AN iNdepeNdeNt report from mediAplANet to tHe NAtioNAl poSt

sustainable living

Creating the foundations for an environmentally conscious lifestyle.

Your guide to ensuring a sustainable planet

photo: bigtockphoto.com

no.3/september 2012

coffee berries in hondurasPhoto: gmcr canada

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00steps/tips

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electric cars: the future of efficient transportation

reduce, re-use, recycle: Why you should use recycled paper products at home

Sustainable coffee: Businesses that enhance our environment and economy

AN iNdepeNdeNt SUpplemeNt By mediAplANet to tHe NAtioNAl poSt2 . SeptemBer 2012

challenges

the importance of making smart consumer choices

Many Canadians are starting to realize that changing the small things they do at home and in their daily routines can add up to extra money in their pocket while helping to lessen their impact on the environment.

george Carlin—the Grammy Award winning com-edic personal-ity—once made us laugh at the lunacy of our

desire for goods trumping a healthy home, ”That’s all your house is: a place to keep your stuff... Sometimes you gotta move, gotta get a bigger house. Why? No room for your stuff any-more.”

Carlin poked fun at us for reflex-ively buying more and more stuff that would sit in our garage, base-ment, and closets. He recognized the sophisticated advertising, planned obsolescence, and green-washing that touches every facet of our lives. The soft sell would become even craftier. He knew that even as people became less likely to let go of their hard-earned dollars for a product they may or may not need.

being a “prosumer”Being a “prosumer” (a well-informed consumer who bases their purchasing decisions on knowledge of a product’s lifecycle and true value) has become both easier and more difficult. More information than ever is at our finger

tips, however, distilling what legitim-ately has less impact on the environ-ment and is better for the health of our families and communities is harder and harder.

This said, the current economic climate has, for many, necessitated a return to an old sensibility once prevalent in Canadian homes—the art of prioritizing “needs vs. wants.”

finding the right balanceI suppose it is fairly obvious that most of us haven’t had to wrestle with the anxiety that comes from trying to anticipate a shoe selection that is appropriate for any given occasion. Yet I know from personal experience, as well as from the many Canadians I have met through my work with Earth Day Canada, that planning for future situations is not only appropri-ate but incredibly important. The trick is finding the right balance between preparedness, taking advantage of opportunities, and a practical reality that takes into account the environ-

ment and health costs associated with the purchase.

To help you find the right balance, and take the first step toward making informed and necessary decisions, this publication will discuss the fol-lowing:

■■ The future of transportation — Improving air quality, energy effi-ciency, and performance by switching to electric vehicles (EV’s)

■■ Sustainable packaging and why to avoid manufacturers who over-package their goods. Disposing of this extra packaging becomes your responsibility.

■■ Forest Stewardship. How pro-tecting our earth’s forests ensures the

safety of many wildlife habitats, our oxygen and water sources, and aids in the recycling of our carbon output.

■■ Sustainable business practices ensure that all parties involved; including suppliers, communities, and the environment; receive fair price and treatment for their product or service.

■■ By planning for a sustainable landscape, it is possible to cut down on emissions, use of resources, and expenses.

■■ Reduce, reuse….and then recycle.What many Canadians are starting to realize is that changing the small things they do at home and in their daily routines can add up to extra money in their pocket while helping lessen their impact on the environ-ment. As Carlin reminds us, our home is so much more than a storage unit, it is where we live. So next time you head to the store to buy cleaning solutions, toilet paper, a car etc. take a little extra time and think through what the cost of your purchase really is.

Jed goldbergpresident of earth day Canada

“environmentally friendly products are not the result of a simple trend on the market, they are part of a new way to do business.”

your choice affects the future of our forests Why we should be aware about recycled paper products.

We recommend

pAge 3

sustainable landscaping p. 4eco-friendly and cost-effective solutions.

Sustainability initiatives are often thought of as projects that protect the environment through a variety of means — reducing our emissions, using energy efficient products, and ensuring that resources are sus-tainable. However, an important aspect of sustainability is often over-looked, those that involve business practices.

