Construction of The Foundations For A Normative Model Based On The Paradigm of Sustainability. FMT Jesús Martín González.

FINAL MASTER THESIS (FMT)
SEPTEMBER 2012
Construction of the foundations for a normative model based on the paradigm of Sustainability. An approach to the implications of the new situation in the company and its Corporate Social Responsibility.
RESPONSIBLE WELLBEING
ENVIRONMENT
GLOBAL ETHICS
GLOBAL RIGHTS
Jess Martn Gonzlez

responsiblewellbeing@gmail.com
(UNED UJI) MSc Sustainability & CSR
(Corporate Social Responsibility)

Supervisor: PhD. Mara Jos Bautista-Cerro
ABSTRACT In the beginning of this century, humanity is at a crossroads where the Bouldings spaceship Earth has begun to become really unstable. On the one hand, it continues with processes and ways of life based on a consumption that does not see the limits of the planet and that affects it both from a social and an environmental point of view. In addition, certain parts of the population, at the moment very reduced, are starting to be more conscious of the problems of existence and with small steps balance the drift of the spaceship Earth. From a perspective in which the Sustainability is a question of values and consciousness, will be built a normative individual model based on this paradigm. Three elements will be utilized for it: Spiral dynamics, Wilbers AQAL system (1996) and some theories of human needs. The systemic and complex dimensions of this model will constitute the extrapolated foundations for a normative model in companies and their Corporate Social Responsibility. Finally, the process that happens in a paradigm shift or change of values will be presented, as well as present examples and initiatives that function in the road to Sustainability.
KEYWORDS Sustainability, Corporate Social Responsibility, Wellbeing, Human Rights, Ethics
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TABLE OF CONTENTS
1. INTRODUCTION..5 1.1 MOTIVATION..5 1.2 CONTEXTUALIZATION OF WORK..6 1.3 OBJETIVES8 1.4 METHODOLOGY AND STRUCTURE .....8 2. A PERSPECTIVE OF PARADIGMS.10 2.1 ECONOMIC PARADIGM........11 2.1.1 2.1.2 2.1.3 Where do we come from?............................................................11 Where are we?..............................................................................13 Classical economics models and principles......14
2.2 PARADIGM OF SUSTAINABILITY...16 2.2.1 2.2.2 Economic model including Nature.......16 Sustainable development and its implications .19
2.3 SPIRAL DYNAMICS AS A TOOL TO TRANSCEND PARADIGMS...21 2.3.1 Spiral dynamic theory......21 2.3.2 Features of the VMemes......25 3. CONSTRUCTION OF THE FOUNDATIONS FOR A NORMATIVE MODEL IN THE COMPANY...............28 3.1 STATE OF ART IN COMPANIES AND ITS RSC.29 3.2 NEW DIMENSIONS FOR THE MODEL......32 3.3 THE INDIVIDUAL DIMENSIONS OF THE MODEL......36 3.3.1 Environment.....37 3.3.2 Responsible Wellbeing.........38
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3.3.3 Global Ethics....41 3.3.4 Global Rights.......44 3.4 THE INTEGRATED MODEL AND ITS ENVIRONMENT..45 3.5 A NEW VISION WITH THE SPIRAL DYNAMICS AND THE QUADRANTS.........48 3.6 FUNDATIONS OF THE MODEL IN THE COMPANY OR OTHER SOCIETIES.....51 4. GUIDE TO TRANSCEND AN ECONOMIC PARADIGM FOR A PARADIGM OF SUSTAINABILITY..53 4.1 IS IT POSSIBLE TO CHANGE THE CURRENT MODEL? .................53 4.2 EXPLORERS: THE FIRST TO GIVE A STEP FORWARD......56 4.3 CSR IN BUSINESS AND POSSIBLE EVOLUTION ..59 4.3.1 Company 3.0.60 4.3.2 Common Welfare Economy..61 5. CONCLUSION...62 6. REFERENCES..65
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The ideals which have lighted my way and time after time have given me new courage to face life cheerfully, have been Kindness, Beauty, and Truth. Albert Einstein (1879-1955)
1 INTRODUCTION
This document is a research Masters Thesis that I have developed as part of the education in the Master in Sustainability and Corporate Social Responsibility (CSR) which is taught jointly between Universidad Nacional de Educacin a Distancia (UNED) & Universidad Jaime I de Castelln (UJI ).
1.1 MOTIVATION I have been in favour of the integration, in a constructive way, of all that I have learned during the Masters with all my past baggage. I personally hold that it is better to add and multiply than subtract and divide, as this way the result will be more enriching. The first thing that has been done in this work was the integration of the two Masters key concepts: on the one hand Sustainability and on the other hand Corporate Social Responsibility (CSR). Secondly, as much as possible, I have added ideas and concepts, many of them are related to each other, taken from the subjects of study. Therefore, I have introduced the following aspects of these subjects.
- Introduction to economics: Economic concepts and models. - Environment: The major environmental problems facing the Earth and how humanity is dependent on Nature to survive. - Introduction to Sustainability and CSR: Ideas on management, business, ethics, sustainability. - Relations with Society: The power of the Civil Society and the consumer.
- Development and International Cooperation: concepts of human rights, needs,

wellbeing.
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Later, with the supervisors help, the project has been focused toward its utility and from all of this work, focused on the interdisciplinary subjects in order to open new grounds, perspectives and even debates about what is the meaning of Sustainability and CSR in business and the environment in which it is exercised. Finally, from a more visionary and optimistic focus about the great systemic global crisis that affects the planetary citizen, I wanted to contribute some hopeful seeds for a possible better world, that perhaps they may arrive or not to good soil. In this way, I will have at least the certainty that they have been planted.
1.2 CONTEXTUALIZATION OF WORK In April 2012, the Royal Society published its report People and the planet, elaborated by 22 experts at different fields of science, which warned about the deep changes that can be produced in health and human well-being, as well as in the environment. The causes are mainly attributed to the increase in population and to the highest levels of consumption. This is not the only one testimony of that type. Previously, a great quantity of reports have been written, warning on identical issues, standing out among them, Limits to Growth (Meadows, Meadows, Randers and Behrens, 1972) commissioned by the Club of Rome to MIT, the Brundland report (1987) presented by the World Commission on Environment and Development (WCED) at the UN and the report from World Resource Institute Ecosystems and Human Well-being Synthesis: Key Questions in the Millennium Ecosystem Assessment (2005). All these warnings keep correlation with the visible consequences of the economic model of growth on a finite planet. As highlighted in these reports, from an environmental and sustainable perspective the loss of diversity in flora and fauna has been multiplied in recent years. Pollution in seas, rivers, lakes and especially the atmosphere has been additionally increased. Non-renewable resources, especially energy, are decreasing at a high rate and the global ecological footprint on the planet is above its renewal. Moreover, from a social point of view, as stated in the Report Human Development Index (2011) by the UNDP (United Nations Program for Development), the inequality of income gap keeps getting wider, apart from the inequality of power and gender. The aforementioned report evidences the relations between the environmental degradation and gender and income inequalities. It also indicates that advances in income and health in developing
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countries are in danger, due to inaction against climate change and the destruction of natural habitats. As Boulding (1996) with his spaceship Earth would say, the collapse is increasingly possible. However, against the systemic movement of positive increase toward the collapse of the spaceship Earth (Figure 1.1, left), another systemic of negative feedback (Figure 1.1, right) has emerged and it is represented by a mass of people becoming more and more conscious and sensitive to their habits and acts. Environmental groups, NGOSs, Human Rights movements, more and more conscious companies with their responsible activities and even a small country, Bhutan, are part of this emerging mass. The latter has begun to move toward more qualitative objectives, sustainability and wellbeing of its population.
Figure 1.1: Limits of growth
Source: Elaborated by the author based on Aracil (1995) In this context, Marrewijk (2003) indicates the triangular relationship that occurs in the society (our spaceship Earth) among States, Business and Civil Society. States are responsible for controlling, creating and maintaining laws. Companies are responsible for the market, creating wealth through competition and cooperation, and finally Civil Society shape society through collective action and participation. Morin (1999, pp. 24-25) reminds us of the relationship of complexity that exist in the triad individual society species, where individuals are the product of reproductive process of the human species, but this same process must be produced by two individuals. The interactions among individuals produce the society and that which certifies the emergence of culture, retroacts on the individuals from the same culture. Thus, in the first relationship, States Business Civil Society, we must not forget that
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the three members are constituted themselves of individuals that are ultimately the ones who decide the vicissitude of these organisms. Among other relationships, the votes, decided by individual, both political and economic, take part in the increase of complexity in our society and are, ultimately, the cause of the future of our species in the spaceship Earth. Therefore, the focus of study was primarily directed to the individual as the basic unit of society and species on the Sustainability. It will later be aligning the basic characteristics obtained in the model to the complex relationships among individuals, when some extrapolation for companies and even States may take place.
1.3 OBJETIVES On the one hand, among the objectives in this study there is a general objective, Construction of the foundations for a normative model based on the paradigm of Sustainability. Regarding the term normative as in normative economics, it is indicated that some aspects are related in the area ought and therefore there are implicated moral values. This model will be open to criticism on its possibilities or improvements but, circumstantially, can turn on certain paths, unknown until now, so new researchers or explorers can investigate these approaches. On the other hand, supporting that general objective, there are a series of specific objectives, including: Analyze and describe the systemic relations among the different subsystems in the light of different paradigms Perform a guide to the processes that occur in the paradigm shifts or change of values
1.4 METHODOLOGY AND STRUCTURE In times of crisis, only imagination is more important than knowledge. Albert Einstein (1879-1955) The popular fable of the six blind wise men trying to know what was an elephant, each one of them touching one of the parts of its body and later describing what they had felt makes me reflect on the difficulty of approaching the reality. Which method can one choose? As regards this work, an integrative methodology of several epistemologies has been chosen as is summarized in the exposure of different perspectives (on the table 1.1.)
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Table 1.1: Search of the reality

