SUSTAINABILITY FUTURE THINKING REPORT
MIRIAM RODRIGUEZ JUAREZ N0709570 WORD COUNT: 3300
CONTENTS
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PROJECT DECLARATION INTRODUCTION AIMS & OBJECTIVES METHODOLOGY
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WHAT IS SUSTAINABILITY? DEFINITION EVOLUTION OF TREND
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TREND DRIVERS - AGRICULTURE - TRANSPARENCY - LEGISLATION
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CONSUMER DEMOGRAPHIC FUTURE OF TREND CONCLUSION
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REFERENCES BIBLIOGRAPHY ILLUSTRATIONS APPENDIX
This submission is the result of my own work. All help and advice other than that received from tutors has been acknowledged and primary and secondary sources of information have been properly attributed. Should this statement prove to be untrue I recognise the right and duty of the board of examiners to recommend what action should be taken in line with the University’s regulations on assessment contained in its handbook. Signed: ................................................ Print name: Miriam Rodriguez Juarez Date:
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INTRODUCTION
Sustainability recently has been transformed into a contemporary buzzword; a concept that arose in context of an increasing awareness to an imminent ecological crisis. The report intends to explore and examine the impact of sustainable development in contemporary business practice and on consumers. The definition and evolution of the macro trend will be initially considered, to show its development from prominent 18th century to 21st century life. Political, economic, social and technological factors are all significantly impacted by Sustainability, therefore ensuring the reliability of the chosen macro trend.
AIM To explore how sustainable development is influencing society and consumer behaviour, highlighting the effects on different industry sectors and brand responses to this.
OBJECTIVES To understand where sustainable development originated from and the evolution of the trend in society To understand new shifts in the trend, identifying three key drivers To understand how various industries are currently responding to the effects of sustainability To understand a consumer demographic approach and mindset towards sustainability, and its behavioural effects
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METHODOLOGY & RATIONALE In order to conduct a balanced report and to critically explore the vast depths of sustainability, various secondary sources have been critically reviewed. Reports from market researchers Mintel, JWT Intelligence, and Euromonitor have been complimented with news articles, academic articles; as well as thought provoking podcasts and videos from Ted Talk, BBC and Netflix. Providing recent contextual understanding of the current climate and the trends that are impacting it. As supported by Creswell, the “Standard of validity and reliability are important in qualitative research� (Creswell, 2014). One limitation was that only secondary research was conducted, limiting a wider industry and identification of gaps in research to consumer insight to make the findings more robust through primary research. Using existing data will provide sources of both quantitative and qualitative information and provide a framework for potential research angle in stage 1 of Creative and Strategic Solutions. There are both advantages and disadvantages to using secondary data. (Fig. 1) *Please note references to JWT Intelligence will be abbreviated to JWTI throughout the report. Advantages include:
Disadvantages include:
Cost savings: Data has already been collected and complied in a suitable format Time and human capital savings: using existing data to replace/supplement primary research can reduce the length of a research project
Age of data Access complications such as cost No control over data quality Quality concern regarding the source and data collection method
Resource efficiency Potential for new insights
Original purpose of research does not reflect the intended purpose (Hair. J., and others, 2007)
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WHAT IS In order to gain a thorough understanding of sustainable development it is imperative to identify key drivers behind this macro trend, thus provoking a thoughtful and considered prediction on how it could further evolve in the future. However, for the purpose of the report there will be a key focus on the environmental sector of sustainability. Exploring agriculture, transparency and legislation as drivers within environmental sustainability. This will involve a discussion on industry examples and their subsequent positive and negative consequences on the trend overall.
DEFINITION The Oxford dictionary defines sustainability as: “The avoidance of depletion of natural resources in order to maintain an ecological balance.� (Oxford Dictionary, 2018) This definition could not be any more relevant to the global attention that Sustainability is currently receiving. Balance, is ultimately the core of theme surrounding the macro-trend; how companies and consumers are proactively aiding to increase their sustainable foot-print, and still be evolving, and sustaining life.
