"Thinking Matter" is a fundamental of sustainability idea because if we can change how we think, it will change how we behave.

1. Chatsuree Isariyasereekul | Applies Theories in Sustainability | Prof.Scott Boylton | Spring 2015
THINKING MATTERSIf we can change how we think, it will change how we behave

2. Thinking Matters
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http://pixshark.com/plant-in-hand.htm

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Introduction How did we get here?
Getting to Know...Sustainability What do we mean by sustainability?
Why does thinking matters?
How is connected with sustainability?
Creating a New Paradigm Sustainable Approach
- What can we learn from nature?
- What can we apply from natural systems to
our manmade systems?
Implementation / Frameworks
Designing Our Future What are the outcomes?
- the future we want and roadmap of well-being
Our planet, our responsibility
CONTENTS

4. Thinking Matters
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“You see, the Greenhouse
Effect is a direct result
of burning fossil or old
carbon fuels”
Jack Herer–American Activist
http://galleryhip.com/climate-change-causes.html

5. If we change how we think, it will change how we behave
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INTRODUCTION
How did we get here?

6. Thinking Matters
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HOW DID WE GET HERE?
Before the industrial revolution, human
and animal labor, wind, water, tide, and sun
were valuable sources of energy, none of
which caused pollution or depleted finite
natural resources.
The Industrial Revolution was a period of
rapid development that occurred in agricul-
ture, business, transportation, economic
policy, social structure, and manufacturing.
In manufacturing, production size was
expanded and mass-produced to create
higher demand and the rapidly growth
of markets. Moreover, the drop in prices
of nonrenewable resources during and
after The Industrial Revolution increased
demand. This was also the beginning of
environmental problems and some of prob-
lems that continue to this day. As described
in the Brundtland Report,“development
trends leave people poor and vulnerable
while simultaneously degrading the envi-
ronment.”1
As we all know, fossil fuels such as coal
and petroleum are major energy resources
that have been exploited power the global
economy. Fossil fuels are nonrenewable
energy derived from the remains of flora
and fauna subjected that pressure and
heat deep within the earth for over million
of years. So, it would take at least a million
years to allow Earth to produce resources
again.
The Earth’s environment has been
changing dramatically since The Indus-
trial Revolution. Deforestation, drought,
flooding, climate change, and pollutions
are just a few examples of the devastation.
These problems are caused by human
action and the development of technol-
ogy. Furthermore, as mentioned in Limits
to Growth by Club of Rome in 1972, there
are four condition of problems to create
environmental problems, which are the
exponential growth of population, lim-
ited of natural resources, human apathy
toward the limited of natural resources, and
pollution.2
These problems directly impact
the atmosphere, and completely change
the state of our ecosystems. The extinc-
tion of animals has been increasing, and
it has distorted ecosystem behavior. This
scenario has not only effected to the earth,
but all of it species and ecosystems. The
problems have become so significant, they
can no longer be ignored . Therefore, the
idea of sustainability has caught people’s
attention, and more people are concerned
about this. However, this idea is not new,
people have been discussing for decades,
if not centuries. Even though people try to
shift to sustainable thinking into an action,
it is not easy as they thought. Therefore,
changing how people think is a good start.
If we can change how people think, it will
change how they behave. That will be the
answer of Sustainability.

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http://galleryhip.com/climate-change-causes.htmlhttp://galleryhip.com/water-pollution.htmlhttp://www.businessinsider.com.au/

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http://www.cliffordpaper.com/sustainability/

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GETTING TO KNOW...SUSTAINABILITY
What do we mean by sustainability?
Why does thinking matter?
- How is it connected with sustainability?

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WHAT DO WE MEAN BY SUSTAINABILITY?
First we have to understand what“sus-
tainability”is and how important it is to
people’s lives. Sustainability attempts to
balance three elements: environment,
economy, and society to improve the
quality of life, create an equitability
society, and promote the feasible use of
natural resources. In other words, it is a
bottom-up-approach whose ultimate goals
are environmental well-being, economic
well-being, and social well-being. The
Brundtland Report describes sustainable
development as“development that meets
the needs of the present without compro-
mising the ability of future generations
to meet their own needs”.3
So, we need to
consider what will be our future, in making
our decisions about the present. We can
say that sustainability is another form of
behavior change.
The concept of sustainability drives the
economy toward stability, and narrows the
gap between rich and poor. Sustainability
also helps businesses long-run success in
financial, human resources, materials (raw
and reuse), systems and process, energy,
and so on. Integration of sustainability
within a company’s core strategy becomes
an important principle to operate and
manage their success. For example, the
circular economy is“an industrial system
that is restorative by design”.4
In other
words, it is a new business niche that closes
the hole within the industrial system. The
system not only helps business owners
save their budget, but also preserves the
environment by shortening the time of
unnecessary processes and closes the
loop of the system. This model eliminates
the linear system that takes raw materials
from nature, makes products, then creates
waste. Circular economy’s idea is to“driving
value-creation through four interrelated
closed-loop systems.”5
First is“the power of
the inner circle”refers to minimize material
usage in the production system. So,“the
tighter the circle, the less a product has
been changed, and the faster it returns
to use, the higher the potential saving.”
Second,“the power of circling longer”refers
to lengthen the numbers and time of cycle.
Third,“the power of cascaded use”refers to
varieties of purpose of the products. Finally,
“the power of pure circle”refers to uncon-
taminated materials increase the efficiency
of product and productivity.”6
The exam-
ples are product from ocean plastic, Freitag,
Method, mud jeans, and so on, which called
Regenerative Design.
The Circular Economy is an industrial system that restorative by design.

