Adam Werbach, is an environmental activist, author, and entrepreneur. In 1996, Werbach became the youngest person ever elected as national president of the
Sierra Club, at the age of 23.
He is the author of the books ''Act Now, Apologize Later'' (Harper Perennial, 1997) and ''Strategy for Sustainability: A Business Manifesto'' (Harvard Business Press, 2010) Werbach is a frequent contributor to ''The Atlantic'', serving as the magazine's online "sustainability expert."
Early life and background
A lifelong Californian, Werbach began donating to Greenpeace at age 13. He spent four months at
The Mountain School
Milton Academy (also known as Milton) is a highly selective, coeducational, independent preparatory, boarding and day school in Milton, Massachusetts consisting of a grade 9–12 Upper School and a grade K–8 Lower School. Boarding is offered ...
, a semester school for high school juniors in Vermont. In 1990, as a high school student, he created "Big Green," an unsuccessful California voter initiative to promote fuel economy and open space. He also founded the
Sierra Student Coalition, which has 30,000 members.
In 1994, while a student at
Brown University, Werbach galvanized students nationwide to pass the California Desert Protection Act, which created Death Valley National Park and Joshua Tree National Park. Werbach graduated from Brown in 1995 with a double major in Political Science and Modern Culture and Media.
Sierra Club
Werbach was a protégé of noted 20th-century environmentalist and Sierra Club Director
David Brower
David Ross Brower (; July 1, 1912 – November 5, 2000) was a prominent environmentalist and the founder of many environmental organizations, including the John Muir Institute for Environmental Studies (1997), Friends of the Earth (1969), Earth ...
, who hand-picked Werbach to run for the club's presidency.
Upon his election, Rolling Stone labeled him "a fixture on lists of the most influential Americans under 30."
As president of the Sierra Club, Werbach helped negotiate a behind-the-scenes agreement with the Clinton Administration to create the Grand Staircase of the Escalante National Monument. During his first year in office, he toured the country giving more than 200 speeches. By the end of his second term, the average age of a Sierra Club member had dropped from 47 to 37.
[ His first book, ''Act Now, Apologize Later'', a series of essays and autobiographical anecdotes recounting the many average citizens he'd met while touring the country: "From rural priests to animal trackers, from a 12-year-old girl in California to three elderly women in Georgia, from senators to surfers and from ]Woody Harrelson
Woodrow Tracy Harrelson (born July 23, 1961) is an American actor and playwright. He is the recipient of various accolades, including a Primetime Emmy Award and two Screen Actors Guild Awards, in addition to nominations for three Academy Award ...
to llama riders, an incredible array of people give us a thousand reasons to be hopeful."
After leaving The Sierra Club, Werbach formed Act Now Productions to consult to nonprofits and corporations that wished to green their enterprise, including Autodesk
Autodesk, Inc. is an American multinational software corporation that makes software products and services for the architecture, engineering, construction, manufacturing, media, education, and entertainment industries. Autodesk is headquartere ...
, Procter & Gamble
The Procter & Gamble Company (P&G) is an American multinational consumer goods corporation headquartered in Cincinnati, Ohio, founded in 1837 by William Procter and James Gamble. It specializes in a wide range of personal health/consumer he ...
, Cisco Systems
Cisco Systems, Inc., commonly known as Cisco, is an American-based multinational digital communications technology conglomerate corporation headquartered in San Jose, California. Cisco develops, manufactures, and sells networking hardware, ...
, Columbia Records, Frito Lay
Frito-Lay is an American subsidiary of PepsiCo that manufactures, markets, and sells corn chips, potato chips, and other snack foods. The primary snack food brands produced under the Frito-Lay name include Fritos corn chips, Cheetos cheese-flavor ...
, General Mills
General Mills, Inc., is an American multinational manufacturer and marketer of branded processed consumer foods sold through retail stores. Founded on the banks of the Mississippi River at Saint Anthony Falls in Minneapolis, the company orig ...
, Sierra Club, and World Wildlife Fund
The World Wide Fund for Nature Inc. (WWF) is an international non-governmental organization founded in 1961 that works in the field of wilderness preservation and the reduction of human impact on the environment. It was formerly named the Wo ...
. He also co-founded the Apollo Alliance to jump-start an alternative-energy economy. In January 2008, Act Now Productions joined the global advertising firm Saatchi & Saatchi
Saatchi & Saatchi is a British multinational communications and advertising agency network with 114 offices in 76 countries and over 6,500 staff. It was founded in 1970 and is currently headquartered in London. The parent company of the agency gr ...
to become Saatchi & Saatchi S, which consults with large corporations to "create sustainable visions." Werbach was appointed in 2003 by San Francisco city supervisor Chris Daly
Christopher Edward Daly (born August 13, 1972) is a former member of the San Francisco Board of Supervisors. He represented District 6, serving from 2001 to 2011. He now lives in Fairfield, California,Huett, Ellen (March 24, 2014"How tech beca ...
to the San Francisco Public Utilities Commission
The San Francisco Public Utilities Commission (SFPUC) is a public agency of the City and County of San Francisco that provides water, wastewater, and electric power services to the city and an additional 1.9 million customers within three San Franc ...
while then-Mayor Willie Brown was out of town.