SCIENCE APPROACH COMPLEXITY Complexdialogic INTEGRAL HOLONIC Holonic POSITIVIST EmpiricalAnalytical Positivism logical ExplanationControl CRTICAL Criticaldialectical Critical Theory TransformationChange Communicative Dialecticconsensus Intersubjetivity Group discussion Participant observation Qualitative 1st person plural PHENOMENOLGICAL Phenomenologicalhermeneutic Phenomenology
EPISTEMOLOGICAL Complexity FOUNDATION LAST END RACIONALITY ATTITUDE SUBJET-OBJET RELATIONSHIP Construction Configurational Open Dialogic Intersubjetivity According to the circunstances Not rigorous
Interdisciplinarity
Integration
Understanding Interpretative Epoj Subjetivity
Not circumscribed Instrumental Interdisciplinary Intersubjetivity Split Objetivity
METHOD
Triangulation research
Measuring instruments Quantitative impersonal
In-depth interview Participant observation
LANGUAGE SPEECH
Articulate
Qualitative 1st Person
Source: Based on Leal (2012) Most of the work is initially approached with an investigating attitude of complexity, in the attempt to construct a model and also with an interdisciplinary attitude to integrate the different dimensions in the corresponding model. However, why should one renounce other attitudes? If a carpenter needs to make a piece of furniture, he does not utilize a saw all the time. He also uses other tools. Therefore, in some moments of research, and when it is necessary to take another approach to try to understand the reality, it does not discard a positivist approach to explain and control the model or a phenomelogical focus to try to understand it or even a critical approach to try to transform it. On the other hand, as Wagensberg (1994, p.83) says, besides the scientific knowledge, there are two more forms of knowledge, philosophy and art. Regarding scientific knowledge claims (own translation): Indeterminism is the scientific attitude that is compatible with the advancement of knowledge in the world, while, determinism is the scientific attitude that is compatible with the description of the world. In this way, with some indetermination, why not have, besides the scientific attitude in this work, a moral attitude (utopian) in the sense of being conscious, or as Morin (1982) would say, a science with conscience? Finally and in order to have a communicability between author and reader why not do it with beauty or aestheticism?
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Gadner (2011) reframes the classical concepts of Truth, Goodness and Beauty in the eyes of this century. Throughout most of history, Truth has been quite stable, however with the inclusion of the scientific method and the acceleration of complex societies, the truths are occupied by new truths that soon they will give way to new ones. As for the Goodness, Gardner (2011) integrates it with two complementary elements. On the one hand, morality as a concept of neighbourhood relations among people by virtue of their humanity on a community level. On the other hand, the ethics of roles, more abstract and characteristic of complex societies where one represents different roles. Finally, Beauty is no longer traditional but totally individual and subjective, which the individual experiences if it meets three features: make it interesting, make it memorable and stimulate new encounters. The investigation presented has been structured into three differentiated sections and according to Gardner (2011); they have the spirit of Truth, Beauty and Goodness. The first part of the document, much more descriptive, will explain the Truth of both paradigms, economic and sustainable, that wants to leave the previous in the past. The first, as seen in Figure 1.1 pushing consumption without limits and the second one, balancing our planet to avoid the collapse. The second part, much more experimental and personal, is dedicated to the creation, the Beauty, which will establish the foundations of a possible normative future model for the Sustainability. Finally, third part will be dedicated to the Goodness, which will guide and show different paths being taken in the present to achieve Sustainability.
2 A PERSPECTIVE OF PARADIGMS
It is not enough only tell the truth, but it is important to show the cause of falsehood. The investigation of the truth is in one way hard, in another
easy. An indication of this is found in the fact that no one is able to attain the truth adequately, while, on the other hand, no one fails entirely, but everyone says something true about the nature of all things, and while individually they contribute little or nothing to the truth, by the union of all a considerable amount is amassed. Aristotle (384 AC-322 AC)
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2.1 ECONOMIC PARADIGM The analysis of the economic paradigm in which we are immersed in this global world and the one on which have been written hundreds of books, would lead to an extended length because of its high complexity. Therefore, this section will focus specifically on three parts that will display a broad overview of the paradigm, consequently, one will discover the features on which it sets up. Both first and second will refer to the considerations to the questions asked by Novo (2006) in his reflections on sustainable development: Where do we come from? and Where are we? The third part will be an analysis of the model and the principles on which the present-day economy operates.
2.1.1 Where do we come from? At the dawn of humanity, human beings were hunter-gatherer taking from nature necessary resources for their subsistence. They were a piece of the ecosystem and although they affected nature, the equilibrium was very balanced except for some ineludible homeostatic variations. According to some anthropologists, Sachs (2008) indicated that the global population at the beginning of the Neolithic Age would have been about ten million people. The first great revolution, with the appearance of agriculture and domestication of animals, occurs about 10,000 years ago. Human beings become producers. The consequence of this event that is expanded along the planet is a great growth of the population. Thus, the population will double, more or less, every seven hundred years, reaching approximately 150 million inhabitants around the year 0. By the year 1600, prelude of Modernity, population reaches 500 million people. Several important events that are shaping the human environment could be highlighted in this long period from the first Neolithic revolution. In the first period, until the emergence of Greek civilization, the most important milestones are: the step from the nomad to the sedentary life, technological inventions (the wheel, the plow, metallurgy, sailing), work specialization, the appearance of cities and empires, large-scale trade and writing. Latterly, until the modern age, its interesting to spotlight the concepts of democracy and citizenship, the great religions like Christianity and Islam, the universities, the printing and the gestation of the modern concepts of nation and state. Human beings had already reached all the corners of the Earth and intervened with much greater intensity in the environment where they progressed. The next revolution, the industrial revolution, XVIII and XIX centuries, is another major milestone in the growth of the population. It reached 1,000 million people around 1800. It duplicated
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around 1925 2,000 millions and by 1975 had already reached 4,000 millions. Finally, at this time in 2012 the world population has already exceeded 7,000 millions. From this period of Modernity, which Novo (2006) marks conventionally as the start date in 1637 with the publication of Descartes Discourse on the Method, is when appear all the cultural changes and ideas that support the present-day economic paradigm. The separation between the object and the subject is the frame and mechanistic and reductive vision of all this period which has come to our days. There were born two branches: Descartes rationalism, through reason and Bacons empiricism, through experience. Both philosophies seek general, universal and abstract knowledge and they are the foundation of modern science. In contrast, humanists like Montaigne and Desiderius Erasmus appealed critically to the possibility of reaching certainty in a general way without taking into account the context. Thus Montaigne quoted What a good pillow doubt is for a well-constructed head! The ideas of John Locke (1632-1704) and Adam Smith (1723-1790) also settled the foundations of Modernity. The first, empiricist, studied society applying the mechanistic paradigm, ignoring the more complex aspects of human living and second, sought the economic laws through the mechanical vision of the world. In the thinking of Adam Smith is not appealed to ethical and ecological limits in the process of guiding the economy; only the principle of offer and demand, driven by the utilitarian search of material goods that each individual develops like primary end of his actions. (Novo, 2006, p.14). It would be the invisible hand or laissez faire which would regulate the market. Besides science, freeing man from his environment and economy, making rational man maximize their preferences, there is a third element that will make this epoch remarkable, productivism, which reached its climax with the industrial revolution. Economic success was the prelude to social success. Science applies its methodology for production. More is better. The industrial revolution brought a change of craft tools utilized with the energy of human beings or animals by machines maintained with the energy of coal and later with oil. The machines and the energy stored in the ground during millennia completely altered the human being and their natural environment.
2.1.2 Where are we? At this early second millennium we find a plane Earth populated with over 7,000 million inhabitants. In almost 200 years, coinciding with the industrial revolution, the growth has been exponential, multiplying by seven the residents who had at the beginning of the XVIII century as is shown in Figure 2.1.
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Figure 2.1: Evolution of World population between 10.000 B.C. and 2.000.
Source: ONU (Historical Estimates of World Population) (1974) Looking at the graph one can glimpse the resemblance to the behaviour of positive feedback models in dynamic systems (Aracil, 1995), where there is an indefinite growth until some limits are reached and the system collapses. Thinking about things in terms of progress itself has brought light and shadows. Among the first, one can include: medicine, which has eradicated diseases and has increased life expectancy, technology, which has improved the living conditions and has made the planet smaller to move and for instant communications between either side of the globe, etc. However, on the other hand, one has to balance the inconveniences that make of this Earth spaceship a fragile ecosystem. Among these 7,000 million passengers, there is a great inequality both economically and ecologically. Leonard (2010) indicates significant data about where we are. - Water scarcity affects about 1,200 million people, so that water is becoming a more and more scarce resource. - Scientists have established that 350 (ppm) of CO2 in the atmosphere would be the maximum level in order that the Earth continues as we know, however this barrier had been crossed in July 2009 with 378,81 (ppm). - Nowadays, if one analyzes a body of a person anywhere in the world, including newborn babies, one would find industrial and agricultural components with toxic characteristics.
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- 800,000 people die from outdoor air pollution, while 1,6 millions are due to indoor air. - A great inequality of incomes represents at the present that the richest 1% people accumulate so much as the poorest 57%. - If all inhabitants of Earth lived in the style of an average U.S citizen, five planets would be needed, so that only about 1,200 million people could live. Moreover, transnational studies of subjective well-being led by Inglehart and Klingemann (2000) show that, for example, in the period 1973-1998, the satisfaction with life as a whole of the populations of several European countries had hardly changed, with even a decline in some of them, in spite of the growth of the GDP. The datum that can summarize the status and course of this planet is shown in the Living Planet Report of 2012 which indicated that since the 70`s the demand of annual natural resources has exceeded what the Earth can restore. Besides, the excess of ecological footprint has continued to grow during these years reaching a deficit of 50% in 2008. This means that the Earth takes 1.5 years to regenerate both renewable resources that people utilize and the absorption of CO2 that is produced in the same year.
2.1.3 Classical economics models and principles Synthesizing all theories and definitions of economics in a short space is an arduous task, therefore, this part will focus on the key concepts of a classical economics paradigm.
The concept economics etymologically comes from the Greek oikos (house) and nomos (administration) so that it would be equivalent to administration of a house. Castaeda and Herrero (2011, p.5) define economics as a social science that studies how use scarce resources (limited) for the satisfaction of alternative and unlimited needs. Economics as a social science also studies the relations that occur in processes of production, exchange, distribution and consumption of goods and services. Because of this, part of human needs, whether individual or collective are satisfied. A graphical view of the relations is observed in Figure 2.2 which shows the circular flow of an economy in a country without including the foreign sector.
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Figure 2.2: Circular flow of income in a country
Source: Castaeda y Herrero (2011) There are the following economic agents in the previous scheme: households, businesses and governments. Castaeda and Herrero (2011) indicate that households are consumer units which own the factors of production (labour, capital and natural resources). Businesses are production units and Governments have, among others, the economic functions of protecting property rights, producing goods and services to satisfy certain needs that the market does not accomplish and correcting the inequalities of income and wealth that happens because of the free functioning of the market. If the foreign sector is added, with imports - exports, input output, there is the global vision of the agents in the economics. Regarding the factors of production used in the exchange of goods and services can be classified into three main divisions: labour, capital, either physical (machinery, equipment and technology) or financial, and finally natural resources (land and raw resources) (Castaeda and Herrero, 2011). However the economic growth takes place, there is either an increase in production factors (increase of labour, capital or natural resources) or there is a technological improvement that increases productivity. With regard to how to calculate the economic health of a population, the GDP (Gross Domestic Product) is used, which measures the value of all final goods and services produced in a country.
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Finally, as an appendix to introduce the next section where the environmental factor will be introduced, it can be simplified to show that the relationship between economic activity and Nature have produced a linear relationship (Figure 2.3) in which humanity have exerted a control on Earth subtracting their resources to meet their needs but ignoring any limits.
Figure 2.3: Linear conception of relationship Human Species - Nature
Source: Bengoechea (2011)
2.2 PARADIGM OF SUSTAINABILITY After explaining where we come from and where we are, Novo (2006) poses the following question: Where do we want to go? This section will discuss firstly the economic model introducing the environment element that previously had been omitted and then the definition of sustainable development and its implication in the different perspectives of sustainability will be considered.
2.2.1 Economic model including Nature To believe in unlimited growth in a finite world one has to be either a fool or an economist. Kenneth Boulding. In the previous conception of classical economic activity and its relationships to Nature, this was conceived as separated from human beings since these had exerted a dominion on it without stopping on its accounting or its limits. As Bengoechea (2011, p.5) indicates on the ISO 14,000 and EMAS regulation (Environmental Management and Audit of the European Union), Environment is defined as: Surroundings in which an organization interacts, including air, water, land, natural resources, flora, fauna, human and their interrelation. It can be said, therefore, that human beings are integrated in nature from this perspective.
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Jacobs (1991), as Bengoechea (2011), indicates the three main functions of Environment in the economic activity of the human species. Table 2.1 presents a small board where there is an overview of these features. A deeper level, which will not be done in this work, leads to all instruments that human beings have created for the environment management system.
Table 2.1: Functions of Environment