The current trend in our con-sumption of the earth’s resources is unsustainable and is creating major environmental and economic prob-lems. Creating a sustainable busi-ness involves caring not only about the quality of products and services offered, but also the environment and the relationships that help to deliver those goals.

supply and demandCoffee farming is an example of a pro-duction business that is extremely vulnerable to the volatile international market. Annual coffee consumption worldwide is estimated to be approxi-mately 400 billion cups, or 12,000 cups

per second. This incredible demand coupled

with the 4 years that it takes for a cof-fee plant to yield fruit, and the labour intensive maintenance of a crop, has made it increasingly difficult for farm-ers to have a quick response to fluctu-ating market prices. As a result, these farmers are often forced to sell their harvests to intermediaries for low prices. Fair Trade and Rainforest Alli-ance are changing that.

the fruits of their laboursEven with the first International Coffee Agreement negotiation in 1962, there has always been high price volatility in

the coffee industry. Between 1999 and 2003, and overproduction of low quality coffee dragged down the world market price of coffee to an extreme low of $US 0.45 per pound. The coffee crisis forced hundreds of thousands of farmers out of business.

Certification by Fair Trade has helped to promote healthier working condi-tions and greater economic incentives for producers. Through Fairtrade cer-tification, coffee producers are offered a minimum price that covers the costs of sustainable production as well as an additional Fairtrade Premium that is often used by producer organizations for social and economic investments at the community and organizational level.

natural habitatsFrom an environmental standpoint, the Rainforest Alliance has demon-strated time and again that traditional forested coffee farms are havens for wildlife. For more than 150 years, cof-fee had been widely grown under the leafy canopy of native rainforest trees. However, in the 1970s, agronomists — experts in soil management and field-crop production — began promoting new farm systems in which entire for-ests are cleared and coffee bushes are

packed in dense hedgerows and doused with chemicals.

While production increased, it was at a great cost to the environment. Habitats were destroyed, wildlife dis-appeared, soils washed downhill, and streams were choked with silt and chemicals. Rainforest Alliance cer-tification helps farmers manage the erratic swings in global markets by giving them the keys to improving farm management, negotiating lever-age, and increased access to premium markets.

improving farmers’ quality of lifeWith coffee being the second most traded commodity, it is no wonder that as the market continues to grow so does the number of organizations look-ing to take part in sustainable coffee business practices. Organizations such as GMCR Canada are at the forefront of this initiative, ensuring that their sus-tainability initiatives include partner-ing with supply-chain communities and building demand for sustainable products.

“Coffee-growing communities are central to our supply chain,” says Marie-Claude Dessureault, Director of Marketing Services at GMCR Can-

ada. “Their contribution to the coffee industry is not just important, but essential.” By supporting non-profit organizations that are working to help coffee growers receive a fair price for their products, make business deci-sions that support their families, and build healthy, environmentally-sound communities, GMCR Canada aims to improve the quality of life of farming communities worldwide.

a joint effortIn raising awareness of these issues, as well as the advantages of products that are Fairtrade Certified, Rainforest Alliance CertifiedTM, and organic cof-fees, GMCR Canada is helping to build demand for, while broadening adop-tion of, sustainable business practi-ces that create better lives for people throughout the value chain.

By increasing adoption and aware-ness of responsibly grown coffee through certification programs, it is possible to contribute to an improved quality of life for coffee producers and to better environmental practices.

the right blend of sustainability and environmentin one year, a two-cup-a-day coffee drinker will consume the annual harvest of 18 coffee trees.