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SUSTAINABILITY? However, as stated by JWTI, the definition of sustainability splits across three categories: Environmental, Social and Economical (Fig. 2)
ENVIRONMENTAL Living within the means of the planet’s natural resources
SOCIAL Maintaining long-term well-being for people and communities
ECONOMICAL Delivering a profit, but not at the expense of the other two pillars
These three interlinked pillars frame a balancing act of sustainability. The United Nations report ‘Our Common Future’ defined sustainable development as “development that meets the needs of the present without compromising the ability of future generations to meet their own needs.” (United Nations, 2015)
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EVOLUTION OF TREND
T
he Industrial Revolution has been unfolding since the 18th century, permanently transforming human societies and progress which linked the economic growth and material advancement. Environmental degradation was caused by exploitation of raw materials on an unprecedented global scale, from people dominating the natural order and radically transforming it into consumer goods. (Jacobus, A., 2006) Contrary to this, progress is not an accident, but a necessity, which finds current governments, corporations, brands and consumers struggling to find a medium balance in respect of the planet and society whilst evolving and progressing as a society. Only a few years after the catastrophic 1969 Santa Barbara oil spill, which was one of the most important catalysts of the modern environment movement, the UN held a conference of Human Environment in 1972, where the concepts of sustainable development first received its major international recognition. It in-listed 26 proclamations for the need for a common outlook and for common principles to inspire and guide the peoples of the world in the preservation and enhancement of the human environment (UN Document, 1972)
1969 1972 1972 1972
The National Environmental Policy Act (NEPA) – Establish a national policy for the environment.
Clean Water Act (CWA) – Control pollutant discharges into waterways.
Federal Insecticide and Rodenticide Act (FIFRA) – Mandatory registration and reduction of pesticides and herbicides usage.
Declaration of the United Nations Conference on the Human Environment.
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1974 1976 1976 1980 1990 1992 2015 2015
The Safe Drinking Water Act {SDWA) – Public health protection through drinking water regulations.
Toxic Substances Control Act (TSCA) – regulate industrial chemicals produced or imported.
Resource Conservation and Recovery Act (RCRA) – Solid and hazardous wastes management. Comprehensive Environmental Response, Compensation and Liability Act – Cleaning of abandoned or uncontrolled hazardous waste sites through taxing of industrial polluters.
The Pollution prevention Act – Reduce waste through reuse.
Rio Declaration of Environment and Development – Reaffirming the Declaration of the United Nations Conference on the Human Environment, adopted at Stockholm on 16 June 1972, and seeking to build upon it.
Paris Agreement - Agreement within the United Nations Framework Convention on Climate Change.
Global Goals for Sustainable Development – World leaders agreed to 17 goals for a better world by 2030.
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TREND DRIVERS
03 In order to gain a thorough understanding of sustainable
development it is imperative to identify key drivers behind this macro trend, thus provoking a thoughtful and considered prediction on how it could further evolve in the future. However, for the purpose of the report there will be a key focus on the environmental sector of sustainability. Exploring agriculture, transparency and legislation as drivers within environmental sustainability. This will involve a discussion on industry examples and their subsequent positive and negative consequences on the trend overall.
AGRICULTURE
One of the agreements reached at the Paris Agreement (2015), incidentally signed by 197 countries, was the, “recognizing the fundamental priority of safeguarding food security and ending hunger, and the particular vulnerabilities of food production systems to the adverse impacts of climate change”. (United Nations, 2015) The general belief and consensus was that the two most polluting industries are; oil and fashion industries. Most probably due to the constant information consumers are being fed through the media. However, a big player of environmental damage that is over looked is Industrial Agriculture. Air pollution, deforestation, water pollution, fossil fuels and carbon emissions are all subsequent damaging impacts from industrialised agriculture. Brazil is known for extreme deforestation for agriculture development, especially the Cerrado Savanna. This is one of the most bio diverse places in the world where 40% of animal species there cannot be found elsewhere. And currently, it is being destroyed for the high production demand of soya beans for both animal and human consumption. (Campbell, A., 2018) Inhumane treatment of animals and destruction of land and forests for crop fields, which are used to exclusively grow livestock is a key driver in ‘veganism’. Unveiling the true cost of what it takes to supply food, to a growing population within the meat and dairy industries, documentaries and films are being made like, ‘What the Health’ (2017), ‘Cowspiracy: The Sustainability Secret’ (2014) and ‘Rotten’ (2018). Alongside animal welfare and health concerns, environmental considerations are a key driver. Loss of habitats to agriculture is one of the key contributors in the decline of wildlife. It is estimated that meat and dairy farming uses 83% of farmland. (JWT 2018) The recent shortage of Co2 usage in the UK impacted the food and beverage industry (Hotten, R., 2018). Widely used in food packaging to extend the shelf life of salads, fresh meat and poultry. Co2 is also seen as the most humane way to stun pigs and chicken before slaughter.