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“FROM TRUCK TILL BAG
Giving used materials a new life is called“recontex-
tualizing”at FREITAG. Transforming used truck tarps
into highly functional, unique bags takes place in
five highly complex stages at the F-actory.”
“We are a Dutch denim brand that dreams of a
world in which there is no such thing as waste.
What if we all clean up our own mess? This simple
thought led us to a new way of thinking. Send
your jeans back when you don’t wear them any
longer. We reuse all materials, while you can switch
to a new pair. Returned jeans are upcycled and
transformed into one-of-a-kind vintage pieces. Or,
when they are beyond repair, the jeans are recycled
into new items. This is how we create our own circle
of denim products.”
It is a cleaning products that safe for people, pets,
+ planet.

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natural resources because the unstabilized
system creates the depletion of animals
and natural resources.11
It consists of the
balanced integration of environment, econ-
omy, and society.12
WHY DOES THINKING MATTER?
How is it connected with sustainability?
Limits to Growth states that“if present
growth trends in world population, indus-
trialization, pollution, food production, and
resource depletion continue unchanged,
the limits to growth on this planet will
be reached sometime within the next
one-hundred years”.7
The book captured
people’s attention and created awareness
that the world had been changing. This
makes people realize what we have done
with our planet and gave them the reasons
why we have to change our thinking and
lifestyle to be more sustainable.
Thinking is the starting point of what,
where, when, why, and how people
generate and produce ideas. The results
can be positive or negative depending on
the person. However, the environmental
problems that are occurring today are the
consequence of negative human behavior.
They are a result from the development of
the new technological ideas. So, thinking
is essential foundation to create people’s
sense of responsibility to star fixing the en-
vironmental problems that face the world.
As previously stated, changing the way
we think will create a change in how we
behave. Also, there is no way to escape
from the global problems happening right
now. If we are still doing the same thing
repeatedly and ignoring planet’s warning,
will have nothing left to keep us alive.
Therefore, we have to think very carefully
about our planet and the resources that we
have left. How we are going to manage and
preserve our ecosystems for present and
future generation?
Generally, thinking creates positive and
negative effects, which result in designs,
for example, product design, strategic
design, transportation design, and so on.
Each design outcome follows either the
sustainability or the expansion model
theory. Expansion model is a function
product-based system in the markets that
allows economic growth, which creates
the competition between the nations.8
The
idea of expansion model is to develop and
innovate products that drive economic
expansion with no regards for the waste
or damage they creates.9
Moreover, this
model widens the gap between the rich
and poor because developing countries
export their natural resources to industrial-
ized countries. It is also create the depletion
in developing countries.10
In contrast, the
idea of sustainability stated in Our Common
Future provides the opposite outcomes.
Sustainability model is the system that
measures ecology and balances the finite
Thinking is the starting point
what, where, when, why, and
how people generate and
produce ideas.
“if present growth trends in world population, industrialization, pollution, food
production, and resource depletion continue unchanged, the limits to growth on
this planet will be reached sometime within the next one hundred years”
–Limits to Growth
Expansion Model
Sustainability Model
Society
EconomicEnvironment

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http://www.businessinsider.com.au/

