I'm pleased to take over the hot seat at Ask the Experts. Each month we'll respond to the most interesting, and hopefully challenging, questions put forward by our readers -- that's you, so please let us know your issues and challenges in advancing sustainable practices in your business, organization or community. (Just send your questions to Experts@GreenBiz.com.)

("We" is me, the Natural Logic team, and several of our friends and associates, including Jen Boulden, Gary Lucks, Jackie Ottman, Gifford Pinchot, and others.)

You can also find my monthly strategic columns on business and environment on my Web site and irregular shorter writings on my Weblog.

On to this month's questions!


The European Union's WEEE (Waste Electrical and Electronic Equipment) takes effect August 13 2005; RoHS directive (Restriction on Hazardous Substances) kicks in July 1 2006. Are WEEE ready?

Gil: WEEE requires end-of-life take-back and recycling of Electrical and Electronic Equipment sold in Euope. RoHS will restrict the sale of equipment containing lead, mercury, cadmium, hexavalent chromium, and polybrominated biphenyls or polybrominated diphenyl ethers.

The directive has been rippling through the electronics industry for some years, as major brand companies pass the requirements though to their supply chains. But don't think you're off the hook just because you're not an "electronics" company -- since many products now have electronics embedded in them. Toys, to name just one un-obvious example. And future EU directives will address product energy efficiency, chemical constituents, and more.

There are many tools and services available to help companies grapple with the EU directives, and with Design for Environment challenges in general.

Some resources:
Industry readiness -- or lack thereof -- is cause for concern, considering that Europe represents about a third of the electronics market. A recent survey by Design Chain Associates reported that "Fewer than 20% are actively selecting compliance schemes, while 5% have selected compliance schemes. The survey also revealed that 23% percent haven't even started and 17% are 'completely confused.'"

The confusion is understandable. Design Chain president Mike Kirschner notes: "Direction on how to comply with WEEE is sparse and confusing in most EU member states." But even more concerning: "60% of respondent companies are doing nothing to reduce WEEE costs."

Is this a big deal? Maybe not. EU states may provide extensions and exemptions. But I wouldn't want to base my strategy on that possibility. Not when about a third of tech industry revenues are earned in the European market.

Here's the bad news. The directives and the impending deadlines have been known for years. The political momentum has been evident for decades. The driving science, articulated by The Natural Step and others, has been known for centuries. And, for those who've missed the signs, the EU periodically tips its hand with documents like Towards a Thematic Strategy on the Sustainable Use of Natural Resources (released October 2003).

So, homework for everyone: When you find yourself surprised by events, take a moment and ask yourself whether you've been paying attention to the right things. (And whether you can count on your competitors doing the same.)

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Gil Friend, systems ecologist and business strategist, is president and CEO of Natural Logic, Inc. -- offering advisory services and tools that help companies and communities prosper by embedding the laws of nature at the heart of enterprise. Sign up online to receive his monthly column via email. Read Gil's blog here.