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Due to the discussed rising fears, currently within the UK, according to The Vegan Society there are 600,000 vegans across Britain in 2018 and growing. (Statistics, 2018) In the United States alone, the numbers of people following diets free from animal products and by-products grew by 600% in the three years to 2014. (JWT, 2018) Food company Impossible Foods has been a catalyst for innovation in plant-based food imitating meat. Their aim is to provide people the same taste and nutritional benefits of meat without the negative health and environmental associated with livestock. One Impossible Food burger will save the equivalent of 75 SQ. ft. of land, half a litre of water and 18 car miles, instead of meat from a cow (Impossible Foods, 2018). However there was no external or independent verification on these figures and as a result of this, the reliability of these figures is questionable. There has been an increase in supermarkets stocking aisles with animal-free foods and placing them not only in the ‘vegetarian’ section, but within the meat section, with a hope to attract current meat eaters. Tesco in 2017 hired a director (Derek Sarno), of plantbased innovation and Waitrose & Partners has broadened its vegetarian and vegan range by 60%. (Potter, L., and others 2018) “When the consumer chooses what they believe to be a superior product, in this case vegan produce, they feel superior about their choice” (Phelps, M., 2018). This feeling of superiority can be related to the sacrifice and contribution the consumer is making, in respect of favouring sustainable food practices. However, vegan alternatives do not result in fully sustainable practices, with evidence showing a negative environmental impact. With consumers turning to non-diary milks such as; Almond, Oat, Coconut, Soy, Rice and Cashew. It has been found that to turn one litre of almond milk it takes 1,611 gallons of water and 0.36kg of CO2, whereas cow milk only uses 77 gallons but 1.67kg of C02. (Ho, M. 2017)
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TRANSPARENCY TRANSPARENCY TRANSPARENCY TRANSPARENCY
In a world of post-truth politics and unsubstantiated media, consumers are In looking for accountability, simplicity and evidence, and expect more brands to court them with transparency, honesty, and facts. (Parkes, A., 2018) Consumers are increasingly aware of the environmental impact their purchasing decisions have. Subsequently, sustainable credentials are becoming imperative for brands. Consumers are more willing to buy into brands if they are supporting a good cause, along with enhanced traceability on products (Stott, R., and others, 2016). The disastrous collapse of the Rana Plaza garment factory in Bangladesh, became the deadliest disaster in recent years in the apparel industry. The high death toll stood out, at 1,133 with 2,500 injured. This called for an urgent global transformative change and approach to the way we think of where our fashion comes from and is made. Currently according to the Fashion Transparency Index 2018, 37% of brands and retailers are publishing a list of their manufacturers, up from 32% of the brands in 2017 and 12.5% in 2016. (Fashion Revolution, 2018) Including more detailed reports which information on number of workers, the street address and the types of products made. As much as brands are using transparency to their advantage especially in their marketing campaigns, the question will always remain the same; how truthful are they being? Fragmented and complex supply chains obscure accountability, leaving it difficult and challenging for consumers to have the exact knowledge on where their clothes came from, and the conditions in which they were made. Leaving a grey area of lack of information, trust and specifically respect for brands, and for consumers as a society to fully understand the implications of their purchasing habits.
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In the 1980’s the term ‘greenwashing’ was commonly used for businesses and corporations who presented commercials vaunting their support for the environment, while concealing less than favourable practices behind the scenes. Resulting to consumer mistrust in green and ethical claims by brands. An example of this is the automotive industry, when the German car company Mercedes were marketing their cars as ‘clean diesel’ and ‘earth friendly’, whilst releasing nitrogen oxide into the atmosphere. Since this, every new diesel Mercedes car within the UK has been recalled, to improve their emission performance. Tesla on the other hand, known to convert sunlight into energy. Their mission is to accelerate the world’s transition to sustainable energy. They not only build all-electric vehicles, but also infinitely scalable, clean energy generation and storage products. The success of Tesla is demonstrated in their recent quarterly profit with a 9% share increase, only its third in its 15-year history. (Tesla, 2018) An example within the fashion industry that has taken transparency on board is ASOS. They were the brand who increased their level of disclosure the most by 18% since 2017 (Fashion Transparency Index, 2018). ASOS have also launched a line named the Eco Edit , where all items within this category support at least one area in sustainable fashion. An opposing viewpoint on this example is that the eligibility to be featured on the Eco Edit is met when a product reaches just one of the following criteria; lower environmental impact materials and processes, recycled/upcycled materials, sustainable cotton, smallscale manufacturing in Africa, handmade/ handwoven, made by artisans/craftspeople, made under fair-trade principles, vintage, natural ingredients, parabens free or organic ingredients. (ASOS, 2018)
However, a product might use sustainable cotton, but be manufactured in a factory with little regulation or workers’ rights considered. The ‘Eco Edit’ now sounds as an attempt to stay away from being seen as greenwashing.
