The Lexus and the Water Pledge

At a conference last week, I had the pleasure of meeting with Jeff Seabright, Coca-Cola’s Vice President for Environment and Water. He spoke about the company’s policy to reach a water neutral footprint. In other words, for every liter of water Coke extracts from aquifers, it will take action to replenish the earth’s water supply. In some areas, the company is planting trees; in other communities, it is providing drip irrigation to farmers who otherwise would use flood irrigation to water their crops.

This is a thrilling initiative. First, it underscores to me that many of the world’s new standards are likely going to come from corporations who increasingly see themselves as global citizens. Of course, regulation is critical – and I am not naïve about the damage multi-national corporations can cause to the environment. But this is an important step forward, and I do believe that young people especially will hold companies to a higher standard of behavior and the smartest companies will stay ahead of this curve.

This initiative also excites me because it may provide an algorithm not only for corporations but for all of us. What would it take to influence our individual behavior so that we took the attitude that we give back to the world what we take out of it? We now have sophisticated tools to measure our carbon footprint – therefore, we know what steps could be taken to offset it. The same calculations can be done for water.

We could take this further as well, for example, around luxury consumption. What if we each created some sort of match for ourselves, whereby we would contribute to organizations fighting poverty in proportion for what we spend on luxury consumption? In other words, we would not “charge ourselves” for what we think we need in terms of the essentials (and this figure may vary widely according to overall income, of course). But we might contribute to charity at a rate connected to the very non-essential – not only to make us think about what we’re consuming but also create a different kind of redistribution that would be encouraged not by government taxation but by an individual’s own – but perhaps shared – moral code.

In the early years of Acumen Fund, one of our Partners told me that he was considering buying a Lexus when it hit him that he could, instead, buy a good (but less expensive) car, and give the difference to Acumen Fund. Years later, that gift is one of the most meaningful to me. I saw the partner recently and he told me that after seven years, he’s still driving the car and that every now and then, he smiles to himself thinking about the meaning the particular car enabled him to create. There’s something to this idea…