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A system is a combination of elements that
are interconnected holistically to accom-
plish a purpose. The behavior of the system
is determined by its intended function.
Generally, everything in this world is a
system, everything is connected—human,
plants, animals, and environment. Change
in systems are happening all the time, and
these changes create destabilizing effects.
So, maintaining balance within the systems
is important. Donella H. Meadows, author
of Thinking in System, introduced twelve
leverage points to create positive change
in systems.13
The twelve leverage points
provide intervention to return balance
to the systems. It can be divided into two
groups, which are physical, and information
does and does not have access to infor
mation.
5. Rules - Incentives, punishments, and
constraints.
4. Self-Organization - The power to add,
change, or evolve system structure.
3. Goals - The purpose or function of the
system.
2. Paradigms - The mindset out of which
the system arises.
1. Transcending Paradigms - I might say
that changing how we think is a highest
leverage point.14
For example, information flows provide
information for people who are in a system
so that they can get and digest information
to start changing how people think. The
Balancing Feedback Loops
Reinforcing Feedback Loops
Information Flows
Rules
Self-Organization
Goals
Paradigms
Transcending Paradigms
Numbers
Stock and Flow Structures
Delays
and control.
Physical:
12. Numbers - Constants and parameters
such as subsidies, taxes, and standard.
11. Buffers - The sizes of stabilizing stocks
relative to their flows.
10. Stock and Flow Structures - Physical
systems and their nodes of intersection.
9. Delays - The lengths of time relative to
the rates of system change.
Information and Control:
8. Balancing Feedback Loops - The strength
of the feedbacks relative to the impacts
they are trying to correct.
7. Reinforcing Feedback Loops - The
strength of the gain of driving loops.
6. Information Flows - The structure of who
LEVERAGE POINTS–Place to intervene in a system

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more information flows in a system, the
more people can absorb and process that
information. This will slowly create a behav-
ioral change in the system. In contrast, if
the information that flows in the system is
not good, it will make the system fail.
However, problems are common in a
system structure. It produces such common
problematic behavior patterns that are
called“archetypes.”15
In order to push sus-
tainability and solve problems at the same
time, understanding system traps allows us
to understand archetypal problems in the
system. Because we keep falling into the
same traps over and over again, identifying
and comprehending all the traps will create
a strong system. There are eight traps
we should aware of that we can see as an
opportunities because we can learn from
them:16
1. Policy Resistance Fixed that Fail
2. The Tragedy of the Commons
3. Drift to Low Performance
4. Escalation
5. Shifting the Burden to the Intervenor
Addiction
6. Seeking the Wrong Goal
7. Success to the Successful–Competitive
Exclusion
8. Rule Beating
Restoring Balance to the World
http://galleryhip.com/factory-pollution.htmlhttp://inhabitat.com/http://tainy.info/world-around/planeta-bez-vody/http://phototechmag.comPeterMcbride,NationalGeographicCreative

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Policy Resistance Fixed that Fail
When various actors try to pull a system stock toward various goals, the result can be the policy resistance. Any new policy, es-
pecially if it is effective, just pull the stock farther from the goals of other actors and produces additional resistance, with a result
that no one likes, but that everyone expends considerable effort in maintaining.
Way Out
Let go. Bring in all the actors and use the energy formerly expended on resistance to seek out mutually satisfactory ways for all
goals to be realized–or redefinition of larger and more important goals the everyone can pull toward together.
The Tragedy of the Commons
When there is a commonly shared resource, every user benefits directly from its use, but shares the costs of its abuse with every-
one else. Therefore, there is very weak feedback from the condition of the resources to the decisions of the resource users. The
consequence is overuse of the resource, eroding it until it become unavailable to anyone.
Way Out
Educate and exhort the users, so they understand the consequences pf abusing the resource. And also restore or strengthen the
missing feedback link, either by privatizing the resource so each user feels the direct consequences of its abuse or (since many
resources cannot be privatized) by regulating the access of all users to the resource.
Drift to Low Performance
Allowing performance standard to be influenced by past performance, especially if there is a negative bias in perceiving past
performance, sets up a reinforcing feedback loop of eroding goals that sets a system drifting toward low performance.
Way Out
Keep performance standard absolute. Even better, lets standard be enhanced by the best actual performance instead of being
discouraged by the worst. Use the same structure to set up adrift toward high performance!
Escalation
When the state of one stock is determined by trying to surpass the state of another stock–and vice versa–then there is a rein-
forcing feedback loop carrying the system into an arms race, a wealth race, a smear campaign, escalating loudness, escalating
violence. The escalation is exponential can lead to extremes surprisingly quickly, If nothing is done, the spiral will be stopped by
someone’s collapse–because exponential growth cannot go on forever.
Way Out
The best way out of this trap is to avoid getting in it. If caught in an escalating system, one can refuse to compete (unilaterally
disarm), thereby interrupting the reinforcing loop. Or one can negotiate a new system with balancing loops to control the escala-
tion.
SYSTEM TRAPS

