If you’d asked me when I was a child what the world would look like in 2020, I would have predicted flying cars, hovercrafts, transporters and a colony on the moon. So, when I read that the
nonprofit firm Forum for the Future (yes, such a thing exists) had published a report claiming that sustainable products and services will be mainstream
by 2020, admittedly, I was skeptical.
The study, notably backed by Sainsbury and Unilever, contends that this relatively rapid shift towards a sustainable marketplace will be in response to
consumer demands, but largely driven by brands. Says Sally Uren, Forum for the Future deputy CEO, “Smart brands and businesses will make money today by accelerating the transition to a
sustainable future.”
The report is positioned against a backdrop of a potential future that isn’t slick, glossy, or chrome-colored, but rather a future that threatens to be
smog-filled, bookended by mountains of trash and brown rivers. Our current state of overconsumption – globally, the report points out that we consume 30% more resources than the planet can
replenish – is leading us to a world that will be defined by scarcity of resources, rapid population growth, climate change and loss of biodiversity.
Enter the corporate crusaders who
stand at a crossroad. To echo last month’s piece, being green isn’t just
good for business – it’s crucial for businesses if they are going to be prepared to deal with the myriad challenges that a resource-depleted, overpopulated, overheated world will
bring. As Sainsbury’s CEO Justin King says, “Being sustainable is not about box ticking; it’s about future-proofing your business.”
To help companies and
marketers “future-proof,” the Forum for the Future presents four potential scenarios to explore how global trends may change the world. It reminds me of the choose-your-own-adventure
novels of my youth. In each scenario, social and environmental pressures have made sustainable goods commonplace. Where the scenarios differ are in whether the global economy is flourishing or subdued
and whether consumers are taking the initiative to satisfy their needs or expect brands to do it for them.
The message to marketers is loud and clear – we cannot wait for the
consumer to decide to buy green products and services. Currently, it is critical to understand the future consumer better than they understand themselves and, if necessary, create the demand from
consumers. The report challenges companies to “use the power of marketing to accelerate sustainability.” Having a green marketing strategy can be the difference between going green or
going home.
In 2020, we may be working for and buying from companies offering completely sustainable products and services. I look forward to a future where you have to bring your own cup to
Starbucks and hope that my hovercraft has a coffee holder.
Does this ring true to you? How do you envision 2020?