Rana Plaza, Bangladesh, 2013
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2015 was a year where we saw ground-breaking environmental legislative success. The Sustainable Development Goals (SDG) were introduced when world leaders agreed to 17 goals for a better world by 2030. “These goals have the power to end poverty, fight inequality and stop climate change. Guided by the goals, it is now up to all of us, governments, businesses, civil society and the general public to work together to build a better future for everyone”. (Global Goals, 2018) Within the 2015 Paris Agreement, the UN Framework Convention on climate change signed a pack to work together towards their central aim; to strengthen the global response to the threat of climate change by keeping a global temperature rise this century well below 2 degrees Celsius above pre-industrial levels and to pursue efforts to limit the temperature increase even further to 1.5 degrees Celsius. To this date, 183 out of 197 parties have ratified to the agreement. In 2017 Donald Trump announced his withdrawal from the agreement, in which he described it as “an agreement that disadvantages the United States to the exclusive benefit of other countries” (Donald Trump, 2017). America’s current mid-term election (6th November 2018) referendum on Donald Trump’s presidency, could potentially change all of this.
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“Environmental degradation and natural-resource insecurity are undermining our ability to tackle some of the biggest global issues we face” - Giulio Boccaletti
Brazil’s newly president elect, Jair Bolsonaro is undecided regarding the Paris Agreement. Initially proposing to withdraw, he has now stated Brazil will remain as long there are no restrictions on government plans to open the “AAA” corridor, (referring to the huge band of land stretching from the Andes, through the Amazon to the Atlantic). Which contributes to restore and maintain the ecosystem connectivity of the Amazon River, safeguard its cultural and biological diversity and encourage sustainable development models. This however works in accordance and will contribute to the fulfilment of the SDG.
He stated plans to merge Brazil’s environment and agriculture ministries to ensure production over protection. Backed by influential agribusiness and mining lobbies, who were among some of the strongest supporters of Bolsonaro, because they want to open-up the Amazon, Cerrado and other protected areas (Watts, J., 2018). However, a fear expressed by executive secretary of the Brazilian Climate Observatory said, “to increase deforestation and greenhouse gas emissions is to leave each and every one of us more vulnerable to an increasing risk of climate extremes” said Carlos Rittl (Watts, J., 2018). Which contradicts the Paris Agreement to tackle emissions, works against both goal 13 (climate change) and 15 (life on land) of the SDG and leaves us to question what Jair Bolsonaro contribution towards the agreement are.
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As unavoidable are the consequences of sustainability and the environment they affect us all, these have led to a variety of expectations and views from different demographics. One generation that is and will be greatly affected by sustainable development is the Generation Z demographic.
DEFINITION People born after 1997. (Merriman, M., 2015)
Generation Z are a big-drivers and prosumers when it comes to supporting all things sustainable. Generation Z are committed and passionate advocates of sustainability, ethics, and equality. Key elements that describe them are ‘self-aware’, ‘persistent’, ‘innovative’, ‘realist’, and ‘self-reliant’ (Merriman, M., 2015). Their status as ‘the future’ presents them with a responsibility for the type of future and world they want to live in. Their actions and consumption habits influence corporate behaviour and policy. (Hethorn, J. and Ulasewicz, C., 2015) Truly resonating with each one of Maslow’s Hierarchy of Needs model, for such a young generation, with emphasis on their role in the world as part of a larger ecosystem and their responsibility to help improve it. Bringing them a sense of fulfilment and social achievement when harnessing on climate change and proactively engaging in efforts to battle it. Sustainable thinking now informs the consumer mindset and their lifestyles. (Posner, H., Williams, S. and Posner, H., 2015). (Fig 2.)
Counterbalancing their positives, they are impatient and will quickly discount those who can not immediately deliver on their needs or who complicate their lives in any way. (Merriman, M., 2015) They look for solutions on their own and set out to make things on their own. With this level of self-direction and purpose, it’s no surprise that Generation Z also wish to create their own solutions with companies who share their values authentically.
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FUTURE OF THE TREND 23
Given that has been 35 years since the UN held the conference of Human Environment in 1972, and 26 since the Earth Summit in 1992, clearly something is not working. Though back then consumers did not have the current technological advancements or ambitious, determined and environmentally conscious Generation Z’ers. With the political landscape continually changing (November 2018 US midterm elections), current legislative agreements and ratifications are at risk of jeopardising government input, thus resulting in consumer behavioural change. The continuous consumer demand for transparency means brands must listen and act, if not; brand image will be damaged, and consumers will invest their money in brands that value their ethics and values. The question upon which is left, is who truly controls the future of sustainability and is responsible for it; is it company leaders, the legislation makers or is it the prosumers who are leading the way?
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CONCLUSION It is evident that governments, industries, brands and consumers are all being influenced for the need of sustainable development. All with initial positive intentions in place, progressing with sustainable consumerism, production and awareness. With a global impact across a multitude of different industries, the conflicting equilibrium between positive intentions and their negative impact seems to be the challenge consumers face; the thin line between achievable goals or rules in favour of their environment, following them through, and how much of what has been said is true. As mentioned at the beginning, progress, regardless of how fast or slow, is not an accident, but is a necessity. Yet, the extent of how and who carries the progression through, there is little accountability to who is seeing it as their own responsibility.
