Backcasting from Sustainability –
Introduction to The Natural Step Framework
Elaine Hanson
TNS Associate
November 11th, 2009
 2009 The Natural Step
Context
• 2000-2009: new products, new thinking
• Sustainability not yet been “imbedded” in corporate strategy
• Many reasons: Corporate culture, Gov’t legislation,
understanding of resource use, etc.
• Thousands frameworks/roadmaps, mostly proprietary &
case specific.
• Little knowledge being shared between sectors,
organizations, department
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The Natural Step
•
•
•
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International NGO
Scientific approach
Holistic, generic framework
Strategic advice &
education
• Leadership and role
models
• Innovative tools and
services
• Networks & partnerships
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Who uses it?
Swedish Ecomunicipalities
City of Madision, WI
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Funnel Metaphor
Supply & Demand
Declining
resources and ecosystem
services (filtering water/climate
regulation)
Increasing
demand for resources and
ecosystem services (land &
water used by organizations)
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Cycles of nature
Open system with
respect to energy
Closed system with
respect to matter
1) Nothing disappears
2) Everything disperses
« Photosynthesis
pays the bill »
Slow geological cycles
(volcano eruptions and
weathering)
Sustainability is
about the ability of
our own human
society to continue
indefinitely within
these natural
cycles
Slow geological cycles
(sedimentation and
mineralization)
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How we influence cycles
Physically inhibit
nature’s ability to
run cycles
Create
barriers to
people
meeting their
basic needs
worldwide
Introduce persistent
compounds foreign to
nature
Extract large flows of
materials from the
Earth’s crust
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4 Sustainability Principles
In a sustainable society, nature is not
subject to systematically increasing...
...concentrations
of
substances
extracted from the Earth’s crust,
...concentrations
of
produced by society,
substances
...degradation by physical means,
and, in that society...
...people are not subject to conditions
that systematically undermine their
capacity to meet their needs.
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The Natural Step Framework
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Backcasting
Begin with a desired outcome
Future
Present
1. Begin with the end in mind
2. Look backwards from the vision to the present
3. Move step by step towards the vision
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Backcasting from Principles
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ABCD methodology
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A “Compass”
Think of the Natural Step
Framework like a compass.
Where a compass helps an
individual know where true
North is and the uses this point
to guide their movements, the
Natural Step Framework helps
organizations or communities
know where sustainability is and
guide their innovation efforts
towards this point.
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Challenge of Alignment
Many individuals in an organization
(and organizations within a community)
with energy and enthusiasm
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TNS as a Compass
The Natural Step Framework
is a shared language and
acts as a compass
 2009 The Natural Step
TNS as a Compass
The Natural Step Framework
is a shared language
and acts as a compass
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Key Concepts
Generic vs proprietary platform
Clear definition of sustainability
Backcasting vs Forecasting
Framework based on systems thinking
Common language for collaboration
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Case Studies
1. Nike
2. Whistler
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“We see corporate responsibility as a
catalyst for growth and innovation. It is
an integral part of how we can use the
power of our brand, the energy and
passion of our people, and the scale of
our business to create meaningful
change.”
-Mark Parker, CEO
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A North Star to Guide Innovation
“Consider the present, consider the future, consider
the world : our only playing field.
Rooted in the tradition of Nike innovation,
“Considered” is our commitment to create
extraordinary performance products for athletes
while navigating our business within nature’s
limits.
 2009 The Natural Step
Whistler, B.C.
WHISTLER2020
Moving Toward a
Sustainable Future
www.whistler2020.ca
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Planning Framework
16 Key Strategy
Areas
-energy, water,
culture &
heritage,
economic
development, etc
Whistler’s
Vision
(2020)
A Sustainable
Community
(2060)
Current
Reality
(2005)
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Screening Actions and Investments
Today’s decisions…
… guided by strategic questions
1
Does this action move Whistler toward our
shared Vision of Success?
3
2
Does this action move Whistler toward our
shared Sustainability Principles?
Is the action a good financial investment?
4
Does the action present a flexible platform for
further movement toward Success in the
future?
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Want to Learn More?
1. eLearning courses:
http://www.thenaturalstep.org/elearning
2. Toolkits/case studies
http://www.thenaturalstep.org/en/canada/toolkits
3. Certification Courses
http://www.thenaturalstep.org/en/canada/learningprograms
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Toronto: November 25th and 26th
Montreal (en francais): December 2nd and 3rd
Ottawa: December 10th and 11th
 2009 The Natural Step
Thank You
The Natural Step Canada
355 Waverley St., 1st floor
Ottawa, ON
http://www.naturalstep.ca
info@naturalstep.ca
 2009 The Natural Step