NON RENEWABLE RESOURCES
Finite resources. They cannot be regenerated by natural processes (on a human scale of time). Examples: oil, coal, minerals. They can always be regenerated by natural processes unless it has not exceeded its capacity for renewal. Examples: plants, animals. They are unlimited energy sources and they cannot be affected by humans. Examples: solar energy, wind energy, gravity.
PROVISION OF RESOURCES
RENEWABLE RESOURCES
CONTINUOUS RESOURCES
ASSIMILATION OF WASTE PRODUCTS
Environment has the capacity to assimilate wastes and residues to a certain limit. Moreover, the generation of such wastes and residues decreases the capacity to offer the third function, environmental services.
SERVICES Examples: aesthetic enjoyment of landscapes, RELATED TO DIRECT AND the increase of knowledge through the CONSCIOUS scientific study of living and inert matter. CONSUMPTION SERVICES RELATED TO INDIRECT AND CONSCIOUS CONSUMPTION
ENVIRONMENTAL SERVICES
It is the life-support that occurs by stabilization of ecosystems, climate regulation, maintenance of genetic diversity in different species.
Source: Based on Jacobs (1991) The incorporation of Environmental functions in the production process and the absorption of waste and residues , transforms the relationship from linear to circular as shown in figure 2.4 where: RN: natural resources, RNNR: non-renewable natural resources, RNR: renewable natural resources, P: production processes, C: consumption activities, U: utility, D: waste and scrap, r: part of residues and waste that is recycled, A: assimilative capacity of natural environment, h: rate of natural resource extraction and g: rate of regeneration of natural resources.
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Figure 2.4: Circular conception of relationship Human Species - Nature
Source: Bengoechea (2011) (based on Pearce and Turner) Meanwhile, the planet continues to support exponential growth in the consumption of materials and energy, and increases the waste and pollution that is typical in a linear relationship with Nature, as shown in Figure 2.3. However, the assumption of humanity that there is a circular relationship takes a considerable delay, as one can recognize for the 40 years that have passed since the report Limits to growth. This situation in a dynamic system where the positive feedback has not been counterbalanced by a negative or regulating feedback can, as Novo (2006) indicated, cause the system to become unmanageable. Its again that we remember Boulding (1966), who warns that the Earth spaceship is seriously damaged and close to collapse.
2.2.2 Sustainable development and its implications As Gudynas (2004) alludes, the term sustainable has its origins in the fields of biology, more precisely, among workers of the fishery and forestry sectors. In the 60s, was begun the study of different strategies for maintaining, within their rhythms, the
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complete renovation of the population of these renewable resources. In the 70s, Meadows, Meadows, Randers and Behrens (1972) showed with the The limits to Growth report that economic growth, as it was occurring, would lead to a collapse, either because of lack of resources or because of pollution. The focus of the debate was between those who advocated economic progress and those who demanded environmental conservation. During the 80s, the presentation of the Brundtland Report (1987) established the foundations of the term sustainable combining development with sustainability. Hence, the definition of sustainable development as Development that meets the needs of the present without compromising the ability of future generations to meet their own needs, conserves to our days a canonical value. In recent years, Gudynas (2004) notes that sustainable development has become a plural concept with different concepts, nuances, assessments, interpretations and perspectives. Similarly are used indistinctly the terms sustainable or sustained, since the key is in the conceptions that hide behind the words. He finds, roughly, three perspectives, without counting the attitude which does not incorporate the concept of sustainability while maintaining a rejection of ecological limits and an ideology of progress and economic growth. The first perspective, weak sustainability does not use an open criticism of the ideology of progress but it imagines that it is possible to lead to a sustainable development through reforms in production processes. Gudynas (2004, p.64) summarizes: It is a trend that discourses through a strong economization of environmental issues and therefore it relies heavily on the judgements and decisions of the technicians. The second perspective, strong sustainability, continues to maintain an
economization of Nature but considers that it is ineludible to conserve a stock of Natural Capital since it believes that it is critical for human beings and it must be protected. Gudynas (2004) indicates that in this view there is a coexistence of both technical and political decisions. Finally, super-strong sustainability carries an intrinsic criticism toward the ideology of progress where the assessment of Environment is manifested from various perspectives and not only the economics ones. It opts for the term Natural Heritage. Gudynas (2004) emphasizes the intrinsic value of Nature, beyond the value that peoples report. From this perspective, where the plurality of reviews is recognized, policy decisions are established according to the different positions. The different perspectives are summarized in Table 2.2.
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Table 2.2: Attributes of the three main perspectives on sustainable development WEAK SUSTAINABILITY
Anthropocentric Material growth Natural Capital Instrumental Utilitarian Consumer Individual self Market Privileged knowledge Disregarded Technical management Years Unlikely Impossible
ELEMENT
Perspective Development Nature Assessment Conservation Actors Personal attitude Stage Scientific Knowledge Other knowledge Practices Timeline Social Justice Ecological Justice
STRONG SUSTAINABILITY
Anthropocentric Material growth Natural Capital Instrumental, ecological Utilitarian, ecological Consumer, citizen Individual self Society Privileged knowledge Minimized Technical advisory management Century Possible Possible
SUPER STRONG SUSTAINABILITY

Biocentric Life quality, ecological quality Natural Heritage Multiple, intrinsic Ecological, evolutionary Citizen Self expanded Society Plurality of knowledge Respected, incorporated Environmental policy Milenium Required Required
Source: Gudynas (2004) In tune with the Gudynas super-strong perspective, Novo (2006) refers to the five features that constitute a sustainable development: endogenous, integrated, equitable, glocal and viable ecologically. It must be endogenous, with an internal origin, within each community to harness their potential, natural resources, traditions and knowledge. Besides, she indicates that the processes cannot be juxtaposed rather there would be an interdependence among them, causing its integrated character. Another feature occurs because it must satisfy the principle of equity, offering a special ethics, and social justice to people, especially to the poorest. Finally, the glocal character refers to the systemic dialogic between local parts of the system with the global problems of the world, while the ecological viability indicates to the subordination of the carrying capacity of ecosystems.
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2.3 SPIRAL DYNAMICS THEORY AS A TOOL TO TRANSCEND PARADIGMS Meadows (2008) found that in systems, independently of their complexity, there are certain points where in a way a lever can act more effectively to reform them completely. Thus, from minor to bigger relevance, she orders the twelve places where one can intervene in dynamical systems to increase the grade of effectiveness and to transform them. Specifically, the leverage points which are more effective, but also due to its greater complexity which requires more difficulty and time, are: 1) Transcending paradigms. 2) Paradigms: The mind-set out of which the systemits goals, structure, rules, delays, parametersarises. 3) Goals: The purpose of the system. 4) Self-Organization: The power to add, change, or evolve system structure. 5) Rules: Incentives, punishments, constraints. The second best of the leverage points from Meadows (2008) has been used, in this part of the work, to describe the economic paradigm and the sustainability paradigm. Now, an analysis will be made with the most powerful leverage point, transcend paradigms, therefore the theory and model of Spiral dynamics will be employed. This theory, inserted into the complex thought, will be a tool with a broad view both for analyzing the previous paradigms as for building the foundation of the model. Therefore, due to its importance to the second part of the work, this section will be dedicated to its explanation. 2.3.1 Spiral dynamic theory Regarding the origin of the Spiral dynamics, Chabreuil and Chabreuil (2008) mentions the anecdote of the students of Professor Clare W. Graves (1914-1986) that tired of studying each of the psychological theories, asked which one was the good one. This active questioning of his students on what was to them a mature person, classified thousands of testimonies collected during over 25 years. With this material, he developed a comprehensive model of adult biopsychosocial system development, the Emergent Cyclical Levels of Existence Theory that summarized: Briefly, what I am proposing is that the psychology of the mature human being is an unfolding, emergent, oscillating spiraling process marked by progressive subordination of older, lower-order behavior systems to newer, higher-order systems as mans existential problems change. (Beck and Cowan, p.28)
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Graves did not write any books, except some papers and brief manuscripts. Consequently, Beck and Cowan (1996), who worked with him, were the people who divulged the model with its present name and who continued his researches after Graves death. Beck and Cowan (1996) consider this theory as one of the three major advances in management approaches of the complexity in 20th century. The other two are the Dynamic systems Theory and Chaos Theory. Beck and Cowan (1996, p.29) briefly indicate four of the basic conceptual features in Graves model. 1) Human nature is not static, nor is it finite. Human nature changes as the conditions of existence change, thus forging new systems. Yet, the older systems stay with us. 2) When a new system or level is activated, we change our psychology and rules for living to adapt to those new conditions. 3) We live in a potentially open system of values with an infinite number of modes of living available to us. There is no final state to which we must all aspire. 4) An individual, a company, or an entire society can respond positively only to those managerial principles, motivational appeals, educational formulas, and legal or ethical codes that are appropriate to the current level of human existence.
Dawkins (1976) formulated in his thesis that, as is the same as in biology the information is transmitted through the genes, culturally ideas, habits, beliefs, skills, behaviours etc. are transmitted through what he called memes, these being the cultural unit. Graves suggested that there should be a kind of meta-meme, a system of values that he called VMemes. These VMemes are organizational principles that act as attractors of Dawkins memes. Therefore, on the one hand there are the memes as ideas that are directly or indirectly visible and on the other hand the VMemes which are always present but they operate invisibly and sometimes automatically. Figure 2.5 clarifies these concepts with the iceberg metaphor.
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Figure 2.5 Memes and VMemes
Source: Schuschny (2009) The VMemes are so vital that arrive through whole groups of people and begin to structure the thinking on their own. These VMemes establish the rhythm and the process of collection of the beliefs, besides the structuring of the thought, the systems of moral values, political forms and worldviews of entire civilizations. They are a sort of paradigm in which one is immersed unconsciously. So far, eight levels of VMemes have been described, which Graves appointed by 2 letters, first indicating Life conditions (starting letter A) and second indicates Mind capacities (starting letter N). The metaphor used is a double helix with the two previous factors interacting. Systems emerge or decay when life conditions (historical time, geographical place, existential problems and circumstances in society) change. These life conditions change when, either new mind capacities emerge, adapting new visions, beliefs, thoughts, etc., or there is a fall to oldest levels trying to solve the alteration of those circumstances in life. However, Beck and Cowan (1996) assigned a color code for educational facilities and it would be the manner shown in this work. The eight colours with
V
Memes or
corresponding levels of existence and development are in order: Beige: Survival, Purple: Safety, Red: Power, Blue: Order, Orange: Success, Green: Community, Yellow: Synergy and Turquoise: Holism.
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Figure 2.6: Spiral dynamic
Source: Elaborated by the author based on Chabreuil & Chabreuil (2008), Beck & Cowan (1996) The first six levels form a first tier, while yellow, turquoise and subsequent colours form a second tier that involves a large quantum leap according to the words of Graves. The VMemes of the 2nd tier, Yellow and Turquoise, have a global view of the spiral, understanding all its complexity. These understand each of the whole first tier VMemes and the positive and negative features of each one of them. Chabreuil and Chabreuil (2008) found that the difference between the first and second tiers is that in the first tier, VMemes are characterized by a structural fear of which they try to escape: not finding food, not having shelter, being a victim of others, being punished by the last truth, not having a status attained by themselves, being rejected socially. There is not structural fear in the second tier, although there may be a fear linked to the particular circumstances. Before a brief explanation of each level, are summarized some ideas that Chabreuil and Chabreuil (2008) expose for a better understanding of the development in the spiral. The values of a person, organization or society can be of three types: superficial, hidden and deep. The deep ones, corresponding to the VMemes of the previous colours, are unconscious and they condition the other two.
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The dynamic spiral is not a type of classification of people. The coexistence of several levels of existence within a person, organization or society, depending on the situations, is possible.
Life conditions are the ones that trigger mind capabilities to reach new levels of existence. Neither mind capabilities have anything to do with intelligence, nor the progress of levels of existence with a progress of intelligence, but with a greater complexity.
No level of existence is good or bad in itself or can be judged superior or inferior to another, but that level is the one which is better adapted to life conditions.
Levels of existence are alternated expressing the I or its sacrifice for the We. Thus, warm colours: beige, red, orange and yellow express the I meanwhile cool colours: purple, blue, green and turquoise express the We.
2.3.2 Features of the VMemes The following features are a summary of the work of Beck and Cowan (1996), Chabreuil and Chabreuil (2008) and Wilber (2000).
BEIGE: SURVIVAL It is estimated 0,1% of the worlds population has this VMeme characteristic of their way of life, i.e. their living conditions are pointed to the individual survival and their attention is on the physiological needs. Their mind is instinctive, automatic and with reflections. Its origin could date more than 100,000 years ago. Examples where it can happen: newborns, people with Alzheimers, individuals with a very severe shock stress. . PURPLE: SAFETY It is estimated that about 10% of the world population, which also owns 1% of power has this VMeme as characteristic of their way of life. These individuals seek to calm a threatening world of spirits, magic, mysteries, taboos. They are tribal and look for the harmony and security in the group with values such as tradition and reciprocity. Its origin could date back some 50,000 years. Examples where it can happen: children aged one month, tribes and clans, some sports clubs and urban tribes.
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It is estimated that about 20% of the world population, which also owns 5% of power has this VMeme as characteristic of their way of life. Their life conditions resemble a jungle with threats. They are egocentric, proud, with high self-esteem and determination, authoritarian, and they need to fulfill their needs immediately. They utilize the exploitation, the astuteness and sometimes heroism. Its origin could date back some 10,000 years. Examples where it can happen: children from 2 years, authoritarian bosses, dictators, juveniles stage of rebellion.
BLUE: ORDER It is estimated that about 40% of the world population, which also owns 30% of power, has this
V
Meme as characteristic of their way of life. Their life conditions are
determined by a sense, direction or purpose. They sacrifice to obtain a reward in the future. Their world is controlled by the last truth. Its origin could date back some 5,000 years. They have values such as obedience, loyalty, morality and respect for the laws of country. Examples where it can happen: children aged 5 or 6 years, fundamentalism and dogmatic religions.
ORANGE: SUCCESS It is estimated that over 30% of the world population, which also owns over 50% of power, has this VMeme as characteristic of their way of life. Their life conditions take place in a world filled with opportunities and resources. They are independent and oriented towards success and materialism. There is much competition outside what causes they are in tension in order to increase their competitiveness and growth. They move among values such as success, scientists, efficiency, change, autonomy and personal achievement. Its origin dates from over 300 years. Examples where it can happen: after the crisis of adolescence, shopping centers, Wall Street, individualism in XX and XXI century.
GREEN: COMMUNITY It is estimated that more than 10% of the world population, which also owns 15% of power, has this VMeme as characteristic of their way of life. Their life conditions take place in a world where resources are common goods. Their priorities are relationships and community membership. They move among values such as trust, egalitarianism,
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harmony, authenticity, sensibility, empathy, etc. Its origin dates back some 150 years. Examples where it can happen: environmental groups, social responsibility, human rights, NGOs, etc.
YELLOW: SYNERGY It is estimated that about 1% of the world population, which also owns 5% of power has this VMeme as characteristic of their way of life. This is the first VMeme of the second Tier where a great change occurs regarding the VMemes of the first Tier. Their life conditions occur in a complex, chaotic, uncertain world where one is responsible for oneself but not at the expense of another. Despite their individualism, they care about others and think globally. One could summarize with the quotation of the visionary inventor Buckminster Fuller: If the success or failure of this planet, and of human beings, depended on how I am and what I do, how would I be? What would I do? Their values revolve around existence, acceptance, awareness, change, interdependence, flexibility, synergy, etc. Its origin dates back just over 50 years. Examples where it can happen: complex thought, system dynamics, chaos theory, Wired magazine.
TURQUOISE: HOLISM
It is estimated that about 0,1% of the world population, which also owns 1% of power, has this VMeme as characteristic of their way of life. Their life conditions take place in a world with a delicate balance among the different interdependence of the various elements that form the whole organism Earth. Their values lean toward experience, consciousness, holism, global integration. Examples where it can happen: Gaia hypothesis, pluralism and harmony in Gandhis ideas, Teilhard de Chardins noosphere. To finish this first part dedicated to the truth, science and part of the past, here there is the speech of Professor Graves, obtained in Beck and Cowan (1996 p.319), about the future seen from 1974, year in which he wrote it: The present moment finds our society attempting to negotiate the most difficult, but at the same time the most exciting, transition the human race has faced to date. It is not merely a transition to a new level of existence but the start of a new movement in the symphony of human history. The future offers us, basically, three possibilities: (1) Most gruesome is the chance that we might fail to stabilize our world and,
through successive catastrophes regress as far back as the Ik tribe has. (2) Only slightly less frightening is the vision of fixation in the D-Q/E-R/F-S [BLUE-ORANGE-GREEN] societal complex. This might resemble George Orwells 1984, with its tyrannical, manipulative government glossed over by a veneer of humanitarian-sounding double-think and moralistic
rationalization, and is a very real possibility in the next decades. (3) The last possibility is that we could emerge into the G-T [YELLOW] level and proceed toward stabilizing our world so that all life can continue. If we succeed in the last alternative, we will find ourselves in a very different world from what we know now and we will find ourselves thinking in a very different way.
3 CONSTRUCTION OF THE FOUNDATIONS FOR A NORMATIVE MODEL IN THE COMPANY