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REFERENCES
1. Creswell, J. (2014). Research Design. 4th ed. California: SAGE Publications. (Creswell 8:2002) 2. Hair. J., and others, 2007. Research Methods for Business. Chichester: John & Wiley & Sons 3. Oxford Dictionary, 2018. [Online]. Sustainability. Available at: https://en.oxforddictionaries.com/definition/sustainability [Accessed 12th October 2018] 4. United Nations, 2015. Paris Agreement [Online] Available at: https://unfccc.int/sites/default/files/english_ paris_agreement.pdf [Accessed 17th October 2018] 5. Jacobus A. Du Pisani Professor of History (2006) Sustainable Development – Historical Roots of the Concept, Environmental Sciences, 3:2, 83-96, DOI: 10.1080/15693430600688831. Available at: https://doi. org/10.1080/15693430600688831 [Accessed 11th October 2018] 6. UN-Documents, 1972. Declaration of the United Nations Conference on the Human Environment [Online] Available at: http://www.un-documents.net/unchedec.htm [Accessed 19th October 2018] 7. United Nations, 2015. Paris Agreement [Online] Available at: https://unfccc.int/sites/default/files/english_ paris_agreement.pdf [Accessed 17th October 2018] 8. Campbell, A., 2018. Global hunger for soybeans ‘destroying Brazil’s Cerrado Savanna. [Online]. BBC News. Available at: https://www.bbc.co.uk/news/av/world-latin-america-46022184/global-hunger-for-soybeans-destroying-brazil-s-cerrado-savanna [Accessed 30th October 2018] 9. J. Waltor Thompson Intelligence, 2018. The New Sustainability: Regeneration. [Online] JWTIntelligence. Available at: https://www.jwtintelligence.com/trend-reports/the-new-sustainability-regeneration [Accessed 5th October 2018] 10. Hotten, R., 2018. CO2 shortage: Why it really matters for the UK’s food and drink supply. [Online] BBC News. Available at: https://www.bbc.co.uk/news/business-44613652 [Accessed 27th October 2018] 11. Impossible Foods, 2018. [Online] Available at: https://impossiblefoods.com/food/ [Accessed 14th October 2018 12. Potter, L., 2018. ‘Just Because it’s Vegan’. Women’s Health. October 2018. Issue 59. P. 51. 13. Ho, M. 2017. The Future of Good Food in China. [TED Talk]. 2017. Available at: https://www.ted.com/ talks/matilda_ho_the_future_of_good_food_in_china [Accessed 14th October 2018] 14. Alyson Parkes, 2018. Meat Free Foods [Online] Available via: Mintel [Accessed 14th October 2018] 15. Rachel Stott, Steve Tooze and Sharon Thiruchelvam, 2016. Sustainability Market [Online]. LSN Global. Available at: https://now.ntu.ac.uk/d2l/le/content/553681/viewContent/2780403/View. [Accessed 4th of October 2018] 16. Fashion Revolution, 2018. Fashion Transparency Index [Online] Fashion Revolution. Available at: http:// issuu.com/fashionrevolution/docs/fr_fashiontransparencyindex2018?e=25766662/60458846 [Accessed 22nd October 2018] 17. Tesla, 2018. Tesla Jumps [Online] BBC News, Business, Market Data. https://www.bbc.co.uk/news/topics/ c8nq32jwjnmt/tesla [Accessed 25th October 2018] 18. ASOS, 2018. [Online] Eco-Edit. Available at: https://www.asosplc.com/corporate-responsibility/our-products/eco-edit [Accessed 13th October 2018] 19. Global Goals, 2018. Global Goals for Sustainable Development. [Online] The 17 Goals. Available at: https://www.globalgoals.org/ [Accessed 10th October 2018] 20. Boccaletti, G. 2017. The Geopolitics of Environmental Challenges [Online] The Nature Conservancy. Available at: https://global.nature.org/content/the-geopolitics-of-environmental-challenges [Accessed 27th October 2018] 21. Watts, J., 2018. Fears for Amazon as Bolsonaro plans to merge environment and agriculture ministries. The Guardian [Online], 1st November. Available at: https://www.theguardian.com/world/2018/nov/01/bolsonaro-environment-agriculture-ministries-amazon [Accessed 2nd November 2018] 22. Merriman, M., (2015). [Online] What if the next big disruptor isn’t a what but a who? Available at: Ernst
& Young [Accessed 29th October 2018]
23. Hethorn, J. and Ulasewicz, C. (2015). Sustainable Fashion - What’s Next? 2nd ed. London: Bloomsbury. 24. Posner, H., Williams, S. and Posner, H. (2015). Marketing Fashion, Second edition. 1st ed. London: Laurence King Publishing.