Marie-Claude dessureault

direCtor of Marketing serviCes,

gMCr Canada

editorial@mediaplanet.com

Jed goLdberg

editorial@mediaplanet.com

SUStAiNABle liviNg3rd editioN, SeptemBer 2012

responsible for this issue:publisher: Alexandria Almeidaalexandria.almeida@mediaplanet.comdesigner: Laura Shawlaura.shaw@mediaplanet.com contributors: Suzanne blanchet, davey tree Service, gmcr canada, Jed goldberg, chris hill, pauleanna reid, Joe rosengarten

managing director: chris Vassallochris.vassallo@mediaplanet.combusiness developer: Jessica bowmanjessica.bowman@mediaplanet.com

photo credit: All images are from iStock.com unless otherwise accredited.

distributed within:national post, September 2012this section was created by mediaplanet and did not involve the national post or its editorial departments.

mediaplanet’s business is to create new cus-tomers for our advertisers by providing read-ers with high quality editorial contentthat motivates them to act.

FoLLoW US on FAcebook And tWitter!www.facebook.com/mediaplanetcawww.twitter.com/mediaplanetca

“i did not have three thousand pairs of shoes. i had one thousand and sixty.”

—imelda marcos

coffee cherries in hondurasPhoto: gmcr canada

in one year, a coffee

drinker wiLL consume the harvest of 18 coffee trees

1tip/step

AN iNdepeNdeNt SUpplemeNt By mediAplANet to tHe NAtioNAl poSt

challenges

ada. “Their contribution to the coffee industry is not just important, but essential.” By supporting non-profit organizations that are working to help coffee growers receive a fair price for their products, make business deci-sions that support their families, and build healthy, environmentally-sound communities, GMCR Canada aims to improve the quality of life of farming communities worldwide.

a joint effortIn raising awareness of these issues, as well as the advantages of products that are Fairtrade Certified, Rainforest Alliance CertifiedTM, and organic cof-fees, GMCR Canada is helping to build demand for, while broadening adop-tion of, sustainable business practi-ces that create better lives for people throughout the value chain.

By increasing adoption and aware-ness of responsibly grown coffee through certification programs, it is possible to contribute to an improved quality of life for coffee producers and to better environmental practices.

Marie-Claude dessureault

direCtor of Marketing serviCes,

gMCr Canada

editorial@mediaplanet.com

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100% Premium Quality, We understand that by conserving resources and diverting materials from land� lls,

we are helping to protect the environment. And with the abundance of recycling bins available, it’s a relatively simple action to incorporate into our routines.

Where we can improve is making informed and responsible purchasing decisions. A relatively simple way we can make a di� erence is to look for products made from recycled content, to close the loop on recycling. We don’t have to make huge sacri� ces or lifestyle changes. Think about the kinds of paper products we use on a daily basis – facial tissue, bathroom tissue, paper towels, o� ce paper. By making a small shift in how we purchase these products, we can help e� ect positive and lasting change for the environment.

For instance, EnviroCare® is Canada’s � rst line of premium tissue products made from 100% recycled paper containing a high percentage of post-consumer material, from brands you know and trust – Cashmere®, Purex®, Scotties®’ and SpongeTowels®. The EnviroCare line-up is EcoLogoM-certi� ed, North America’s most widely recognized third-party environmental standards authority. These products are also Forest Stewardship Council® (FSC®) certi� ed by the Rainforest Alliance.

“Recycling plays an important role in protecting our forests,” said Francois Dufresne, President, FSC Canada. “Consumers can easily identify responsible products by looking

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AN iNdepeNdeNt SUpplemeNt By mediAplANet to tHe NAtioNAl poSt4 . SeptemBer 2012

news

Your choice affects the future of our forests

the forestry industry is not only part of the heritage of this country but is integral to canada’s economic survival.

Our precious natural resources provide clean air, water, food, and habitats for wildlife and local communities. How-ever, in order to prolong these benefits, consumers need to make educated choices when purchasing paper and wood products.

