Living in the 21^st Century is like living in another world.  Up until now the Earth’s resources seemed to be endless and had an unlimited capacity to absorb our waste and byproducts.  We are now consuming many resources faster than they can be replenished.  Many of the waste and byproducts we flush down the drain are turning back up in the food supply and disrupting ecosystems.  It’s a brave new world where concepts like sustainability and renewable energy are topics for dinner conversation.

In last week’s news was the story of how Rupert Murdock, chairman of the largest media company in the world, has begun a campaign to reduce his company’s carbon emissions. For decades Murdoch’s Fox News channel has done everything it could to debunk things like climate change and now he has clearly found himself in the new world and is not about to left behind. Murdock is not the only high profile business leader who is embracing the future.  Every day there is another story in the news about another company or organization that is committing itself to recycling, renewable energy, or efficiency.

Clearly the world is moving on.  The big question now is who will lead and who will be left in the dust?

The societies who embrace and pursue the changes ahead will be in a leadership position with a huge economic advantage over the societies that resist or attempt to avoid these changes. During the 20^th Century the US was a leader in developing new technologies, markets and businesses.  Much of the economic power accumulated by the US was the result of being ahead in these critical areas. The US was the King of Change.  Will American retain its crown or give it away to countries that are looking further ahead and investing in the future?

To start with let’s take a look at:

Who is going to become the world’s custodian?

As pressure increases on our natural resources and as we continue to generate substantial amounts of waste the demand will increase for new technologies and services to better manage these resources and waste products.  Societies that provide leadership in these areas will enjoy a big economic advantage in the years ahead.  On the Bright Future website there are several articles that explore this rich new area of opportunity.  Let us sample a few   

In “Lessons from Nature about Managing Resources” you can read about a new business model developed by the Rocky Mountain Institute to help companies and organizations better manage their natural resources.

Click here is go directly to this article: http://www.brightfuture.us/content/view/69/28/

You might also enjoy “Vegetables Clean-up Pollution from Waterways” that tells us how certain plants have the ability to filter out contaminates like heavy metals and raw sewage.

Click here to read: http://www.brightfuture.us/content/view/88/28/

So many communities have struggled with inefficient or ineffective recycling programs that many feel that recycling simply does not work.  In “A Recycling Success Story” you can read about how San Francisco has learned to make recycling programs work smoothly and cost-effectively.

Click here to read: http://www.brightfuture.us/content/view/81/28/

Timber management is always a hot topic with lots of conflict between the people who make their living from logging and those who oppose it.  Fortunately, some folks have figured this out.  Check out the article: “Canadian Environmentalists and Logging Companies Create Historic Partnership” which tells the story of how these opposing groups managed to create a win win solution that preserves the old growth forests while still providing quality lumber products at reasonable prices.

Click here to read: http://www.brightfuture.us/content/view/103/30/

As you can see some of the solutions to our resource problems are already being developed and many more are on the horizon.  The demand for these kinds of solutions will continue to increase.  Consider what is happening in counties with rapidly growing economies like China and India.  As they grow they are having more and more problems with resource management and pollution. They are going to need help with these challenges and in a position to spend money on the solutions.  The question is: who is going to be in a position to take advantage of this emerging market opportunity?

Each one of us individually can contribute to the development of the Custodian Economy by supporting businesses that invest in this area.  Buy products from companies that are looking ahead and developing programs in resource management and environmental clean-up technologies. Invest in companies that are leading the way to better resource and waste management.  Support tax incentives and other programs that encourage investment in this area.  Encourage your Congressional Representative to support measures that help to develop this part of our economy.

The dictionary tells us that the custodian’s job is to guard and maintain facilities.  The Earth and its resources are the facilities our world operates in.  The societies that are the best custodians will preserve their natural resources and save themselves a ton of expense in the future.  They will also be in a position to export their methods and technologies to those societies that have neglected their custodial duties.

In the next installment of The Deal of the Century we will be taking a look at the opportunities that are arising from the energy crisis.