Jem Bendell’s Journal

attempts at understanding, and where failing that, just laughing

Archive for the ‘Uncategorized’ Category

Globalising Trusteeship

Posted by jembendell on April 12, 2009

Jem At Jallian Wala Bagh in April 2009

Jem Bendell visiting Jallian Wala Bagh in April 2009

On April 13th, ninety years ago, a British General ordered the firing on people peacefully protesting the repression of India. Mohandas K Gandhi was so moved by the massacre in Amritsar that he called for a special week to be observed every year – a Satyagraha Week. “Satya” means truth, “Graha” means both ‘involved in’ and ‘global’. Gandhi used satyagraha to describe a non-violent way of life, that does not participate in oppression wherever it occurs, and challenges it in non-violent ways. It became synonymous with India’s liberation movement.

Due to the work of Varsha Das and her colleagues at the Gandhi National Museum I was reminded of Gandhi’s teachings, and began re-reading what he said and did about life, politics and economics. As you probably are yourself, I was familiar with his famous phrases including that “we must be the change we want to see in the world’. But as I read on, I realised his views are very relevant to the current global economic crisis and the work I do on sustainable enterprise and finance.

The recent G20 failed to launch a deep reconsideration of the global economy, and some of its precepts, such as current concepts of property and a consumption-led economy. I suppose the pressures on the leaders for more-of-the-same were immense. But it has become clear that is up to us to begin a broader dialogue. Gandhi called for the Satyagraha Week to be one of fearless yet convivial dialogue about the truth of society and to redouble our efforts to live by that truth. Reading that affirmed some of the work I did this past year, with the Global Finance Initiative. After consultations with finance professionals and stakeholders in dozens of countries we concluded with a recommendation that dialogues on changes in financial systems are required that are:

  • Foundational, addressing profound questions about the purpose of the financial system and the principles that direct its actions;
  • Comprehensive, encompassing the connections between accounting systems, currencies, regulatory systems, economic structures and all parts of the financial system;
  • Inclusive, with processes reaching beyond traditional insiders, to engage responsible investors, multi-stakeholder groups working on finance issues, asset owners, labor, NGOs and critical academics, and be truly global;
  • Systemic, connecting financial stability to the real economy, social equity, and environmental sustainability.

This dialogue could be part of a global truth-seeking — a ‘Global Satyagraha’. Beyond his views on dialogue and truth-seeking, MK Gandhi’s views are relevant to the future of the global economy and our work on responsible enterprise and finance in at least four ways: economic equality, appropriate technology, self-reliance, and trusteeship.

Challenging both the caste system and negativity between religions, he promoted the equality of all peoples, which meant non discrimination in employment and economic affairs. He also believed that technology could be good if did needed work, but bad if it put people out of work. This philosophy led him to spend many hours working on the spinning wheel, a technology that was appropriate to the economic level of villagers across India at the time. Another important aspect of the spinning wheel was how it generated self-reliance. Gandhi spoke of ’swadeshi’ or economic self-sufficiency, as the only way that India would achieve self-determination. He called on his country-people not to pay into the system of empire by buying foreign clothes. In our current context the implication here is not simply that we produce for ourselves, but that we seek to become independent of systems of exploitation for our own livelihoods and lifestyles.

Jem Bendell at site of MK Gandhi assasination, March 2009

Jem Bendell at site of MK Gandhi assasination, March 2009

These aspects of Gandhian economics are well documented and discussed. Like many business folk the world-over, many Indian executives do not see the relevance of these approaches to modern business, viewing them as anachronistic. Yet, in a resource-constrained and climate-threatened world, where hyper-inequality fuels violence, the need for principles and practices of equality, appropriateness and self-reliance to pervade business is clear.

What stunned me was the resonance of his views on ‘trusteeship’ with the latest thinking within the corporate responsibility movement. More of us have come to understand that we need to redesign the systems of corporate governance and finance in order to create more sustainable and responsible economies, and that business executives can and should engage in public policy debates to promote that redesign. In my latest book, I develop the concept of “capital democracy” to describe an economic system that responds to this understanding. I write:

Corporate Responsibility Movement, Bendell et al, March 2009

Corporate Responsibility Movement, Bendell et al, March 2009

“In a democratic society, property rights should only exist because people collectively decide to uphold them; they are not inalienable but are upheld by society as a matter of choice. Therefore, if society confers us the right of property, then we have obligations to that society. Today property rights have become so divorced from this democratic control that they are undermining other human rights. A reawakening to a basic principle is required: there can be no property right without property duties, or obligations. From such a principle, it should not be left up to the powerful to decide if they are responsible or not, or if they are carrying out their obligations or not. Instead, the focus shifts to the governance of capital by those who are affected by it” (Bendell, et al, 2009, Pg 33 to 34).

