I attended the Birkenhead Forum last night, where investors and investees meet to drink organic wine and talk about clean tech, sustainable business and social investments in general. Last night, Pooran Desai, one of the founders of BioRegional spoke about some of the business ventures they've been involved with since 1992, including BedZed, the zero emissions community by architect Bill Dunster,  and more recently, One Planet Living, a joint initiative with WWF.

When asked how to measure success, he had two answers. For companies new to sustainability, triple bottom line accounting can help steer them in the right direction. But even better, a company should be set up so that for every new item sold or profit gained  there are corresponding increases in environmental and social returns. What we should be throwing away isn't more waste, but the assumption that there is a trade-off between profit and environmental and/or social outcomes.

(Ignore this: Testing the Technorati Profile)

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