Some people will undoubtedly be outraged just to hear these two words used together in the same sentence. “There is no such thing as ‘intelligent’ consumption” they might say, “any kind of ‘consumption’ will continue to lead us on a downward and destructive spiral”. In their view, our whole mode of existence needs redefining from the ground up.
On the other hand there are many people, particularly those involved in the world of business and brands, who still question the need for social or environmental change on any significant scale. The organisations these people work for are still fundamentally driven by the same motivating factors that they always have been – achieving the biggest, fastest growth possible, regardless of the cost to people or planet.
Surely the best way forward must be found in the middle ground? We can't all stop buying everything beyond the most basic necessities (and what constitutes a ‘necessity’ is in itself a debate that would rage for years) – the resulting damage to the economy would see huge shortfalls in government budgets and would affect health, education and a whole range of other services that we all take for granted in our modern society. Yet at the same time, we can’t continue exactly as we are. The evidence for action – particularly on climate change – is irrefutable. And the longer we fail to take genuine action (not just ‘greenwash’ or the ‘low-hanging fruit’), the more the costs will escalate.
In the course of creating this latest issue of our online magazine, we’ve realised that the most accessible and progressive solution is to start taking positive action as early as possible – but in a way that is true to the brand, spirit and purpose of each company. This approach will keep organisations well ahead of legislation, enabling them to drive change and set the agenda as an industry leader. It will also allow them to leverage the additional costs and associated activities for positive business benefit. The laggards on the other hand will find themselves having to make sudden changes for which they are ill-prepared, and which will prove hugely disruptive to their businesses.
Of course there are already some leaders that have been out there doing it for number of years. Not because they saw the inevitability of rising costs, legislation and tariffs, but because they believed it was the right thing to do. But what if sustainable thinking hasn't been an intrinsic part of your business model so far? Well, now’s the time to get on board. Yes, the economic situation is challenging, but that doesn’t take away from the need for action – in fact it increases the opportunities to differentiate and build market share in a competitive environment.
The companies we’ve featured in this issue have all found their own way to make ‘intelligence’ part of their DNA. They have had to weather challenging times, but always stayed true to their beliefs, purpose – and most importantly their customers. Their role in inspiring others, showing how sustainability and business can co-exist, deserves full recognition.
Will this be enough to save the planet? That depends on how many of us find our own way to combine profit and responsibility, and how far we go. One thing is for sure, if we’ve got some positive momentum it’s going to be far easier to make changes or take deeper action further down the line. Of course, better thinking ltd does have a vested interest in this too – we were established specifically to help businesses improve their sustainability strategy, brand reputation and bottom line.
So if you feel ready to do something – or want to get better at what you’re already doing – just get in touch. We hope you enjoy reading this issue, and as always we welcome your feedback on how we can improve too.
Mike
Director – Better thinking ltd
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