The Mahatma’s view of trusteeship is the same, but elegant in its simplicity. It arises from an understanding that everything is owned by everyone, and wealth is owned by those who generate it. Thus the one who controls an asset is not an owner but a trustee, being given control of that asset by society. Gandhi wrote “I am inviting those people who consider themselves as owners today to act as trustees, i.e., owners, not in their own right, but owners in the right of those whom they have exploited.” In the Harijan paper his views on trusteeship of property were later documented to clarify “It does not recognize any right of private ownership of property except so far as it may be permitted by society for its own welfare” and “under State-regulated trusteeship, an individual will not be free to hold or use his wealth for selfish satisfaction or in disregard of the interests of society.” He also wrote that “for the present owners of wealth… they will be allowed to retain the stewardship of their possessions and to use their talent, to increase the wealth, not for their own sakes, but for the sake of the nation and, therefore, without exploitation.” All those years ago the Mahatma was proposing an economic system that many people are only beginning to conceive of today. If you have my book, I apologise for my prior ignorance of Gandhi’s trusteeship concept. If you don’t have it under your trusteeship yet, hey, it’s still worth reading!

Sangeeta Das of the Gandhi Smriti Museum revealed to me how some Indian industrialists supported many of Gandhi’s ideas and applied some to their own business. Upon reading the views of some current Indian business leaders I see the concepts of equality and trusteeship have informed their voluntary corporate responsibility efforts. However, I am left with a sense that the concept of trusteeship has much untapped potential as an economic system, codified into public policy and regulation. The current crisis demonstrates the need to globalise trusteeship, or capital democracy, as an approach that can be debated and interpreted into new principles and policies for economics, finance and enterprise. In addition it is clear that concepts of appropriate technology and self-reliance have much more to offer both to corporate strategy and public policy than currently the case. I wonder whether Indian business leaders could play a role in bringing this insight to the world.

The life of Gandhi is important not only for his views on economic systems but also on how to bring them into being. In my book I argue that the global challenges we face mean those of us who work to make business better must start thinking and planning like a movement. “The corporate responsibility movement is a loosely organised but sustained effort by individuals both inside and outside the private sector, who seek to use or change specific corporate practices, whole corporations, or entire systems of corporate activity, in accordance with their personal commitment to public goals and the expectations of wider society.” (Bendell, et al 2009, pg 24). As a movement leader, we could learn from Gandhi’s mastery of symbolic communication combined with personal authenticity, his embrace of both dialogue and direct action, his respect for people no matter the differences, and his demonstration that we must ourselves disengage with systems that uphold a lie. More of us can mobilise our networks and knowledge for transformative ends. And if it means changing our lives to be less economically dependent on the status quo, then that’s what we must do.

The recent violence from authorities against protesters and bystanders (and the truth) at the G20 is yet another reminder of the need to learn how to engage in a transformative non-violent movement that provides people diverse ways to participate while sucking energy out of violent systems. On the 90th anniversary of the hundreds who died in Jallianwala Bagh, we can remember how their memory inspired millions in the pursuit of truth and freedom.

I will be discussing some of these ideas in a webinar, online, and seminar in Geneva, called: “The Corporate Responsibility Movement: Where are we going and why?” Seminar: Thursday May 14, from 12.30 to 14.00 Swiss time, Uni Mail, 40 bd du Pont d’Arve, Geneva, room MR 150 (ground floor, opposite the cafeteria). Register: csr@unige.ch.  Webinar: Tuesday May 19, from 16:30 to 18:00 UK time, organised by CSR International. Venue is “online”. Register: clemence@csrinternational.org http://www.csrinternational.org/?p=273

The Corporate Responsibility Movement, Jem Bendell et al. March 2009 ISBN 978-1-906093-18-1
http://www.greenleaf-publishing.com/productdetail.kmod?productid=2767

Thx to Suzy, Satjiv, Inderpreet, Nandita, Varsha and Sangeeta for unwittingly guiding my serendipitous journey in India.