The future belongs to those who believe in the beauty of their dreams Anna Eleanor Roosevelt (1884-1962) Proportion is the beauty of measured order". Ramn Llull (1232-1315)
3.1 STATE OF ART IN COMPANIES AND ITS RSC Once made visible the proposals of the Spiral dynamics and focusing on the main issue of this work, Sustainability, the company and its CSR, there will be an evolutionary journey of the company through the perspective of the Spiral dynamics. Subsequently, it will be proposed the basis of a model that would be integral and coherent, first, with the Yellow level and later with the Turquoise in the Spiral dynamics. As indicated in Figure 2.6, yellow and turquoise levels are those for the Reconstruction. In this reconstruction, not only it is admitted that human being is a subsystem of the biosphere (already supported by the green VMeme) but that people act accordingly. As a result of it, in the construction of the foundations of the model, Environment will be taken as the starting point. The economic and materialistic paradigm, so relevant in the Orange VMeme is subject to the Biosphere, which is
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important in VMemes Green, Yellow and Turquoise. Wilber (2000) materializes it in a holonic way in the figure 3.1.
Figure 3.1: Evolution of the Universe
Source: Based on Wilber (2000) According to Table 2.2 of Gudynas (2004), it might say, with some margins on their classification, that weak sustainability is nurtured by deep Orange VMeme, strong sustainability by Green VMeme and super strong sustainability begins with Yellow
V
Meme and it is strengthened in the Turquoise. Graphically, it could translate that
Orange VMeme is equivalent to Figure 3.2 where the economic dimension is the most important and social and Environment responsibility are mere appendages. In figure 3.3, the three dimensions of sustainable development are equally important and correspond to Green VMeme.
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Figure 3.2: Orange vMeme
Figure 3.3: Green vMeme
Source: Elaborated by the author from the dimensions of Sustainable Development As indicated in Figure 3.1, where biosphere includes physiosphere and thus the economic and materialistic paradigm, the importance lies in Environment in which the human being is immersed. The transformation of that can reach a point of collapse in which humanity even may not to survive. Observing all this, it will be clarified from the point of view of values that the term sustainability, that Gudynas had examined previously, has certain ambiguities. According to Varey (2004), the concept of sustainability is lost in a maze. He indicates that one can get up more than 500 definitions of sustainability and by 1995 it had already found 386 definitions of sustainable development. Regarding the difference between sustainable development and sustainability, the fact is that it is not all the same, but if one frames sustainable development in one of the many definitions of sustainability, some sort of resemblance would be able to find. Similarly, Varey (2004) finds a lot of instruments and concepts in that maze of sustainability used by different specialists in sustainability: ISO 14001, the living planet index, lifecycle analysis, ecological footprints, deep ecology principles, etc. The questions, that those specialists according to Varey (2004), ask themselves is whether, perhaps, this one is the object that they are seeking. Varey (2004) indicates that the understanding of what these instruments and their differences are is a technical challenge, what often takes a technical function. Therefore, it is a challenge for these specialists why there are such as those instruments and what is their importance. Finally, Varey (2004, pp.8-9) concludes: To begin to understand sustainability is to acknowledge one simple premise: Sustainability is not a defined technical term, but a moral concept capable of individual definition within a social and physical environment
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(ie a biopsychosocial construct). Sustainability is to be seen as a values-based term, making it an ethical construct, and not just an objective fact. It is distinct from the engineering processes, community actions or governance procedures which are the visible indications of the application of that construct. In accepting sustainability is a value based concept like love, justice, goodness, beauty or truth - we are provided with a way through the maze enabling us to see sustainability with clarity. Table 3.1: Corporate Sustainability & Value systems.
v
MEMES
CORPORATE SUSTAINABILITY
There is not sensitivity for Corporate Sustainability although there may be some situations imposed by the exterior (legislation or shopper boycotts).
RED Values: Respect, personal power, strength, territorial, rivalry, intimidation, loyalty to persons, hedonism. It satisfies with the welfare of society on the basis of legal liability as seen in one of the steps of Carrolls pyramid. BLUE Values: Orderliness, duty, loyalty, obedience, discipline, guilt, conformity, permanence, clarity, justice. Besides the legal issues also integrate the ethical and ecological. Its motivation is the "business-case". It is promoted if it has economic repercussions. ORANGE Values: Self esteem, reward, results, quality, productivity, career advancement, innovation, control, creativity, entrepreneur, competition, satisfaction, image. It consists of balancing the economic, the social and the ecological as shown in Figure 3.3. Here, motivation is directed to the importance of human potential, social responsibility and caring for the planet. Values: Harmony, consensus, conflict avoidance, equality, openness, participation, teamwork, decency, trust, honesty. Functional and balanced solutions are sought synergistically. Sustainability is important in itself and is the inevitable direction of progress. YELLOW Values: Tolerance for uncertainty and paradoxes, insight, learning, flexibility, ability to reflect, integrity, systems thinking, long-term orientation. Sustainability is at the heart of organization. It contributes to the quality and continuity of life of every entity. Sustainability is the only alternative because of the interdependence of all beings and phenomena. There is a TURQUOISE global responsibility of each person or entity on the other beings. Values: interdependence, inspiration, future generations, wisdom, sufficiency, responsible living, ability to forgive.
GREEN
In Table 3.1, elaborated from Marrewijk and Were (2003) and Marrewijk (2010), Corporate Sustainability is reconsidered in relation to a set of principles or value systems according to the different colours of Spiral dynamics. The company in each level of existence would be influenced by a number of values that are guiding its structure and performance. Varey (2004) and secondly Marrewijk (2003; 2010), highlight the importance of the principles and deep values that transmit the different VMemes on Sustainability, both at the individual and corporate or society level. All of the above underlines the importance of using the Spiral dynamics as a tool for understanding and building the foundation of the model.
3.2 NEW DIMENSIONS FOR THE MODEL In this section, from a standpoint of YELLOW VMeme, It will be built the foundations of the model. Besides to the Spiral dynamics, it will be used the support of AQAL model (all quadrants, all levels) of Wilber (1996) about the four quadrants of figure 3.4.
Figure 3.4: Four Quadrants INTERIOR EXTERIOR
INDIVIDUAL
INTENTIONAL
BEHAVIORAL
COLLECTIVE
CULTURAL (Worldspace)
SOCIAL (System)
Source: Wilber (1996) In his integral theory for developing a map of the reality, he divides this into four quadrants, two of them individuals and two collectives or two internal and two external, as it is shown in figure 3.4.
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Wilber (1996, p.121) indicates The quadrants are all interwoven. They are all mutually determining. They all cause, and are caused by, the other quadrants. This idea was exposed by him with a simple example, the thought of going to a store. This thought would correspond to the upper left quadrant, which would be a scientifically observable behaviour in the upper right quadrant through brainwaves. This thought would make sense within the cultural context of the knowledge of a language; therefore it would be in the lower left quadrant. Finally, each culture has a social correlation in issues of types of technologies, production factors or institutions that, in the case of stores as such a factor could be observed in the lower right quadrant. Before continuing in this investigative process of complexity to form the basis for the model under the map of the four quadrants, it would be necessary to note what Korzybski (1995) declared. For him, the map is not the territory and the name is not the thing named. Apprehending reality with all its factors and conditions would be like the whole map of the territory in Borges, so it is evident that an approach from complexity is always indeterminate. However, if one tries to see this reality from different points of views, the uncertainty can reduce. As indicated Visser (2003), the economist E.F. Schumacher in his book A guide for the perplexed (1977) distinguished four different fields of knowledge, exposed in Figure 3.5 that have some similarity to those designed by Wilber (1996) subsequently.
Figure 3.5: Four quadrants from Schumacher
Ones own invisible inner experiences
Ones own visible outer appearance
Invisible inner experiences of others
Visible outer appearance of others
Source: Based on Schumacher Covey, Merrill and Merrill (1996) also developed a model of four elements to visualize the personal reality. Extrapolating its dimension: Physical-Mental-Social-Spiritual into the quadrants, the figure 3.6 materializes.
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Figure 3.6: Human dimensions.
MENTAL
PHYSICAL
SPIRITUAL
SOCIAL
Source: Based on Covey, Merrill y Merrill (1996) Mallmann (1973) exposed the human needs and their satisfiers. Human Beings in their human development needed, living {existence (subsistence, security) and coexistence (belongingness, Esteem)} and growth {achievement (development, renewal) and perfection (maturity, transcendence)}. From these arose nine human needs (maintenance protection love understanding participation recreation creation meaning synergy) and their satisfiers (intra-human, inter-human and extrahuman). Figure 3.7: Human aspirations for development.
GROWTH
LIVING
ACHIEVEMENT (Development and renewal)
EXISTENCE (Subsistence and security)
PERFECTION (Maturity and transcendence)
COEXISTENCE (Belongingness and esteem)
Source: Based on Mallmann (1973). Later Max-Neef, who worked with Mallmann, would describe his thesis on Human development with four dimensions for the existential needs: being, having, doing and interacting. At those existential needs, he added nine axiological needs (Subsistence
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protection affection understanding participation leisure- creation identity and freedom) which would give a matrix of 36 cells (Max-Neef, Elizalde and Hopenhayn, 1991). Such needs could be met in three contexts: 1. In relation to oneself. 2. In relation to the social group. 3. In relation to the environment.
Wilber (1996) simplified his four quadrants in three, taking the right side (external) with the possibility to be described with the objective language of the it, the upper left quadrant described with the language of I and the lower left with the language of we. Wilber (1996) called the Big Three (Figure 3.8) and suppose certain correlations with other systems such as traditional disciplines, aesthetics, ethics and science or the Beautiful, the Good and the Truth in Plato. Besides he linked it to the three worlds of Karl Popper (subjective (I), cultural (we) and objective (it)), Habermas three validity claims (subjective sincerity, intersubjective justness and objective truth) or Kants trilogy (Critique of Judgment, Critique of Practical Reason and Critique of Pure Reason). Finally one can find some similarity to Covey (1989): independence, interdependence and dependence. Figure 3.8: The Big Three I (SELF) IT (NATURE)
Consciousness, subjectivity, self, and self expression (including art and aesthetics), truthfulness, sincerity. Ethics and moral, worldviews, common context, culture, intersubjective meaning, mutual understanding, appropriateness, justness. Science and technology, objetive nature, empirical forms (including brain and social systems), propositional truth (singular an functional fit)
WE (CULTURE)
Source: Wilber (1996)
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In this interdisciplinary bio-psycho-socio-cultural model will be established a dimension for each quadrant. The three dimensions of sustainable development in Figure 3.3 economic, social and environmental from the Green VMeme will be replaced by a new model with four dimensions which will be explained in more detail in the next section. The model will be based from the quadrants of Figure 3.4 of Wilber (1996) and the figure 3.7 Human aspirations for development of Mallmann (1973). As a first requirement, within the Yellow VMeme and even also for Turquoise VMeme, is set the behavioral and existence dimension of the right upper quadrant, ENVIRONMENT as something visible and external where each individual interacts for existing and living. Regarding the social and coexistence dimension of the right lower quadrant will be established the GLOBAL RIGHTS. At the lower left quadrant as the basis of culture and perfection will be placed GLOBAL ETHICS and finally at the upper left quadrant as something intentional and achievement the RESPONSIBLE WELLBEING.
Figure 3.9: Basic dimensions for the normative model GROWTH LIVING
INDIVIDUAL
RESPONSIBLE WELLBEING
ENVIRONMENT
COLLECTIVE
GLOBAL ETHICS
GLOBAL RIGHTS
Source: Elaborated by the author
3.3 THE INDIVIDUAL DIMENSIONS OF THE MODEL As a clarification to the construction of the foundations of the model, this will be created from the individual and not from the company, being able to extrapolate from holonic form, both to society (companies, organizations, countries) and to human species in that triad of complex interrelationships of Morin (1994): individual-society-species. Societies are composed of individuals and the values of these, if mostly have reached
the same level of mind capacity, should be aligned with the values of companies, organizations or countries where they belong to. Thus, the foundations of that conscious model, which will be used for the performance of any business or human organization, will start to established. Furthermore, the foundations of the model, that will be constitute here, can promote a wider field of research for more inquiries beyond this work.
3.3.1 Environment The choice of ENVIRONMENT instead of Sustainability is determined, as Varey said (2004), because of the different values that had the multiple definitions of Sustainability. Thus, it will be described and analyzed the Environmental functions in relation to human beings in an objective language. Although the fact that this may have an anthropocentric character, it will be the complex, systemic, big picture that will be obtained in the interaction with the other quadrants what will give a more bio-centric nuance later. Moreover, one must not forget that if there was a collapse of mankind, adding besides their extinction, Earth or Environment would continue here, alive either as bacteria or microorganisms or any other more complex living being. What matters in this model is that the human being is also co-protagonist. Thus, thinking about the dialogical relationship Wellbeing (in human beings) Environment has an anthropocentric component. These two upper quadrants with their connotations Achievement / Responsible Wellbeing and Existence / Environment will be the ones which guide, firstly, the whole model based on the Yellow VMeme. The analysis in this quadrant, and the other quadrants, Wellbeing, Ethics and Rights, will be realized the same layout as the model of basic dimensions of Figure 3.9, so at the end one gets, as result, a model composed of 16 smaller quadrants. That is, each of the dimensions (Wellbeing, Environment, Ethics and Rights), as a whole, will consist of four parts and it will be the union of these four dimensions, as parts, that will give the normative model based on the paradigm of Sustainability. For the construction of this quadrant, Environmental functions in Tables 2.1 of Jacobs (1991) will be the foundation. In order to place these features on the map, the upper right quadrant will be assigned provision of resources which is the exterior and essential function of Environment for our existence. Regarding the upper left quadrant, it will be set direct and conscious consumption services because recreation of the landscape or the increases of knowledge are part of the internal achievement in an individual growth. Moreover, indirect and conscious consumption services for its collective and cultural transcendence on life support, climate regulation and
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stabilization of ecosystems will be placed in the lower left quadrant. Finally, it will be located in the lower right quadrant, assimilation of waste for regulating socially the disruption of the collective need for coexistence because of the possible effects that human beings cause on the Environment. Therefore, the Figure 3.10 will be established as follows. Figure 3.10: Sub-dimensions of Environment ENVIRONMENT
DIRECT AND CONSCIOUS CONSUMPTION SERVICES
INDIRECT AND UNCONSCIOUS CONSUMPTION SERVICES
ASSIMILATION OF WASTE
3.3.2 Responsible Wellbeing One of the points that may be a surprise is the change of the economic dimension in the model of Green VMeme (Figure 3.3) to Responsible Wellbeing. Felber (2012) in his conception of Common Welfare Economy, which I personally place in a transition of values Green-Yellow, redefines economic success as a measure of what counts, the goal, not the means. That is, monetary indicators are values of change but not social utilities. People need food, clothing, hugs, clean environment, etc. However economic balance sheets of companies and GDP in the different countries do not show reliable information on wellbeing. As Felber (2012) indicates, current success indicators do not report if people are stressed, if there is equality or discrimination, if there is justice in the economic sharing, if there is confidence or fear, etc. Therefore, the Wellbeing dimension will be an end and not a means although the economic factor will be included in the quadrant, but simply as a means to the Wellbeing. Moreover, from the point of view of the values of Yellow VMeme, the economic factor is not the issue that most concerns them.
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As a starting point, the term Wellbeing, according to the dictionary of the Royal Spanish Academy, is defined as: 1. Assembly of the things needed to live well.
2. Loose or supplied life that leads to fun and tranquility. 3. State of the person in which makes sensible the proper functioning of somatic and psychic activity. The key points are given in the first and third definitions, particularly, with the needs to live well and with the proper functioning, both somatic and psychic. This leads to the theories of needs and their problems about universality and individual subjectivity. Following this subjectivity, the Wellbeing quadrant was placed in the upper left quadrant (Subjective, the Self) For their analysis, it is cited to the main Need Theories (Mallmann, 1973; Doyal and Gough, 1991; Max-Neef, Elizalde and Hopenhay 1991; Sempere, 2009). The latter synthesized the need theories of Max-Neef, Elizalde and Hopenhay (1991) and those of Doyal and Gough (1991) in a group named Universal, transhistorical, invariable needs that can be summarized in the following scheme of Table 3.2.
TABLE 3.2: Universal, transhistorical, invariable needs

