Some commentary about the impact of an economic downturn on ethical and environmental consumption would suggest that it was as ephemeral as a candle, ready to be blown out. Let’s consider the facts.

Take the car industry. Although it has not always got it right, look at the changes it is starting to make. These are not flash-in-the-pan initiatives. They are huge, long-term investment decisions. Entire new technologies are being developed, whole new brands and product lines launched. But you won’t see the real impact for another two to three years.

To suggest that this will all be jettisoned because the average consumer now thinks twice about a dearer eco-option is an absurdity.

Even on the consumer side, environmental concern collides with numerous other powerful drivers of behaviour.

Yes, I want to reduce my impact. I have a certain eco-status concern and I’m not sure I want to drive a Chelsea tractor any more. But I’m also worried about the cost of fuel. What am I going to do? Should I buy a fuel-efficient car (see the current US car sales for proof of that)? I’m tired of traffic so I think I’ll get a smaller car and use it less (figures today show a large-scale reduction of car use over the past year). In fact, I might as well just sign up to a convenient car-sharing scheme and do away with it all together. Now factor in regulation that is EU imposed, both nationally and locally. Then take in higher taxes, charges and entry points for high-CO2 cars and the picture becomes even clearer.

Environmental commerce and consumption, just like climate change, isn’t going anywhere. There will be fads and trends and companies that venture superficially and make no change.

The main story here is one of a cultural shift, equal if not greater than the ups and downs of any economic wind.

Giles Gibbons is managing director of Good Business www.goodbusiness.co.uk

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