Dr. Jason Clay is the Senior Vice President Market Transformation for the World Wildlife Fund (WWF). That surely sounds like one of those lofty titles where the work doesn’t live up to the business card. But not in this case, because Clay’s goal is actually to transform global markets. He works to create international environmental standards for producing and using raw materials, and he’s making some progress by appealing to the need for big companies to ensure that they won’t run out of raw materials. The WWF now has 10-25% of global production and buyers sitting at environmental roundtables for key commodities like soy, cotton, sugarcane, salmon, shrimp, mollusks, catfish and tilapia. And they have their targets set on getting the rest of these industries to the table.
This is the idea in action that the environmentalists need to work with big business, and not against them, in order to really affect change. Learn more from Clay’s TED talk in July, 2010, and you can judge for yourself whether this approach is helping or hindering our progress towards a more sustainable future.