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011 is a vital year for sustainability. The G8summit has a pivotal role to play if we aregoing to reach a binding agreement at the UNFCCC's COP17 summit in Durban,South Africa. Key stakeholders must work together tocreate the right framework for businesses to succeed inthe new low carbon economy. Together we can all make adifference and the International Green Awards has animportant part to play in this exciting and challengingjourney. Launched in 2006 to critical acclaim, theInternational Green Awards recognises strategies that usecreativity in an engaging and effective manner, leading tomore sustainable outcomes. It is now an establishedevent on the global sustainable business-calendar."Our biggest problem is the need to think differently: howto escape from the constraints of the consumer society(which should perhaps be re-labelled the consumptivesociety), and see ourselves as a multiplying animalspecies changing the surface of the Earth to our short-term advantage and its long term detriment. In the currentgeological epoch of the Anthropocene, we shouldremember how small and vulnerable we are, and reckonwith the consequences of our failures of understanding." Sir Crispin Tickell, Director of the Policy ForesightProgramme, Oxford University and International GreenAwards 2011 JudgeBy showcasing "best in class" examples of effectiveand creative approaches to sustainability, theInternational Green Awards aims to be an agent ofchange. To this end, the Awards team searches theglobe every year to find true influencers, leaders,entrepreneurs and innovators, identifying worldwidesustainability success stories that inspire and motivateothers. It is no exercise in fluffy back-patting. The Awards are part of the Royal Society of ArtsEnvironment Award Accreditation scheme and allsubmitted entries require evidence of efficacy andtransparency. Previous winners have included Nokia,Marks & Spencer, Toyota and the China EnvironmentalProtection Foundation."Earth's natural capital is ultimately our only security forthe future. Rapid environmental, social and technologicalchanges are presenting human society withunprecedented challenges. Fortunately, people,businesses and governments around the world arewaking up, not just to the threats we face, but to the manyopportunities there are for addressing them." Achim Steiner, UNEP Executive Director, UnitedNations Environment Programme (UNEP)"In a finite world, the only way that humanity can sustaineconomic and social development is through innovation- finding ways to meet our needs at lower cost to theenvironment. The International Green Awards 2011 are awelcome recognition of the diverse forms of innovationrequired to create genuinely green economics." Jacqueline McGlade, Executive Director, EuropeanEnvironment AgencyThe Awards have built up a considerable followingamong sustainability professionals, CEOs, MarketingDirectors, Business Editors and CSR Directorsspanning nations as diverse as China, Japan, NewZealand, Brazil, USA, the UAE, South Korea, Romaniaand Greece. In fact, anyone anywhere who wants toengage with green issues, share knowledge andpromote best practice in sustainability on a global levelnow looks to the International Green Awards. Consequently, the Awards have grown and evolvedsince their inception. Last year, over 500 organisationsparticipated. This year, the International Green Awardsis celebrating as its chosen theme the UNGREAT IDEAS ONCE CREATEDTHE WORLD. NOW GREATIDEAS CAN SAVE IT054SUSTAINABLE DEVELOPMENT2IAIN PATTON, CEO, INTERNATIONAL GREEN AWARDS

SUSTAINABLE DEVELOPMENT055International Year of Forests. What's more, a uniquemembership platform connecting global experts,opinion leaders, professionals and citizens in the fieldof sustainability is also being introduced to further addvalue. It will be a place where members can shareinnovative business strategies and debate the definingsustainability issues of our generation. In keeping with the global nature of the Awards, thisyear's judging panel brings together knowledge andexpertise from all corners of the world. Julia Marton-Lefèvre, Director General, IUCN; BrazilianEnvironmentalist & Politician Marina Silva; Tim Smit,Co-founder of the Eden Project; and Brendan May, UKChairman, Rainforest Alliance are just some of theexperts judging in 2011.As Dr Ahmed Djoghlaf, Executive Secretary,Convention on Biological Diversity commented: "In thewake of the adoption of the 2020 Aichi Biodiversitytargets which calls for the engagement of allstakeholders including the business community, it isan honour and a privilege to participate in the 2011International Green Awards. I am impressed with thepositive impact the Award has in promoting andrewarding creativity and dedication. Through example,the Awards is shaping future messages ofsustainability and therefore creating the leaders of thegreen businesses of tomorrow." This year will also see the presentation of the 'LifetimeAchievement Award' honouring one deserving globalcitizen for his/her contribution to sustainability and theenvironment. This recent addition to the Awards waspresented for the first time last year to Sir DavidAttenborough CBE. "Biodiversity is the core of the sustenance of life; whichcurrently hangs in delicate balance. By recognisingcreativity in sustainability the International Green Awardsare a genuine effort to promote positive attitudes towardsbiodiversity and sustainability." Sir David Attenborough CBEThe 2011 International Green Awards will also see thepresentation of the first 'Green Celebrity Award'recognising the efforts of one global media figure topromote sustainability through their public profile.Given the deliberately populist and egalitarian natureof this new award, the winner will be chosen via apublic vote, using social networks and theInternational Green Awards website.The 2011 International Green Awards now invites yourparticipation in 23 categories ranging from Best GreenInternational Business Award, Best Green TechnologyAward through to Best Green Educational andSustainability Awareness Award and Best GreenConservation and Biodiversity Award. The climax willbe a gala dinner on 24 November 2011 at the NaturalHistory Museum, London, where the winners will beannounced. The green carpet is being rolled out. Takethe first step onto it by entering your organisation nowat:"There is only one planet. We must honour those whosustain its resources and create opportunities andbusinesses in doing so. That is what the InternationalGreen Awards can achieve."Baroness Barbara Young nABOUT THE AUTHORIain Patton launched the sustainability-focusedbrand communications Consultancy GREEN in 2005with the founding purpose of harnessing the power ofcommunication to achieve positive social andenvironmental change. Alongside the consultancy theGreen Awards were born as the vehicle to recogniseinnovative approaches to sustainability. Professionally, Iain Patton is a member of theChartered Institute of Marketing, Chartered Instituteof Public Relations and an Associate of the Instituteof Environmental Management. He also has aBachelors degree from the University of Wales, a PostGraduate Certificate in Marketing Management fromManchester Metropolitan University and a PostGraduate Diploma in Public Relations from theChartered Institute of Public Relations in London. " "TOGETHER WECAN ALL MAKE A DIFFERENCEAND THE INTERNATIONALGREEN AWARDSHAS AN IMPORTANT PARTTO PLAY IN THISEXCITING ANDCHALLENGINGJOURNEY