Posted in Academia and Research, Corporations, Counter-Globalization Movement, Lifeworth, My Life, Spirit?, Sustainable Development, Uncategorized | Tagged: | 3 Comments »

Sceptic anti-septic – cleaning up climate doubt

Posted by jembendell on December 12, 2008

I met a chatty cabby the other day, and found myself getting annoyed as he explained how he thinks climate change is a hoax. I see from a recent Monbiot article that there is a mini heatwave of scepticism due to the recent temperature data showing 2008 was a cool year.

I’d always thought that people who don’t believe in climate change are just ignoring the overwhelming evidence because its uncomfortable for them, and reminded them that in 1987 the UN General Assembly adopted a report which said that climate change is happening and we are causing it and its a problem, so that the real issue is why we live in a world where we have to wait for 20 years until a movie moves the public debate forward.

I decided to check up on the latest sceptics arguments and the counter arguments, as Id got the cabby’s email and was going to write to him. In doing the search, I realised that climate change proponents are partly at fault for the ongoing scepticism, for continuing to present a graph of temperature and CO2 correlation as if proving human induced climate change, rather saying it shows there are positive feedbacks on Co2 levels when temperatures increase (which when you prove with other data that CO2 increases temperatures, this positive feedback becomes more worrying).

So, now to the substantive section of the email I wrote to my driver….

“I found the following are the main arguments used against climate change:

1) “the Earth ain’t warming”
- evidence for this is last 10 years when global ambient temps have been steady while co2 has increased 4% in this time
or
2) “if it is its because of natural processes not us”
- evidence for this are the graphs mapping CO2 and temp rise over 1000s of years that show temperature rise happens before the CO2.
or
3) “if it is because of us then its more because of them, not me/us, and it doesn’t matter anyway.”
- evidence for this is that somewhere else is industrialising so fast so it doesn’t matter what we do (the West speaking of the Rest), or somewhere else has already benefited and we should catch up (the Rest speaking of the West), or that the cost of action is too expensive (as people look at costs of switching away from carbon intensive economies).

The evidence I have read to counter act these claims are the following. It seems most of these issues are dealt with in the IPCC reports (perhaps all, I haven’t time to go through all sources at www.ipcc.ch).

2) To: “the Earth ain’t warming”, with the evidence for this is last 10 years when global ambient temperatures have been steady while co2 has increased 4% in this time

Response:
- the Earth has warmed in the decades previously as carbon has increased.
- the melting of the poles has increased in the last 10 years significantly in ways that are affecting ocean currents, and sea temperatures, leading to a decline in the heat transportation effect of currents like the gulf stream, which has lost about 30% of its power. Thus, there has been cooling in certain places, such as Europe, while there is still warming in other areas, creating an overall appearance of temperature stability in the last 10 years.
- Modelling predicted volatility in temperatures as a result of more energy in the atmosphere. i.e. more energy retained in the atmosphere due to being trapped by greenhouse gases (most of those with carbon in them, like methane, co2, CFCs etc), does not necessarily mean more immediate heat, as melting ice absorbs energy. Yet this does mean more volatility, and we are seeing greater intensities of droughts, floods and storms, as predicted by more energy in the atmosphere overall. Once the ice cover is reduced, then the energy will produce greater heat rise.
- Atmospheric particulate pollution is causing a shielding affect, reducing sunlight hitting the ground, leading to slightly lower temperatures than if this effect were not occurring. naturally this happens when volcanoes erupt. However, its happening because of our dirty forms of industrialisation and transport, worldwide. This process has been called Global Dimming. The problems with particulate pollution are huge, and so efforts are under way to reduce them, and thus the dimming effect will be reduced.

2) To: “if it is its because of natural processes not us”, with evidence for this being the graphs mapping CO2 and temp rise over 1000s of years that show temp rise happens before the CO2.

