For Sustainability to win, we need to confront an uncomfortable truth.

Jamie McIlhatton
9 min readApr 29, 2024

The reality is, the future of this planet is not a priority for the overwhelming majority of people.

Photo by Franki Chamaki on Unsplash

When customers pick up a product on the shelves, there’s likely to be multiple deciding factors that come ahead of whether that product is ‘B-Corp Certified’. Cost, previous experiences, reviews, convenience etc. Even down to whether it’s shareable on Instagram, or sitting next to a product with a yellow discount label.

Similarly, for my clients; business success and budget availability take precedence over all else. Environmental passion often takes a backseat. Initially, my error with my early client engagements was to focus on what THEY could do, which inevitably led to questions about costs and return on investment. Now, my strategy has shifted to emphasize what sustainability can do for THEM.

To move forward, we should be matching our products/services with what the market ACTUALLY wants. Not what we WANT them to want. If we can find the balance of achieving that, whilst moving towards improved levels of environmental & social standards, then we may be onto something.

With existing sustainable products, it can feel like brands take their foot off the gas in matching their…

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Jamie McIlhatton

Sustainability Consultant & Hospitality owner. Just trying to take my own advice...