Why we need to sell a different ‘s’ word

This week I attended Ecobuild, the world's biggest event for sustainable design, construction and the built environment.

And the show's one word theme? Sustainability.

However, judging from the exhibits on show, I don't think we need to sell this particular 's' word anymore because it has already been sold.

The vast majority now agree the planet is in trouble, global warming a reality and unless we change our ways, and fast, we will run out of the earth's precious natural resources.

The environmentalists have clearly won the argument and an unstoppable momentum is now underway.

Encouragingly, businesses are ready with practical and profitable innovations to help pave the way for a sustainable future.

The job now is to sell us a different 's' word: solutions.

No doubt more legislation will be required to limit the negative impact of poor environmental management. In the meantime, what businesses and their PRs need to do now is sell society sustainable solutions by emphasizing the practical and cost benefits of changing to environmentally friendly products.

Making the change will be a challenge for all of us, not least the marketers who will have to find ways to make it easy for the consumer.

What is abundantly clear is that the concept of old style capitalism is entirely at odds with a sustainable future. Things are changing and, thanks to business people's wonderful ability to re-invent, I for one feel confident about our future prospects.

And to prove our comfort with the whole notion, we're one of only a handful of PR agencies to have secured the prestigious ISO 14001 environmental management standard. A PR agency putting actions before words: whatever next?

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