Metabolic, physiological and animal needs: nutrition, physical protection, repair, rest, exercise, sex Biopsychosocial needs Psychosocial needs: psychic security, recognition and selfesteem, belonging to a community, trust ...
UNIVERSAL, TRANSHISTORICAL, INVARIABLE NEEDS
Needs as lack and dependency
Needs as potentiality
Autonomy, freedom, participation, selffulfillment, meaningful activity, affection, love, moral growth.
Source: Based on Sempere (2009) However, Sempere (2009, p.228) defends the thesis that the system needs are socialhistoric constructions which vary from one society to another and from one time period to another. Thus, the hard core of universal human needs does not exist alone. It is
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necessary to add a series of cultural needs for the different evolutionary stages that the society or community has achieved. Those needs that he names emerging, historical, variable needs, are classified according the following scheme of Table 3.3.
TABLE 3.3: Emerging, historical, variable needs
Needs of the means: to satisfy physiological and psychosocial needs. EMERGING, HISTORICAL, VARIABLE NEEDS INSTRUMENTAL NEEDS Needs of Technicalsocial system: The technical social system as a means to meet the biopsychosocial needs and human development.
Source: Based on Sempere (2009) As an example to understand this concept, for Sempere (2009, p.19), wearing shoes or using electric lamps are not practices that meet natural needs. However, due to the evolutionary complexity of society they have become needs. Sempere (2009, p.19) alleges that they are imperative actions dictated by the social context. The solution that he proposes is that those needs, built over time and become unavoidable, can also be deconstructed and rebuilt if they have become unsuitable for its huge ecological footprint or for not being enough for everyone. For the location of the different needs, that once met there is a kind of wellbeing, it will establish the Physiological Needs in the upper right quadrant because they are provisioned by Environment. Regarding Psychosocial Needs, these will be placed in the right lower quadrant. This right side of the quadrants (upper and lower) is the one which establishes the need of human beings of Living (existence and coexistence). As regards the left side, on needs of Growth (development, renewal, transcendence, maturity), it will be located at the top the Potential needs (individual and subjective) and at the bottom the Historical or Cultural Needs. Some of the latter, as mentioned by Sempere (2009), depending on the space-time evolution of the community where
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they originate, have to modify inevitably and compulsorily. Therefore, the Figure 3.11 will be established as follows.
Figure 3.11: Sub-dimensions of Responsible Wellbeing RESPONSIBLE WELLBEING
NEEDS AS POTENTIALITY
PHYSIOLOGICAL NEEDS
CULTURAL NEEDS
PSYCHOSOCIAL NEEDS
Source: Elaborated by the author The demand to satisfy all of the above needs will reflect that which exists between Environment and Sustainability. It will be the complex interrelation with the other three quadrants, Ethics, Rights and Environment, which will lead to the different satisfiers, all depending on the particular situation.
3.3.3 Global Ethics One of the major problems in analyzing ethics is the epistemological point of view where one starts, what leads to the complex task of where to place the different ethical perspectives in the model of the four quadrants. Gomez-Lobo (1996) mentions the two main groups of ethics: deontological ethics and teleological ethics with their different priorities in the concepts, the morally right and the Good respectively. Meanwhile, Fontrodona, Guilln and Rodriguez (2010), in their search for an integral ethics, estimate that it should contain three basic dimensions: the Goods (e.g. Utilitarianism), the Virtues (e.g. Stoicism, Aristotle) and the Norms (e.g. Kant). In accordance with the two main groups, the norms fall within deontological ethics and virtues and goods in the teleological ethics. However, Gomez-Lobo (1996, pp. 317-318) in his attempt to classify Aristotelian ethics in the dichotomy deontological / teleological, found a
paradox. On the one hand, this ethic is not deontological because the moral criteria that virtues provide are closely linked to moral goods. On the other hand it is not teleological because the human Good is not independent of the Right. If the maximum search in the Aristotelian ethics is the Good named happiness, then Gomez-Lobo (1996, p.319) states that. It is impossible to be happy if one is not morally right, not only because otherwise we risk not discerning what will make us happy, but because in that consists, largely, the human Good or happiness. Fontrodona, Guilln and Rodriguez (2010), based on the three basic ethical dimensions, make a classification of the ethics that have two dimensions as shown in Table 3.4.
TABLE 3.4: Ethics with 2 basic dimensions ETHICS Consequentialist Ethics Dialogical Ethics Ethics of Justice Communist Ethics DIMENSIONS Norm + Good Norm + Virtue Norm + Good Virtue + Good
Source: Based on Fontrodona, Guilln y Rodrguez (2010) Initially, for the emplacement of the different ethics, the right side of the quadrants (Exterior, Living) would be to teleological ethics and the left side of the quadrants (Interior, Growth) would be to deontological ethics. Therefore, in the left lower quadrant, the collective, it will place the Dialogical Ethics, which leads to moral norms through collective dialogue. One of the maximum exponents of this ethic is Habermass discourse ethics. To the upper left quadrant, the dilemma is between the individual normative ethics of Kant or the ethics of virtues. The Aristotelian ethics of Virtues is selected for the following reasons: a) The character of the Responsible Wellbeing has a direct relationship with the ultimate aim of the theory of the virtues, as it is happiness. b) As Gomez-Lobo (1996) stated: there is paradox in the classification of virtue ethics as deontological or teleological, so their emplacement in this quadrant would be not inaccurate. c) Individual and normative ethics would be already included in the dialogical ethics.
Regarding the ethics of the right side of the quadrants, the appearance of Environment Ethics with the ecological movement emerged in the twentieth century and the publication of the book Silent Spring by Rachel Carson, as Anguita, Martn and Acosta (2003) mentioned, leads us to locate this ethic in the upper left quadrant. The previous authors find also significant the different points of view in the Environmental Ethics, with up to four positions. These four positions could be simplified into two fundamental options, the anthropocentric in which moral significance lies fundamentally or mainly on the human being, and in which could be included the ethics of survival of Jonas, and the bio-centric or geocentric, in which life, in its various manifestations is the first object of morality. (Anguita, Martn and Acosta, 2003, p.4) Finally, in the lower right quadrant, Coexistence is substituted for a union between the ethics of Justice and the ethics of Care. Marn (1993) analyses both ethics, finding that they differ mainly because the first is based on the formal rights of others and the second on the responsibility of others. However, both alone oriented to the side of social coexistence have various shortcomings. The criticism of the ethics of Justice is given, according to Marin (1993, p.9), because morality is based on the distinction between justice and the good life, so it obviates many important aspects, including public life. and the restriction of moral domain which excludes 'private sphere': family, love, friendship, reproduction, sexuality As regards the ethics of Care, he criticizes his inclination towards a female ethic of Care, which does not state a universal character. However, if one replaces the feature feminine for the feature group, it could also lead to not being universal because it can be discriminatory when choosing one group over another. Finally, as a synthesis of the two, Marin (1993, p.9) concludes: The idea that the immoral is not only doing something that harms another, but also the lack of response, is something we should incorporate. The responsibility, and therefore solidarity has an ethical duty derived from the interconnection. Between the model of Justice as reciprocity, from the contract, and the model of the Care as a volunteer gift, as charity, there is the responsibility, the solidarity. The union between Justice and Responsibility towards others is documented by Agudo (2011) in an Ethic of Solidarity. The origin of this ethics comes from the work of Duguit Leon, father of modern sociology of law, which according to Agudo (2011, p.10), defends a legal system based on the theory of solidarity, on the objective right and on the named 'subjective legal situations'. Therefore, the lower right quadrant will be placed with the Ethics of Solidarity as an ethics that combine the Ethics of Justice and the Ethics of Care. The figure 3.12 will be established as follows.
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Figure 3.12: Sub-dimensions of Global Ethics GLOBAL ETHICS
ETHICS OF VIRTUES
ENVIRONMENTAL ETHICS
DIALOGICAL ETHICS
ETHICS OF SOLIDARITY
Source: Elaborated by the author 3.3.4 Global Rights All background information about possible Human Rights culminated on 10 December 1948 with its enactment in Paris. According to Gonzalez (2008), was Karel Basak, former Director of the Division of Human Rights and Peace of UNESCO, who in 1979 introduced the notion of Human Rights generations inspired by the flag of France and the concepts of Liberty, Equality, Fraternity, the latter replaced by Solidarity. Thus, the rights of the first generation would be civil and political rights, rights of the individual against the State, with a connotation of the idea of Freedom. The second generation, economic, social and cultural rights inspired by the idea of Equality and the third generation concerns so-called Solidarity rights, which include: rights to peace, selfdetermination of people, a healthy environment, social and economic development, transnational Justice. Gonzalez (2008) indicates that talk of rights of the fourth generation or more generations has begun but all of them can be classified into the three generations. Regarding the placement of rights into the quadrants, Civil and Political Rights, which are individual and with a connotation of individual achievement, they will be placed in the upper left quadrant. Economic, Social and Cultural Rights, with a connotation of collective perfection, will be positioned in the lower left quadrant. As regards the Solidarity Rights that would be located in the right side, there will be a separation of the Environmental Rights with respect to all others which continue to be named Solidarity Rights. Thus, Environmental Rights will be placed in the upper right quadrant and
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Solidarity Rights in the lower right quadrant. The figure 3.13 will be established as follows.
Figure 3.13: Sub-dimensions of Global Rights GLOBAL RIGHTS
CIVIL AND POLITICAL RIGHTS
ENVIRONMENTAL RIGHTS
ECONOMIC, SOCIAL AND CULTURAL RIGHTS
SOLIDARITY RIGHTS
As clarification regarding this quadrant, it has been denominated Global Rights instead of Human Rights to remove the anthropocentric connotation. The designation Global Rights indicates the idea that there is a relationship and interaction between human beings and the Biosphere or Environment. 3.4 THE INTEGRATED MODEL AND ITS ENVIRONMENT Reaching this milestone of the research, one can integrate the different quadrants to obtain the foundations for a normative model. This would be as shown in the Figure 3.14.
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FIGURE 3.14: Primary normative model
GROWTH
RESPONSIBLE WELLBEING / ACHIEVEMENT
LIVING
ENVIRONMENT / EXISTENCE
PHYSIOLOGICAL NEEDS
CULTURAL NEEDS
PSYCHOSOCIAL NEEDS
ETHICS OF VIRTUES
DIALOGICAL ETHICS
SOLIDARITY RIGHTS
GLOBAL ETHICS / PERFECTION

