Greener by Design 2009: Joel Makower and The New Normal (Video)
Photos by Jaymi Heimbuch
Joel Makower welcomed the many green minded designers with a positive thought: We're witnessing the first time when, during a recession and times of lay offs, the leaders in sustainability of companies are not the first to get thrown overboard. Instead, sustainability and eco-innovation is still a major priority among companies. That means we're witnessing the New Normal. The New Normal, as coined by Roger McNamee, is happening right now when what we think of as normal in our daily lives shifts to something else. Sustainability is becoming part of that new normalcy. Here, Makower talks about what concepts comprise that New Normal.