Response:
- the geological record shows what happened before humans affected atmospheric chemistry. Before we did that, climate change occurred probably due to changes in solar radiation and events like meteorite strikes. Changes generally occurred over thousands or 10s of thousands of years. Thus when the temperature rose, this would dry out peat bogs, cause droughts and thus more fires, and all this would increase the CO2 in the atmosphere. It is true, therefore, that these graphs do not prove that CO2 and other greenhouse gases drive temperature changes in the past. Their use in presentations to argue for climate change is therefore unwise. However, the proof that CO2 and other greenhouse gases capture heat in our atmosphere is beyond doubt, as its basic science that can be conducted in any school laboratory – the molecules in these gases trap more infra red. No greenhouse effect, no life on earth, as it would be too cold. Therefore it is the most basic logic that tells us more greenhouse gases equals more energy trapped in the atmosphere. Some scientists were even predicting this, on the basis of this simple logic, about 100 years ago.
- what the graphs show us is that there is a major feedback loop, for when temperatures rise, for whatever reason, this makes the ecosystem release more carbon dioxide into the atmosphere, consequently maintaining and possible escalating the heating effect. This is what worries many climate scientists.
- a rise in greenhouse gases damages the oceans through acidification. so even if it doesn’t impact on climate (which is does), we should be concerned about what more acidic oceans will mean for marine life, and the social and economic implications

3) To “if it is because of us then its more because of them, not me/us, and it doesn’t matter anyway,” with evidence for this being that somewhere else is industrialising so fast so it doesn’t matter what we do (the West speaking of the Rest), or somewhere else has already benefited and we should catch up (the Rest speaking of the West), or that the cost of action is too expensive (as people look at costs of switching away from carbon intensive economies).

Response:
- If the West doesn’t act then it will be more difficult to persuade the rest of the world.
- If the rest of the world just blames the West then they will miss out on more energy efficient forms of economic development
- if we don’t act now the costs will be far greater in future (cf the Stern and Garnaut reports)
- if we don’t act now then we will have to face peak oil in any case, and so we need to transition from a hydrocarbon society in any case.”

I’m a bit hurried this weekend as leaving the country on Monday, so haven’t popped in all the references, but wikipedia is a good layman’s jumping off point for more evidence on these issues.
http://en.wikipedia.org/wiki/Global_warming

Cheers, Jem”

There is one lesson I learned from checking back with the science… that the image that might make the best communication tool may not actually be the right one to use. The hockey graph, showing CO2 and temperature levels over hundreds of years does not on its own effectively predict a temperature rise because of C02. More concerning, it shows a likely CO2 rise due to our heating of the planet. Other evidence shows that human released greenhouse gases are creating that initial temperature rise, and an increased level of energy in the atmosphere, resulting in increased weather volatility. Many climate change proponents use that graph without nuancing what it means, because that would get to complicated: which means they shouldn’t use it.

Monbiot article:
http://www.guardian.co.uk/commentisfree/2008/dec/09/climate-change-science-environment

Posted in Uncategorized | Tagged: , | Leave a Comment »

Sceptic anti-septic – cleaning up climate doubt

Posted by jembendell on December 12, 2008

I met a chatty cabby the other day, and found myself getting annoyed as he explained how he thinks climate change is a hoax. I see from a recent Monbiot article that there is a mini heatwave of scepticism due to the recent temperature data showing 2008 was a cool year.

I’d always thought that people who don’t believe in climate change are just ignoring the overwhelming evidence because its uncomfortable for them, and reminded them that in 1987 the UN General Assembly adopted a report which said that climate change is happening and we are causing it and its a problem, so that the real issue is why we live in a world where we have to wait for 20 years until a movie moves the public debate forward.

I decided to check up on the latest sceptics arguments and the counter arguments, as Id got the cabby’s email and was going to write to him. In doing the search, I realised that climate change proponents are partly at fault for the ongoing scepticism, for continuing to present a graph of temperature and CO2 correlation as if proving human induced climate change, rather saying it shows there are positive feedbacks on Co2 levels when temperatures increase (which when you prove with other data that CO2 increases temperatures, this positive feedback becomes more worrying).

So, now to the substantive section of the email I wrote to my driver….

“I found the following are the main arguments used against climate change:

1) “the Earth ain’t warming”
- evidence for this is last 10 years when global ambient temps have been steady while co2 has increased 4% in this time
or
2) “if it is its because of natural processes not us”
- evidence for this are the graphs mapping CO2 and temp rise over 1000s of years that show temperature rise happens before the CO2.
or
3) “if it is because of us then its more because of them, not me/us, and it doesn’t matter anyway.”
- evidence for this is that somewhere else is industrialising so fast so it doesn’t matter what we do (the West speaking of the Rest), or somewhere else has already benefited and we should catch up (the Rest speaking of the West), or that the cost of action is too expensive (as people look at costs of switching away from carbon intensive economies).

