SustainAbility has grown to think of the evolution of the sustainability movement in terms of a series of waves, with peaks and troughs of activity, all contributing to the momentum we see today. Our research aims to explore the business implications and what will happen next.
Broadly, we see four sets of waves to date, each building to a peak or crest of activity where a new set of issues is hot and shapes the forward agenda. Each peak is then followed by a lull or downwave, typically a period when the issues are less in the media spotlight, but where processes of consolidation embed the new priorities in law, management standards or governance systems.
We describe four waves to date, with the following characteristics:
1. The 1960s and 70s saw the first wave, characterised by the rise of NGOs and a 'green' movement seeking to change government approaches to the sustainability agenda. Government enforcement and regulation often put business on the defensive. This was at a time when the world order was characterised by the Cold War status quo.
2. The second wave peaked late in the 1980s and through the early 1990s. This period saw the end of the Cold War, coupled with a series of environmental and social catastrophes that put markets, big business and their brands firmly in the NGO and media spotlight. The sustainability agenda expanded beyond regulation to embrace market and citizenship approaches.
3. The post-millennial third wave saw an intense era of globalisation - and the rise of anti-globalisation movements. Cut-short by 9/11 and the aftermath, the third wave focused on the changes needed to global and corporate governance to deliver more responsible globalisation.
4. The fourth wave is just starting. With a growing focus on the emerging economies, this wave looks likely to emphasise the essential role of creativity and innovation in achieving scaleable entrepreneurial solutions to the world’s pressing sustainability challenges.
