Keith Rockmael

No matter who attends the BSR conference, we always seem to find a balance between the people who legitimately wish to improve sustainability, not just for their company but the planet, and those who set out to further their profits by subtle or blatant greenwashing.

During the Thursday morning breakfast, Zhang Yue, chairman and CEO of China-based Broad Air Conditioning woke the crowd up as he spoke through an interpreter. A few minutes before that, I found myself asking a colleague “Who is this guy?” After 10 minutes, I changed my mind. More people should listen to this guy. True, I haven’t done due diligence on his company but if his company does half the things that he says they do then I’m on board. Yue created China’s first “non-electric chiller” and insists on showing consumers how triple paned windows will reduce their need to use air conditioners. Consider that their business revolves around making air conditioners.

Even the fact that his sustainable company philosophy has dropped his income from the top five richest people in China to the top 500 doesn’t bother him. He’d rather save the planet and make slightly less. Although he became the first CEO to fly regularly on a private corporate jet, he soon realized how detrimental his private jet trips were on the environment, so he changed his corporate jet policy to use it only in special situations and now he normally flies commercial. Maybe the Big 3 (or is it Big 2?) CEOs can get a clue.

The conference not only offers big speeches but interactivity as well. One Thursday morning session tackled the topic of Sustainability of a Budget: Sharing Cost (and Risk) through Government Partnerships and included a diverse panel including Shari Berenbach of Calvert Social Investment Foundation, Sanjay Raman of Howcast Media and Michael de Soyza of Dialog Telekom. After some eye-opening discussion about how PPPs can combine with private companies can increase their impact on social and environmental issues, the attendees broke into groups. We then brainstormed in breakout groups (our group contained people from Visa, ESPN, USAid) about how to create a partnership with various issues and tasks. It’s surprising how many dynamic ideas can be created in 15 minutes.

Ah, it feels good to have the BSR conference back in San Francisco. Even though the economy has gone to hell, it is good see that probably close to 1000 attendees hit the conference so the sour economy has not killed the whole notion of notion of sustainability and companies.

Good start -- as we walked in and registered the staff handed me a recyclable, biodegradable, compostable lanyard.

The theme for this year’s conference - Sustainability in a Reset World

After admiring our lanyards and breakfast we jumped into packed conversation with Pamela Passman of Microsoft. Of course we considered today’s launch of Windows 7.

The discussion centered on the sustainability of Microsoft. Now, most people will admit that the technology business isn’t the least sustainable or “dirtiest” business. But that doesn't mean that they don't press a heavy carbon footprint. Passman discussed that companies need software to track their own carbon footprint.Microsoft may have many ideas for other comanies but they need to look in the mirror as well.

She admitted the two most pressing issues that Microsoft needs to improve in so far as reducing their carbon footprint that includes:

1- Traveling (lots of it)

2 – Data centers --- The data centers continue to be electric and water intensive.
Microsoft claims to be attempting reduce the footprint of these data centers.

Besides environmental sustainability the talk shifted to information and human rights. Besides the separate Gates Foundation, Microsoft creates technological literacy for various NGOs and donates much money to various create technological literacy for people who don’t have educational/technological access. However, when discussing human rights and technology Pressman seemed to get a little defensive when discussing China, privacy issues, and human rights in other counties where the masses often don’t get access to certain technology.

Like so much of the conference, often we need to read between the lines to determine who or what companies enact true sustainability controls or who just spin fancy greenwashing, or maybe a combination.

As an onslaught of crowds hit Golden Gate Park for Pearljam and other notable bands last week, I, along with other Green minions checked out the Ouside Lands Green scene just as West Indian Girl hit one of the numerous stages.

Don't say that we didn't warn you but those who are short on cash should consider the Global Inheritance sponsored recycle booth in the Eco Lands section. They offered a similar booth last year but not many people seemed aware of it. The deal here is that anyone who wants nifty Outside Lands shirt (for free) just needs to bring 75 empty cans or bottles to the booth. For 250 bottles you can snag a pair of Loomstate organic jeans and 150 gets a recycled record vinyl clock. Those not as inspired can get some Fuel TV sunscreen (and boy is sunscreen mandatory today) for just eight bottles.

