‘Green mafia’ backlash strengthens sustainability business
5 maart 2010
Often this sustainability support was long on words, but short on actions. Lots of lofty ambitions but little effort to really make a change. This proved to make the case really vulnerable. The credit crisis added to the inability to translate words into actions, because who wants to invest ever scarcer funds without having a clue on returns. And more recently a real backlash occurred for idealists who believed the sustainability transition was just about to happen. The controversy around the IPCC report turns out to be a catalyst for criticism and protest. It is claimed that short comings in the report is proof that ‘a green mafia’ has tried to fool the world and promoted a case that required throwing good money at bad cases. Green bashing seems to be more common every day. This week columnist Kees de Jong (“Ontgroenen”, Financieele Dagblad March 4, 2010) said he doesn’t want to be bothered any more by all these green claims. He is, just as many more, just fed up.
Yet De Jong also clarifies that he would be interested in green solutions if these improve the quality of life ánd don’t cost more. Not altruism but self interest is a driver which he holds true in economy and sustainability. And rightly so. I think that backlash against the lofty green claims, will ultimately strengthen the sustainability business case. It will require companies and politicians alike to change their focus from lofty claims to specific actions. It will separate the boys from the men. The conclusion will be that better thinking, reasoning and focus is needed in today’s markets.
It is not about being green per se, but for example about decreasing energy dependency.
It is not about setting up vague projects in Southern countries, but about focused partnerships that assure resource availability over the longer term. It’s not about a philanthropic neighbourhood project, but winning the war for talent. In short: it is not about small talk, but the real business case.
The sustainability community should thank all those who criticise their work, because they are helping them to get their act together and to focus on impact instead of impressions.
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