The catastrophic meltdown of the financial markets is probably the first in a series of global wake-up calls which will trigger soul searching throughout the business community and government right down to individuals.

Although some might question whether the economic recession will force sustainability issues off the marketing agenda, I think that consumers will start to join the dots and understand the relationship between the excess profits associated with the unbridled financial markets, the social malaise in western societies and environmental degradation. If anything, here lies an opportunity for brands to revaluate their approach and messaging. What’s required is an honest approach whereby a ‘truth well told’ is based on facts, a reconnection with ethics and a realignment with the sustainability values of previous generations.

This should mean that frugality becomes a virtue and being conscious of ones total environmental footprint not just carbon footprint are inextricably linked to value, but value in the holistic sense, that we pay less, use less and waste less thereby adding true value to our lives.

We can’t control the future. But we can change the systems that take us there.

We don’t even know what’s just around the corner. But we can be more prepared for what might be.

It’s the ways we think and interact that have brought us to the limits of what our planet can sustain. If we are to forge a new path, the ways we think and engage with each other are the first things that have to change.

It was really refreshing to see the entries arriving in for this years Green Awards. One of the exciting aspects of Climate Change if I can be positive about such a negative is the opportunities for brands to innovate in their product ranges and for new companies to emerge with niche offerings that might become fairly mainstream in time.

The funniest entry for me this year which is one that actually didn’t make it in time for the deadline but is still worthy of mention - the Skooperbox. The Skooperbox Dog ‘Scoop’ Box is an alternative to plastic bags for all you Dog owners. Made of 100% recycled paper which is 100% biodegradable it demonstrates that companies have real opportunities to review every aspect of our busy lives to find truly alternative ways to make a difference.

Your one stop shop for the sustainability addled rantings of a group of communications consultants trying to change the face of change.