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The following is an edited extract from You Can’t Make Money From a Dead Planet

But there is some good news. There are people and organizations making progress, developing approaches that are improving things and in so doing creating the conditions for sustainable profits. This is not an exhaustive list; there are great people and good businesses everywhere. Look for the light rather than the dark.

What are the things that give me hope, that are beginning to change the way we make profit?

1.      The energy revolution

I say energy. I mean electricity. Gas and oil can only be burnt to give rise to heat. Electricity can be generated in many ways and those electrons generated can be used in many, many ways. For example, we have seen a boom in solar production due to improved technology, the tumbling price of solar panels and some government subsidies.

Designing, engineering, building, siting and managing these things creates jobs. They create jobs in disciplines that are transferable between old industry and these new industries. Other renewable sources include geothermal energy and hydro power.

2.      Plastic pollution

Plastic pollution is one of the most visible environmental issues. Every year, millions of tonnes of plastic waste end up in our oceans, rivers and landfills, causing significant harm to wildlife, ecosystems and human health.

However, over the past few years, there has been a growing awareness of the problem, and efforts are being made to address it at various levels. Governments, non-governmental organizations, businesses and individuals are all playing a role in tackling plastic pollution, through methods such as policies and regulations, circular economy, innovations in alternatives, education and awareness, introducing plastic taxes and clean-up efforts.

3.      The rise of EVs

The world has seen a surge in the increase of electric vehicles (EVs). Initially kick-started by Tesla, now every major automotive manufacturer is accelerating the development and launch of new EV models.

4.      The sustainability of cities and the built environment

The buildings in which we grow our businesses and our lives have significant embedded impact and even larger impact in their running and maintenance. From an environmental perspective building design has improved considerably over the last decade.

The most notable enhancements are increased energy efficiency, water efficiency, use of lower carbon materials, increased focus on biophilic design principles and growth in the use of building automation systems.

5.      Regenerative agriculture

Food is often described as medicine. We can eat our way healthy. But food is also medicine for the planet. Over the last 100 years we have developed a form of agriculture that has damaged the earth’s ability to grow food, that has damaged biodiversity, increased the risk of flooding and reduced the nutritional value of the food we grow. Monocultures, industrial animal farming, excessive use of pesticides and herbicides, and the industrialization of farming fed us but on the way caused significant damage.

Changing agricultural models is urgent and the rise of the concept of regenerative agriculture offers hope. This is an approach that focuses on improving the health of the soil, which in turn leads to and is supported by more productive and sustainable farming practices. It involves using techniques that increase biodiversity, promote healthy soil and reduce the use of synthetic fertilizers and pesticides.

6.       Environmental education

Let’s stay with the consumer for a minute. As a result of becoming more aware – as result of becoming better educated about sustainability and the way that products are made and sold – we are changing what we want from businesses. There is a hunger for increased environmental education.

While environmental education at secondary and tertiary levels is becoming more prevalent, we have also seen the incorporation of hands-on learning into formal education and into business. This allows learners to understand environmental concepts by engaging in activities that relate to them, the work they do and your business.

We have also witnessed a shift to a more interdisciplinary approach. Environmental education has evolved to encompass a wider range of topics, incorporating subjects like social studies, and economics. This approach helps employees and learners to understand the interconnectedness of environmental issues with other fields and across their business.

Sustainability sits at the heart of many subjects and disciplines. Half the problems that we have are because of seeing it as a separate thing. Therefore, taking a more interdisciplinary approach and embedding it into all aspects of your business and training means that it becomes everyone’s job.

7.      The changing consumer

The consumer is changing their aspirations and their behaviour. This offers significant opportunities for businesses. These needs are aligned with beliefs that aren’t restricted to consuming more. They are often aligned with doing better.

8.      A rise in environmental activism

It won’t have escaped your attention that there has been a significant rise in environmental activism since 2018.

Things started with the youth-led climate strikes: in 2018, a 15-year-old Swedish activist named Greta Thunberg started skipping school to protest outside parliament, demanding action on climate change. Her actions inspired a global movement of young people, who organized massive strikes and protests demanding that governments take action. These protests have taken place in cities all over the world and have involved millions of young people. These are our kids, your kids. When your kids ask you to change the way you make money you have to listen.

There are many ways to protest and many forms of activism. This may all seem a long way from business, but it cuts to the heart of what kind of economy will be acceptable in the future and how we make money by putting things right.

9.      TV production as activism

The growth of streaming services and the explosion of independent production has resulted in an increase in documentaries about environmental issues. These documentaries aim to raise awareness about the impact of human activity on the environment and highlight the need for action.

Many of these documentaries have become popular and have been widely viewed. Some of the most well-known documentaries on environmental issues include An Inconvenient Truth, Chasing Ice, Cowspiracy, The True Cost, A Plastic Ocean, Seaspiracy and Gamechangers.

These documentaries cover a wide range of issues, such as climate change, deforestation, pollution and the impact of industrial agriculture. They use powerful images and compelling storytelling to engage viewers and inspire them to take action.

Activism is closely allied to education. As we become more exposed to environmental education it is likely that we become more engaged in wanting to solve problems and to raise awareness.

10.  Brand authenticity

All of these changes in consumer behaviour are having an impact on consumer-facing businesses as they try and find a brand position that is honest and reflects consumer beliefs. This is a narrow gap in which to work and brands increasingly seek to find an authentic voice. Sometimes they need to take a strong position on a social issue, other times they need look at the reason they started and rediscover their original purpose.

Trusting in brand authenticity has become increasingly important for consumers, particularly for those generations who place a premium on transparency and ethical business practices. Brands such as Patagonia, Dove and REI have taken steps to be more authentic in recent years.

But what if you sell business-to-business rather than business-to-consumer? The same applies. Businesses need to trust their suppliers, but more than that they need to help communicate sustainability and authenticity from wherever they are in the supply chain to the end consumer.

Brand authenticity needs to start at the heart of the business, it isn’t marketing. It is storytelling and truth-telling. You can’t suddenly become a brand activist, you need to have stood for something bigger than you for a while or enter this arena gently and with respect.

Mark Shayler is the author of You Can’t Make Money From a Dead Planet (Kogan Page, 2023) and works with businesses  and corporations to reduce their environmental impact. A founding partner of the Do Lecture series, he has partnered with organizations such as Coca-Cola, Nike, Bacardi, WPP, Samsung Electronics Europe, Welsh Water, Hiut Denim and Novatech.

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