What

I have a keen interest in sustainable development (SD). Instead of taking the position that SD is the right thing to do, however, I prefer to treat it as customer needs stemmed from (living) earth citizens' concerns about the future of earth and human civilization. Thus, I call it Concerns about Future (CaF) in my work.

Deviating from Brundtland's definition, I define CaF as (1) people are concerned about the ability of future generations to meet their own needs; (2) current development must take into consideration of this concern about future (CaF). In short, People Care, Thus We Care. "We" refers to policy makers and business executives.

Current Work

I am currently writing a book, tentatively titled On Our Concerns about Future, to be published by Routledge in late 2012 or early 2013. This book will expand on the CaF framework, and posit that SD should not simply be viewed by executives as a moral obligation or cost of doing business, instead, it should be cherished as a new and promising set of customers needs, representing exciting business opportuunities. The responsbility of executives is thus to come up with innovations to satisfy these needs, and creating value for both their customers and their employers in the process.

I teach a course on Sustainability and Innovation at PSU, for undergraduate (Fall 2011) and MBA (from 2012).

© 1996-2012 PlanetDing