We are constantly searching for, and evaluating, communication and outreach efforts related to air quality, health and environmental stewardship.  And our curiosity has no borders.  We are as interested in community consultation about air quality in Beijing, China as we are to our home province of British Columbia.

Pan Shiyi is founder of SOHO China, the largest real estate development company in Beijing.  He is one of the most influential business leaders in China.  He’s my age (middle?), obviously ambitious and extremely savvy when it comes to using social media.  His personal blog is hosted on more than 10 major portals and gets visits in the millions.  He’s active on Sina Weibo, the Chinese version of Twitter, where he has 7 million followers.

Recently, Pan Shiyi focused some of his corporate citizenship karma on the issue of air quality in Beijing.

Interesting how a few days ago, the Ministry of Environmental Protection in China, responding to increased public pressure, made a commitment to providing improved monitoring and access to information on air pollution.  They announced new air quality monitoring standards to include the minute levels of particulate matter known as PM 2.5 as well ozone and C02 levels – by 2016.

Health and environment scientists the globe over concur that PM2.5 is harmful to health.  China’s concentrations of PM2.5 are currently several times higher than what the World Health Organization considers safe.   It’s also credited as one of the major causes of Beijing haze – haze that is not only harmful to health but to Beijing’s economy as well.

Any surprise the Ministry of Environmental Protection in China announced new commitments not long after someone as influential as Pan Shiyi jumped on the air pollution band wagon – potentially empowering the voices of many millions in China.

Was Pan Shiyi moved to advocate for improved air quality by moral motives, or did he recognize the economic costs associated with air pollution?  People don’t want to live and work (or buy expensive condos) where they can’t breathe?

Whatever his motive, we salute him.  Active public involvement is driving political change.