In our recent special report on capturing the green advantage, we included an interview with IWC Schaffhausen CEO Georges Kern, who mentioned his company’s sponsorship of David de Rothschild’s Plastiki Adventure:
He will set sail in May in a one-of-a-kind 60-foot catamaran built of post-consumer plastic bottles and recycled material. The crew will navigate more than 100 days and over 10,000 nautical miles from San Francisco to Sydney via a number of ecologically threatened regions, which will include the Great Pacific Garbage Patch, a huge ocean waste dump in the North Pacific Ocean as big as Texas. Using the Plastiki as a platform for rethinking waste as a resource the expedition will not only raise awareness on the issues but will showcase smart solutions to beat waste. David de Rothschild is a remarkable personality and extremely smart; his adventures and messages are very captivating and will no doubt inspire individuals to act more responsibly. This is the kind of smart project we support. It’s a different way of approaching marketing, and this is where we want to spend our money.
We noticed today that there’s a profile of David de Rothschild and his work in the new New Yorker. You’ll need to register to read the whole thing.
April 21st, 2009 at 5:10 pm
[...] On the other hand, Kwak notes, many innovations — not just financial ones — have a “double-edged” quality – in that they offer both benefits and drawbacks. For example, he points out that the development of plastics has had great benefits — but has also led to problems such as “ an enormous amount of garbage that is now collecting in giant pools in the middle of our oceans.” (For more on that topic, see MIT Sloan Management Review‘s sustainability blog.) [...]