“As the largest Canadian manufac-turer of these types of products, we rec-ognize a responsibility to continually improve our environmental footprint and offer environmentally-friendly products to consumers so that they have a choice,” states Steven Sage, Vice

President of Sustainability and Innova-tion at Kruger Products, the makers of EnviroCare.

two is better than one With sustainable products, consumers are able to benefit from doing some-thing good for the environment with-out compromising on what’s important to them and their families – price and quality. EnviroCare tissue products are a prime example of why 100% recycled

fibre is important to helping preserve our environment. “It’s one of the easi-est payoffs for consumers because they recycle paper and get back tissue prod-ucts made from that,” says Sage. It’s a responsible purchasing decision with a large and positive impact on both local communities and Canada’s economic driver — our forests.

stamp of approvalTo help identify responsible prod-ucts, consumers should look for cred-ible, third-party verification such as Forest Stewardship Council® (FSC®), EcoLogoM, and Earth Day Canada (EDC). “Recycling is important to preserving our forests.

For consumers to be part of the solu-tion, they simply have to look for the FSC logo on products to know they are making a good decision for the environment,” says Francois Dufresne, President of FSC Canada, a non-profit organization that ensures forests are managed in an environmentally appro-priate, socially beneficial and economic-

ally viable manner. EcoLogoM, a third-party certification

of environmentally-responsible prod-ucts, is also highly recognized for set-ting and enforcing stringent standards of environmental leadership. Whereas, Earth Day Canada is a national environ-mental charity that provides Canadians with practical knowledge and tools to support a healthier environment.

a future in forestryRecycling, reusing and reducing are the primary solutions to securing the future of Canada’s forests. As a com-munity, Canadians have a responsibil-ity to minimize up our environmental footprint. There is power in the choices we make, whether through our pocket-books or by raising awareness. No mat-ter how small the contribution, we can all actively engage in preserving Can-ada’s forests and heritage while driving positive change.

Pauleanna reid

editorial@mediaplanet.com

electric transportation: a welcome alternative for the environmentally conscious consumerfar from being a modern conception, electric vehicles were among the first vehicles on the road.

Despite the initial hesitations, there has been an increase in electric and hybrid electric vehicle popularity due in part to the consumer shift of mind-set to find environmentally friendly and cost effective solutions that could be easily implemented into daily life. Thus spawning the use of electricity as a fuel for transportation.

domestic sourcingElectricity in much of Canada comes from clean, sustainable, and domestic sources, notably our abundant hydro generators. In Quebec and British Columbia, the majority of electricity comes from hydropower. This conven-ient resource, that can be found in our own backyards, has for centuries been under appreciated and under utilized even though it has the capacity to charge several millions of commuter electric vehicles.

It is this realization, along with the constant increase in consumer edu-cation, that has prompted Canadian drivers to seek out a change. Consum-ers have actively sought out vehicles that provide an increase in energy efficiency, utilize ‘green’ sourced fuels, emit no emissions, and provide quiet and smoother driving, without com-promising the quality of the product.

an energy efficient futureAt the forefront of many environ-mentally conscious consumer minds is whether or not the vehicle they are buying is energy efficient. Internal

combustion engines which run on gasoline convert only 20 percent of the energy in the fuel into force that turns the car’s wheels. The other 80 percent is lost as heat, which in turn requires a massive cooling system to manage the temperature of the car’s engine. In diesel engines, the effi-ciency improves closer to 28 percent.

An electric motor, which has a tiny number of moving parts and no heat as a by-product, is more than four times as efficient as a gasoline engine. The absence of heat, moving parts, and the lowered maintenance needs means the motor does not wear out as fast as a combustion engine, therefore extending the life of the vehicle.

fueling the futureBut wait, someone said the electricity has to come from somewhere and that must mean emissions. That’s true if fossil fuels, like those manufactured from coal, are being burned to gen-erate electricity. However, coal gen-eration is declining in Canada. Hydro-electricity currently provides over 62 percent of Canada’s power, while nuclear and natural gas accounts for the remainder of our power genera-tion. Even a natural gas power plant,

which is about 65 percent efficient in converting fuel to energy, produces fewer emissions overall compared to thousands of internal combustion engines in cars (remember they are just 20 percent energy efficient).

