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Are we on the verge of a sustainability backlash? This is more of a hunch than an assertion based on months of research, surveys and engaging with focus groups but I am wondering whether a backlash against our industry’s current intense concern with sustainability may be on the horizon.

I’m not suggesting a sudden wave of scepticism on the science of global warming beyond the current fringes (the latest exponent of this, former advisor to Margaret Thatcher Lord Monkcton, trotted out his in last Sunday’s Observer but something more psychological.

Hearing about global disaster, meltdown , plagues of locusts etc etc probably works the first few times. The sixth or seventh time and most of us begin to switch off somewhat and think about the football or what the weather’s going to do at the weekend.

I think I’m speaking for a big chunk of the industry and population here, one that has genuine interest and concern about climate change but whose attention can often wander to the more trivial or mundane and switch off when things get too scary.

Here’s a small offering then on how to avoid a collective rolling of eyes or closing of ears in the industry and beyond. It’s a three-point plan, so hopefully quite straightforward:

1. Let’s be practical not polemical: As mentioned before melting icecaps and dying polar bears have initial shock value then can pall among public attention. Our industry thrives on action and detail. Let focus on practical measures, from turning off computer screens to properly installing CHP

2. Don’t just talk carbon: Emissions make the headlines but there’s more to the environmental revolution than just carbon. I’m talking about social responsibility, biodiversity, health and regeneration. Not as sexy but the issues are all interrelated

3. We’ve heard most of this before: This is more specific to the industry. Haven’t we been here before with a lot of this before? Remember Egan back in the year BB1 (Before Blair)? Wasn’t he banging on about early contractor involvement, greater efficiency in supply chains and procurement? We’re in danger of reinventing ourselves here. Sustainability in many ways makes sound sense for construction. Stressing that instead of offering us dystopian future scenarios may well have more impact.