Clive Longbottom from Quocirca up now. He is saying how we can draw likenesses between the growth of the green movement and the growth of the organic movement in the past. As consumers grew to understand the benefits of organic products, so the movement grew. As the green agenda becomes better understood by businesses and consumers, so its adoption will grow.
He believes businesses need to be innovative but not inventive in their green strategy development. They must advocate carbon neutrality, but not carbon offloading, such as the practice of outsourcing resource-intense processes to 'look' green.
Clive's making some really interesting points about how businesses are playing on the fact that they have a carbon strategy and then engineering the the results they're getting.
The media will be looking for the dir, so your credentials have to be solid when you're going green.