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Success to the Successful - Competitive Exclusion
If the winners of the competition are systematically rewarded with the mean to win again, a reinforcing feedback loop is creating
by which, if it is allowed to proceed uninhibited, the winners eventually take all, while the losers are eliminated.
Way Out
Diversification, which allows those who are losing the competition to get out of that game and start another one; strict limitation
on the fraction of the pie any one winner may win (antitrust laws); policies that level the playing field, removing some of the
advantage of the strongest players or increasing the advantage of the weakest; policies that devise rewards for success that do
not bias the next round of competition.
Shifting the Burden to the Intervenor Addiction
Shifting the burden, dependence, and addiction arise when the solution to a systemic problem reduces (or disguises) the symp-
toms, but does nothing to solve the underlying problem. Whether it is a substance the dulls one’s perception or a policy that
hides the underlying trouble, the drug of choice interferes with the actions that could solve the real problem.
If the intervention designed to correct the problem causes the self-maintaining capacity of the original system to atrophy or
erode, then a destructive reinforcing feedback loop is set in motion. The system deteriorates; more and more of the solution is
then required. The system will become more and more dependent on the intervention and less and less able to maintain its own
desired state.
Way Out
Again, the best way of this trap is to avoid getting in. Beware of symptom-relieving or signal-denying policies of practices that
don’t really address the problem. Take the focus off short-term relief and out it on long-term restructuring.
Rule Beating
Rules to govern a system can lead to rule beating–perverse behavior that gives the appearance of obeying the rules or achieving
the goals, but that actually distorts the system.
Way Out
Design, or redesign, rules to release creativity not in the direction of beating the rules, but in the direction of achieving the pur-
pose of the rules.17
Seeking the Wrong Goal
System behavior is particularly sensitive to the goals of feedback loops. If the goals–the indicator of satisfaction of the rules–are
defined inaccurately or incompletely, the system may obediently work to produce a result that is not really intended or wanted.
Way Out
Specify indicators and goals that reflect the real welfare of the system. Be especially careful not to confuse effort wit result or you
will end up with a system that is producing effort, not result.
By Donells H. Meadow

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http://www.wangvivian.com/?p=562

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CREATING A NEW PARADIGM
Sustainable approaches
- What can we learn from nature?
- What can we apply from natural systems to
our manmade systems?

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SUSTAINABLE APPROACH
Nature is adapting itself to new conditions
very easily. Also, the nature of each animal
is very unique, patterned, and structured.
Scientists are trying to study how char-
acteristics of several creatures can be
applied to any
innovation,
which is called
“Biomimicry”.
“Biomimicry is
an approach to
innovation that seeks sustainable solutions
to human challenges by emulating nature’s
time-tested patterns and strategies.”18
Moreover, designers are observing nature’s
characteristic chemistry and behavior
to mimic their patterns. For example, a
characteristic of a kingfisher’s beak is influ-
encing the shape of the Shinkansen (bullet
trains)19
, because“moving from low drag
open air to high drag air in the tunnel”20
will create a sonic boom, the lotus’leaves
surface has self-cleaning textures that can
be applied to self-cleaning paints, mirrors,
glasses, and textiles to create new inno-
vations21
, and characteristic of sharkskin
creates a drag-reducing patterns so that it
can move faster without the friction and
less use of energy.22
Because nature has so
many things to surprise us, we just have to
ask the right questions. What function do
we need rather than what we want.
The Shinkansen Bullet Train
Surface Allows Self-Cleaning: Sacred Lotus
Skin Reduces Drag: Shark
http://www.howitworksdaily.com/how-do-kingfishers-hunt/
https://cabridereviews.wordpress.com/http://biomimicry.net/about/biomimicry/case-examples/natural-cleaning/http://www.biomimetic-architecture.com/
http://www.biomimetic-architecture.com/
2011GeorgeProbst

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relevance and apply it to what we do. The
four principles are avoid digging mate-
rials from earth at a faster rate than their
redeposit and regeneration; avoid produc-
ing materials at a faster rate than they can
break down into the environment; avoid
destruction of the planet and diminishing
in quality or quantity; and move society
toward the well-being of efficient and
equable resources used to and meet hu-
man needs. Increasing people’s quality of
life and creating less waste means polluting
less, and improving our planet’s changes to
provide things that we need to survive. 31
Biomimicry: Innovation Inspired by Nature
mentioned now studying organisms of
the Redwood Forest. The nature of the
Redwood Forest provides systems and
strategies that can be adopted and applied
in a complex ecosystem.23
There are ten
commandments:
- Use waste as a resource
- Diversify and cooperate to fully use the
habitat
- Gather and use energy efficiently
- Optimize rather than maximize
- Use materials sparingly
- Don’t foul their nests
- Don’t draw down resources
- Remain to balance with the biosphere
- Run in information
- Shop locally 24
These commandments not only preserve
the nature, but at the same time, create a
new efficient system in businesses.
Natural Capitalism, a book co-authored by
Paul Hawken, Amory Lovins, and L.Hunter
Lovins in 1999, introduced an alternative
that can create a new paradigm for the
nex0t industrial revolution.25
The authors
said that it helps to circulate a natural
resources to create less waste.26
Natural
Capitalism supports and helps the growth
of populations, technology as well as
preserve nature. Also, this book mentioned
about Muda, a Japanese word for“waste”,
“futility”, or“purposelessness.”27
It focuses
on eliminated unnecessary production’s
process, for example, stop-and-go traffic
that delivers (raw) materials. So, Womack
and Jones coined the term“lean think-
ing”28
, which in the end is eliminate muda.
It consists of four linked elements;
1. the continuous flow of value
2. as defined by the customer
3. at the pull of the customer
4. in search of perfection29
This idea approaches the efficiency of
process steps, which leads to the reduction
of waste in society. Furthermore, it helps
companies increase their profit.
The planet is the system that everything is
connected to; society, environment, and
economy. According to The Natural Step,
to live sustainably, we need to follow four
fundamental principles of indisputable
What can we learn
from the nature?
What can we apply from natural sytems
to our manmade systems?
“The Natural Step (TNS) frame-
work is based on scientific princi-
ples; is focused on the beginning
of cause-effect relationships; and
incorporates the wider environ-
ment-social-economic system in its
thinking. Designed to guide actions
and behaviors, TNS framework
works towards achieving sustain-
ability.”30