In April 2006, Werbach was elected to the international board of Greenpeace and was subsequently re-elected. In 2010, Werbach published ''Extinction/Adaptation'', a one-hundred copy limited edition book illustrated by artists Andrew Schoultz and Kyle Knobel. The book catalogued extinctions and adaptations in human behavior.
Win the Future
In 2017, following the election of Donald Trump to the U.S. Presidency, Werbach co-founded Win the Future, a "non partisan project lab exploring and developing techniques to give more voice and choice to the American voter." As of July 2022, the website no longer operates.
In 2018, the group announced a collaboration with political comedian Samantha Bee to develop a non-partisan voter turnout game called ''This is Not a Game: The Game''.
Werbach worked closely with Bee to develop and launch the game in advance of the 2018 U.S. midterm elections. According to Bee, the goal was "to make something that would drive voter turnout in a bipartisan way. And I think that we have done that because somehow we have captured the voice of the show, but made it so that we're making fun of everyone — in an appropriate manner."
According to Wired magazine, "the ame'squiz questions and answers are intended to offer insight into the often granular and murky decisions that end up on midterm ballots—so that people will be more likely to want to vote on them."
Controversy
On December 8, 2004, in a speech before the Commonwealth Club of California
The Commonwealth Club of California is a non-profit, non-partisan educational organization based in Northern California. Founded in 1903, it is the oldest and largest public affairs forum in the United States. Membership is open to everyone.
Act ...
called "The Death of Environmentalism and the Birth of the Commons Movement", Werbach announced that the environmentalism movement was dead and stated "I am done calling myself an environmentalist." The speech suggested that advances in environmentalism
Environmentalism or environmental rights is a broad philosophy, ideology, and social movement regarding concerns for environmental protection and improvement of the health of the environment, particularly as the measure for this health seeks ...
had stalled, due to outdated thinking and approaches. In response to the speech, he was fired from the board of Common Assets, an environmental startup.[
In 2005, Werbach generated considerable controversy in the environmental community when it was revealed that Saatchi & Saatchi was doing consulting work for Wal-Mart, creating its Personal Sustainability Project (“PSP”) to teach the company's American employees about sustainability.Saatchi & Saatchi - Adam Werbach bio]
/ref> The move was seen as hypocritical, since Werbach had previously criticized Wal-Mart’s labor conditions, called it "a new breed of toxin" that "could wreak havoc on a town," and claimed he had set foot in a Wal-Mart store exactly once in his entire life. Werbach lost friends and clients, received death threats, and stopped speaking in public without special security. The Sierra Club (which funds the watchdog Wal-Mart Watch) begged him to reconsider, and activists John Sellers and Barbara Dudley openly accused Werbach of abandoning his principles and integrity.[ Wade Rathke, founder of ACORN, stated, "For erbachto believe that you and your little lonesome are changing something with a million-and-a-half employees, $350 billion of sales, well, there's a level of ego there that just is staggering... I have no idea what Adam believes anymore." Some environmentalists, however, defended Werbach; ]Hunter Lovins
L. Hunter Lovins ( née Sheldon, born February 26, 1950 in Middlebury, Vermont) is an American environmentalist, author, sustainable development proponent, co-founder of Rocky Mountain Institute, and president of the nonprofit organization Natura ...
called his Wal-Mart strategy "absolutely world-changing brilliant. By the time he's done, he'll have spoken to 1% of the U.S. workforce."[
In 2009, Werbach distanced himself even further from the green lobby with his book ''Strategy for Sustainability'', an appeal to the business world to consider long-term ]profitability
In economics, profit is the difference between the revenue that an economic entity has received from its outputs and the total cost of its inputs. It is equal to total revenue minus total cost, including both explicit and implicit costs.
It i ...
and transparency above everything else. "Environmentalism
Environmentalism or environmental rights is a broad philosophy, ideology, and social movement regarding concerns for environmental protection and improvement of the health of the environment, particularly as the measure for this health seeks ...
still has a role to play", he stated, "Particularly a focus on reducing the carbon in the atmosphere... But that's certainly not enough to run a company on. They've tried to use it as a business framework and it doesn't work. It's too narrow a definition."
Personal life
Werbach lives in San Francisco and Bolinas, California
Bolinas is an unincorporated coastal community and census-designated place in Marin County, California, United States. As of the 2020 census it had a population of 1,483. It is located on the California coast, approximately (straight line dist ...
and is married to Lyn Merrill Werbach. They have three children Mila, Pearl, and Simon.
References
Official Website
External links
Sierra Student Coalition
Interview (MP3) with Adam Werbach conducted by Michael Krasny on KQED public radio (April 7, 2008)
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{{DEFAULTSORT:Werbach, Adam
American child activists
Sierra Club directors
American environmentalists
American non-fiction environmental writers
Brown University alumni
Living people
1973 births
Sierra Club presidents
Activists from California