Utilizing one of Canada’s natural resources also allows us to avoid rely-ing on imported oil for energy. About 50 percent of the oil refined into gaso-line in Canada comes from overseas, with the largest sources for Eastern Canadian refineries coming from Algeria, Venezuela, and Kazakhstan.

reducing our emissionsJust as important for many electric vehicle owners is the reduction of engine exhaust emissions including greenhouse gases that cause climate change. While these are not com-pletely eliminated in hybrid cars, which have both a gasoline engine and an electric motor, the improved fuel economy means lower emissions over the same distance travelled.

Tailpipe exhaust remains a leading source of air pollution and accounts for roughly one third of the nation’s emissions of carbon dioxide (CO2), a key contributor to global warming. Gasoline and diesel powered motor

vehicles generate almost 25 percent of the pollutants responsible for climate change. In battery-powered vehicles with no gasoline motor, there is no tailpipe and hence, no emissions.

smooth drivingAlongside the incentive of reduced pollutants associated with electric vehicles is the lack of emissions including those of vibration, smell, and noise that are often associated with gasoline vehicles. The absence of an internal combustion engine, as well as many of the moving parts needed to ensure the running of a gas-oline fuelled vehicle, provides a quiet and smooth voyage not often associ-ated with vehicular travel.

making informed decisionsWhile limitations associated with investing in electric vehicles remain — premium price, limited range, and difficulty finding charging stations — their clean and sustainable vapour trail has ensured the steady adoption of electric vehicles as a viable means of transportation. For the environ-mentally conscious consumer, these vehicles provide a welcome alterna-tive and a means to leaving the earth a better place than how we found it. The next time you’re looking to pur-chase or upgrade your vehicle, make sure you’ve done your research. The educated consumer is ultimately the responsible consumer.

“the educated consumer is ultimately the responsible consumer.”chris hillpresident & Ceo, electric mobility Canada

Chris hill

editorail@mediaplanet.com

steven sagevice president, Sustainability and innovation, Kruger products

The benefits of sustainable land-scaping extend far beyond having an attractive lawn. Sustainable landscaping is designed to be in balance with local climate and environmental needs, while requir-ing minimal resource input and output. By implementing the fol-lowing tips into your design land-scape, you can have an impact on your environment while ensuring your home is protected.

proper plant selection Using native plants and others ideal for your land-

scape conditions will save money and help the environ-ment as they grow and thrive locally and require less supple-mental irrigation, pesticide treatment and fertilizer than non-native plants.

Lawn spaceConsider converting high-maintenance turf areas to

low-maintenance landscapes. Planting perennials, installing mulch or establishing no-mow regions will save money and resources, including water and fertilizers.

perennial colour displaysPerennial plantings can offer the same visual

impact as annual flower plant-ings with less cost and mainten-ance. The investment in peren-nial plantings often pays off in just a few seasons, and the flowers return every year — big-ger and brighter.

proper mulchingUsing effective amounts of mulch can help retain soil

moisture and reduce irrigation amounts. Replacing gravel with mulch lowers soil temperature, inhibits weeds and requires less frequent replenishment.

energy efficient landscapes

Use of evergreen trees on the western and northwest-

ern exposures of your property will cut down on exposure to winter ’s penetrating winds. Deciduous trees on southern and eastern exposures buffer sum-mer’s intense sunlight but allow winter rays to warm your home. According to the Environmental Protection Agency, a well-planned landscape can reduce cooling costs by up to 50 percent and heating expenses by up to 40 percent.

irrigation systemAuditing your irrigation system is the first step in

making sure you get the best return on the investment. An effective irrigation system can substantially reduce water use, and usage of drip irrigation in lieu of spray heads cuts down on the amount of water lost to run-off and evaporation.

water conservationLow-flow water devices have been shown to save

water and money. Rain gardens can slow the run-off of rain-water, help eliminate overload on storm water systems, and reduce erosion.

green maintenance practices

Where possible, revert to “old-school” methods of

maintenance. For example, pruning shrubs instead of mech-anical shearing is better for air quality and the plants them-selves, and it allows the pruner to create a more natural shape. Recycling grass clippings, leaves, sheerings and other lawn debris will trim the expense for trans-porting materials to an off-site location.