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IMPREMENTATION / FRAMEWORKS
The limits of natural resources can slow
down industries and businesses because
natural resources are a factor that drives
the whole economy. Therefore, many
organizations try to create new models,
processes, and frameworks to solve prob-
lems in complex systems. These tools and
models are helping to measure problems,
restrict the scope, and provide alternative
ways to reach a solution. Reinventing Fire,
written by Amory B. Lovins, a co-founder of
Rocky Mountain Institute (RMI), talks about
the new energy era and provides 4 steps to
create the leverage to change the future:
identify the solution, choose the right
approach, create the demand, and scale
the solution.32
This model was discussing
in energy savings for buildings, but this can
be applied to solve other problems as well
as create solutions.
Reinventing Fire is about mapping pathways
for the US economy from now until 2050
with no use of oil, coal, and nuclear power
in the system.33
In other words, this idea is
an initiative that tries to change the whole
energy consumption habit of a nation. The
idea of Reinventing Fire is not only limited
to just the US, but it tries to diffuse this
idea globally. It focuses on how to bring
communities involved with four categories
together. These categories are transporta-
tion, building, industry, and electricity.34
In transportation, there are five areas that
Lovins mentions, which are Autocompos-
ites, fleets, trucking, autos, and transport
system. The first point he discusses is mate-
rial used in vehicles called Autocomposites,
which could change the auto industry and
entire transportation system. Based on
the fact that car weight has a lot of impact
on efficiency, and material is playing an
important part on cars’ability to increase or
reduce the use of fuel. So, Autocomposites
or materials for cars are an innovative way
to reduce impacts. These Autocomposites
will be lighter weight, but have the same
safety characteristics. The result on the
economy will move beyond niche markets;
the companies will increase their profit,
and people can access this product with
cheaply.35
Second, fleets, as we know Wal-Mart is the
world’s largest retailer, and every year this
company has to deliver goods to its retail
stores around 900 million miles with its
long haul trucks. Their trucks average about
6 miles per gallon. RMI provides a solution
by designing a“comprehensive model”36
that assesses the level of efficiency and
emissions reductions, and calculates return
investment. From this idea, every year Wal-
Mart can save approximately $500 million
in fuel costs by 2020.37
Third, the increase of fuel prices, regulatory
pressure, and attention on climate change
are creating new business strategies and
rational on the fuel efficiency of truck
transportation. From this problem, RMI
had launched the North American Council
for Freight Efficiency (NACFE) to look for
safety, efficiency, and future profits for the
truck industry, and redesign the future of
trucking to expand the size of cargo with
less fuel. Then, RMI has accelerated the
idea of a transition from unsustainable to
sustainable mobility, and make this action
realistic and global.38
For the electric vehicles’ideas, lightweight
materials are the key findings from research
that indicates the position of the future rev-
olution. Also, introducing Electric Vehicle’s
(EV) Project Get Ready to Americans, and
getting them to be ready for this new revo-
lution. Project Get Ready is the plug-in elec-
tric vehicle project that aims to accelerate
the electric vehicle industry“by fostering
ecosystems in which the technology can
most succeed.”39
RMI is targeting residents
in India and China for this initiative because
they all have almost the same per capi-
ta auto ownerships, as well as the rapid
growth of the auto industry in China, which
needs to be more efficient so that they can
achieve a more advanced market.40
Finally, RMI improves transport systems,
which includes“developing efficient
transportation for real estate development
and large corporations”41
, accelerating the
development of new transportation energy
paradigms, and advanced research into
transportation systems. Transport systems
include ship, barges, cargo air, rail, truck
Reinventing Fire
Transportation

