Damn it! Building Tipaimukh dam is not the way forward

Public pressure and disagreement on both sides of Bangladeshi and Indian borders are growing against India’s decision to build highly controversial Tipaimukh dam on the River Barak in Manipur district. Amid mounting international protests, India is still embroiled with its egoistic plan to go ahead with the venture. Burying head in the sand attitude by India is not something new. Wounds are still fresh from the Farakka Barrage fiasco since its construction began in 1961 and later was operational in 1975. As if Farakka Barrage wasn’t enough now we have the Tipaimukh dam. The pain keeps getting worst when another dam controversy goes on, Karl Marx once famously quoted ‘History repeats itself, first as tragedy, second as farce’. Well, it looks like its happening again. However, questions arise why India is so stubborn to build another huge dam, which will undoubtedly affect downstream riparian Bangladesh.

Dig a little deeper then you will get the answers. The present socio-economic and political circumstances in the North-Eastern part [particularly Assam, Manipur & Nagaland] of India are affected by the rebellion of [so called] left-wing activists with over five decades of long history of insurgency. So far central government in Delhi couldn't manage to get a grip on the rise in rebellion by force. Offering 10% free electricity to local people from the Tipaimukh dam project is a dirty trick to calm the situation and along the line it is possible that Bangladesh is on the line of fire in Indian internal political manoeuvring. Maybe it is an over-simplistic view of the current situation. Whatever the real reasons are, it doesn’t make any sense to me why India is so desperate to build a dam, by knowing that the area is one of the most dangerous places on earth for earthquakes and landslides. Honestly, have the decision makers in Delhi gone crazy?

By ignoring all agreements and international laws and conventions on the customary international law of Trans-boundary Rivers and Lakes, India is up for its regional hegemony and dominance in the South Asia, a reckless and irresponsible behaviour only to be confronted if Bangladeshi government wishes to wage an international legal war. India is violating her international obligation under the expressed provisions of the 1996 thirty-year Ganges Water Sharing Treaty signed by the heads of state of Bangladesh and India valid until 2026. India is under an international obligation to respect the provisions of this Treaty in the light of the 1969 Vienna Convention on The Law of Treaties, as it was signed by the heads of state of Bangladesh and India (Khan, 2012).

I wonder why the Central Government in Delhi is not looking into an alternative way to produce electricity in the area. Investment in the renewable energy technologies in India is growing faster than anywhere in the world. India will exceed its Five Year Plan (2007-2012) target, installing 14.2 gigawatts (GW) of renewable compared to its target of 12.4 GW, according to Bloomberg New Energy Finance. The Manipur district has renewable resources in abundance - wind, sunlight and hilly landscapes are a perfect match to harness renewable energy.

However, having said that, the Manipur Renewable Energy Development Agency (MANIREDA) is at the forefront in the promotion of renewable energy technologies the Manipur district. MANIREDA is dedicated to achieve their targets to install many renewable energy technologies, for example providing 10,000 solar water heaters under the Jawaharlal Nehru National Solar Energy Mission, setting up 200 KW solar power plant at Moreh, 165-gram panchayats were electrified and 5736 solar street lighting sets with a capacity of 444 Kilowatts were distributed (Green Technology News, 21 June, 2011), MANIREDA also aims to set up lights, cells, biogas plants and windmills in the region in pursuit of this goal. The heaters that have a capacity of 100 litre per day, cost around 25,000 each, 75 per cent of which will be provided by central and state subsidy (Panchabhutha, 15 July, 2011).

Renewable energy technologies are rapidly spreading all over the subcontinent. However, the idea of building a dam to produce electricity no longer fits ‘going green to save green’ in the 21st century's green movement and environmental consciousness; considering its adverse ecological impacts and the impacts on human health and their livelihoods. In the past, lack of appropriate Environmental Impact Assessment (EIA) and Strategic Environmental Assessment (SEA) processes, immature international laws and agreements on trans-boundary water sharing and regional hegemony and dominance of powerful countries were the main reasons why many countries around the world got off the hook as no one was there to oppose them.

The alternative clean technologies are now available to produce electricity and where ever possible country like India should seriously consider endorsing an alternative route. India should be looking into larger scale deployment of renewable technologies to fill the electricity gap in the area. Building the hydroelectric Tipaimukh dam is definitely not the way forward.

Bangladesh needs to sow more seeds with renewable energy technologies while the ground of nuclear energy is yet to be implanted

Bangladesh is not alone in finding difficulties to fulfil its domestic energy demand; many countries around the world are facing similar problems. It’s an enormous and daunting task to find the new sources of energy in the face of ever increasing energy demand and price hike. Bangladesh is very vulnerable to many natural disasters and the impacts of climate change due to its unique geographical position, but as a whole, the country is very fortunate to have year-round sunlight, which is in no doubt a matter for jealousy of those who live in the Northern Hemisphere.  Not only year-round sunlight in Bangladesh but also strong wind which blows in the South of the country. In the summer Bangladesh has strong south-westerly wind and sea-breeze and in the winter gentle north-easterly wind and land-breeze blow through one of the longest coastal lines in the world.

