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Believe me or not, I come offering a solution

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to a very important part of this larger problem,

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with the requisite focus on climate.

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And the solution I offer

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is to the biggest culprit

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in this massive mistreatment of the earth

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by humankind,

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and the resulting decline of the biosphere.

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That culprit is business and industry,

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which happens to be where I have spent the last 52 years

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since my graduation from Georgia Tech in 1956.

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As an industrial engineer,

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cum aspiring and then successful entrepreneur.

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After founding my company, Interface, from scratch

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in 1973, 36 years ago,

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to produce carpet tiles in America

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for the business and institution markets,

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and shepherding it through start-up and survival

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to prosperity and global dominance in its field,

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I read Paul Hawken's book,

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"The Ecology of Commerce,"

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the summer of 1994.

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In his book, Paul charges business and industry

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as, one, the major culprit

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in causing the decline of the biosphere,

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and, two, the only institution that is large enough,

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and pervasive enough, and powerful enough,

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to really lead humankind out of this mess.

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And by the way he convicted me

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as a plunderer of the earth.

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And I then challenged the people of Interface, my company,

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to lead our company and the entire industrial world to sustainability,

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which we defined as eventually operating

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our petroleum-intensive company in such a way

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as to take from the earth

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only what can be renewed by the earth, naturally and rapidly --

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not another fresh drop of oil --

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and to do no harm to the biosphere.

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Take nothing: do no harm.

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I simply said, "If Hawken is right

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and business and industry must lead,

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who will lead business and industry?

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Unless somebody leads, nobody will."

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It's axiomatic. Why not us?

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And thanks to the people of Interface,

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I have become a recovering plunderer.

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(Laughter)

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(Applause)

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I once told a Fortune Magazine writer

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that someday people like me would go to jail.

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And that became the headline of a Fortune article.

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They went on to describe me as America's greenest CEO.

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From plunderer to recovering plunderer,

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to America's greenest CEO in five years --

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that, frankly, was a pretty sad commentary

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on American CEOs in 1999.

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Asked later in the Canadian documentary, "The Corporation,"

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what I meant by the "go to jail" remark,

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I offered that theft is a crime.

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And theft of our children's future would someday be a crime.

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But I realized, for that to be true --

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for theft of our children's future to be a crime --

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there must be a clear, demonstrable alternative

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to the take-make-waste industrial system

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that so dominates our civilization,

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and is the major culprit, stealing our children's future,

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by digging up the earth

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and converting it to products that quickly become waste

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in a landfill or an incinerator --

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in short, digging up the earth and converting it to pollution.

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According to Paul and Anne Ehrlich

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and a well-known environmental impact equation,

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impact -- a bad thing --

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is the product of population, affluence and technology.

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That is, impact is generated by people,

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what they consume in their affluence,

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and how it is produced.

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And though the equation is largely subjective,

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you can perhaps quantify people, and perhaps quantify affluence,

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but technology is abusive in too many ways to quantify.

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So the equation is conceptual.

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Still it works to help us understand the problem.

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So we set out at Interface, in 1994,

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to create an example:

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to transform the way we made carpet,

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a petroleum-intensive product for materials as well as energy,

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and to transform our technologies

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so they diminished environmental impact,

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rather than multiplied it.

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Paul and Anne Ehrlich's environmental impact equation:

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I is equal to P times A times T:

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population, affluence and technology.

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I wanted Interface to rewrite that equation so that it read

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I equals P times A divided by T.

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Now, the mathematically-minded will see immediately

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that T in the numerator increases impact -- a bad thing --

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but T in the denominator decreases impact.

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So I ask, "What would move T, technology,

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from the numerator -- call it T1 --

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where it increases impact,

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to the denominator -- call it T2 --

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where it reduces impact?

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I thought about the characteristics

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of first industrial revolution,

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T1, as we practiced it at Interface,

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and it had the following characteristics.

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Extractive: taking raw materials from the earth.

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Linear: take, make, waste.

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Powered by fossil fuel-derived energy.

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Wasteful: abusive and focused on labor productivity.

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More carpet per man-hour.

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Thinking it through, I realized that all those attributes

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must be changed to move T to the denominator.

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In the new industrial revolution extractive must be replaced by renewable;

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linear by cyclical;

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fossil fuel energy by renewable energy, sunlight;

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wasteful by waste-free;

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and abusive by benign;

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and labor productivity by resource productivity.

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And I reasoned that if we could make those transformative changes,

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and get rid of T1 altogether,

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we could reduce our impact to zero,

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including our impact on the climate.

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And that became the Interface plan in 1995,

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and has been the plan ever since.

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We have measured our progress very rigorously.

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So I can tell you how far we have come in the ensuing 12 years.

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Net greenhouse gas emissions

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down 82 percent in absolute tonnage.

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(Applause)

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Over the same span of time

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sales have increased by two-thirds and profits have doubled.

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So an 82 percent absolute reduction

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translates into a 90 percent reduction

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in greenhouse gas intensity relative to sales.

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This is the magnitude

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of the reduction the entire global technosphere

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must realize by 2050

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to avoid catastrophic climate disruption --

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so the scientists are telling us.

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Fossil fuel usage is down 60 percent per unit of production,

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due to efficiencies in renewables.

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The cheapest, most secure barrel of oil there is

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is the one not used through efficiencies.

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Water usage is down 75 percent

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in our worldwide carpet tile business.

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Down 40 percent in our broadloom carpet business,

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which we acquired in 1993

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right here in California, City of Industry,

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where water is so precious.

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Renewable or recyclable materials are 25 percent of the total, and growing rapidly.