23. If we change how we think, it will change how we behave
23
and other freight users. For example, a new
green energy economy on freight patterns
that these day“at least 10% of global green-
house-gas emissions are linked to freight,
along with 17% of the US fuel use.”42
The basic idea of Reinventing Fire in the
built environment is to increase the
efficiency of the US buildings by making
existing buildings more energy efficient
and making building owners see the value
of deep energy retrofits. So what are Deep
Energy Retrofits? They are“a whole-build-
ing analysis and construction process that
achieves much larger energy cost savings
than those of simpler energy retrofits and
fundamentally enhances the building
value.”43
This can make long run savings not
only in term of energy, but also energy cost.
There are five stages of building solutions
that change the future of energy;
1. To identify the solutions because
today’s buildings consume large quantities
of energy (72 percent of electricity and 34
percent of directly used of natural gas).
2.To build more efficient buildings can
cut carbon emission at the source.
3. To choose the right approach to
optimize the whole building, which saves
a lot of money. For example, changing new
materials for windows to efficient energy
saving, painting the wall to a lighter color,
and creating appropriated insolation for
buildings can save money long term. To do
this, it has to see the system as a whole.
4. To create a demand by introducing
this alternative way of energy saving to
building owners. For example, The Empire
State Building saves $4 million per year on
energy costs, which means it has reduced
energy by 38 percent.
5. To start to scale the solution by work-
ing with leaders who retrofit the building’s
value, so this reduces the energy used
and does not rely on the power plant for
energy. These pathway can change our
future and decrease the enormous amount
of energy used, which helps and sustain the
world.44
Basically, industries’energy consumption
is vast and much of the industry’s system is
inefficient. RMI tries to influence industry
strategy on energy consumption to the
companies that have to be more savings
and efficiency. RMI’s vision for industry is by
2050, industry will expand by 84 percent,
but will use 9 percent less energy than
today.45
To accomplish this goal, thinking
about systems as a whole and integrative
design that offers wider opportunities and
improves the entire system as a closed
loop.“The more complete the design inte-
gration, the better the result.”46
Electricity is an important source of energy
for society; it improves people’s quality of
life as an industry resource, transportation,
and business. So, changing electricity use is
the most important leverage point far shift-
ing the US economy as a whole. However,
overuse of electricity generates 40 percent
of the total carbon emission in the US that
drives the most negative impact to climate
change as well as health problems.47
Rein-
venting Fire is try to influence people to see
and understand what people can do to the
address problems of today and accelerate a
transition to a more renewable and resilient
the US electric system. It started with
questions for people about what electricity
will look like in 2050, and the only answer
is sustainability.48
The goal is by 2050, elec-
tricity system powered should be efficient
and renewable, and transition from fossils
fuel to renewable.49
Before reaching that
goal, first we need to see and understand
the whole system of what the process of
producing electricity and what its conse-
quences. Then we need to rethink what we
can do as individuals and at the industry
level to identify new sources.
Buildings
Industry
Electricity

24. Thinking Matters
24
Moreover, Kate Raworth approached her
new idea of equal access to the resources.
Her idea is to make individuals, companies,
and governments change and reduce pov-
erty. She also highlighted that economic
growth creates three problems, which are
deprivation, degradation, and inequality. It
is because growth is not enough as an idea
to acheive what we want. She created a
framework called“doughnut economics”50
,
to measures the quality of human well-be-
ing from the balancing of the environment
in social foundations.51
From one scientific
perspective, the environment consists of
nine planetary boundaries, which are:
- climate change
- freshwater use
- nitrogen
- phosphorus cycle
- ocean acidification
- chemical pollution
- atmospheric aerosol loading
- ozone depletion
- biodiversity loss
- land use change.
The social foundation consists as defined
by the UN Millennial Goals of eleven social
priorities identified as:
- food
- water
- income
- education resilience
- voice
- jobs
- energy
- social equity
- gender equality
- health
The balancing of the doughnut encourages
healthy economics sustainability global
quality of people lives.52
OxFam–Doughnut Economics
Doughnut Economics Model
Examples of Doughnut Economics Measurement