On the food front, we like the local and/or organic slant on food. The chow lineup includes local faves like El Huarache Loco, Eos Wine Bar, Fated Calf, Hog Island Oyster Co among some of the tasty local purveyors. They even offer fresh organic fruit from local farmers markets. Think anyone will miss the fried corn dogs and dried out, mass market chicken sandwiches? We think not.

The Refillable Water Program marked the most curious thing (so far) that we spotted. Simple enough that people can refill their reusable water containers for $1 with water sourced from the large five gallon bottles. Yes, we people could just go to the park fountains and get the good old Hetch Hechy H20 but no biggie. The curious thing is that at the same booth they sell plastic bottles of Sprite and Coke. We understand that everyone has to make a buck but if you're trying to make a point then make it. Don't go half way.

More Green and Sustainable action from Outside Lands to come.

It was a one in 20 chance encounter. I felt like a paparazzi who got a chance to spy a celebrity but in this instance my camera caught a shot of the Tango, the car that makes look the Smart Car look like a Lincoln Continental. Only about 10-20 Tangos exists which makes the sighting more special. Actually my neighbor (a solar guy who already drives an EV-4) had the thing in his driveway in the Lower Haight and a crowd of passersby, tourists, and green auto enthusiasts formed around this electric only car.

As they say, looks can be deceiving. My neighbor said that the Tango can beat a Tesla in terms of acceleration. The Tango can accelerate from zero to over 130 mph in one gear. It accelerates from zero to 60 mph in about 4 seconds. We say Zoom to that.

Don’t think that just because this little guy is small that it isn’t safe. Okay, relatively safe. It contains a crash tested roll cage (like they use for race cars). More importantly is comfort. You’d think that anyone sitting in the back would be subjected to eating their knees but the back seat allows more room than one might guess with the running boards for legroom.

The little guy offers two main downsides. One of which is the charging radius which goes about 50 miles give or take. Okay for a big city (except LA) but not a cross country trip. The only thing- like the Tesla– the price tag on this sustainable bolt of energy isn’t exactly suited for everyone – think six figures.

Hopefully, the in future these little bad boys will have a lower price tag and more acceptance. How about some cross promotion with some of those power forwards in the NBA?

It's kind of exciting to be around some of the top bloggers, social media giants, and computer media gurus at the 2009 Inman Connect. It would be silly to search for significant Green aspects within this conference, but the as they say it’s about people, planet, profit. Of course, the real estate industry here remains about profit but much of the new innovation deals with people.

Being a green blogger, the location of the grand old Palace Hotel doesn’t exactly scream Green, and curiously the conference did offer actual glasses for the Blogger Connect but for the main conference downstairs the hotel dragged out the paper cups.

Lot’s of buzz surrounded the social media mix. Many different sites and start-ups will integrate things like social rental search, local community, and other forms of social networking, and company culture. Several companies at the IC displayed how they treat people well (such as Zappos.com) which equates to social justice, something that many companies lack.

Some of the conference speakers actually brought ideas outside of the normal technology, real estate and economic gain realm. San Francisco’s own Craig Newmark (the Craig's List founder and consumer service guru) started his presentation by showing a little bird in the back yard of his home near Sutro Forest. Craig mentioned, “I like nature when it is convenient.” He also mentioned that he Twitters a lot but that much of it is related to nature. Craig talked about his big push to help the returning veterans of the Iraq and Afghanistan wars who have been shortchanged on their education benefits. You can get the full scoop at the Iraq & Afghanistan Veterans of America, IAVA.org.

A lot of people, including us, learned that it isn't about competetion. The words that stuck with many people and that other speakers referred to are the wise words of Craig Newmark, “If we don’t collaborate, we’re dead.”