Maybe it’s because I’m a scientist, or maybe it’s a personality preference, but I’ve always been intrigued by people who seem content to make decisions on the basis of a relationship, or on what some celebrity, business leader or political leader says. My reaction in those cases is to become more skeptical, investigative, and analytical which in turn usually prompts me to discount what is being asserted as a truth or a direction I should head. Throughout my career I have always believed that I need to collect enough objective, verifiable, multi-characteristic data upon which to base a program, project or business decision.
When it comes to sustainability, environment, safety, health, green chemistry and engineering, and related fields, it has always troubled me that professionals and practitioners in industry and government will spend more time talking about needing data and not having data than they spend collecting it. After talking about it ad nauseam, many seem to ignore the fact that despite not having enough data, they’ll go ahead and make decisions anyway. Let me give a specific example. In sustainability circles, it is now in vogue to want a life cycle assessment for a product, a building or a service. I will be the first to admit that doing a life cycle assessment is not easy and it does require a lot of data that in many cases is still not easy to get. There are approaches one can take around this lack of data, but the general approach is to start cutting things out of the life cycle assessment. So, the boundary conditions will be narrowed to gate-to-gate, or raw materials to factory gate, or perhaps gate-to-end-of-life. Or, my perennial favorite is to focus only on a single impact category, usually carbon, carbon footprinting, or eco-footprinting, to the exclusion of every other impact category. Or, they’ll focus on a single endpoint and trumpet that as the biggest issue one needs to pay attention to. Doing these things is better than doing nothing at all, right?
Well, maybe, but arguably not by much. Not to pick on anyone in particular, but to make this more tangible, let’s choose another example. And please, don’t misunderstand what I am about to say because I do believe that what some companies are doing is profound and is setting the agenda for an industry. These companies are to be applauded for their work. Nevertheless, I was looking at the Sustainable Apparel Coalition (SAC) web site yesterday, although I could have chosen any other sustainability-related coalition of your choice. They all do this. Anyway, they are attempting to develop a multi-criteria decision-making framework for determining the sustainability of apparel. They call it the Higgs Index. The Higgs Index, according to the web site, is largely based on the Nike Materials Sustainability Index (MSI) and the Eco Index, a product of the Outdoor Industry Association. If you look at the details of the MSI, you will see that Nike punts on certain parts of the life cycle data and on the green chemistry data. In the case of the LCA data, it doesn’t exist, so they use proxy data, professional judgment and order-of-magnitude estimates – all of which may be acceptable workarounds if done correctly. In the case of green chemistry, they don’t believe there is a standard method to evaluate it, so they give it a very low weighting. I don’t happen to agree with that assessment, but that’s another story.
At least Nike, and a few other companies in different industries, are attempting to do something that attempts to be objective and multivariate. And, to their credit, they are making the process transparent. What bothers me is that most other companies are not investing to the same extent to develop a process, collect data, or doing too much of anything else. You could say that is the cost of leadership and the price to set the standard against which all other companies are measured. The thing that really angers me, though, is the expectation that all the underlying data, if it is developed, should be given away for free. I have seen this played out time and again. One company spends a considerable amount of time, energy and effort to develop data and a process for evaluating “greenness” or a product life cycle, or product sustainability only to have tremendous pressure to make these fundamental data public. You could argue it is a trust issue and people believe they can’t trust data unless it is transparent. I think it is more that people are unwilling to do the work and want something for nothing.
Today I was reading about how recruiters are using big data and data analytics to zero in on potential candidates. Big data is what allows online marketers to zero in on your preferences for something by virtue of your on-line profile and data integration from multiple sources. It’s also being used by both presidential campaigns. So, you’re on Facebook or some other site and up pops an advertisement for a book, a pair of shoes or something else that is exactly what you didn’t know you wanted, but which piques your interest because it is similar to something you’ve purchased before. It helps recruiters find preferred candidates (at least those with the biggest online presence) and it helps presidential candidates zero in on certain voters representing the most likely to be influenced with a targeted pitch. How much pressure is there to make the data that the large search engine companies, all these market analytics companies and the campaigns collect publicly available for free?
In the final analysis, I think it points to a truism that when it comes to the environment, it’s all free. The problem, of course, is that when it’s free, it isn’t valued very highly and that certainly explains a lot, doesn’t it?
As always, let me know what you think.