Looking to the future

If one looks ahead to the future it is not unreasonable to assume that interest in the following environmental issues will intensify:

• More legislation from UK and EC governments to reduce pollution, harmful emissions and landfill dumping coupled with more environmental protection measures.

• Stiffer implementation of ‘the polluter pays’ principle including increased taxes and charges for landfill disposal.

• Growing pressure from environmental authorities and customers for newer pollution-free manufacturing technologies to reduce emission levels.

• A better informed and educated public, led by more well-organized and highly articulate pressure groups, eg Greenpeace, Friends of the Earth etc.

• Growing demands from the consumer and possible tax incentives to invest in recycling initiatives, products and packaging. Consumer ‘boycotts’ of products manufactured by environmentally insensitive companies are likely to increase.

• Improved monitoring (better technology and increased resources) to measure environmental performance of companies across a wide range of disciplines.

• Growing shareholder pressure on companies to demonstrate their environmental credentials by preparation and implementation of environmental policies. More emphasis to be devoted to these issues in company annual reports.

• Increased pressure on civil engineers and developers to defend new proposals for roads and civil engineering projects against charges of environmental damage.

• Constant media interest in all things environmental and exposure of poor performers by pressure groups. Publicity stunts to embarrass major polluters are likely to increase.

This list provides a daunting agenda of issues for the public relations practitioner to address. As stated earlier, those commercial enterprises will be the ones that take heed of growing ‘environmentalism’ and carefully consider where this is most likely to have an impact on their own operations.

Being ahead of the game by regularly auditing current practices – technology, emissions, wastage levels, packaging, recycling opportunities – is the only way forward. The real winners will be those who, like some of the examples quoted here, are able to combine an environmental plus with a business gain and successfully communicate this to target audiences.

Failure to keep abreast of growing environmental pressures and adapt accordingly will only result in a company being relegated to a second-class player in an increasingly educated and environmentally aware marketplace.

(Anne Gregory. Public Relations in Practice. – Kogan Page, 2001. – P. 147-158)