The evidence I have read to counter act these claims are the following. It seems most of these issues are dealt with in the IPCC reports (perhaps all, I haven’t time to go through all sources at www.ipcc.ch).

2) To: “the Earth ain’t warming”, with the evidence for this is last 10 years when global ambient temperatures have been steady while co2 has increased 4% in this time

Response:
- the Earth has warmed in the decades previously as carbon has increased.
- the melting of the poles has increased in the last 10 years significantly in ways that are affecting ocean currents, and sea temperatures, leading to a decline in the heat transportation effect of currents like the gulf stream, which has lost about 30% of its power. Thus, there has been cooling in certain places, such as Europe, while there is still warming in other areas, creating an overall appearance of temperature stability in the last 10 years.
- Modelling predicted volatility in temperatures as a result of more energy in the atmosphere. i.e. more energy retained in the atmosphere due to being trapped by greenhouse gases (most of those with carbon in them, like methane, co2, CFCs etc), does not necessarily mean more immediate heat, as melting ice absorbs energy. Yet this does mean more volatility, and we are seeing greater intensities of droughts, floods and storms, as predicted by more energy in the atmosphere overall. Once the ice cover is reduced, then the energy will produce greater heat rise.
- Atmospheric particulate pollution is causing a shielding affect, reducing sunlight hitting the ground, leading to slightly lower temperatures than if this effect were not occurring. naturally this happens when volcanoes erupt. However, its happening because of our dirty forms of industrialisation and transport, worldwide. This process has been called Global Dimming. The problems with particulate pollution are huge, and so efforts are under way to reduce them, and thus the dimming effect will be reduced.

2) To: “if it is its because of natural processes not us”, with evidence for this being the graphs mapping CO2 and temp rise over 1000s of years that show temp rise happens before the CO2.

Response:
- the geological record shows what happened before humans affected atmospheric chemistry. Before we did that, climate change occurred probably due to changes in solar radiation and events like meteorite strikes. Changes generally occurred over thousands or 10s of thousands of years. Thus when the temperature rose, this would dry out peat bogs, cause droughts and thus more fires, and all this would increase the CO2 in the atmosphere. It is true, therefore, that these graphs do not prove that CO2 and other greenhouse gases drive temperature changes in the past. Their use in presentations to argue for climate change is therefore unwise. However, the proof that CO2 and other greenhouse gases capture heat in our atmosphere is beyond doubt, as its basic science that can be conducted in any school laboratory – the molecules in these gases trap more infra red. No greenhouse effect, no life on earth, as it would be too cold. Therefore it is the most basic logic that tells us more greenhouse gases equals more energy trapped in the atmosphere. Some scientists were even predicting this, on the basis of this simple logic, about 100 years ago.
- what the graphs show us is that there is a major feedback loop, for when temperatures rise, for whatever reason, this makes the ecosystem release more carbon dioxide into the atmosphere, consequently maintaining and possible escalating the heating effect. This is what worries many climate scientists.
- a rise in greenhouse gases damages the oceans through acidification. so even if it doesn’t impact on climate (which is does), we should be concerned about what more acidic oceans will mean for marine life, and the social and economic implications

3) To “if it is because of us then its more because of them, not me/us, and it doesn’t matter anyway,” with evidence for this being that somewhere else is industrialising so fast so it doesn’t matter what we do (the West speaking of the Rest), or somewhere else has already benefited and we should catch up (the Rest speaking of the West), or that the cost of action is too expensive (as people look at costs of switching away from carbon intensive economies).

Response:
- If the West doesn’t act then it will be more difficult to persuade the rest of the world.
- If the rest of the world just blames the West then they will miss out on more energy efficient forms of economic development
- if we don’t act now the costs will be far greater in future (cf the Stern and Garnaut reports)
- if we don’t act now then we will have to face peak oil in any case, and so we need to transition from a hydrocarbon society in any case.”

