INFORM Opinion
Peter McManners
‘
When the green bubble collapses,
A
’
make sure you’re a survivor
s we enter a new decade, I lash could be severe. We may not
am heartened by the mind paying a little more for a
growing number of busi- more sustainable product but we
ness people I meet who are com- do not like to find that we have
mitted to taking the sustainability been duped into buying green
agenda forward. In most cases spin. The brands that are guilty of
these are people who are looking such green deceit may suffer ter-
wider than the immediate busi- minal damage.
ness context. They have decided For companies annoyed that
that action is needed to assure a their own good efforts are being
safe future for their children and eclipsed by superficial green spin I
their grandchildren. This is a way offer this solace. The collapse of
to get inside the thick skin of sen- the green bubble will come.
ior executives. I gave a copy of my Genuine progress towards sus-
book, Victim of Success: tainable business solutions will
Civilization at Risk, to a business build a solid reputation and grow
friend to read while he flew with a loyal market. We remember well
his family long-haul to Australia when we have been conned and
on holiday. Up to this point, he the memory runs deep. Some
had been sceptical about climate Genuine progress towards sustainable solutions will overcome green spin years ago one of the leading hire
change and not prepared to dis- car companies landed a bill on me
cuss any fundamental changes in com boom. At that time, people ‘green’ or ‘eco’ can assuage the for damage in circumstances that
his own life or in the management who queried the figures and ques- guilt being felt. were highly dubious. I felt that I
of his company. When he tioned the valuation of dot-com In the business services area had been conned. I will never use
returned, having read the book, he companies were accused of not there is now an army of consult- that company again no matter
said: “Peter, you have persuaded getting it. After the bubble burst, ants plying a trade in sustainabili- how good a deal they offer.
me; sustainability matters.” there was a return to fundamen- ty. Many have been in this sector If I get caught with an ‘eco’
Wider motives than the bottom tals. The dot-com companies for less than a year. They know product, for which I have paid a
line performance work well in based on a sound business plan the websites to calculate carbon premium, and which turns out to
opening minds to the possibility survived. The companies based on footprints and they know the be green spin I will feel that my
of change. The change that gives the new metrics, that I and others requirements of the CRC regula- good intentions have been abused.
me the most encouragement is were struggling to understand, tions. While business is learning, I will have been conned and keep
that many business leaders are did not. such consultancy can be sold. clear of the brand and quite likely
moving beyond this early interest Sustainability will come of age While the public knows even less, persuade friends and family to do
and now see the issues in a com- in a similar way, but not yet. green label products can be sold likewise.
mercial light. This is putting There is a whole lot of huff and based on some flimsy evidence. When the green bubble collaps-
sound commercial logic to play bluff to be blown away. Every As business managers and es, make sure that you are one of
and engaging CEOs and finance large company now has a sustain- directors come to understand sus- the survivors. Keep sustainability
directors. It is now clear – to those ability manager. Many of these are tainability, and the public wise up, as a strategic and operational
of us who have taken the time to very good but fighting against an the bubble will burst. Companies issue. Keep the PR department at
understand the issues – that socie- expectation that their role is to act that have done their homework, arm’s length. There is no need to
ty is on the verge of great change. as a spin doctor. ‘How can we put made real progress in greening indulge in green spin; to borrow a
As more and more people open a green spin to our products and their activities, and moved a stage famous sport shoe slogan – just
their minds to the need for, and services?’ is the question often closer to being sustainable, will do it.
acceptance of, real change, the asked. The marketing and PR survive and thrive.
business landscape is changing. people are often too involved and Now there is a deluge of green Peter McManners is a visiting
Business does not need to go driving the agenda. In the short- advertising from oil companies, executive fellow of Henley
through many of the motions that term the spin can work. People car companies and any industry Business School of Reading
proponents of CSR have devel- are becoming concerned about or product you care to mention. University and author of the
oped. The old-fashioned profit climate change and are looking for Where these are based on ped- book, Victim of Success:
motive is enough. My thoughts easy ways to make a response. dling green stories, these will be Civilization at Risk
are drawn to memories of the dot- Buying a product labelled as exposed and the consumer back- w www.victimofsuccess.co.uk
Sustainable Business 3❘ February 2010 1
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