25. If we change how we think, it will change how we behave
25
Cradle to Cradle (C2C) is an ideal that resists
the production system like Cradle to Grave.
Its idea is to rethink how we produce,
design, use, and reuse, materials in more
sustainable way and create less waste in
our environment.53
Moreover, according to
the Cradle to Cradle website, it also builds
Cradle to Cradle certified product standard
(C2C certified) that approaches society to
create product innovation under circum-
stances of five assessed products, which
are:
Knowing the chemical ingredients of every
material in a product, and optimizing
towards safer materials.
- Identify materials as either biological or
technical nutrients
- Understand how chemical hazards com-
bine with likely exposures to determine
potential threats to human health and
the environment certified
Designing products made with materials
that come from and can safely return to
nature or industry.
- Maximize the percentage of rapidly
renewable materials or recycled content
used in a product
- Maximize the percentage of materials
that can be safely reused, recycled, or
composted at the product’s end of use
- Designate your product as technical (can
safely return to industry) and/or biologi-
cal (can safely return to nature)
Envisioning a future in which all manufac-
turing is powered by 100% clean renewable
energy.
- Source renewable electricity and offset
carbon emissions for the product’s final
manufacturing stage
Manage clean water as a precious resource
and an essential human right.
- Address local geographic and industry
water impacts at each manufacturing
facility
- Identify, assess, and optimize any indus-
trial chemicals in a facility’s effluent
Design operations to honor all people and
natural systems affected by the creation,
use, disposal or reuse of a product.
- Use globally recognized resources to
conduct self-assessments to identify lo-
cal and supply chain issues and third
party audits to assure optimal condi-
tions
- Make a positive difference in the lives of
employees, and the local community54
All the products that pass the standard of
C2C Certified in materials health are divid-
ed into four levels of certification, which
are bronze, silver, goal, and platinum. C2C
also provides guidelines for designers that
design for a long life time, durability, and
disassemble and recycling. This basic ideas
facilitate to reach the idea of sustainability
because it is a closed loop system.55
Cradle to Cradle

26. Thinking Matters
26
https://theconfusedbutconsciouscustomer.wordpress.com/about/

27. If we change how we think, it will change how we behave
27
DESIGNING OUR FUTURE
What are the outcomes?
Our planet, our responsibility
- The future we want
- Road map of well-being

28. Thinking Matters
28
Environmental problems—natural resourc-
es, flooding, drought, climate change,
global warming, and so on—generate
pressure on humans to be aware of our
environment as a whole. All these problems
are also forcing people to create solutions.
By trying to think from the beginning of
problems, create processes of reach the
goal, and identify possible results are where
we should start. These whole ideas can lead
to the future we want. Agenda 21, an imple-
mented action plan, indicates the direction
of sustainable development in economy,
social, and environment. This statement
was published in 1972 in Rio de Janeiro,
Brazil. There are 5 steps that lead people to
create the future they want
1. Identify environmental problem and
system traps.
2. Make people aware of current
problems.
3. Change our attitude to sustainability
by trying to rethink how we produce
things and how can we preserve the
world.
4. Create ethical thinking by thinking
twice before designing or creating
something that could destroy the
world.
5. Enact sustainable ideas. Everyone
must make sustainability happen.
It cannot succeed with only a few people
working together create bigger and suc-
cessful outcomes.
I believe that in the near future, we have
to learn to live consuming fewer environ-
mental resources and improve the quality
of our living contexts. So, we must prepare
ourselves to be ready when the time of
adaptation comes. That’s will be the new
roadmap to well-being.
WHAT ARE THE OUTCOMES?

29. If we change how we think, it will change how we behave
29
In this planet, there are more than seven
billion humans population and millions of
species living organisms that have to rely
on the Earth as a resources of living and
growing. Harm from the Industrial Revolu-
tion left a lot of marks in parts of this world
and some of them are so destructive they
can no longer be fixed. Even though we
cannot fix what is already destroyed, we
can create the new paradigm to reduce the
problems. The new paradigm is to think
differently with new perspective of sustain-
ability as the our solution. This will help to
preserve the world before it is too late to fix
and before we have no place to live.
Moreover, the organizations mentioned
earlier guide us as a role model by pro-
viding systems, frameworks, strategies,
and research, but if people are ignorant to
change, everything that they have been
doing will be useless. So, changing how
people think will change how they behave
and respond to society and this world.
OUR PLANET, OUR RESPOSIBILITY
http://background-kid.com/blue-sky-green-grass-background.html