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Renewable energy is 27 percent of our total,

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going for 100 percent.

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We have diverted 148 million pounds --

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that's 74,000 tons --

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of used carpet from landfills,

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closing the loop on material flows

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through reverse logistics

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and post-consumer recycling technologies

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that did not exist when we started 14 years ago.

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Those new cyclical technologies

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have contributed mightily to the fact that we have produced and sold

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85 million square yards of climate-neutral carpet

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since 2004,

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meaning no net contribution to global climate disruption

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in producing the carpet throughout the supply chain,

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from mine and well head clear to end-of-life reclamation --

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independent third-party certified.

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We call it Cool Carpet.

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And it has been a powerful marketplace differentiator,

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increasing sales and profits.

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Three years ago we launched carpet tile for the home,

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under the brand Flor,

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misspelled F-L-O-R.

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You can point and click today at Flor.com

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and have Cool Carpet delivered to your front door in five days.

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It is practical, and pretty too.

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(Laughter)

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(Applause)

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We reckon that we are a bit over halfway

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to our goal: zero impact, zero footprint.

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We've set 2020 as our target year for zero,

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for reaching the top, the summit of Mount Sustainability.

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We call this Mission Zero.

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And this is perhaps the most important facet:

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we have found Mission Zero to be incredibly good for business.

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A better business model,

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a better way to bigger profits.

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Here is the business case for sustainability.

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From real life experience, costs are down, not up,

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reflecting some 400 million dollars

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of avoided costs in pursuit of zero waste --

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the first face of Mount Sustainability.

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This has paid all the costs for the transformation of Interface.

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And this dispels a myth too,

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this false choice between the environment and the economy.

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Our products are the best they've ever been,

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inspired by design for sustainability,

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an unexpected wellspring of innovation.

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Our people are galvanized around this shared higher purpose.

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You cannot beat it for attracting the best people

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and bringing them together.

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And the goodwill of the marketplace is astonishing.

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No amount of advertising, no clever marketing campaign,

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at any price, could have produced or created

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this much goodwill.

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Costs, products, people, marketplaces --

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what else is there?

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It is a better business model.

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And here is our 14-year record of sales and profits.

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There is a dip there, from 2001 to 2003:

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a dip when our sales, over a three-year period,

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were down 17 percent.

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But the marketplace was down 36 percent.

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We literally gained market share.

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We might not have survived that recession

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but for the advantages of sustainability.

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If every business were pursuing Interface plans,

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would that solve all our problems?

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I don't think so.

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I remain troubled by the revised Ehrlich equation,

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I equals P times A divided by T2.

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That A is a capital A,

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suggesting that affluence is an end in itself.

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But what if we reframed Ehrlich further?

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And what if we made A a lowercase 'a,'

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suggesting that it is a means to an end,

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and that end is happiness --

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more happiness with less stuff.

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You know that would reframe civilization itself --

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(Applause) --

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and our whole system of economics,

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if not for our species, then perhaps for the one that succeeds us:

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the sustainable species, living on a finite earth,

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ethically, happily and ecologically

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in balance with nature

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and all her natural systems for a thousand generations,

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or 10,000 generations --

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that is to say, into the indefinite future.

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But does the earth have to wait for our extinction as a species?

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Well maybe so. But I don't think so.

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At Interface we really intend to bring this prototypical

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sustainable, zero-footprint industrial company

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fully into existence by 2020.

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We can see our way now,

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clear to the top of that mountain.

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And now the challenge is in execution.

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And as my good friend and adviser Amory Lovins says,

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"If something exists, it must be possible."

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(Laughter)

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If we can actually do it, it must be possible.

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If we, a petro-intensive company can do it, anybody can.

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And if anybody can, it follows that everybody can.

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Hawken fulfilled business and industry,

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leading humankind away from the abyss

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because, with continued unchecked decline of the biosphere,

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a very dear person is at risk here --

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frankly, an unacceptable risk.

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Who is that person?

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Not you. Not I.

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But let me introduce you to the one who is most at risk here.

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And I myself met this person in the early days of this mountain climb.

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On a Tuesday morning in March of 1996,

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I was talking to people, as I did at every opportunity back then,

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bringing them along and often not knowing whether I was connecting.

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But about five days later back in Atlanta,

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I received an email from Glenn Thomas,

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one of my people in the California meeting.

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He was sending me an original poem

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that he had composed after our Tuesday morning together.

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And when I read it it was one of the most uplifting moments of my life.

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Because it told me, by God, one person got it.

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Here is what Glenn wrote. And here is that person, most at risk.

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Please meet "Tomorrow's Child."

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"Without a name, an unseen face, and knowing not your time or place,

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Tomorrow's child, though yet unborn,

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I met you first last Tuesday morn.

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A wise friend introduced us two.

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And through his sobering point of view

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I saw a day that you would see, a day for you but not for me.

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Knowing you has changed my thinking.

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For I never had an inkling

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that perhaps the things I do might someday,

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somehow threaten you.

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Tomorrow's child, my daughter, son,

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I'm afraid I've just begun to think of you and of your good,

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though always having known I should.

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Begin, I will.

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The way the cost of what I squander, what is lost,

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if ever I forget that you

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will someday come and live here too."

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Well, every day of my life since,

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"Tomorrow's Child" has spoken to me

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with one simple but profound message,

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which I presume to share with you.

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We are, each and every one,

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a part of the web of life.

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The continuum of humanity, sure, but in a larger sense, the web of life itself.

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And we have a choice to make

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during our brief, brief visit

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to this beautiful blue and green living planet:

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to hurt it or to help it.

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For you, it's your call.

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Thank you.

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(Applause)