The demand for power will rise to 20,000 MW by 2020 in Bangladesh (Barua, 2009). In the face of such massive energy demand, Bangladesh has got enormous potential to harness the solar and wind power to produce electricity. Energy that come from natural resources such as sunlight, wind, geothermal heat, rain, tidal waves are called renewable energy and they are naturally replenished, therefore considered as green or clean energy sources.

Over the past 20 years, installations of wind turbines and solar panels have grown faster than any other energy technologies around the world. Countries, for example Germany, Denmark, Iceland and the Maldives have set the targets to fulfil their 100% energy demand from renewable sources by 2050. Brazil has set their target to achieve 75% of electricity by 2030, China 15% by 2020 and India 20GW solar by 2022. Over 85 countries had a policy target by 2009, up from 45 countries just four years before (Teske and Chisholm, Greenpeace, 26 August, 2011).

Bangladesh also has a target to fulfil its 10% energy demand from renewable energy technologies by 2020. It is possible if good initiatives and right policies are in place, however bear in mind that having the right policies and initiatives are not often good enough in Bangladeshi context, its simply because at the operational level it loses the sight of its original purpose due to the politics and behaviour of bureaucratic organisations , corruption, negligence and bribery.

Nevertheless, the Renewable energy revolution has already started in Bangladesh. To date, there are more than 500,000 installed stand-alone Photovoltaic (PV) systems, generating over 25 megawatts of power (Kamal, New Age, 22 October, 2011). In this journey, government and non-governmental organisations such as Bangladesh Power Development Board (BPDB), Local Government Engineering Department (LGED), Rural Electrification Board (REB), Infrastructure Development Company Limited (IDCOL), Gameen Shakti, and Bangladesh Rural Advancement Committee (BRAC) are few examples who have been contributing towards renewable energy technologies - making this a reality in Bangladesh to achieve the overall goal towards a sustainable future in energy supply.

Government has also removed all VAT and taxes from solar panels. Bangladesh Bank has created a special fund of 200 crore Taka to facilitate renewable energy technologies. Bangladesh recently signed a $300 million loan agreement with the Asian Development Bank and this loan will be used mainly to install new generators in Bangladesh's aging power plants, while new facilities will be built for renewable energy (AP News, 4 January, 2012). Also, IDCOL plans to install 10 lakh solar home systems by 2012 (Kamal, New Age, 22 October, 2011).

Indeed, things are looking very promising. But, with these big opportunities there are also many problems. High upfront cost is still too much for people to bear. Let alone financial costs for the general people to obtain solar panels or the wind turbines - what about tackling the waste issues? PV or solar panels usually have their lifespan about 30 yrs, which means there will be an end-of-life situation in the foreseeable future for presently installed solar panels. Disposing the older green technologies in a profitable and environmental friendly manner will be a big challenge for Bangladesh. Manufacturing, distribution, installation, recycling and disposing green energy technologies have potentials to create green jobs from where local economy could hugely be benefited but it is still a long way to go. At the same time, a proper, well organised and effective waste management and recycling system in Bangladesh is still shaky and remotely achievable in many years to come.

Bangladesh has a big plan for its energy future. In 2011, an agreement was signed with Russia for setting up a nuclear power plant which will cost up to US$1.0 billion. Normally, it needs eight to nine years to set up a 600-1000 megawatt (MW) power plant. The country plans to set up at least a 1000MW nuclear power plant within a decade (Khan, 2009). It is feasible to build a nuclear power plant with the help of a supper power of the world, yet an unsafe response per se, considering issues related to cost, disposal of radioactive waste, country’s health and safety records and above all adverse climatic conditions. If Bangladesh goes nuclear then one of my concerns is that the advancement of renewable energy technology will eventually slow down or even in worst case it will come to an end.

Besides nuclear ambition, I believe that there need to be parallel policy measures for further development and deployment of renewable energy technologies in every corner of Bangladesh. Once Bangladesh starts this nuclear journey, it will be practically impossible to transform back and we can now see how developed nations are struggling to set up their own green energy infrastructures as for many years they have been dependent on nuclear energy.

Energy-starved Bangladesh needs renewable energy technology, even if it fulfils the tiny percentage of energy shortfall – at least for now but over time it needs to get mature, therefore let the renewable energy revolution grow much further.

Durban 2011 climate change deal: The world could have achieved same results ten years ago or more

It is nearly the end of two weeks of meeting in Durban; The UN Climate Change Conference. While only two more days of negotiation to go, this piece of writing contains a searing exposé of my expectations and disappointments on recent progress and the future of climate change treaty.

As I predicted with my utmost disappointment even before the negotiation began that a legally binding treaty would be certainly off the table. May be at least for now - but, would that even be possible by 2020? Of course, it is a matter of future negotiations as opposed to the world’s economic situation and for the developed and developing nations to share the responsibilities to keep the global temperature rise under 2°C. But for now, conference outcomes are very clearly indicating red lines on the issues of legally binding global treaty. It comes as no surprise to me. It’s simply because world’s economic situation is presently going pear-shape. Many governments around the world have introduced austerity measures to come out from the recession and no countries want to bind themselves in a legally binding commitment which will potentially hinder the way out from this looming economic crisis.

