable future?

Four powerful sustainability trends will start converging in and around Brazil as we head into this century’s second decade:

1. Brazil’s climate leadership. With the tone of diminished expectations already set for the climate negotiations next month in Copenhagen, one bright spot appears to be the aggressive— if not audacious — commitments by Brazil to stop Amazon deforestation and curb carbon emissions 35% by 2020, (See article in Nature.)

2. Major sports advertising. The companies who spend tens to hundreds of millions of dollars to be sponsors of the World Cup and the Olympic’s will be touting their sustainability leadership to consumers and investors. (See IBM’s Smarter Planet)
3. The closing of the “critical decade”. Starting in 2005, the world’s leading scientists warned that our civilization had about ten years to stabilize greenhouse gas emissions enough to stave off the most catastrophic impacts of global temperature rise.
4. The eyes of the world. Up to 70% of the world’s population may be tuning in on radio, TV, online or their smartphones. Not since Babel have we had a chance to engage in a global conversation about shared responsibilities and opportunities.

Short of an alien craft landing on the White House lawn, Brazil’s command of the world’s sports stage may be humankind’s best chance to get in sync on how to create a flourishing future for our species and the planet.

For that to happen, there is some business to de-usualize.

First and foremost, Brazil has to turn talk into measured action. In just a few weeks time, before Brazil’s delegation heads off to Copenhagen, governors or their representatives from 18 states, the mayor of Rio, Brazil’s energy minister and auto, petro and airline executives will begin to construct an integrated strategy for sustainable jobs, food, fuel and rainforests. Catalyzed by Sustainable BioBrazil (a Brazilian NGO with whom we work), the policy roundtable is the first of three planned meetings in Sao Luis, Maranhao between now and April, 2010. During this time, participants will wrestle with intertwined challenges of creating new economic opportunities to lure people away from Amazon-destroying livelihoods, finding the right formula and market for avoided deforestation credits, experimenting with intercropping of food and fuel together on Brazil’s extensive but underutilized agricultural lands, and trying to sharpen the thinking about indirect land-use and carbon life cycle calculations that will determine how open world markets will be to Brazilian biofuels and food exports — upon which the majority of jobs for displaced Amazon ranchers, loggers and charcoal makers will depend.

And if the Brazil Convergence is going to fire a global transformation, the media and cultural power of both the World Cup and Rio’s Olympiad are going to have to be more explicitly devoted to telling the stories of progress and possibility. Brazil’s own stories, of course, but also stories of challenges and solutions from the hundreds of nations represented at these events. Organizers have an opportunity to shift their thinking about what makes their event “green”. Merely reducing the environmental impact of the operations (aka event sustainability) is necessary but not sufficient. They should unleash their iconic power to inspire all the people they reach to take action. During the month-long World Cup and Olympic fortnight, advertisers and their brilliant agency storytellers can craft compelling meta-narratives about the technologies and decisions that are moving our civilization forward. This way, 2014 and 2016 can provide global audiences with mileposts of progress that surely must come.

Finally, there is the distinct possibility that by 2014, nearly every aspect of the process of getting to or watching the games will have a carbon number or sustainability index attached to it. Fuel at the pump will have a carbon-rating, and the backstory of how new technologies and efficiencies lowered that number. TVs will show how much energy they are using, from what sources, with what kind of impact. Labels on official beers will feature certifications for energy and water used in their making and boast about their recycling prowess. Airlines flying to Rio and World Cup host cities will use seatback videos to talk about the percentage of sustainable biofuel in their plane’s tanks and the millions of hectares of Amazon they, their industry partners and the flying public are protecting as carbon sinks and bioresources for the planet.

While we watch for progress on these fronts at the Vancouver, London, Sochi Olympics and next summer’s South African World Cup, indications are its going to be up to you, Brazil, Brazil.

Major Firms Going Half-speed on CO2 Reduction: “The world’s largest companies’ carbon-cutting targets are too modest to avoid dangerous climate change, according to a report from the Carbon Disclosure Project.
The Global 100, or the 100 largest firms in the world, have combined goals that will reduce emissions 1.9 percent a year. That is less than half the 3.9 percent that is estimated [...]“

(Via Environmental Leader.)

Airlines set out global targets for aviation emissions reductions: “

Airlines belonging to the Aviation Global Deal (AGD) Group have returned to Bonn with the next version of their proposal for how international aviation emissions should be dealt with under a new global deal on climate change.

The AGD Group has considered a ‘carbon neutral growth’ target, a 5% reduction and a 20% reduction in emissions through to 2020, using a 2005 base-year and estimated future carbon prices. These targets were chosen to reflect the range of government, industry and NGO views regarding the role international aviation should play in helping to address global climate change. Under all scenarios, the airlines would be active participants in international carbon markets in order meet their emission targets most cost effectively.

