susan burns - footprint network€¦ · susan burns. welcome! outcomes 1. shared vision, how does...
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Managing Director
Susan Burns
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Welcome!
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Outcomes1. Shared vision, how does Footprint
contribute to the world?2. Deeper personal relationships among
partner organizations3. Deeper knowledge and skills about
Ecological Footprint4. Increased understanding about ways to
participate with Global Footprint Network5. Feedback from partners on how Global
Footprint Network can be more effective
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Logistics
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History of Global Footprint Network
• Wackernagel and Rees, 16 years ago• Worldwide spread of idea
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The Economist- 3 planets
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World Ecological Footprint
0.0
0.2
0.4
0.6
0.8
1.0
1.2
1.4
1960 1970 1980 1990 2000
Num
ber o
f Ear
ths
23%
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Mathis - context
• What’s at stake? Overshoot graph• We can turn things around, this is a race
we can win.• Action
– Good measurements– Slow things first – timeframes (big ticket, low
hanging fruit)– Channel innovation into sustainability, use in
inspiring ways – EPA Victoria
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Goals of Global Footprint Network
• To ignite a global dialogue about ecological limits and overshoot
• To make ecological limits central to decisionmaking everywhere
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Our Mission• Global Footprint Network promotes a
sustainable economy by advancing the Ecological Footprint, a tool that makes sustainability measurable. Together with our partners, we coordinate research, develop methodological standards, and provide decision makers with robust resource accounts to help the human economy operate within the Earth’s ecological limits.
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How?Make Ecological Footprint :• scientifically robust
• standardized• policy relevant
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Ten-in-Ten Campaign
• Ten nations in ten years (by 2015) institutionalize the Ecological Footprint and measure their ecological health just like they measure their GDP.
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Funding our core Programs
Foundations, $69,450
Partnership contributions, $48,658
Donations, $76,484
Fee for service income, $379,737
Contributed services, $101,992
License fees, $16,104Reimbursable, $10,925
Speaking honoraria, $20,112
Total Income FY 2005: $723,463
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Progress, so far• 23 Senior Advisors among which senior scientists,
former and present ministers, and 2 Nobel Prize Laureates
• 67+ partners• First Standards Launched • Projects:
– Europe’s State of Environment Report– Biodiversity Convention– Solid Interest of the European Union and Switzerland– Businesses, Cities, and Regions– WWF’s Living Planet Report and regional reports
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How does this vision support your organization?
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Break out groups
• Brainstorm 5 year outcomes• Share with group
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Partnership with Global Footprint Network
• Our strategy, programs and policies• Design of Partnership Network
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Design of Network
• Various designs proposed• Existing practitioners and methods• Need to align existing community• Need to set standards• Did not want a policing function
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Partnership Means…
• Freedom - to innovate and experiment• Collaboration – joint projects• Shared benefits - accomplish things that
are critical to everyone but that no one can do on their own– setting standards– maintaining national accounts.
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Partnership Means…
• Leverage and Reach -Did not want to be another practitioner, but to work through partners
• Policy on Projects• What can we do together that will meet all
of our goals?
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Partnership: Criteria and Responsibilities
– Support Mission• Harmonize methodology• Coordinate research• Common set of National Accounts
– Definition of term “Ecological Footprint”– Financial Contribution – Comply with Standards– Use of term “Global Footprint”– Non-endorsement
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Partnership
• How have you benefited from your involvement with Global Footprint Network?
• How would you like to be involved in the future?
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Programs• Research and Development: National
Footprint Accounts, applications with partners.
• Outreach and Partnerships.• Training: materials and courses.• Standards Development: plus future
certification.
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EF Research Question
The full technical version:
How much of the annual regenerative capacity of the biosphere, expressed in mutually exclusive hectares of biologically productive land or sea
area, is required to renew the resource throughput of a defined population in a given
year—with the prevailing technology and resource management of that year?
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Messaging Workshop
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Branding
• Branding GFN– Audience– message
• Branding the Footprint– Old foot, new foot
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Audience
• First Wave vs Second Wave• Primary audiences:
– National and international Government policymakers
– Academic community– Statisticians– Business and financial community
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Old Foot
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New Foot
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Messaging
• Conversations about Overshoot are Challenging
• Cognitive Dissonance - Conflict between dominant economic models (growth) and ecological reality
• Short term thinking• Message must go down “like candy”
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Mathis
• First wave, second wave• Commitment is people’s wellbeing• Tragedy is involuntary footprint reductions• “reduce your footprint” doesn’t work
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Our Message
• The World is currently living beyond its means.
• The Ecological Footprint is a tool to help us all live well within the means of nature.
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Component Branding
• Partners have unique audience and mission
• But messaging about Ecological Footprint should be consistent
• Benefits for everyone:– Stature and recognition– avoid fragmentation– avoid confusion– consistency in results.
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Communications Standards
• Separating the analysis from the policy recommendations
• Accountant vs financial consultant
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Tools to help you
• Tool Kit• Common Misperceptions• Wallet cards• DVD
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Guidelines
• No “GFN”: use Footprint Network or Global Footprint Network
• Ecological Footprint – capitalized• Don’t use “environmental footprint” and
other confusing terms without distinguishing them from Ecological Footprint
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Strategic Needs
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Strategic needs
1. Funding our core programs2. Messaging – consistency across diverse
partner organizations3. 10 in 10, what is the right strategy?4. How do we engage the research
community?
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Need 1) Funding our Core Programs
• National Accounts• Standards
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Need 2) Branding and messaging
• Component Branding – everyone benefits from Footprint’s good reputation as a trusted metric and from consistent messaging about the Footprint
• Our partner organizations have diverse missions, audiences, styles and goals.
• How do we maintain our diversity while communicating about the Ecological Footprint in a consistent way?
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Need 3)10 in 10 strategy
• Ten-in-ten Campaign seeks to institutionalize the EF in ten nations by 2015.
• What is the best strategy for engaging with national governments to “institutionalize” the Ecological Footprint?
• How can we raise money for this?• Note: any partner work on 10-in-10 must be
coordinated with us
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Need 4)Engaging the Research Community• “Catch 22” – statisticians and data analysts
won’t engage with Footprint until it is endorsed by their governments
• But their governments won’t engage until their data analysts have evaluated the Footprint
• How do we attract the involvement of statistical offices and researchers even though the Ecological Footprint hasn’t been adopted by their governments?
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Thank You!
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