The journey to net zero and true sustainability – Thoughts about small and growing businesses.
6th November 2023
By Alexis Krachai
Net zero. The climate crisis. Sustainability. All are words and phrases that come up with increased frequency in business. It is no different in Counter Context. As we grapple with how to make the right decisions, it is worth reflecting on the complexity that sits beneath smart soundbites and pithy phrases. It’s also an opportunity to share with other businesses how we can all do our bit to tread more lightly on the environment.
As we grapple with what decisions to make to run our business successfully, we know we have a moral responsibility to think about the impact our business has on the environment. We also know it makes good business sense. Clients are redesigning their supply chains to reward more sustainable behaviour. Employees want to see us making a difference.
Most of our work is contributing towards the efforts to reduce the impact human behaviour has on the environment. For over a decade we have supported the development of offshore wind around the UK. We started out supporting the construction of Westermost Rough and supported the Hornsea portfolio of projects through the planning process; designing and delivering increasingly complex consultation activities to support world-first projects. We designed and delivered the consultation activities to support the UK’s first nationally significant solar project at Cleve Hill in Kent. We continue to support a range of major projects helping to decarbonise the UK’s energy supply. Some already in the public domain. Others readying to go live in early 2024.
In our towns and cities, we are working on a wide range of projects that encourage walking and cycling. We are no strangers to the challenges of introducing Clean Air Zones. We are also helping to engage communities as heating networks in urban areas are redesigned. We work on regeneration schemes that involve new build but, increasingly focus on repurposing buildings and retaining embodied carbon. We are particularly proud of our involvement in Heart of the City in our home city of Sheffield where new and repurposed buildings have been blended together around the historic street layout.
All told, we can somewhat rest easy knowing we are supporting projects making a positive difference. We have intentionally moved into markets and industries that are leading the way in trying to reduce the impact that humans have on the environment. That does not mean we stop there. We know our business practices also need consideration. That is where it gets more complex; not least as moving to net zero is only half of the challenge if we want to have a positive impact on the earth’s essential biosystems that are beginning to fail.
Here’s a summary of a few of the key issues and how we are grappling with them. We hope they provide inspiration to others.
The best way to reduce our individual and collective impact on the planet is to consume less. Increasingly our decisions on whether to buy something not only factors in the financial cost, but also whether the cost to the environment can be justified. Once you ask that question decisions on expenditure become a little bit easier. Financial pressures and the pressure to preserve the planet often add up to not consuming something you previously thought essential.
The media obsesses about carbon emissions, but it is equally important to consider the separate and associated risks with impacting on biodiversity and the acidification of the oceans. That’s why when it comes to print production, we look to use vegetable-based inks and to use paper produced from sustainable sources of wood. Eliminating and redesigning activities to further limit the impact we have on the environment takes time and effort but is a growing focus for our business.
Food may not be an immediate topic of conversation outside of lunchtime, but we know that the modern food system has a tremendously damaging impact. How humans produce and consume food accounts for around ‘a third’ of the carbon emissions. That stark fact has begged the question: should Counter Context go vegan? When buying sundries for our offices should we always shop local? The answer should be yes, but it takes quite a leap of faith to say to 35+ employees that they can only enjoy a plant-based diet when at work or out and about and claiming expenses. Does that impinge on their freedom too much?
The above three points just scratch the surface of real complexity that we grapple with and which we suspect lots of companies are grappling with.
Why share these insights with no obvious conclusions? Because, over 90% of businesses in the UK employ nine or less people so few can afford to hire consultants or setup dedicated teams to grapple with sustainability and net zero. These conversations about globally significant issues need to squeeze in between the urgent conversations about clients, customers, cashflow and the latest challenge to fall into our inboxes.
As a communication company that focusses on helping to clients to build understanding and trust we think the key to us all treading more lightly on the planet is by sharing insights, sharing quandaries, and also sharing lightbulb moments when they occur.
I suspect as extreme weather becomes more prevalent, as the economy starts to drive businesses towards becoming more sustainable, those lightbulb moments will need to arrive more regularly. Regardless, we are up for the challenge. I, for one, am driven by the desire to be a good ancestor.
That’s why I’ll be writing more about this topic as we head into 2024 – it seems fitting considering Counter Context will turn 30 next year. Being on this planet for nearly a third of a century brings change into perspective.