Under the AGD proposal a proportion of the sector’s emission allowances would be auctioned to generate revenues for climate change initiatives in developing countries. Based on the scenarios assessed, auction revenues of up to USD$5 billion per annum could be generated to support activities such as climate adaptation programmes and initiatives to combat tropical deforestation, a major source of greenhouse gas emissions. AGD members highlighted the critical role these auction revenues could play in delivering a fair and equitable deal in Copenhagen.

The AGD Group also presented, for consideration by UN negotiators, a draft text on international aviation for inclusion in the ‘Copenhagen Agreement’. In line with the Group’s proposal, the text suggests a range of possible emission targets and calls for a global sectoral agreement, developed through the International Civil Aviation Organisation (ICAO), and designed to ensure equal treatment of airlines and avoid carbon leakage.

‘The AGD approach reflects a business perspective on what is necessary to deliver a fair and equitable outcome for airlines, informed by an understanding of the political realities of the international climate change negotiations. The AGD proposal would ensure a robust environmental outcome, achieved at the lowest cost, while generating important financial flows for addressing climate change in developing countries. This is a solution that works for the environment, the aviation industry and critically the international climate negotiations.’

Virgin Blue Airlines Group became the first Australasian airline to join the AGD Group last week.

The AGD Group will continue to engage with the industry and negotiators on its proposal in the months leading up to the Copenhagen climate conference in December.

(Via The Climate Group.)

Social Networks and Blogs Reached Largest Growth Among Top Online Activities – Nielsen’s Global Research: “

A new study released by Nielsen reports the shift in the online social behavior. Nielsen’s study results presented here followed the online activity in the USA, Brazil, United Kingdom, France, Germany, Italy, Spain, Switzerland and Australia. Note that the ‘Member Community’ category includes both social networking and blogging websites.

Social network and blogging sites are now the 4th most popular activity on the Internet (overcoming personal email) with 67% global reach as to December 2008. That is 5% more of what they attracted a year ago.

The strongest growth comes from Germany (much due to Facebook launching a German language interface in March 2008) now reaching 51% of Germans online compared to 39% a year ago (12% increase). Large growth has also occurred in the UK, Spain, Italy and Switzerland (about 10% growth in each country).
The US growth at this time was minor (2.6% growth) suggesting a saturation of the online social activity of the US population.

(Via trendsspotting blog.)

EA Sports Names Lead Shops (AdWeek): “NEW YORK Electronic Arts said Heat and Freestyle Interactive would team up to handle advertising and marketing chores supporting the company’s EA Sports franchise.”

(Via Yahoo Search: sports advertising&ei=UTF-8&fl=0&x=wrt.)

(“Copenhagen” refers to the global climate negotiations that will conclude in December of this year and update and replace the Kyoto Protocol…or not.)

What Obama Must Do On the Road to Copenhagen: “If crucial climate negotiations later this year in Copenhagen are to have any chance of success, the U.S. must take the lead. To do that, President Obama needs to act boldly in the coming months.
BY MICHAEL NORTHROP AND DAVID SASSOON

Global warming has been crammed into a “green” box for the sake of political expediency. Instead, it must be appreciated for its cross-cutting immensity — it is fundamental to national security, global commerce, economic recovery, energy security, public health and safety, agricultural policy, land-use planning, and environmental protection.

(Via Yale Environment 360.)

GE To Break Smart Grid Campaign During Super Bowl

During the Super Bowl, GE will launch its new advertising campaign, called “NOW,” with the theme of “innovation you don’t have to wait for.” The campaign will incorporate three themes including ecomagination, healthcare and global research, with a key focus on Smart Grid technologies.

The EL article cites this from GE, Bob Evan in Information Week

(GE) has a set of tools that can “enable grid intelligence processes” by “converting data into knowledge that decision makers use to drive greater productivity and profitability.” Hmmm — sounds like some mainstream BI or ERP talk. Either way, the point is that forward-looking CIOs can seize huge opportunities by getting out in front of how their companies evaluate, source, measure, adjust, and pay for their energy usage.

(Via Environmental Leader.)

(More available at Treehugger.)

The story

Will US follow Maryland’s green lead?

For close to $1bn, Constellation is building a “scrubber”, standing several storeys high, which will strip acid-rain-producing sulphur from its coal emissions.

It still will not cut down on CO2 emissions, but it will make this one of the least-polluting coal-burning plants in America. (Emphasis added)

Ronayne to Head MSG Networks (TVWeek): “MSG Media has named Dan Ronayne executive vice president and general manager of MSG Networks. Mr. Ronayne will oversee MSG and MSG Plus, which televise 700 live professional and collegiate sports events a year, in addition to original programming. He will be responsible for the networks’ programming, marketing and advertising sales. Mr. Ronayne also will work with Madison Square Garden and its …”

(Via Yahoo Search: sports advertising&ei=UTF-8&fl=0&x=wrt.)