30. Thinking Matters
30
END NOTES
1. World Commission on Environment and Development, Our Common Future (Oxford: Oxford University Press,1987).
2. Donella H. Meadow. The Limits to Growth: A Report for the Club of Rome’s Project on the Predicament of Mankind (New York: Universe Books,
1972).
3. Our Common Future.
4. Ellen Macarthur Foundation. Toward the Circular Economy: Economic and Business Rationale for an Accelerated Transition 1, 2013.
5. Ibid.
6. Ibid.
7. Meadows.
8. Victor Margolin,“Expansion or Sustainability: Two Models of Development”, The Politics of the Artificial: Essays on Design and Design Stud-
ies (Chicago: University of Chicago Press, 2002), 82.
9. Ibid.
10. Ibid.
11. Ibid.
12. Ibid.
13. Donella H. Meadow, and Diana Wright,“Leverage Points–Places to Intervene in a System”, Thinking in Systems: A Primer (White River
Junction, Vt.: Chelsea Green Pub., 2008), 112-140.
14. Ibid., 112-140.
15. Ibid., 111.
16. Ibid., 112.
17. Ibid., 112-140.
18. Biomimicry Institute,“What is Biomimicry?”, accessed May 19, 2015, http://biomimicry.org/what-is-biomimicry/.
19. Biomimicry Institute,“Shinkansen Train”, accessed May 19, 2015, http://www.asknature.org/product/6273d963ef015b98f641fc-
2b67992a5e.
20. Ibid.
21. Biomimicry Institute,“Surface allows self-cleaning: sacred lotus”, accessed May 19, 2015, http://www.asknature.org/strate-
gy/714e970954253ace485abf1cee376ad8#.VVwDRheQZpk.
22. Biomimicry Institute,“Skin reduces drag: shark”, accessed May 19, 2015, http://www.asknature.org/strategy/038caf2e453c09b-
3016465cc6ca93605#.VVwEIxeQZpk.
23. Janine M. Benyus,“How Will We Conduct Business?”, Biomimicry: Innovation inspired by nature. (New York: Harper Collins, 1998), 238.
24. Ibid., 253-254.
25. Paul Hawken, Amory B. Lovins, L. and Hunter Lovins,“The Next Industrial Revolution”, Natural Capitalism: Creating The Next Industrial
Revolution (New York: Little, Brown and Company, 1999),1.
26. Ibid.
27. Ibid., 125.

31. If we change how we think, it will change how we behave
31
28. Ibid., 127.
29. Ibid., 127.
30. The Global Development Research Center,“Sustainability Concepts”, accessed May 19, 2015, http://www.gdrc.org/sustdev/concepts/19-
n-step.html.
31. The Natural Step,“The Four System Conditions of a Sustainable Society”, accessed May 20, 2015, http://www.naturalstep.org/en/
the-system-conditions.
32. Rocky Mountain Institute,“Reinventing Fire”, accessed May 20, 2015, http://www.rmi.org/reinventingfire.
33. Ibid.
34. Ibid.
35. Rocky Mountain Institute,“Autocomposites”, accessed May 20, 2015, http://www.rmi.org/autocomposites.
36. Rocky Mountain Institute,“Fleets”, accessed May 20, 2015, http://www.rmi.org/Fleets.
37. Ibid.
38. Rocky Mountain Institute,“Trucking”, accessed May 20, 2015, http://www.rmi.org/Trucking.
39. Rocky Mountain Institute,“Autos”, accessed May 20, 2015, http://www.rmi.org/Autos.
40. Ibid.
41. Rocky Mountain Institute,“Transport Systems”, accessed May 20, 2015, http://www.rmi.org/Transport%20Systems.
42. Ibid.
43. Rocky Mountain Institute,“Deep Energy Retrofit 101”, accessed May 20, 2015, http://www.rmi.org/retrofit_depot_101.
44. Rocky Mountain Institute,“A Tale of Two Futures: Sustainable Buildings or Unsustainable Climate Change”, Video, April 7, 2014, accessed
May 20, 2015, https://www.youtube.com/watch?v=3TioZ2sVL-E.
45. Rocky Mountain Institute,“Reinventing Fire: Industry”, accessed May 20, 2015, http://www.rmi.org/Industry.
46. Ibid.
47. Rocky Mountain Institute,“Reinventing Fire: Electricity”, accessed May 20, 2015, http://www.rmi.org/Electricity.
48. Rocky Mountain Institute,“Source U.S. Electricity Renewably”, accessed May 20, 2015, http://www.rmi.org/our_goals_source_us_elec-
tricity_renewably.
49. Ibid.
50. Kate Raworth,“Exploring Doughnut Economics”, accessed May 20, 2015, http://www.kateraworth.com/doughnut/.
51. Ibid.
52. Ibid.
53. The Cradle to Cradle Products Innovation Institute, accessed May 20 May, 2015, http://www.c2ccertified.org/.
54. The Cradle to Cradle Products Innovation Institute,“Get Cradle to Cradle Certified™”, accessed May 20, 2015, http://www.c2ccertified.
org/get-certified/product-certification.
55. Ibid.
56. United Nations Division for Sustainable Development, Agenda 21, accessed May 21, 2015, https://sustainabledevelopment.un.org/.../
Agenda21.pdf, 1992.

32. THINKING MATTERS IF WE CAN CHANGE HOW WE THINK,
IT WILL CHANGE HOW WE BEHAVE