54 AUTUMN//WINTER 2017 Toby Robins, chief executive of Office Club and strategic council member of the Institute of Environmental Management and Assessment is very knowledgeable on this subject and offers the following views: “The Body Shop arrived on our high streets and became a massive success because so very many people wanted the opportunity to buy cosmetics that had not been tested on animals. Today, thanks to the EU, it is illegal to sell any cosmetics where, if you’ll forgive me, animals have been used as guinea pigs. This is a cycle familiar to many industries, including our own, where regulation follows voluntary initiatives and standards.  The EU Timber Regulations, and Lacey Act in the US, have raised the bar on sustainable timber procurement following on from the work done by the FSC and PEFC. However there is still a need for voluntary standards, as regulation sets a baseline rather than best practice. “Every business must make a strategic decision as to whether they position themselves as merely legally compliant, as having a credible defence if questioned, or as a sustainable leader who is able to use the position as part of the company’s USP, a differentiator in the marketplace.  The choice of where you pitch it will reflect several factors, including your personal values. One of the most critical factors will be whether you think it matters to your customer base, thinking about who your customer is today and who they will be tomorrow.  There are numerous surveys showing the increasing sustainability awareness among the younger generations, and medals and awards for sustainability leadership are hard fought over in every sector of the economy. “Whether you look at the US, the UK or the rest of the EU, I believe that people will default to doing the right thing if you give them the understanding and the opportunity to do so. Here in the UK, for instance, the dealer group Office Club launched its Cool Earth copier paper just over a year ago to replace its previous own brand which was showing an 8 per cent decline in line with the market. After twelve months, the paper is in 29 per cent growth; doesn’t that say it all?” Robins concludes. But of course, it is not just about paper. Plastics – so popular for notebook and filing products – have come a long way, with recycled and recyclable options. However the latter is only possible if the elements can be successfully separated so they are not contaminants. Advances are also being made in plant-based plastics, and additives to plastics which enable them to biodegrade in composting facilities. WHETHER YOU LOOK AT THE US, THE UK OR THE REST OF THE EU, I BELIEVE THAT PEOPLE WILL DEFAULT TO DOING THE RIGHT THING IF YOU GIVE THEM THE UNDERSTANDING AND THE OPPORTUNITY TO DO SO. Office Club Cool Earth - an international NGO working to halt rainforest destruction Treewise