I’m a bit hurried this weekend as leaving the country on Monday, so haven’t popped in all the references, but wikipedia is a good layman’s jumping off point for more evidence on these issues.
http://en.wikipedia.org/wiki/Global_warming

Cheers, Jem”

There is one lesson I learned from checking back with the science… that the image that might make the best communication tool may not actually be the right one to use. The hockey graph, showing CO2 and temperature levels over hundreds of years does not on its own effectively predict a temperature rise because of C02. More concerning, it shows a likely CO2 rise due to our heating of the planet. Other evidence shows that human released greenhouse gases are creating that initial temperature rise, and an increased level of energy in the atmosphere, resulting in increased weather volatility. Many climate change proponents use that graph without nuancing what it means, because that would get to complicated: which means they shouldn’t use it.

Monbiot article:
http://www.guardian.co.uk/commentisfree/2008/dec/09/climate-change-science-environment

Posted in Uncategorized | Tagged: , | Leave a Comment »

Down to the bottom dollar

Posted by jembendell on August 27, 2006

In the next couple of months I’ll be adding some material from the past 3 years of pre-blog-life that’s still relevant (or so I think). The following features me in the Sydney Morning Herald squaring up to strategy guru CKP … kinda.

Pub: Sydney Morning Herald

Pubdate: Wednesday 27th of April 2005

Edition: First

Down to the bottom dollar, by Wendy Frew  

As big companies look for ways to sell to developing countries, Wendy Frew asks if they’re doing right by the poor.

NEELAMMA, from the town of Kuppam in south-east India, is one of the
US computer giant Hewlett-Packard’s least lucrative customers. But she has become one of its most valuable customers in terms of public relations. The 27-year-old rents a digital camera and printer from the company at market rates, and makes a living charging about 90 cents to take pictures of fellow villagers.

Although Neelamma is from one of the poorest regions in the world, she is presented as the future of Hewlett-Packard’s revenue growth. “Neelamma joined the HP Village Photographer program in
India, using a solar-powered HP camera and printer to record events in her rural community and take photos for a government program,” its promotional material says. “She has expanded her work, ultimately doubling her family’s income.”

Neelamma and 4 billion people like her are the target of a Hewlett-Packard division called “Emerging Market Solutions”, which recognises developing regions “as one of the most significant business growth opportunities of the 21st century”. The 10 biggest of these emerging-market countries spent nearly $US77 billion ($99billion) on computer equipment in 2003. IT sales growth averages 12 per cent in these economies, compared to 5 per cent in developed countries.

Elsewhere in India, entrepreneurial villagers can rent a Hewlett-Packard “Digital Rural Theatre”, with a video projector, DVD player and speakers, to show movies in local neighbourhoods. Poor communities can also buy cheap wireless computers that use “cantennas” – antennas made of discarded tin cans – to cut costs.

Other multinational companies are following suit. Hindustan Lever, the Indian subsidiary of the world’s largest whitegoods maker, the Dutch giant Unilever, distributes soaps and detergents to villages across the country. The soaps are the same as those marketed to wealthier communities, but are sold in small packages to save costs. Sales representatives drive trucks around the villages, spruiking the products over a microphone.

In Brazil, the whitegoods retailer Casas Bahia provides credit to consumers with low and unpredictable incomes. In
Mexico, Cemex, one of the world’s biggest cement suppliers, has set up a scheme to help the poor save and invest so they can afford to buy the materials to extend their homes.

Is the Western world stooping to a new low in exploiting poorer countries? Or are these enlightened multinational companies figuring out how to help kick-start undeveloped economies and make a buck at the same time? Leading the debate is the US academic and business consultant C.K. Prahalad, whose new book, The Fortune at the Bottom of the Pyramid: Eradicating Poverty Through Profits, promotes the idea that companies can make money and help create jobs in developing countries by doing business with the poor.

Prahalad’s views carry weight because he is considered a member of the elite business academia, alongside gurus such as Michael Porter and Gary Hamel. His ideas, which centre on the buying power of the poor, have been described as visionary by some in business and political circles, and were on the agenda at several World Economic Forum seminars.

However, sceptics in aid and development circles describe his thesis as simplistic and possibly environmentally unsustainable. But even critics agree his work has started a fresh debate about how to tackle world poverty.

The Indian-born academic, who works from the Stephen M. Ross School of Business at the University of Michigan, says the developed world should stop thinking about the poor “as victims or as a burden, and start recognising them as resilient and creative entrepreneurs and value-conscious consumers”.

“Four billion poor can be the engine of the next round of global trade and prosperity,” Prahalad says. “It can be a source of innovations … Market development at the bottom of the pyramid will also create millions of new entrepreneurs at the grassroots level – from women working as distributors and entrepreneurs to village-level micro enterprises.”

