Environmental Scan
The Rogue Valley: Sustainability Ready, or Not?
In the Winter of 2009, three MBA students from Southern Oregon University joined forces with TBL 21 for their senior capstone project. Their project resulted in a 30-page document known as the: Rogue Valley Environmental Scan for Triple Bottom Line for the 21st Century. This document is original and unprecedented research regarding the obstacles and support for the Triple Bottom Line in the Rogue Valley, as a region and in relationship to the state of Oregon.
Following is the executive summary. The full report will soon be available for purchase on our products page. Meanwhile, to purchase a copy of the report, please contact us. Proceeds from this report support TBL 21’s ongoing commitment to include next generations in our internship and capstone programs.
Rogue Valley Environmental Scan for Triple Bottom Line for the 21st Century
By
Stephanie Householder, Beth Martinez, & Nick Shults
© 2009
EXECUTIVE SUMMARY:
In recent years, the population of the Rogue Valley as well as the number of businesses located in the region has grown rapidly. This beautiful region of the Pacific Northwest, full of green forests and mountain lakes, must use Triple Bottom Line practices to preserve these natural wonders, to keep local residents healthy, and improve the economic prosperity of the region.
The intent of this paper is to provide a snapshot of the Rogue Valley, by means of an environmental scan, for the purpose of assessing current strengths and weaknesses in business and community attitudes regarding practices around Triple Bottom Line sustainability. The environmental scan includes an assessment of political, economic, social, and technological factors that affect the region.
For the purpose of this research, the Rogue Valley is defined as Jackson and Josephine counties in Southern Oregon, including the cities of Grants Pass, Medford, Ashland, and surrounding communities. The research includes information collected by three Southern Oregon University graduate students from December 2008 through February 2009.
While initially charged with gathering information regarding the Rogue Valley, we found limited information pertaining directly to the region. Hence, we expanded our research to include the State of Oregon. Information from the state level, particularly legislation, impacts the Rogue Valley and is highly relevant for the purpose of this study.
The topic of sustainability remains at the top of news headlines even throughout our current economic crisis, sending a strong signal of its importance to the general population. This should be a primary focus among business decision makers. While the Rogue Valley as a whole has not adopted sustainability as a way of living, there are many examples of actions being taken by individuals, businesses, and government agencies that support sustainability in the community. Universities are offering certificates and incorporating sustainability into curriculums.
A primary driver of change in our society is new legislation. For the sustainability movement, there is no exception but to adopt sustainable practices. This shift in Oregon is fueled by the efforts of Governor Kulongoski and is through the implementation of new legislation, support of state government agencies, and expansion of programs to promote community wellness, environmental stewardship, as well as economic diversity and prosperity.
One exigent piece of legislation worth noting stems from the Oregon Department of Environmental Quality (DEQ), which mandates that Title V and ACDP permit holders monitor and report greenhouse gas (GHG) emissions. The first reporting deadline is March 15, 2010 for all 2009 data. As this looming deadline nears, companies must begin to take responsibility for their GHG emissions and many will need to seek expert advice for tracking and reducing emissions.
Government agencies in Oregon, whose missions support Triple Bottom Line practices, include Oregon Shines III, Sustainable Northwest, and Oregon Solutions. Unfortunately, without extensive study, it is difficult to decipher one agency’s mission from the next, and it is challenging to determine who governs each organization. Information about the individual agencies is often buried within documents from parent organizations, which creates a concern that many interested parties may not even know they exist. We offer suggestions of better organization and availability of information, along with a structured hierarchy for agencies. This would reduce redundancies, perpetuate knowledge, and increase the overall effectiveness of the programs. This change would require a concerted effort between the individual agencies and the State of Oregon, but would make it easier for individuals and businesses to understand, locate, and support their missions.
In addition to government agencies, there has been an increase in the number of private consultants and non-profit organizations that specialize in educating businesses on how to achieve sustainable goals. Included in this mix are SOREDI, Mediation Works, and the Chamber of Commerce.
Oregon’s efforts are appropriately aligned with the “green” focus in Washington DC. The recent stimulus package allocates $82.2 billion towards green initiatives, including energy transition, alternative energy research, efficient energy, mass transit, advanced automobiles, green jobs training, and green tax incentives. This investment in a sustainable future provides financial support for programs that focus on Triple Bottom Line practices throughout Oregon and nationwide. In addition, the persistence of sustainable news in the headlines enhances awareness about the importance of sustainable practices.
One critical element of our local economy that may benefit from the stimulus package is transportation infrastructure. We face many challenges in regards to transportation in our region due to the increased number of vehicles on the road. The Jobs and Transportation Act of 2009 is a plan for Oregon to increase the number of jobs while offering transportation alternatives for carbon reduction.
Many barriers pose a challenge to the Triple Bottom Line movement and must be overcome to reach the skeptical point of view. Many businesses view sustainability as an unnecessary expense, hindering efforts to achieve economic profit. Another challenge, presented by the National League of Cities survey, found that 84% of U.S. cities are in financial trouble and may choose to abandon unnecessary initiatives, many of which may be in the realm of sustainability. The report on the survey results also indicate that city finances lag behind the overall economy by 12 to 24 months, creating a challenge for the years following general recovery from a recession.
Effective use of available technology can combat some skeptic views, particularly the view that sustainable practices are unprofitable. Software and technology can improve efficiencies, measure performance, and predict future outcomes. Analysis of projects that focus on sustainable practices can provide economic justification for such practices. New and emerging technologies aimed at using renewable resources include: Anaerobic digesters that turn manure into biogas to generate power, Ecoroofs that reduce energy costs while increasing the life span of rooftops, and Strawjet, which is an invention that constructs composite building panels using agricultural field waste.
A driving force behind the motivation of businesses to become sustainable is the classic marketing goal, to meet the demands of consumers. According to Deloitte Development, LLC, approximately 60% of consumers are interested in buying environmentally friendly products or purchasing from businesses who take an active role in sustainable practices.
An underutilized resource for achieving sustainability goals are the numerous tax credits and incentives offered in Oregon. Companies can apply for energy efficiency and conservation incentives prior to implementing a sustainable project. Businesses can also receive certifications for their “green” activities, which can be used as a marketing tool for promoting corporate social responsibility.
This collection of research only scratches the surface of the vast amount of information available from organizations and government agencies involved in the sustainable movement. We estimate that less than one third of the total data pertaining to Oregon is represented in our research. Because this information is dynamic and ever-growing, we recommend continued study and follow-up on planned action. During our research we gathered information pertaining to the United Kingdom, Canada, and other countries, but found limited sustainability studies performed in the United States.
Lastly, the Oregon Employment Department: Workforce and Economic Research Division, is conducting a survey aimed at obtaining information about green jobs supporting Oregon’s economy. Once completed, this will provide a clearer picture of Oregon’s ability to meet the sustainable needs of the future and the goals being mandated by the state. We recommend follow-up and analysis of this survey once when it becomes available, and believe the results will prove to be beneficial.
