INFORM Opinion
Peter McManners
‘
It’s time for bold action from
S
’
businesses and world leaders
ir David King, the director My plea for action throughout
of the Smith School of society is also a plea to support
Enterprise and Environ- businesses that are willing to
ment at the University of Oxford, bounce ahead to a sustainable
said: “Victim of Success should be future. There are risks ahead for
compulsory reading for all people civilization – and for the compa-
with influence on the future direc- nies betting their future on
tion of society, from world leaders sustainability.
and policy makers to teachers and Not all companies will survive
voters. The time has come to sup- the recession. Those that have suf-
port real change.” The concept of ficient turnover to survive in the
my new book, Victim of Success, short term will be set to prosper,
arose from frustration at the gla- provided they understand the
cial pace of progress in moving parameters of the Sustainable
beyond the rhetoric to real action Revolution. Companies with a
in building a sustainable future for long-term horizon have funda-
society. Explaining where the mental learning to take on board.
world is on the wrong track is rel- By truly understanding the new
atively easy. Explaining what paradigm of sustainability, and
should be done to change it, is investing effort to lead change, it
exceedingly hard. will be possible to motor past the
I look forward to a recovery in The choice is the Armageddon scenario or a sustainable future competition. Other companies
the world economy, driven, in concentrating on squeezing profits
part, by investment in renewable the capacity of the world market how to make the transition. But it out of this year’s results will get
energy and green technologies. to provide enough food and fuel is also clear that our plans, so far, caught in regulatory traps and be
The growing appreciation of the for everyone. are too little, too late. shunned as green becomes the de
dangers of climate change will As people struggle to obtain I am optimistic of what can be rigueur consumer choice.
support substantial green stimulus resources, some countries will done to alter the future if we show This is the final lead up to the
measures. This boom may last for descend into anarchy and may respect for the Earth and learn to Copenhagen climate talks. This
several years. The risk is that the collapse into failed states. There achieve a sustainable balance in month will be filled with pleas
boom will be based upon superfi- could be a domino effect taking the way we run society. We need from NGOs and pressure groups
cial changes, rather than the deep- down neighbouring countries to wean society off fossil fuel, but directed at world leaders to agree
rooted transformation that is with regions descending into law- there are multiple issues to tackle a deal. We can expect announce-
required, in both the infrastruc- less dystopia. Even countries that ranging from making aviation ments from the politicians.
ture of society and people’s are now stable and tolerant will sustainable to building cities for Meanwhile some people will be
behaviour. This timidity to take close their borders in an attempt people rather than for cars. These working on real measures to make
on the challenge of forcing real to remain above the global calami- are difficult, complex and inter- a real difference. Those companies
change will lead the world from ty as the number of climate connected issues, but progress is writing sustainable business plans
boom to bust in a way that will refugees increases exponentially. possible if we can persuade people should be concentrating on core
make the current financial crisis My analysis of a possible future to support real change. strategy that enables them to
seem insignificant in comparison. is not scaremongering; it is a cool Victim of Success is not a busi- exploit the coming changes. This
Three problems will come to a logical analysis of the course that ness book, and I crave your indul- is not a time for timidity this is the
head according to the same humankind is on. The argument is gence in writing about it in time for bold action by world
timetable: climate change, oil easy to understand and hard to Sustainable Business magazine. leaders – and by business.
depletion and population growth. dispute with any conviction. The The reason I do so, is that busi-
Climate change will have shifted really important argument is ness can be a highly effective agent Peter McManners is a visiting
from predictions by scientists to about what we do in response to for change – and no one should executive fellow of Henley
real impacts on everyday lives. this insight. I have total confi- object to healthy profits going to Business School of Reading
The world’s insatiable thirst for dence that it is possible to change the leading companies. There are University and author of the
oil will finally hit the buffers of direction and avoid my huge opportunities for business – book, Victim of Success:
peak oil capacity. The world’s Armageddon scenario. We have not in the business-as-usual sce- Civilization at Risk
increasing population will surpass enough technology and know- nario but in leading the changes. w www.victimofsuccess.co.uk
Sustainable Business 3❘ November/December 2009 1
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