Each of the key elements for a more sustainable way of living and doing business have been assessed. There are some successes (Renewable Heat Incentive), and some big disappointments (Feed-In Tariffs)... but there is still the opportunity to fulfill that promise. (Read the full article here).
But what I find interesting here is the similarity between business and politics. Like David Cameron, many businesses make claims about their environmental credentials - and with good reason. Just as in politics, it's a great opportunity to create a competitive advantage and win new opportunities. But there's more to it than simply making promises, which is where the Government are falling short.
If you make claims - or are as bold as to make a promise - about your green credentials or aspirations, you need to deliver. If you fail you might be accused of 'greenwash' ('The act of misleading consumers regarding the environmental practices of a company or the environmental benefits of a product or service'). Like the boy who cried wolf, mislead your audience once, and they won't give you a second chance.
To find a role-model the Coalition need look no further than the High Street. In January 2007 M&S launched Plan A, a five year plan to achieve a list of 100 commitments to a more sustainable way of doing business. By 2009 Plan A was already a success. Sir Stuart Rose, then Executive Chairman of M&S said, “Despite unprecedented global economic uncertainty, the business case for Plan A continues to strengthen. The plan is now cash positive with savings more than offsetting investments and, as well as delivering significant benefits for our business, stakeholders and the environment, Plan A is changing consumer behaviour.”
Plan A is such a success that they've now extended it to 180 commitments, with a goal of becoming the world's greenest retailer by 2015.
Just like the Government, M&S made a bold statement - to deliver on 100 commitments. But unlike the Government they haven't made excuses, lost interest, or changed their mind. Because unlike the Government, M&S know that finding a more sustainable way of doing business is the only way to achieve success in the long-term. And they know that when you make a promise you need to deliver... or lose your credibility. The business world is an unforgiving environment. You rarely get a second chance.
But don't be put off. Don't be discouraged by the shortcomings of the Government, or over-whelmed by the success of M&S. Making a commitment to a more sustainable way of doing business - and delivering on that commitment - isn't restricted to the big brands. Take a look at the Devon Environmental Business Initiative and their annual awards. The winners are typically small and medium-sized businesses. Each has made a decision to find a more sustainable way of doing business. They have declared their commitment, changed their behaviour, been rigorously assessed, and rewarded.
It's a great example of what can be achieved when your commitment is not just words, but action. Perhaps we should invited David Cameron to the 2011 awards. He might learn something.
