EPIC Thinking

Hello, lazy consumer. Meet your match

John Wiebe knows our dirty little eco-secrets. He knows, for instance, that we declare we’d like to buy environmentally friendly products… but don’t want to have to put a lot of work into searching for them. That if it’s sustainable but ugly, we probably won’t buy it. And if it costs mucho more—forget it.

Wiebe’s too reserved to say it, but read between the lines: we’re a selfish society. We want what we want and when we want it. So in a stroke of genius, Wiebe, a globe-trotting business consultant who’s made a brilliant (and lucrative) career of showing industries how to make money through environmental management, turned his attention to us fickle consumers and created EPIC, to showcase eco-lifestyles.
SharedVISION asked a few questions of this entrepreneurial impresario.

You have a Ph.D. in biochemistry. Do we call you Dr. Wiebe?
No, that’s really only good for getting reservations at a restaurant.

OK, John, what’s your personal philosophy around sustainability?
My personal philosophy is that we can live in a healthy environment and have a healthy economy. My belief is that the solution to environmental problems is really the business community; governments can only do so much. And I also believe that when businesses can profit from looking after the environment, that’s when they will start to look after the environment.

You’re best known for your not-for-profit GLOBE Foundation, and huge business-to-business conference extravaganzas. Why have you moved into the consumer arena with a party like EPIC?
It’s something I’m passionate about because I really do believe that people need choices. They need to be aware of what’s available. If we can show people that these environmentally friendly products are worth buying, they’ll demand them and the supplier will supply them. What EPIC is all about is just trying to get this in front of people—both suppliers and consumers.

So you find that people will choose sustainability when it meets their other needs?
When we did some surveys we found that the average consumer, while they say they would like to buy environmentally friendly products, is not really prepared to go look for them and not prepared to give up some quality or style, or for that matter, price. So what we need to do is get manufacturers and retailers to supply and provide environmentally friendly goods that appeal to consumers. And that’s why EPIC has fashion shows and speakers and sort of a friendly shopping venue and tries to present these kinds of products.

Do you think there’s a lot of fear mongering around sustainability?
Yes, there is a lot of Chicken Little “the sky is falling, the sky is falling.” But I think we need that in the same way we need people to push the envelope on almost everything from science to technology to political systems. These people can push things and push them a lot faster. Without them, we as a society probably wouldn’t react, and it certainly would take a longer time.

What are your pastimes? Golf, golf, and golf.
Some would say golf is not particularly sustainable—not environmentally friendly. I think golf can be environmentally friendly. Increasingly there are golf courses that are being rated certified by the Audubon Society and others as being environmentally friendly. I also believe you take steps: it’s not like tomorrow you’ll never use another pesticide, never do this, never do that. As long as we understand and move along a path that becomes more intelligent in the way we treat the Earth, I’m happy.

You know, you’re a pioneer. Do you think of yourself as one?
I don’t consider myself a pioneer in any way. I see opportunities where perhaps others haven’t taken action. But I think when you get right down to it we all want to maintain this planet for future generations. We all want our kids to grow up in a nice place. But at the same time we also want a quality of life that we’re used to.

—interview conducted, condensed, and edited by SharedVISION publisher Rebecca Ephraim

Lovers in a Dangerous Time

With the planet running on empty, these sweethearts are running for the solution

by STEPHANIE MACDONALD

If just thinking about running a marathon makes you want to curl up with a doughnut, consider running those famous 42 kilometres nearly every day for a whole year. It may sound like the premise for a science fiction flick involving a futuristic form of torture, but not to Matt Hill and Stephanie Tait. These two Vancouverites are making their dream of running to save the planet a reality—and they plan to promote the concept of every individual’s environmental responsibility each kilometre along the way.

“It’s really the small actions that add up to a big result,” says Stephanie. “Whether it’s single steps in a marathon or small, everyday efforts like recycling, the cumulative effect is significant.” (Matt and Stephanie both admit to having a pet enviro-commitment; hers is replacing plastic bags with reusable cloth ones; he is crazy about composting.)

Run for One Planet is at once a daunting physical challenge to jog 11,000 kilometres around Canada and the U.S. and a moving metaphor for the steps we need to take to ensure our planet remains healthy for future generations. The idealistic endeavour kicks off May 4 right here in Vancouver with the BMO Bank of Montreal Vancouver Marathon, and will end back here next year.

