Ecological Intelligence is not an essential handbook
August 14, 2009
The downside to this trend is that a best-seller writer who produces a disappointing book on sustainability will disappoint a big audience. I think the book “Ecological Intelligence” of Daniel Goleman is such a disappointment. On the cover it is stated that it is the “essential handbook for understanding the coming information revolution”. I believe it is not a handbook at all, nor essential. This book doesn’t offer what it promises.
According to Goleman “radical transparency” holds the potential to better align what sells with the public good. If consumers would know about the (potential) adverse impacts of the products they buy, the might decide to buy other/better products. Thus a mechanism for positive change would be created. Conceptually he may be right, at least if the prices of “good” and “bad” products don’t deviate too much. However, the book doesn’t offer real solutions on how to present the essential information in a objective and understandable way to consumers. He elaborates on how “green” is a process and not a status, and that there is a lot of greenwash. He also writes about the complexity of life cycle analysis and the challenges of understanding the outcomes and determining the bounds of responsibility or influence. How do you weigh environmental benefits against negative social impacts? So he understands the complexity of the issue, but there it basically stops. Of course he refers to some fine initiatives and examples, notably GoodGuide.com. However, as both he and GoodGuide note it will take much more effort and time to change markets through “radical transparency”.
A self proclaimed “handbook” should offer more real solutions and ideas on how businesses and consumers can proceed on developing the concept of radical transparency and expand it overtime. Now the book is just a “utopian” concept which lags practical relevance. Goleman’s mission is “to alert businesses to a coming wave, one that will wash over any company that markets a man-made product”. I believe most businesses are already aware and anticipating this trend. But they are looking for robust and trustworthy ways of dealing with this challenge. Therefore I believe this book doesn’t offer what it promises. The radical transparency that is said to be crucial for consumers is not offered here. There is no simpler way to explain the complexity of what the author wants.
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