Getting Down to Green Business

The Peace Plus One - World Sustainability Project

Please click here for picture.

Across from us sits Professor Philip McMaster, a Canadian born genuine life-enthusiast. Professor McMaster exudes an infectious energy as he describes the series of events that landed him here, running the Three Fingers ”World Sustainability Project” from Beijing.

After winding his way through an eclectic career path of photography, adventure sports and ecotourism Professor McMaster found his way to Hong Kong where he started teaching sustainable entrepreneurship at the Chinese University of Hong Kong. Professor McMaster’s diverse life experiences and interests lead him to create the “Dragonpreneur” program – “ethical entrepreneurship with Chinese characteristics”. Instead of teaching his business-minded students solely how to become successful entrepreneurs, Professor McMaster emphasizes the need to adopt a more holistic view of business based on the Triple Bottom Line economic theory.

This theory sustains that economics, society and environment are intrinsically interconnected. Therefore, in order for an individual, company, or society to be successful, the three must be balanced. Through his Dragonpreneurship program, Professor McMaster has been teaching his students that, in order to plan a successful and sustainable business, they must effectively take into account all three of these aspects.

Furthermore, Professor McMaster teaches that entrepreneurs must resist the urge to claim a share of the market for themselves and then turn a blind eye to the world that their business is affecting. Instead, they must recognize that their businesses are tied to a common world and environment that we all share a common responsibility to protect and maintain. Only by looking beyond themselves and into the greater society, economy and environment can businesses be successful.

While Professor McMaster has made a major impact on the way a new generation of entrepreneurs approach business through his program, he felt that in order to reach a broader audience, he needed a new medium through which he could voice his ideas. Thus, Professor McMaster launched the Three Fingers Sustainability Symbol campaign.

The three fingers represent the three basic principles of sustainable society, economics and environment that the Dragonpreneur business training program adheres to. Through his campaign, Professor McMaster asks the citizens of the world to raise their three fingers in the “peace plus one symbol” in order to show their commitment to making a difference and leading a more balanced Lifestyle Of Health And Sustainability (LOHAS).

Professor McMaster believes that if we want to see true change worldwide, we can’t rely upon larger bodies such as our government (as we saw from the shortcomings of Copenhagen). Instead, the responsibility falls on us as individuals to change our lifestyles just by making small decisions everyday such as recycling or taking the bus instead of a cab.

Through the Three Fingers Sustainability Symbol, you can show that you are committed to making those small choices to make the world a better place instead of focusing only on your individual needs.

Professor McMaster hopes that once others begin seeing the Three Fingers symbol among their network of friends and in the media, they will become curious and learn what the symbol stands for and in turn adopt it themselves.

In order to celebrate the Peace Plus One – World Sustainability Project’s Third Anniversary this upcoming February 1st-3rd, Professor McMaster invites you to show your commitment to living a more balanced, globally conscious lifestyle and caring about others.

You can do this by hosting your own party or simple taking a picture of you and your friends joyously “Raising Three Fingers and a Glass of Cheer for Sustainability”. We would also invite you to post a blog comment recording a small choice you make to benefit the help make the world a better place.

As we wrap up our interview with Professor McMaster, he imparts one last bit of witticism quoting the legendary superhero Spiderman, “With great power comes great responsibility”. If we can all rise to the call and adopt Mr. McMaster’s simple ideas into our lives, we can truly make a worldwide impact.

To find more information about the Three Fingers 3rd Anniversary Event:

http://www.sustainabilitysymbol.com/you%E2%80%99re-having-a-party/