GLOBAL RIGHTS / COEXISTENCE
The primary model can be transformed into the normative model by changing the subdimensions of each of the quadrants. For example, the four needs occupying the upper left quadrant are distributed among the other quadrants in such a way that they always occupy the upper left quadrant. Identically with the ethics, they always occupy the lower left quadrant and making the same for the rights and the Environment, is obtained the Figure 3.15.
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Figure 3.15: Foundations for a Normative Model for Sustainability
GROWTH
RESPONSIBLE WELLBEING / ACHIEVEMENT
LIVING
ENVIRONMENT / EXISTENCE
PHYSIOLOGICAL NEEDS
ETHICS OF VIRTUES
CULTURAL NEEDS
PSYCHOSOCIAL NEEDS
DIALOGICAL ETHICS
SOLIDARITY RIGHTS
GLOBAL ETHICS / PERFECTION

GLOBAL RIGHTS / COEXISTENCE
Finally, after obtaining this complex normative model, one could initiate possible research studies of this system beyond this work and in the light of the complexity theory. E.g. Morin (1994) establishes the dialogic principle, the recursive principle and the hologramatic principle that could be used for the analysis of this system. Through the dialogic principle would be analyzed complementarities, concurrences and antagonisms of the different subsystems, for example, wellbeing-ethics, existencecoexistence, physiological needs-environmental ethics, etc. Through the recursive principle could be investigated the interactions and feedbacks, causes and effects, for example, within the Environment / Existence quadrant could be examined the different influences that exist and how physiological needs provision of resources
environmental ethics environmental rights self-organize. Finally, through the hologramatic principle could be observed how the parts are in the whole and the whole
is in the parts, for example, the main quadrants Wellbeing-Environment-Ethics-Rights are the whole in the primary model, Figure 3.14, and the whole is in the parts in Figure 3.15 of the normative model needs as potentiality-ethics of virtue-civil and political rights-direct and conscious consumption services. 3.5 A NEW VISION WITH THE SPIRAL DYNAMICS AND THE QUADRANTS Wilber (2000) already included the Spiral dynamic in his AQAL model. Obviously the
V
Memes of each level are in all quadrants of reality, that way, a Green VMeme behavior
of a person has a concordance with the values or worldviews of this VMeme, the social systems where it is located and the intentions or inner experiences that he feels. However, if it is placed in the normative model of Figure 3.15, the 8 levels of the Spiral dynamics distributed in such a way as they appeared primarily due to new life conditions, it would obtain the Figure 3.16. Figure 3.16: Spiral dynamics in the normative model
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The point of this vision is to observe where the value systems emerge and where one could focus the research on Sustainability. If one lives in a society with Orange VMeme, Sustainability will be searched, externally in technology. If it were in a Green society, it would be externally in Global Rights. In the case of Yellow and Turquoise, their starting points occur on the left, in the interior. Therefore, the focus on Sustainability from these values indicates to Responsible Wellbeing and Global Ethics respectively. The vision offered by Figure 3.16 regarding Sustainability is that most of the solutions, right now, are inclined to the peoples exterior, towards the it, either with technology or with law. Basic questions in that case are what to do (externally)? and how to do it? This exterior imbalance in relation to the interior could be balanced with an examination inside (I, we) answering the questions who is responsible? or why do that? for discussing and understanding the actions, habits and procedures of ones behaviours. In this context, regarding the dialogic issue progress sustainable development, Novo (2006) finds how hard it has been to reach the goal of living to live. Therefore, it requires an attitude that enhances creativity and develops consciousness, the values that humanize and do not merely act as either producers or consumers. In summary, she offers the keys to Sustainability by focusing on those values of Yellow and Turquoise VMeme. Supporting this dialogic exterior-interior argumentation, Brown (2007) notices it in a research. He analyzed and examined both quantitatively and qualitatively eight books, five about Corporate Sustainability and three about Sustainability for all audiences. He analyzed, ontologically, each phrase to place it in one of the four quadrants of Wilber (1996) in which it focused. The percentages are shown in Table 3.5. As observation, a fifth column has been added where the sum of the two external quadrants appears. It should be noted that Brown (2007) takes the AQAL model of Wilber (1996) literally, placing Environment in the right lower quadrant. However, the model of this research is inspired by Wilber (1996) and it remains approximately the same structure on the left but in the upper right it was placed behavior towards the Environment. This was a necessary premise for starting this normative model, since the point of the view of Yellow and Turquoise levels is that what matters is life (Existence) and this depends on our interaction with Environment.
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Table 3.5: Quadrant Analysis of Eight Popular Books on Sustainability
BOOKS
Cradle to Cradle: Remaking the Way We Make Things. William McDonough and Michael Braungart Natural Capitalism: Creating the Next Industrial Revolution. Paul Hawken, Amory Lovins and Hunter Lovins The Ecology of Commerce: A Declaration of Sustainability Paul Hawken Walking the Talk: The Business Case for Sustainability. Charles O. Holliday, Jr., Stephan Schmidheiny, Phillip Watts The Natural Step for Business: Wealth, Ecology and the Evolutionary Corporation. Brian Nattrass and Mary Altomare Plan B 2.0: Rescuing a Planet Under Stress and a Civilization in Trouble. Lester Brown Our Common Future. World Commission on Sustainable Development Ecovillage Living: Restoring the Earth and Her People. Hildur Jackson and Karen Svensson
(Upper-Left) Psychology and experience
(Lower-Left) Culture and worldview
(Upper-Right) Body and behavior
(Lower-Right) Social System and Natural System
Exterior: Upper-Right. + Lower-Right
8%
9%
10%
73%
83%
2%
7%
1%
90%
91%
4%
16%
5%
75%
80%
4%
14%
3%
79%
82%
11%
22%
4%
63%
67%
1%
2%
6%
91%
97%
1%
4%
1%
94%
95%
11%
19%
6%
64%
70%
Source: Elaborated by the author based on Brown (2007) Brown (2007) analyzes the possible causes of this propensity to see reality mainly through the right lower quadrant where one searches for solutions to Sustainability in the economic systems, technological issues, ecosystems, policies, regulations, etc. He agrees with Wilber (1996) that a focus on techno-economic mode of production is the most powerful way to influence the average of the development of a culture. However, reality is much broader and he emphasizes that books like The Natural Step for Business: Wealth, Ecology and the Evolutionary Corporation and Ecovillage Living: Restoring the Earth and Her People are more focused on the inner quadrants of the left. In these books there is a great importance to the psychological, cultural and experiential vision of Sustainability. In fact, as marked in Figure 3.16, Yellow and Turquoise
V
Memes have their focus of appearing on the left side. Hence is the
importance of the values of this VMemes about saving the sustainability barriers that threaten humanity. They key is that individual and collective look towards internal
growth in line with de-growth movements advocating in the external de-growth, something irrevocable in the richest countries, but grow internally in cultural and relational aspects. Novo (2010, pp. 7-8) points in the direction of a new culture of time that emphasizes the slowness. Regarding the answer on the motives to talk about slowness, she indicates Because we are losing the soul, that moves slowly, immersed in societies in which the rush to produce, to consume, to go from one place to another leads us to destruction of our natural habit, and to serious ecological problems, such as climate change, and authentic social diseases of stress and uneasiness caused by a lifestyle that does not make us happy. The whole view of Figure 3.16, according to the theories of Spiral dynamics, can only be observed from a Yellow of Turquoise perspective. Such VMemes, belonging to the second tier of the Spiral, offer a global view of the Spiral and seek Sustainability with the best values of each of the six immersed in the first tier. Thus, the Yellow vision permits to seek the Wellbeing of the entire ecosystem integrating the positive of Orange technology towards the Environment, the positive of Green rights, the positive of Blue ethical order, etc. Finally, it can be added that the vision of Figure 3.16 coincides with the research of Dudley and Kordis (1990) about the model of Clare Graves. Dudley and Kordis (1990) had the intuition that besides the repetition of the first six VMemes of the first tier, according to the hypothesis of Graves, there was also a repetition every four VMemes but with more complexity. Thus the tribal societies of purple VMeme repeated in a more complex way in Green societies. The Orange VMeme was a repetition of a more complex Beige VMeme that struggle for survival.
3.6 FUNDATIONS OF THE MODEL IN THE COMPANY OR OTHER SOCIETIES As analyzed previously, the normative model which was obtained can be used as a guide for a person in their behaviour both towards Environment as towards the rest of the society. It can also be extrapolated to companies, organizations, nations and even the human species as a whole. The only difference occurs in Governance because it is not the individual who follows the model but a plurality, when it is talking about societies or nations. Although the model is normative, the reality of each individual is unique, consequently, it will be necessary to introduce a tool to make decisions or reach agreements. Marrewijk (2010) states in Table 3.6. how the decision making is depending on the VMemes prevailing in each organization.
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Table 3.6: Decision making in the different value systems
MEMES
DECISION MAKING Top-down. Directive. Legal procedures. Top-down. Room for negotiations. Good info from the bottom is always welcome.
BLUE (ORDER) ORANGE (SUCCESS)
GREEN (COMMUNITY) Bottom-up. Group decides. Consensus based. YELLOW (SYNERGY) Top-down and bottom-up. Holacracy. Consent based.
Source: Based on Marrewijk (2010) Regarding the decision making in Yellow VMeme, Holacracy, it is necessary to clarify that this is a trademark product. At the same level and with similar functionality, there is the Sociocracy established by Gerard Endeburg to manage a company in the 70s in Holland. Chiquet (2011) discusses the differences between Holacracy and Sociocracy. Though both use decision by consent from top-down and bottom-up, Holacracy is more complex because it comes from various theories and practices, including Sociocracy and GTD method. As regards simplicity, Sociocracy seems simpler since with only four elements consent decision making, elections by consent, circle process and double linking and a few simple rules, it can be managed, as quoted Jansen (2003) a World Parliament. As regards the normative model, Figure 3.15, and its use in a business or organization, the requirement for further research had been mentioned, with interdisciplinary perspective, on its basic elements and dialogic processes with the surrounding elements. Thus, it could be able to obtain possible indicators qualitative and quantitative , tools, practical index or models, already developed and conditioned its possible use. Other possible investigations could find the differences, similarities, advantages and disadvantages between this model, which can be used individually or collectively from a perspective of Yellow and Turquoise VMeme, with the model Cubrix by Marrewijk (2010), that specific for companies and with perspective of several VMemes. Regarding the differences between the Cubrix model and the Normative model of this work, the first is based on Spiral dynamics, AQAL model of Ken Wilber and the Global excellence model while the current work is based on the first two (Spiral dynamics, AQAL model) and the Needs for human development.
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Finally, with respect to other societies, it could investigate this model towards the development of indicators and tools for Sustainability and Well-being in communities or countries. As an example, Bhutan is not guided by economic indicators such a GDP, but by the GNH (Gross National Happiness) which is based on four pillars (good Governance, sustainable development, natural environment and cultural values) and nine domains (psychological wellbeing, health, time use, educations, cultural diversity and resilience, good governance, community vitality, ecological diversity and resilience, and living standards)
4 GUIDE TO TRANSCEND AN ECONOMIC PARADIGM FOR A PARADIGM OF SUSTAINABILITY

