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Peter McManners

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Action, not Words 29 June 2009

‘You can't build a reputation on what you are going to do.’
Henry Ford

These words are just as true in the 21st century as they were at the beginning of the 20th century. Our leaders in business and in government tend to forget.

Setting targets and objectives are a normal aspect of good management. Management that understands the process, think very carefully about which objective(s) matter most and what is feasible and sensible. This is then translated into targets rather than a prescriptive plan. Lower levels of management then have the flexibility to deliver the target in the most efficient manner. A problem arises when targets are also used for publicity purposes with the aim of enhancing reputation.

Advertising a target with much fanfare can earn good headlines. Modern media-savvy government often set off down this route. Particularly now, as an election looms in the UK, targets can be set without taking on the associated responsibility to deliver. It will be the next government that has to ensure delivery. A confident government would, of course, plan to stay in power, and have the task of delivery, and therefore ensure that the targets are achievable. However a government that looks likely to lose may clutch at whatever target is likely to give the best headline today without worrying too much about tomorrow.

Business can also fall into the trap of chasing reputation. In a recent independent report by the University of Edinburgh and a research firm, ENDS Carbon, UK supermarket chains were compared (reported in the Sunday Times 28 June). Tesco was reported to have ‘the most ambitious carbon reduction objectives’. This was certainly good PR for Tesco presenting Tesco as the leading green supermarket chain. Other supermarket chains have been claiming that their targets are superior, with for example Mike Barry, Marks and Spencer’s head of sustainable business, claiming that M&S will be carbon neutral by 2012. This will not be possible unless carbon offsetting is used. M&S will have to be very careful - the public is becoming more knowledgeable about the limitations of carbon offsetting.

The reputations of governments and business is based on what you do, not what you say. The current government will be judged at the ballot box on what they have achieved. The supermarket chains will be judged by shoppers on the evidence of the environmental improvements in products and stores. Targets should be kept where they belong as a management tool, not a PR exercise.


© Peter McManners 2009

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Week 26 aluminium-cans

UK Lags in Recycling Aluminium Cans 22 June 2009
According to the European Aluminium Association (EAA), 70% of aluminium used in Europe is for the manufacture of aluminium cans, a total of 37 billion cans. This is approaching one can every week, for every man, woman and child. The EAA is delighted that demand remains high:

‘The aluminium beverage can market grew in particular in Northern and Eastern-Europe, while several Western-European countries such as France, Spain, Greece and Germany demonstrated solid growth rates. The total market including Central & Eastern Europe grew by 14% to more than 37 billion aluminium cans produced. This includes also exports to non-European countries.’ EAA Press Release 16 June Brussels.’

The EAA also reported recycling rates across Europe. The best country was Norway with 92%, closely followed by Sweden and Germany both on 91%. At the bottom were Greece and Portugal with recycling rates of 36% and 31% respectively. The UK is towards the bottom with a recycling rate of 52% of all aluminium cans.

The EAA press release added some fanfare to the fact that overall recycling rates across Europe had increased 10% and that this ‘represents an impressive saving of 300,000 tonnes of greenhouse gas equivalents’. This is an odd celebration to make. The truth behind the figures is that overall European recycling rates are atrocious and we should be ashamed – particularly in the UK.

I have lived for the last 4 years in Finland (aluminium can recycling rate 89%). The system is simple; aluminium cans are sold under a deposit system. There is a universal and efficient system of automatic machines in all large sales outlets that takes back the cans and prints out a bar-code slip to scan and have the total deducted from your shopping bill. It is easy to comply and people save money if they do. This is a not a recent innovation; the system is long established.

The UK lags badly behind other Northern European countries at a shade over 50% recycling. It is sheer laziness by policy makers that this situation is allowed to continue when the solution is there for all to see. UK retailers will resist, not wanting to make the capital expenditure, but policy makers should press ahead, and press ahead quickly, to move from 50% to 90% recycling of aluminium drink cans.

© Peter McManners 2009

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peter.mcmanners@petermcmanners.com

© Peter McManners 2007

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