Prahalad defines the bottom of the period as the 4 to 5 billion people in the world who live on less than $US2 a day. Instead of assuming their plight can be alleviated only through aid, businesses should consider them as worthwhile customers. He says the challenge is in finding ways of profitably selling to this group using a combination of high-technology solutions, private enterprise and co-operation between business, government and non-government organisations.

To succeed, business has to rethink how to produce, package and distribute goods to the poor, who have volatile earnings and little disposable income. For example, Prahalad says, in the case of consumer goods such as shampoo, the poor are unlikely to be able to afford a standard-sized bottle but will buy a one-wash sachet on an irregular basis.

In many countries, the poor are paying up to 30 per cent more for basic necessities because of poor distribution networks, fragmented markets and corruption. The rural poor are particularly disadvantaged because of their distance from markets and the lack of affordable transport to those markets.

It is also near-impossible for them to borrow money except at extortionate interest rates from local money lenders.

Prahalad concedes the biggest risk to his vision is convincing the business world to change its attitude to the poor. “To approach this market, we have to fundamentally challenge our existing cost assumptions. That means the existing way of going to market is not sacrosanct. That creates some doubt about whether this is possible because we don’t have economic models on how we can create the same features and functionality [for products sold in undeveloped markets]. But once you cross that, the solutions are more obvious than people think.”

Success in marketing to the poor will also depend on approaching them as valuable consumers. “The [bottom-of-the-pyramid] consumers get products and services at an affordable price, but, more important, they get recognition, respect, and fair treatment,” writes Prahalad in his book. “Building self-esteem and entrepreneurial drive at the bottom of the pyramid is probably the most enduring contribution that the private sector can make.”

Statements such as these have attracted the sharpest criticism from development experts. Atul Wad, a sustainable-business consultant, says Prahalad’s argument that the corporate world needs to go beyond corporate philanthropy is compelling. However, many of the world’s poor suffer not just from a lack of money but from everything from the HIV/AIDS epidemic to civil wars and natural disasters.

“These people are not even close to being active participants in any marketplace … selling shampoo to them is not the solution,” he wrote in an article on the website SustainableBusiness.com.

“Though the collective purchasing power of the poor is enormous, buying decisions are still individual. By rampant marketing, a rural household may well end up spending its small disposable income on inappropriate products … It is morally reprehensible to see people as purely consumers for shampoo and beer.”

Dr Jem Bendell, a consultant to the United Nations and professor of management at the University of Nottingham’s International Centre for Corporate Social Responsibility, says Prahalad’s focus on the poor as consumers overlooks the damage multinational companies could do to employment in poor communities if they do not manufacture locally. Selling goods in much smaller serves also increases the amount of packaging, which puts pressure on environments. “It’s good Prahalad has opened up the door [to such discussions], but we need more work on it.”

He says Prahalad risks joining those academics whose main contribution to debate is presenting complicated ideas in a sexy, simplistic package, but that may not help solve long-term problems. “You need a much more critical examination of how corporations can help the poor but still make money.”

The chief executive of Opportunity International Australia, Paul Peters, agrees there is money to be made from poorer markets if products are well-priced. “If you go into any slum, the people there buy products at many times the cost that you and I pay here … there are just so many more middlemen in the process. If you just look at the sheer number of people … there is a lot of money being transacted.”

However, Peters, whose group aims to create jobs and stimulate business by providing micro-finance to the poor, says businesses face several challenges: finding the right models for the markets they target, and finding local staff with the appropriate skills and a commitment to serving the poor.

It is not enough to inject cash into the top of an economy. “Coke can put a bottling plant anywhere. The question is, does the economic benefit of that just sit with the shareholders? Unless you are doing things that will get to the bottom of the market or create wealth at the bottom [it won't make much of a difference],” he says.

Prahalad contends his book was not meant as a solution to all the ills facing the world’s poor. “What I am suggesting is that leaving people in abject poverty without giving them a sense of hope and opportunity creates all kinds of disturbances,” he says.

“[The book] provides a fresh perspective to the biggest development challenge we have faced in the past 50 years: subsidies, foreign aid, philanthropy and corporate social responsibility can only take us so far.

“We have tried it but the sustainable solution that seems to work is when business gets involved and creates markets.”

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