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BIBLIOGRAPHY BOOKS 1. Cooper, T., 1990. Green Christianity. London: Hodder and Stoughton. 2. Creswell, J. (2014). Research Design. 4th ed. California: SAGE Publications. (Creswell 8:2002) 3. Hair. J., and others, 2007. Research Methods for Business. Chichester: John & Wiley & Sons 4. Hethorn, J. and Ulasewicz, C. (2015). Sustainable Fashion - What’s Next? 2nd ed. London: Bloomsbury. 5. Posner, H., Williams, S. and Posner, H. (2015). Marketing Fashion, Second edition. 1st ed. London: Laurence King Publishing. 6. Oliphant, J. and Mayled, J. (2014). OCR religious ethics for AS and A2. 3rd ed. Oxon: Routledge. 7. Rao, P.K (200). Sustainable Development: Economics and Policy. Oxford: Blackwell.
FILM 1. Before the Flood, 2016. [Film] Directed by Fisher Stevens. UK 2. Cowspiracy: The Sustainability Secret, 2014. [Film] Directed by Kip Anderson & Keegan Kuhn. Netherlands 3. Food Choices, 2016. [Film] Directed by Michal Siewierski. USA 4. Forks Over Knives, 2011. [Film] Directed by Lee Fulkerson. France 5. Global Waste: The Scandal of Food Waste, 2016. [Film] Directed by Olivier Lemaire. Canada 6. In Defence of Food, 2015. [Film] Directed by Michal Schwarz. Argentina 7. Okja, 2017. [Film] Directed by Boon Joon Ho. UK 8. The Magic Pill, 2017. [Film] Directed by Robert Tate. Australia 9. The True Cost, 2015. [Film/Documentary] Directed by Andrew Morgan. UK 10. Sustainable, 2016. [Film] Directed by Matt Wechsler. Netherlands 11. What the Health, 2017. [Film] Directed by Kip Anderson and Keegan Kuhn. Norway
DOCUMENTARY 1. Blue Planet 2, 2017. [TV] BBC One, 29th October 2017 2. Rotten, 2018. [Documentary] Netflix, 5th January 2018 TV
ONLINE JOURNAL/MARKET RESEARCH 1. Aleksandra Szymanska and Shepherd Laughlin, 2015. Whole System Thinking [Online]. LSN Global. Available at: https://now.ntu.ac.uk/d2l/le/content/553681/viewContent/2780406/View. [Accessed 9th October 2018] 2. Alison Farrington and Jessica Smith, 2016. Recycling Rebranded [Online] LSN Global. Available at: https:// now.ntu.ac.uk/d2l/le/content/553681/viewContent/2780407/View [Accessed 9th October 2018] 3. Alyson Parkes, 2018. Meat Free Foods [Online] Available via: Mintel [Accessed 14th October 2018] 4. Anita Winther, 2018. Bottled Water [Online] Available via: Mintel [Accessed 14th October 2018] 5. EMC, 2016. Sustainability Summit Report [Online]. LSN Global. Available at: https://now.ntu.ac.uk/d2l/le/ content/553681/viewContent/2780404/View. [Accessed 7th October 2018] 6. Fashion Revolution, 2018. Fashion Transparency Index [Online] Fashion Revolution. Available at: http:// issuu.com/fashionrevolution/docs/fr_fashiontransparencyindex2018?e=25766662/60458846 [Accessed 22nd October 2018] 7. J. Waltor Thompson Intelligence, 2018. The New Sustainability: Regeneration. [Online] JWTIntelligence. Available at: https://www.jwtintelligence.com/trend-reports/the-new-sustainability-regeneration [Accessed 5th October 2018]
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8. Jacobus A. Du Pisani Professor of History (2006) Sustainable Development – Historical Roots of the Concept, Environmental Sciences, 3:2, 83-96, DOI: 10.1080/15693430600688831. Available at: https://doi. org/10.1080/15693430600688831 [Accessed 11th October 2018] 9. Hannah Spencer, 2018. [Online] Available via: Mintel [Accessed 15th October 2018] 10. Kasia Maciejowska and Jessica Smith, 2016. Regenerative Consumption [Online]. LSN Global. Available at: https://now.ntu.ac.uk/d2l/le/content/553681/viewContent/2780405/View. [Accessed 8th October 2018] 11. Maks Fus Mickiewicz, Victoria Buchanan and Rachael Stott, 2016. Gen Viz. [Online] LSN Global. Available at: https://now.ntu.ac.uk/d2l/le/content/553681/viewContent/2780378/View [Accessed 10th October 2018] 12. Merriman, M., (2015). [Online] What if the next big disruptor isn’t a what but a who? Available at: Ernst & Young [Accessed 29th October 2018] 13. Rachel Stott, Steve Tooze and Sharon Thiruchelvam, 2016. Sustainability Market [Online]. LSN Global. Available at: https://now.ntu.ac.uk/d2l/le/content/553681/viewContent/2780403/View. [Accessed 4th of October 2018] 14. University of Cambridge Institute for Sustainability Leadership (CISL). (2017). 8 sustainability trends driving business in 2017. Cambridge, UK: Cambridge Institute for Sustainability Leadership.
