Someone quoted Jeff Bezos as saying that the biggest mistake is not to evolve. But what exactly does it mean to evolve? In the case of Amazon.com, it has always meant to grow Amazon by growing sales above all else, including profit. Well, the entire history of the industrial era has focused on growth as well. What distinguishes Bezos is that he was able to grow Amazon more powerfully than just about any other company on earth.
But really, is that all that evolving means? Of course, amazon developed many techniques of marketing more and more product lines, which enabled unprecedented corporate growth. One might argue that independent bookstores failed Bezos’ test of evolution by not following his business model as it evolved. But could they? Besides, we can hardly call copying someone else’s business model, evolving. Even more important, why should they?
The assumption that economic expansion is the only viable model for human progress has played a central role in the industrial-consumer economy. A growth-as-necessary-and-inevitable model of business success and of societal progress still drives the U.S.-led final stages of the industrial era. It also produced the converging crises of economic injustice, ecological destruction, and climate chaos that we now experience with increasing frequency and intensity.
The idea of evolving has always carried with it an underlying assumption that improvement is the ultimate goal of evolutionary change. Well, there’s the rub. Improvement implies change measured against some particular value. In human affairs, that has meant the cultural value of achieving a better life for more and more people. But we must be careful in how we define better. Is life really better if we can buy more junk cheaper at Wal-Mart than fewer products of higher quality with greater and longer use-value at a small locally owned store? Moreover, widespread access to affluence more closely appears as a fiction every day.
Quality and quantity have often conflicted in our ideas of progress. Quantity, often disguised as quality, has increasingly dominated the industrial-consumer culture as pressure for endless economic growth continues. Are more and more people living better lives today than they might otherwise? That remains a focus of political debate.
Then we have the other entrepreneurial standout, Elon Musk. Now, there we find another mixed bag of ingenious innovation of significant social value and pie-in-the-sky inventions of little use to anyone other than to entertain the super-rich. Low carbon-emissions transportation, home, and business energy storage now have immense societal evolutionary value. The potential for transportation to evolve toward carbon neutrality demonstrated by innovative Tesla vehicles, with their advanced designs, is remarkable. But the sci-fi fantasy of commercial space travel, given our current human evolutionary crisis, is nothing but counter-productive.
To evolve in the most positive sense is to make changes that take into account the context that those changes will affect. At this stage of human evolution, we have reached a crossroads. More than 200 years of our economic “progress” has caused increasingly widespread destruction to the living Earth systems that our species (and all others) depend upon to survive. Humanity has lost its resilience by destroying the conditions that make our lives viable.
We have run out of wiggle room. Now, we can only afford to (and must) evolve in ways that: 1) counteract the damage we have already done, and 2) radically innovate our economic activity in ways that help regenerate the severely damaged ecosystems upon which we all depend to survive.