But, then the brute force of a virus hit us. A global pandemic, recession, a movement of social unrest that’s permeated borders everywhere, the strangest US presidential election in history, and Brexit continues to trundle on as if nothing’s happened. You could argue that green issues have rightly been secondary on our agendas and consciences.
But, that would be to ignore some giant reminders from every corner of the planet, including Australian bushfires, Indian cyclones, Somalian flash floods and Californian forest fires. That’s not to mention the Russian oil spills, Filipino volcanic eruptions and record high temperatures in the Arctic.
Perhaps as a result, despite the pandemic, we have seen a steady increase in environmental concern in the UK, France, Italy and Germany from 2019 to 2020. Most importantly, 71% globally say it’s just as important as COVID-19 in the long term.
What industry and governments really want to know is: ‘Do people care about sustainability enough to change their behaviour?’ And this is where it gets a bit more complicated.