WEBSITES 1. ASOS, 2018. [Online] Eco-Edit. Available at: https://www.asosplc.com/corporate-responsibility/our-products/eco-edit [Accessed 13th October 2018] 2. Boccaletti, G. 2017. The Geopolitics of Environmental Challenges [Online] The Nature Conservancy. Available at: https://global.nature.org/content/the-geopolitics-of-environmental-challenges [Accessed 27th October 2018] 3. Chris, 2018. The Environmental, Economical, and Social Components of Sustainability. [Online] Soapboxie. Available at: https://soapboxie.com/social-issues/The-Environmental-Economic-and-Social-Components-of-Sustainability [ Accessed 12th October 2018] 4. Danny Stofleth, 2015. A Short History of Sustainable Development [Online] Rethinking Prosperity. Available at: http://rethinkingprosperity.org/2015/02/23/ [Accessed 18th October 2018] 5. Earth Day 2016: Seven Companies Accused of Greenwashing, 2016. [Online] Truth In Advertising. Available at: https://www.truthinadvertising.org/six-companies-accused-greenwashing/ [Accessed 18th October 2018] 6. Impossible Foods, 2018. [Online] Available at: https://impossiblefoods.com/food/ [Accessed 14th October 2018 7. Kate Good, 2018. 5 Ways Factory Farming is Killing the Environment. [Online] Available at: http://www. onegreenplanet.org/animalsandnature/factory-farming-is-killing-the-environment/ [Accesses 20th October 2018] 8. Global Goals, 2018. Global Goals for Sustainable Development. [Online] The 17 Goals. Available at: https://www.globalgoals.org/ [Accessed 10th October 2018] 9. Oxford Dictionary, 2018. [Online]. Sustainability. Available at: https://en.oxforddictionaries.com/definition/sustainability [Accessed 12th October 2018] 10. Statistics, 2018. [Online] The Vegan Society. Available at: https://www.vegansociety.com/news/media/statistics [Accessed 15th October 2018] 11. Sustainable Development Commission, 2011. History of SD [Online] Available at: http://www.sd-commission.org.uk/pages/history_sd.html [Accessed 19th October 2018] 12. The Environment and Meat: Its Not Green, 2018. [Online] PETA. Available at: https://www.peta.org.uk/ issues/animals-not-eat/environment-meat-not-green/ [Accessed 14th October 2018] 13. United Nations, 2015. Paris Agreement [Online] Available at: https://unfccc.int/sites/default/files/english_paris_agreement.pdf [Accessed 17th October 2018] 14. UN-Documents, 1972. Declaration of the United Nations Conference on the Human Environment [Online] Available at: http://www.un-documents.net/unchedec.htm [Accessed 19th October 2018]
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TED TALKS 1. Audrey Chieza, N. 2017. Fashion has a pollution problem – can biology fix it? [TED Talk]. 2017. Available at: https://www.ted.com/talks/natsai_audrey_chieza_fashion_has_a_pollution_problem_can_biology_fix_it [Accessed 12th October 2018] 2. Ho, M. 2017. The Future of Good Food in China. [TED Talk]. 2017. Available at: https://www.ted.com/ talks/matilda_ho_the_future_of_good_food_in_china [Accessed 14th October 2018] 3.Velings, M. 2016. The Case for Fish Farming. [TED Talks]. 2016. Available at: https://www.ted.com/talks/ mike_velings_the_case_for_fish_farming [Accessed 12th October 2018]
NEWSPAPER ARTICLES 1. Campbell, A., 2018. Global hunger for soybeans ‘destroying Brazil’s Cerrado Savanna. [Online]. BBC News. Available at: https://www.bbc.co.uk/news/av/world-latin-america-46022184/global-hunger-for-soybeans-destroying-brazil-s-cerrado-savanna [Accessed 30th October 2018] 2. Hotten, R., 2018. CO2 shortage: Why it really matters for the UK’s food and drink supply. [Online] BBC News. Available at: https://www.bbc.co.uk/news/business-44613652 [Accessed 27th October 2018] 3. Press Association, 2017. Mercedes recalls 3m diesel cars over emissions concerns. The Guardian [Online], 19th July. Available at: https://www.theguardian.com/world/2017/jul/19/mercedes-recalls-3m-diesel-carsemissions-concerns [Accessed 27th October 2018] 4. Tesla, 2018. Tesla Jumps. [Online] BBC News, Business, Market Data. https://www.bbc.co.uk/news/topics/ c8nq32jwjnmt/tesla [Accessed 25th October 2018] 5. Watson, B., 2016. The Troubling Evolution of Corporate Greenwashing [Online]. The Guardian. Available at: https://www.theguardian.com/sustainable-business/2016/aug/20/greenwashing-environmentalism-lies-companies [Accessed 18th October 2018] 6. Watts, J., 2018. Fears for Amazon as Bolsonaro plans to merge environment and agriculture ministries. The Guardian [Online], 1st November. Available at: https://www.theguardian.com/world/2018/nov/01/bolsonaro-environment-agriculture-ministries-amazon [Accessed 2nd November 2018]
MAGAZINE 1. Potter, L., 2018. ‘Just Because it’s Vegan’. Women’s Health. October 2018. Issue 59. P. 51.