SUStAinAbLe LAndScAping

sourCe: davey tree exPert Co

editorial@mediaplanet.com

■■ Question: Why should Canadi-ans integrate eco-friendly strate-gies into their everyday lives?

■■ answer: Using recycled products aids in the restoration of one of Canada’s largest natural resources.

eLectric vehicLes are four times

more efficient than

gasoLine engines

3tip/step

AN iNdepeNdeNt SUpplemeNt By mediAplANet to tHe NAtioNAl poSt

ally viable manner. EcoLogoM, a third-party certification

of environmentally-responsible prod-ucts, is also highly recognized for set-ting and enforcing stringent standards of environmental leadership. Whereas, Earth Day Canada is a national environ-mental charity that provides Canadians with practical knowledge and tools to support a healthier environment.

a future in forestryRecycling, reusing and reducing are the primary solutions to securing the future of Canada’s forests. As a com-munity, Canadians have a responsibil-ity to minimize up our environmental footprint. There is power in the choices we make, whether through our pocket-books or by raising awareness. No mat-ter how small the contribution, we can all actively engage in preserving Can-ada’s forests and heritage while driving positive change. mobile enabled† Assumes fully charged battery. Actual driving range varies depending on terrain, temperature and personal driving technique. Vehicle features and performance capabilities subject to change.

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The elecTric car ThaT goes farTher.

AN iNdepeNdeNt SUpplemeNt By mediAplANet to tHe NAtioNAl poSt6 . SeptemBer 2012

by the Arctic Ocean summers are get-ting hotter and the number of danger-ous storms is increasing. The climate change issue is a critical one for our planet and it is not being mentioned nearly enough.”

Sierra Club Canada will continue in its aim to help preserve the natural environment, it will continue the fight to get environmental issues to the forefront of federal policy and, as it declares in its mission statement, it will continue to “empower people to protect, restore and enjoy a healthy and safe planet.”

inspiration

why is it important that we manufacture products that contribute to environmental protection?In a world where climate change and lack of resources are daily real-ities, it is everyone’s responsibility to find ways to reduce ecological footprint. This comes as no sur-prise: the Earth has limits, and so do its resources.

By reconsidering the way prod-ucts are manufactured, it is pos-sible to keep the future generations’ needs in mind and act towards a greener tomorrow. It’s a mindset Cascades is trying to rally within the paper industry and beyond. Since its founding days in 1964, it believed that sustainability should be a permanent business practice that needs to be implemented in a manner that’s built to last.

does using an environment-ally friendly product mean that we risk losing product quality?No, it doesn’t. When it comes to paper, years ago, recycled fiber was synonymous of lower qual-ity products. Nowadays, with the

newest technologies, it is possible to produce a high quality competi-tive product with recycled fibers. Of course, for a company to concen-trate its supply on recycled materi-als is not the easy option.

Continuous improvement is necessary to reach a satisfying result. But in the end, when it is possible to offer a product that combines quality and sustainabil-ity, it is something to be proud of.

what impact have environ-mentally friendly products had on reducing our carbon footprint?The impact environmentally friendly products can have on car-bon footprint reduction is con-siderable. The newest technologies allow the manufacture of quality products using less chemicals and energy, thus leading towards a lower carbon footprint. Cascades recently invested in a technology that enables us to produce a high-end product with a significantly lower carbon footprint than its market equivalent.

As an example, this technology is able to produce a tissue paper with recycled fibers, with 81% less greenhouse gas emissions than its US equivalent technology.

why is sustainable forestry important?The Canadian Boreal Forest has been the scene of major unsustain-able forestry practices for decades, and still is today. As a result, our forests are at risk to be damaged beyond repair. Natural wildlife habitats are destroyed, and the planet’s ability to stabilize its cli-mate is affected. Sustainable for-estry practices therefore ensure management of forest resources in an environmentally and socially responsible manner. For a paper company, the purchase of virgin fiber from a sustainably managed certified forest ensures that its sup-ply chain is based on a responsible source.

how does sustainable for-estry contribute to eco-friendly product manufac-turing?The use of recycled fiber in paper manufacturing is a really efficient way to obtain the smallest eco-logical footprint possible, since the supply of fiber in itself reduces considerably the amount of waste sent to the landfills. However, since recycled fiber will become rarer in the future, it will be more difficult, for an industry, to concentrate its

“in a world where climate change and lack of resources are daily realities, it is everyone’s responsibility to find ways to reduce the ecological foot print.”

