That got us thinking about our own sectors and our
respective equivalents. The hotel sector was among the first to encourage its
customers to help it reduce impacts – I can no longer remember a time when the
ubiquitous “leave it on the floor and we’ll wash it, hang it up and we won’t”
sign didn’t appear in hotel bathrooms. In office imaging it’s paper –
signified, for many of us, by the “think before printing this email” footers.
These have become so commonplace that their impact is often dismissed, but that
doesn’t necessarily negate their subliminal power to contribute to the nudge
effect of gradual behaviour change, especially when considered cumulatively.
I can now catch a bus that is conspicuously powered by
renewables, ride into town past numerous houses with solar PV panels, do my
shopping using re-usable bags – even choose for my supermarket shop to be
delivered at a time when the vehicle is already in my area. There’s an active
local Freegle group and, off the end of the main shopping street, a repair café
and bicycle kitchen. Each of these small, incremental steps towards a more
sustainable future may contribute little individually but together increase the
visibility of low-impact options and edge us towards the tipping point where
sustainable choices become the norm.
As sustainability professionals in businesses, we’re advised to analyse our emissions and
focus first on the actions that will have a direct positive impact, but perhaps
we’re missing a trick. For most organisations, the greatest opportunity for positive
change lies in galvanising our customers into action – and, as M&S shows,
if we do so with sufficient commitment it can transform our commercial outcomes
too. It every business identified its own “plastic bag” and sought to engage
its customers in a symbolic, highly visible act of sustainable living – better
still, if it incentivised and rewarded it – then behaviour change might just
become an unstoppable force.