Goodness is the only investment that never fails. (Henry David Thoreau) Kindness is more important than wisdom, and the recognition of this is the beginning of wisdom. (Isaac Rubin)
4.1 IS IT POSSIBLE TO CHANGE THE CURRENT MODEL? Beck and Cowan (1996) estimated that 30% of the population and more than 50% of power in the world were under the Orange VMeme. This VMeme, since its emergence 300 years ago, is, in a positive way, the cause of technical and medical progress in the quality of life, the abolition of slavery, the emergence of representative democracies, etc. However, in a negative way, it is also a promoter of the great loss of natural ecosystems, the increase of pollution, the huge social inequalities and poverty that have occurred in recent years, among many other aspects. As Graves said 40 years ago, we were at a critical point, globally, with three possible paths. 1) A descent into low levels of the Spiral dynamic such a red, purple or beige, already predicted by the de-growth movement in the last term of their motto De-growth or barbarism. 2) A kind of ecofascism similar to Orwells 1984, with Blue, Orange and Green levels.
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3) An emergence towards Yellow VMemes, guided more by questions of life and existence that concern materialism. It can be noted that levels of Green VMeme and even Yellow VMeme have increased in recent years. This can be checked with the systemic readjustment in Figure 1.1 in section 1.2, in which a positive increase movement towards collapse (new life conditions) has been balanced by the emergence of a mass of people, movements and associations that have been implementing new values (mind capacities). Beck and Cowan (1996) described that it must meet compulsory six conditions for an emergent change of VMeme. These are: 1) Potential. Not all people in front of change of life conditions have the mindset to change. They find three attitudes: Open: the healthiest for the adjustment. Arrested: caught by the barriers of the situation or by himself and can only be changed if the barriers are overcome. Closed: blocked by biopsychosocial capacities. 2) Solutions to the problems of the present level must be managed. 3) Dissonances must exist, either in life conditions (more pollution, increase of stress, etc.) or introduced by counselors, mentor or parents. 4) Insight of the potential causes and the viable alternatives. 5) Saving the barriers, that may be external, because of the circumstances or the people, or may be internal, mental or by fear. 6) Consolidation and support during change and its transition. Moreover, it is noteworthy that the changes in levels of existence are not pure, i.e. there is not a step directly from Orange to Green but there are continuities. Beck and Cowan (1996) exemplifies the ORANGE-GREEN change this way: ORANGE, ORANGE-green, orange-GREEN and finally GREEN. Beck and Cowan (1996) cite the five stages named by Graves with Greek letters for a change of level, as shown in Figure 4.1.
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Figure 4.1: Stages in the emerging changes of values
Source: Based on Beck and Cowan (1996) Alpha is the normal level o existence of a particular VMeme in a person. Beta occurs when there is a problem you do not know how to solve. In Gamma, one is in crisis of the value system. In Delta one emerges to the new scale of values and finally the New Alfa system has stabilized at the new level of existence. Nevertheless, the step BetaDelta is a possibility that can be done by two ways: either through an evolutionary change, i.e. by a reform jumping the possible barriers that exist, either as a result of a revolutionary change after a long crisis stage in Gamma. A final possibility that can happen is that once placed in Gamma, one either stays blocked permanently in that crisis or descends to lower levels. Describing the economic paradigm shift towards a paradigm shift in Sustainability, the process would be in a crisis stage very close to Gamma, trying to solve social and environmental problems that affect the global planet. However, as Einstein noted, We cannot solve problems by using the same kind of thinking we used when we created them. Therefore, to transcend these global problems caused by living the values of Orange VMeme in the most extreme in a certain part of society, Graves pointed: And what I am saying is that when one form of existence ceases to be functional for the realities of existence, then some other form, either higher or lower in the hierarchy, is the better style of living (Beck and Cowan 1996, p.294). Analyzing his words, to try to solve this global crisis, appeals to regress into a Blue VMeme with a value attractor such as Order or evolve into a Green VMeme attractor such as Harmony. All the above commented, on the assumption that a large part of the worlds population and a great part of the worldwide power live under the influence of Orange VMeme. Evidently, the thesis of this work is accomplished from a Yellow VMeme, beyond the vision of Green
V
Meme although it included it. Beck and Cowan (1996) already
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indicated the need to go through all the steps, in the case of evolution, without gaps between different VMemes. Beck and Cowan (1996, p.294) quoted again the thoughts of Graves: I do suggest, however, and this I deeply believe is so, that for the overall welfare of total mans existence in this world, over the long run of time, higher levels are better than lower levels and that the prime good of any societys governing figures should be to promote human movement up the levels of human existence. Finally, returning to the issue of the enunciate, whether it is possible to change the current model, the conclusive answer is yes, in fact, many people and organizations are doing it and it will be checked in the next section. However, the fact that there could be some possibilities do not suggest that it is really going to happen because complexity of all elements linked to a system involves a fluctuation and uncertainty in its evolution.
4.2 EXPLORERS: THE FIRST TO GIVE A STEP FORWARD Kindness is the golden chain by which society is bound together. Johann Wolfgang von Goethe (1749-1832) Markley (2011) indicates that the information age, where we are now, is the first that has surpassed the hypothetical capacity line of the Spaceship Earth. It did not happen in the nomadic, agricultural or industrial era. Forecasting the future, he predicts a collapse of civilization at a point no later than 2020. The only way to not descend vertically in that collapse would be a reform of civilization towards a Sustainability era maintained below the capacity line. However, in my opinion and based on Spiral dynamic, after the age of information, we have partially entered the era of altruism, of cooperation belonging to the Green VMeme. And then if there is a critical mass of people, enough to evolve emergently against the adverse life conditions, we would enter the era of Sustainability. This sustainability era started with the Green VMeme, but is in the Yellow VMeme where it really occurs, with its emphasis on the importance of Life. Chabreuil and Chabreuil (2008) cite that the Green VMeme is the beginning of a worldcentric perspective, occurred after the egocentric and ethnocentric perspectives of the others VMemes. However, the Yellow and Turquoise VMemes will be the ones that take into account the global problems of humanity including Sustainability. Since the foundations of the normative model are supported by the hypothetical performance of an emerging Yellow VMeme in the future, the last section will be
dedicated to this, the era of altruism and cooperation and its different social and business initiatives that are taking effect. These projects are based on individual initiatives and civil society groups, from a bottom-up perspective and are affecting the evolution of CSR in most companies whose social and environmental models remain appendages of the core business model. Klein (2011) states that the three factors that motivate to a move towards the more altruistic way are: social multiplicity, the connections through the network and the weightless economy, whose maximum values are not things but information. It is probably the emergence of the Internet in the 90s, which is closely related to the above factors, along with the new critical conditions both ecological and social which have caused the multiplicity of NGOs and social movements. The following list is a small amount and variety of the different projects that are emerging. Many of them belong to the concept of collaborative consumption which according to Botsman and Rogers (2010), is an alternative and growing trend of consumption. The four factors that, according to Botsman and Rogers (2010), are promoting collaborative consumption are: the increase in importance of the community and the Common, an increase in online social networks with real-time technology, the concern for the Environment and the global crisis that is affecting the consumer behaviour. Obviously, not all of the listed are here, but the ones that are here, are listed. Ethical Banking: they are financial institutions that collect savings on the one hand and on the other finance, but with particular characteristics. Funding should be for projects that directly generate goods and services and have a positive impact both environmentally and socially. They do not give personal credits to consumption and they do not finance projects of weapons, tobacco, nuclear energy, etc. Crowdfunding: A collective financing through donations for financial projects and initiatives of other individuals and organizations. The variety of projects is vast: financing films, records, political campaigns, small businesses, etc. Fair Trade: It is an alternative way to trade with the aim of establishing a voluntary and fair business relationship between producers and consumers. This is promoted by movements and civil society organizations. Time banking: an alternative to money in which through a system of exchanges, there is a contact with a group of people to do favours for favours that are measured in a unit of time.
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Freecycle: it is an online service where members are giving and getting stuff that they do not utilize for free. http://www.freecycle.org/ Car sharing: it is about the sharing of the use of a car by two or more people that go to the same place. The aim is cost saving, reducing pollution and congestion. There are numerous websites throughout the world. Ex. http://www.carsharing.net/
Couchsurfing: It is an online service where registered members can connect with people in the places to where they are traveling and sleep on their couches. Futhermore, these users can also accommodate travelers in their homes. Website: http://www.couchsurfing.org/ Transitions Towns: They are towns and cities in which its inhabitants are organized to develop a sustainable way of life and get to be resilient to climate change and peak oil. They seek methods together to reduce energy and be self-sufficient.
http://www.transitionnetwork.org/ FON: It is a company that allows its members to share their WIFI connection with other users. The access to third parties is performed with a payment, which is distributed 50% between the company and the user that provides their connection. There are more than 6 millions hotspots around the world. http://corp.fon.com/en/
4.3 CSR IN BUSINESS AND POSSIBLE EVOLUTION From the point of view of the Spiral dynamics theory, all the above initiatives are emerging by making conscious the new life conditions of these people and the evolution of their values to higher emergent levels. Values of transparency, collaboration, openness, etc, features of Green
V
Meme emerge in the various