QUeStion & AnSWer operations only on recycled raw materials. The best solution to this upcoming shortage is the use of virgin fiber from a sustainable for-estry certified supplier. It ensures that the final product’s manufac-turing doesn’t imply forest destruc-tion and degradation.

where do you see the fu-ture of environmentally friendly products heading?I believe that environmentally friendly products are not the result of a simple trend on the market: they are part of a new way to do business. Consumers are more and more on the lookout for products offering the greatest environ-mental savings. However, they are not ready to give up on quality and competitive prices, to gain greater sustainability. Companies will therefore have to reach both better technical and environmental per-formance, towards their goals for a greener products offering. At the end of the day, I believe our custom-ers, communities, and wildlife will be better for it.

suzanne blanChet

editorial@mediaplanet.com

suzanne blanchet president, Cascades groupe tissu

an in-depth look at the green product movement

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empowering canadians to protect, restore, and enjoy a healthy and safe planetthe sierra club is an environ-mental organization that was originally formed in 1892 in california by scottish émigré, John muir.

Muir had fallen in love with Sierra Nevada and when he discovered that there was no legislation in place to protect the mountain range, or any of California’s natural landmarks, he was adamant that something would be done to protect the state’s areas of natural beauty.

By his own force of personality, and with plenty of help from those around him, Muir was able to encourage the first legislation in the US centered on protecting the environment. This was to be the start of the environmental movement.

growing in numbersOriginally recognized as the Canadian chapter of Sierra Club USA, Sierra Club Canada was formed in 1963 when its members opted to separate from its mother organization. Sierra Club Canada is now made up of approxi-mately ten thousand members with the shared aim of raising awareness of environmental issues and encour-aging the changes that are needed in

environmental policy and legislation.John Bennett, the current Execu-

tive Director of Sierra Club Canada, spoke about the merits of the struc-ture of the organization: “It is a club and in that sense it is unique. Each member is given the right to vote for the director of their choice. A group of members can get together and launch their own campaign; each commun-ity has different goals.”

There are, however, deep concerns within the organization regarding legislation.

preventing a backwards trendThe belief within the initiative is that the environmental move-ment is “going backwards.” Bennett explains: “Over the past year, the fed-eral government has been taking less

responsibility for the environment. It is not their primary concern.” He is convinced that this governmental strategy is flawed and that it is lead-ing directly to environmental legisla-tion being weakened or, in some cases, completely removed.

There are now less professional environmental campaigners in, or close to, the federal government. Thus, important environmental decisions are being made provincially rather than federally, something that Ben-nett thinks can have negative effects on environmental policy.

He believes that the federal govern-ment should oversee all changes in environmental legislation: “When the provinces are given too much power the environment tends to be given short shrift. If the province is

setting environmental legislation whilst also owning a provincial gas company there can be a dangerous vested interest. A vested interest that can lead to unsustainable resource extraction.”

the importance of education and awarenessThe organization still sees climate change as the most important environmental issue. John Bennett thinks that not enough is being done to raise awareness of the subject: “Things need to be discussed. This summer the ice in the Arctic Ocean retreated more than it ever has before. This directly affects the global climate and is responsible for the strange changes in weather that we have seen. As more heat is being absorbed

Joe rosengarten

editorial@mediaplanet.com

John bennettExecutive director, Sierra club canada

raising awareness members of sierra club canada help raise awareness of sustainable legislation initiatives Photo: SiErra club canada

Joining an awareness group is a

great way to make a

difference

2tip/step