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ILLUSTRATIONS Mesureur, A., 2016. Sustainability [Digital Image] Unsplash. Available at: https://unsplash.com/photos/7EqQ1s3wIAI [Accessed 1st November]
Tittel, S., 2018. Sustainability. [Digital Image] Unsplash. Available at: https:// unsplash.com/photos/ILR5ikYmXDE [Accessed 1st November 2018]
Barbalis, C., 2016. Sustainability. [Digital Image] Unsplash. Available at: https://unsplash.com/photos/dhvtr5fwbHI [Accessed 1st November 2018]
Bodnar, E., 2018. Sustainability. [Digital Image] Unspalsh. Available at: https://unsplash.com/photos/kgC99X3WH1w [Accessed 1st November 2018]
Flobrant, J., 2017. Sustainability. [Digital Image] Unsplash. Available at: https://unsplash.com/photos/v1eV6HUdcIE [Accessed 1st November 2018]
Jimenez, G., 2017. Sustainability. [Digital Image] Unsplash. Available at: https://unsplash.com/photos/jin4W1HqgL4 [Accessed 1st November 2018
Matzinger, S., 2017. Vegan. [Digital Image] Unsplash. Available at: https:// unsplash.com/photos/CnygD0-II6M [Accessed 1st November 2018]
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Helisson, B., 2017. Transparency. [Digital Image] Unsplash. Available at: https:// unsplash.com/photos/kqguzgvYrtM [Accessed 1st November 2018]
Schiarolli, F., 2018. Sustainability. [Digital Image] Unsplash. Available at: https:// unsplash.com/photos/-zab2o79D-Q [Accessed 1st November 2018]
Unknown, 2018. Increased attention to social impacts in supply chains. [Digital Image] Green Tiger SAS. Available at: https://greentiger-sd.com/context/ [Accessed 1st November 2018]
Nelson-Esch, P., 2018. Donald Trump. [Digital Image] Saatchi Art. Available at: https://www.saatchiart.com/art/Drawing-Donald-Trump/384677/3094586/view [Accessed
Baldwin, J., 2017. Teenagers. [Digital Image] Unsplash. Available at: https://unsplash.com/photos/b9vkGONY4eI [Accessed 1st November 2018]
Dorweiler, S., 2017. Sustainability. [Digital Image] Unsplash. Available at: https:// unsplash.com/photos/kqguzgvYrtM [Accessed 1st November 2018]
Petrol, S., 2018. Sustainability. [Digital Image] Unsplash. Available at: https://unsplash.com/photos/krCTg4cKtVQ [Accessed 1st November]
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APPENDIX Fig 1. Hair. J., and others, 2007. Research Methods for Business. Chichester: John & Wiley & Sons Advantages include: Cost savings: Data has already been collected and complied in a suitable format Time and human capital savings: using existing data to replace/supplement primary research can reduce the length of a research project Resource efficiency
Disadvantages include: Age of data Access complications such as cost No control over data quality Quality concern regarding the source and data collection method
Potential for new insights
Original purpose of research does not reflect the intended purpose
(Hair. J., and others, 2007)
(Hair. J., and others, 2007)
Fig 2. Rodriguez, M., 2018. Sustainability Mind Map.
Fig 3. Posner, H., Williams, S. and Posner, H. (2015). Marketing Fashion, Second edition. 1st ed. London: Laurence King Publishing.
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