V
companies. On one hand, there are the companies of social economy with a foundational design or evolutionary model, certainly in the Green Meme, that is balanced among economy, ecology and society. On the other hand, there are those classical companies and large corporations with its CSR properly in Orange VMeme. Due to the economic vote by conscious consumers, NGOs and other organizations of the society, these companies begin to turn to more typical values of Green VMeme. Although this change is not as fast as it would be desirable from the point of view of Sustainability, certain changes have been noted. In a level of stakeholders there has increasingly been more attention to civil society and its organizations. Senge et al. (2008) highlight new approaches to collaborative partnerships such as Coca Cola and
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WWF on water-related issues. Other examples and collaborative partnerships, this time among companies, that indicate are: - WBCSD (World Business Council for Sustainaible Development), a coalition of more than 200 big companies working on sustainability issues. - BALLE (Business Alliance for Local Living Economies), with about 15.000 small businesses supporting local growth. Perhaps one of the most famous collaborations worldwide is the "Global Compact." This initiative promoted by the United Nations aims to involve companies in the management of certain environmental and social challenges arising from the progressive globalization of recent years. As it can be observed by the various initiatives, CSR is moving towards values of Green VMeme. However, as discussed throughout this research, I find it necessary for a complete sustainability of the planet, that the changes occurs more quickly and preferably to Yellow VMeme level. As completion of this work, in the following two subsections will describe certain approximations of companies within a transition point between Green and Yellow VMemes.
4.3.1 Company 3.0 Eguiguren and Barroso (2011) also predict changes in large companies as we know them today. The current CSR is merely an appendage of the business and regarding this in a prospective exercise on the possible evolution, they locate the CSR in the core or heart of the new company called Company 3.0. The main features of this new company, which I personally place at a point of transition between Green and Yellow
V
Memes, are framed in Table 4.1.
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Table 4.1: The twelve main features of the Company 3.0
The TWELVE main features of the Company 3.0:
A business community. A human community of interests that takes sustainability into their DNA and is applied integrally in all areas of decision. Aims to satisfy rational needs of products and services for society. Aspires to make a sufficient profit to continue contributing to social development. Tries the licit compensation of capital, labor and knowledge (talent), as an integrated unity of thought and action. Is deeply committed to the harmonious development of the planet and humanity. Acts from full responsible freedom. Contributes to the wealth and the common good and does not consume, in any field, more resources that it generates. Acts in the free market in an absolutely transparent way, ethically and responsibly. does not engage in any speculative activities even marginally. Displays caring and responsible behaviour towards the rest of society and the environment. Pursues progress that balances growth with the distribution of wealth. From own performance influences and causes, the rest of the systems with which it interacts are sustainable.
Source: Eguiguren and Barroso (2011) In a similar style to the ideas of Company 3.0, Kofman (2006), as a consultant, works in counselling and business transformation through values. His idea of conscious business is based on an integral approach in the quadrants of the Big Three of Wilber (1996), being, culture and nature. On the one hand it focuses on motivation, health and individual wellbeing; on the other, in the culture of trust, respect and solidarity as core corporate values and finally on a technical approach of targets in efficiency, effectiveness and safety.
4.3.2 Common Welfare Economy It is a complete alternative economic system that transcends the dichotomy between capitalism-communism, whose objective is to maximize the wellbeing of our society. Their foundations were developed by Felber (2012) and a group of Austrian businessmen. Although as a general economic system it is not working in any complete area or region, it has become operational at the company level. Its main base is fundamental human values that make human and social existence a success. These values are trust, appreciation, cooperation, solidarity, honesty, responsibility, shared willingness, etc. The economic and legal axes on which the Common Welfare Economy orbits, are the cooperation and the common goods, in contraposition with the current business operation where the competition and the profit are important. The economy of countries and companies are no longer measured with GDP or financial benefits but with the Common Welfare Product or the Common Welfare Balance Sheet. Therefore, this Common Welfare Balance will be the main Balance of the companies. Whenever a company behaves in a more social, ecological, democratic and solidarity way, the Common Welfare Balance will increase. This requires the intervention and change in the rules of game economy. These companies that help to increase the Common Good should obtain certain legal advantages in taxes, tariffs, public procurement, cheaper credits, etc. On the issue of Sustainability, the Common Welfare Economy considers that Nature has its own value, therefore it cannot become private property. Growth will stop being an end and new goals will be to reduce the ecological footprint of individual, companies and countries towards a sustainable global level. In spite of the fact that it does not have the financial support of the economic system, the Common Welfare Economy has become operational in different companies that are developing the Common Welfare Balance Sheet. Then, it will be the economic vote of a conscious consumer who rewards those new ventures that give wellbeing to our society. Figure 4.2 shows the Common Welfare Matrix.
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Figure 4.2: Common Welfare Matrix 3.0
Source: Common Welfare Economy http://www.gemeinwohl-oekonomie.org/wpcontent/uploads/2011/01/Matrix_CWE_en.pdf
5 CONCLUSION
Diamond (2005) indicates that throughout the history of humanity several collapses of societies like Easter Island, the Anasazi in North-America, the Mayans, etc. have occurred. Among the five identified sets of factors which he identified in the
involvement of these collapses or, on the contrary, the success of survival, the most important factor was the societys response to its environmental problems. In this XXI century, the society that is involved in danger of collapse, as Boulding (1996) would say, is all the humanity, passengers of the Earth spaceship. The complexity of technology and its potential to achieve great destruction, such as nuclear technology in the hands of individuals or societies which behave or react with VMemes
of the bottom of Spiral dynamics can trigger a global environmental collapse. Formerly, the collapses which occurred only affected some parts of the system but now everything is interconnected. Even a society so self-sufficient and ecological with its environment, like the Yanomami of the Amazon, can be affected by an ecologic disaster or accident caused by an external society. The concept and the issue of Sustainability, warned hundred times by various individuals, agencies and NGOs is the subject on which this work has focused. Varey (2004) has argued that Sustainability should not be defined as a technical term, but rather as a biopsychosocial construct that is based on values. Spiral dynamics, explained in this work, has offered a vision of the Emergent Cyclical Levels of Existence Theory of Graves that has helped to explain from other vision the economic and sustainability paradigms. Besides, Spiral dynamics has been revealed as the new life conditions (globalization, climate change, increase of social inequalities, increase of stress and depression), and new mind capacities among various individuals have emerged. This group of people with a range of values centered mainly in the Green
V
Meme is providing new answers and perspectives to solve the ecological and social
problems that occur. However, the proposal of this work - construction of the foundations of a normative model - has been presented from the values of Sustainability of the Yellow
V
Meme. The choice of this perspective is that, as
mentioned by Graves, Yellow level is the first to understand and comprehend the complexity of the Spiral and all previous levels of existence. Similarly, it is necessary from the point of view of long-term Sustainability that a critical mass of the population acquires at least the values represented by Green VMeme and then emerges into the Yellow
V V
Meme. The particularity of the values of the Green
Meme is that their
perspective, for the first time is worldcentric, rather than ethnocentric or egocentric, as happens in previous levels. For the construction of this model beside Spiral dynamics, was used the perspective of the four quadrants of Wilber (1996) and theories of human development and needs, particularly from Mallmann (1973). With Wilbers model of the four quadrants is acquired a broad, open and balanced vision of reality and its complexity. Regarding the use of the theories of human needs, the development of any human or social model should, firstly, be useful to the individual person. Subsequently, as the title of the work states, there is the possibility to transfer these concepts and dimensions as a basis for a model in companies, organizations and nations. However, a study of possible singularities of this model by the companies has been left as an option for future research.
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The model obtained with its four dimensions (Responsible Wellbeing Environment Global Ethics and Global Rights) can be the evolution to the model of sustainable development (Economic-Social-Environmental) of Green VMeme. In the analysis of this normative model, each of these four dimensions has been segmented into four subdimensions. Thus sixteen quadrants that form the structure of the model have been obtained. In light of the principles of complexity theory of Morin (1994), it is possible to do an analysis of the different relationships, interactions, complementarities, etc, that occur among the different sub-dimensions of the model and obtain some clarity on their operation and their possible applications. For avoiding leaving a distant or utopian vision of the model, the work has been completed with real alternatives of the present that are working, where beyond the open and continuous borders between the era of Information and the era of Sustainability, is present an era of Altruism and Cooperation. From a focus of individual-society-species level, the Common Welfare Economy excels for its proximity to the vision of Yellow existence. A possible and desirable perspective, amongst others cited, omitted or unknown, is that if it evolves positively both in its technical functioning and in its operation in the minds of people, the emergence of the level of Sustainability so often desired by Boulding (1966) for his Earth spaceship, could arise. The final conclusion, with all the investigative process conducted throughout this work and with the obtaining of the foundations of the normative model, is that one has reached a clearer picture of the elephant, in this case of Sustainability, that the six wise men tried to describe. Rudyard Kipling in 1902 cited them in the composition of a poem that accompanied the story Elephants Child I keep six honest serving-men (They taught me all I knew); Their names are What and Why and When And How and Where and Who The answer of the servant What tells us to look for the Sustainability in relation to the basic human needs of all people. Why replied that the greatest danger that threatens us in the disappearance of the human species. When has urged us for some decades to start as soon as possible. How makes it clear that the emergence of higher levels of consciousness in our consumer habits is the key. This is achieved mainly with education and conscious empathy. Where has shown a large map of the normative model and noted that the internal side, Responsible Wellbeing and Global Ethics, is the most destabilized, although it is necessary not forget the external side, Environment and Global Rights. Finally, Who points us to all of us, without
exception. It is the union and collaboration towards this common objective, requiring the conscious responsibility of each one, which can cause our descendants and the descendants of these still marveling at the miracle of Life.
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Construction of The Foundations For A Normative Model Based On The Paradigm of Sustainability. FMT Jesús Martín González.

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FINAL MASTER THESIS (FMT)

Jess Martn Gonzlez

(UNED UJI) MSc Sustainability & CSR

(Corporate Social Responsibility)

KEYWORDS Sustainability, Corporate Social Responsibility, Wellbeing, Human Rights, Ethics

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- Development and International Cooperation: concepts of human rights, needs,

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Figure 1.1: Limits of growth

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Table 1.1: Search of the reality

Understanding Interpretative Epoj Subjetivity

Not circumscribed Instrumental Interdisciplinary Intersubjetivity Split Objetivity

Measuring instruments Quantitative impersonal

In-depth interview Participant observation

Qualitative 1st Person

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Figure 2.2: Circular flow of income in a country

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Figure 2.3: Linear conception of relationship Human Species - Nature

Source: Bengoechea (2011)

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Table 2.1: Functions of Environment

ASSIMILATION OF WASTE PRODUCTS

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Figure 2.4: Circular conception of relationship Human Species - Nature

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SUPER STRONG SUSTAINABILITY

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Figure 2.5 Memes and VMemes

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Figure 2.6: Spiral dynamic

RED: POWER Jess Martn Gonzlez

Meme as characteristic of their way of life. Their life conditions are

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3 CONSTRUCTION OF THE FOUNDATIONS FOR A NORMATIVE MODEL IN THE COMPANY

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Figure 3.1: Evolution of the Universe

Meme and it is strengthened in the Turquoise. Graphically, it could translate that

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Figure 3.2: Orange vMeme

Figure 3.3: Green vMeme

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Figure 3.4: Four Quadrants INTERIOR EXTERIOR

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Figure 3.5: Four quadrants from Schumacher

Ones own invisible inner experiences

Ones own visible outer appearance

Invisible inner experiences of others

Visible outer appearance of others

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