After all is said and run, Run for One Planet will leave behind a legacy: all money raised—the goal is a million bucks—will be used to start a foundation to initiate yearly Run for One Planet green marathons in cities around the continent.

Matt and Stephanie possess both the energy and enthusiasm to make this gruelling adventure happen. During our interview in their cozy Kitsilano loft, they exude a degree of perkiness usually attained by the rest of us only after a few triple espressos. Extreme motivation also characterizes their personalities and professions: Stephanie is an internationally recognized speaker and business coach; Matt is an actor (he worked with Jackie Chan in Shanghai Nights and has played the Teenage Mutant Ninja Turtles’ Rafael) as well as a seven-time Ironman triathlete.

“I had the sports training experience,” explains Matt, “and as an actor, you have to get used to putting yourself out there and taking risks. Steph has the organizational and business side of things down because of her work coaching small business owners to succeed.”
It was, in fact, Stephanie’s coaching that first brought the couple together two years ago. A friend of Matt’s suggested he make an appointment with her to talk about his career path. During his first consultation, his head was spinning.

“I was fascinated by her intelligence and ideas,” he recalls, “but there was this half of my brain that couldn’t concentrate, because it kept saying, ‘Wow, look how beautiful she is!’”

Not surprisingly, their professional relationship lasted only three sessions.

“When I found out she was an avid and dedicated runner,” says Matt, “I was hopelessly smitten.”

It’s fitting, then, that the biggest challenge either of these two marathoners has taken on in their respective lives germinated during one of their regular jogs.

Running along the trails of Burnaby Lake Park one day late in ’06, they realized their conversation kept coming back to their mutual concern about the state of the environment. The couple had adopted a progressively green lifestyle for themselves, but felt it still wasn’t enough. They wanted to spread the word about individual responsibility, and do it in a big way.

“Since we’re both pretty motivated people, we tried to think of ways we could bring attention to the issue,” says Matt, “that could evolve into something bigger than ourselves and provide the push that would bring green living right into everyday life.”

Inspired by trailblazers Terry Fox and Rick Hansen, Matt and Stephanie decided to commit themselves to their own epic journey to achieve recognition for their cause. And don’t think for a second they’re not walking the walk: the motor home that will follow them down the highways and byways will run on biofuel and utilize solar power, so the adventure will be as green as possible.

In cities and communities along the way, the couple plans to make stops to promote their vision, give interviews, and—it is hoped—inspire people to think about the small steps they can take to reduce their footprint on the planet. They’re also encouraging supporters to come out and join them on the road for a few kilometres and share in the journey and the message. Their enduring—and endearing—optimism is so infectious, it just might even be enough to get some of us to throw down that doughnut and join them on a leg (even if it’s a tiny midget leg) of their odyssey.

If it all sounds like a Herculean task way beyond the capabilities of two mere mortals, Matt and Stephanie are quick to acknowledge the large group of individuals behind the scenes, including trainers, chiropractors, promoters, web developers, communications specialists, as well as corporate sponsors who’ve donated everything from running gear to energy bars for the trip. “There’s no way we could do this without our awesome team behind us,” confirms Matt.

With the first steps of their mission to save the world just weeks away, the two are eager to hit the pavement, but there is a pensive side to their desire to get going, too.

“Past the excitement to get started, and all the hype surrounding the run, this is a very serious issue,” says Stephanie. “As a global family, we’re really on a timeline here. At the core of this run is the fact that we are concerned citizens, and we want to do what we can to convey the sobering truth about the future if we sit back and do nothing.”

And what about Matt and Stephanie’s future? How do you top running 11,000 klicks in a single year to inspire your fellow humans to change their lives for the sake of the Earth’s? Matt and Stephanie aren’t too concerned. “We hope that our efforts for the planet will take on a life of their own, but we’re not about to sit back and watch,” says Stephanie. “When we get back, we’re just moving into a whole new exciting phase of our lives.”

Stephanie MacDonald is a Vancouver writer who feels that running around the Stanley Park seawall is the best prequel to enjoying a few Bellinis in the spring sunshine.

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