Cultural shifts will change eco-awareness
The Times, June 2008
Some current commentary about the impact of an economic downturn on ethical and environmental consumption would suggest it was ephemeral as a candle, ready to be blown out by the first blast of chill wind.
Well, let’s look at the facts…
Take the car industry. A big impact sector, no hiding climate change. Although it has not always got it right, look at the changes it is starting to make. These are not flash-in-the-pan, surface-level initiatives to make people feel good. They are huge long-term investments decisions. Entire new technologies are being developed, whole new brands and product lines launched. You won’t see the real impact for another 2-3 years.
To suggest this will all be abruptly aborted because the average consumer says they will now think twice about a more expensive eco option is absurdity (figures from today’s Concerned Consumer Index show that after price environmental credentials are the most important factor influencing future car purchase).
It also suggests these structural changes are driven purely in response to a desire on the consumers’ part to do the right (green) thing.
Even on the consumer side, environmental concern collides with numerous other powerful drivers of behaviour.
Yes, I want to reduce my impact. And I have a certain eco status concern and I’m not sure I want to drive a ‘Chelsea Tractor’ anymore. But I’m also deeply worried about the cost of fuel. What am I going to do? Buy a fuel efficient car (see the current American car sales for proof of that). And I’m sick and tired of traffic. So I think I’ll get a small car and use it less (figures today show a large scale reduction of car usage over the last year). In fact I might as well just sign up to a convenient car sharing schemes and do away with it all together.
Now factor in regulation. EU imposed, national, local. Higher taxes, higher charges, higher entry points for high CO2 cars. The picture becomes even clearer.
Environmental commerce and consumption, just like climate change itself, isn’t going anywhere. There will be fads and trends – niche issues puffed up by the media which will rapidly recede. Yes companies that venture superficially and make no effect to really change may get cold feet.
But the main story here is one of a cultural shift, equal if not greater than the ups and downs of any economic wind.