Indeed, for many, the timing of this climate change discussion has seen as inappropriate when world is facing worst economic downturn since the Great Depression in the 1930s. But, when is the right time, place and context to have the right discussion on the right topic? One thing in common with all the Government's representatives; where all of them, mutely thinking not to be similar to Greece which has been on the verge of default on its huge economic debts. I believe economic and ecological debts are both equally important and closely interlinked; therefore need to be tackled simultaneously. Provision for any future ecological austerity by the nations will be bitterly fought against by its own people, therefore possible that it will get nastier than economic austerity that we are experiencing today.

This time in Durban discussions, India has been seen as acting as a 'bully' and 'spoiler', however denied by its negotiators that India's position as 'clear, consistent and compassionate' (Daily News and Analysis, December 02, 2011) on the issue that New Delhi will not accept any new legally binding carbon emission cuts. None of the other two biggest polluters in the world, for example USA and China are willing to commit to any new legally binding deal. Nothing is new; it’s all old same manifestation of denial and blaming each others for their responsibilities.

United Nation Environment Programme’s (UNEP) executive director Achim Steiner told Indo Asia News Service (IANS) that ‘Voluntary measures by countries and legally binding emission cuts are to condition each other and should not be put into competition against each other. Both are important and it cannot be either/or.’ ‘You cannot totally rely on voluntary measures but they are necessary as they show the commitment of the countries at regional level to deal with adverse impact of climate change. Similarly legally binding targets cannot solve all problems’ he said (Eco News, December 06, 2011).

I agree with Achim Steiner’s comment on ‘legally binding targets cannot solve all problems’. My strong view on this is that there has to be a change in culture and attitude - people should perceive nature as sentinel who guards and guides the humanity; not only seen as the provider of natural resources. Therefore, individual responsibilities are far greater than ad hoc legal instruments, which can strongly be strapped with voluntary measures, but in the reality only voluntary measures will barely protect the environment and biodiversity. That means there has to be a combination of all three – legally binding targets, voluntary measures and increased consciousness in green living.

The lengthy climate change conference has NOW ended after a last-minute quid-pro-quo arrangement between European Union (EU), India and China. Proponents, denials and critics are all rushing to the conclusion about its possible effects on tackling global warming and climate change. In the agreement, EU agreed to extend Kyoto Protocol for the second round, which secured a lifeline beyond 2012. All other countries in return agreed to draft a roadmap for new legally binding agreement by 2015 and will make it operational by 2020.

I have to say it is too little too late to keep the global temperature rise under 2°C. My anger dwells inside of me as such prototype deal could have been agreed much earlier. I suspect that in the future UN will have to allow a 3°C or 4°C global temperature rise. An increased global temperature up to 4°C would bring ecological as well as financial catastrophe around the world. I am not forecasting doomsday scenarios, on the contrary, I believe that the mitigation and adaptation costs will be higher and certainly far greater than it is now, society will have to adapt with the changes, while doing so there will be an enormous pressure on the planet and people’s livelihoods. It looks like the world is going to that direction.

I am being cautiously optimistic about the new agreement that may be reached in the future. Arguably, it appears that all are not bad news, other areas, where the deal has been progressed, are the rich countries which have promised to provide global green climate fund worth $100 billion to the developing nations by 2020. Critics are saying global green fund is good in principle but low in substances as it is not yet clear from where the money will come and how it will be spent. However, the US and the EU said that they have mobilised $5.1bn and $6.3bn, respectively, in the past two years (Aljazeera, 02 December 2011). I think it will be difficult to assemble more money at the time of worst economic downturn. But it’s better than nothing; at least the process has begun to help developing nations tackling the impacts of climate change. Fund receiving countries need to be highly cautious and need to show enormous responsibility of being transparent, accountable and free of corruption while utilising the global green fund. I am worried about the dishonesty, negligence, bribery, corruption, victimisation and influence peddling that go on in the developing nations. Will the funds be applied for the right cause and for the right people?

A modest progress was made in Durban on Reducing Emissions from Deforestation and Forest Degradation (REDD). Including forests in combating climate change were the strongest areas where the international community had moved to the right direction in 2010 Cancun climate change conference. In Durban, progresses have been made on setting the baseline emissions and how to measure the reduction of emissions by including the forests in combating the climate change. According to Lars Lövölde, the head of the Rainforest Foundation of Norway – ‘The Durban has delivered progress on fundamental issues such as social and environmental safeguards, and strict rules to ensure that the global deforestation is reduced’. But as we know that the progresses were not made on long-term funding for REDD.

In Durban, negotiators also agreed on a technology-expert panel to start their work. This expert panel will be hosted by the institution ‘Climate Technology Centre, which will lead a global network of information sharing on cleaner energy technology among developing nations in climate change mitigation. This is a big step forward in the right direction.

Finally, opinions are divided on the deal that was struck in Durban. But it is very important to acknowledge that the Kyoto Protocol is still alive even though [for time being] no penalties can be enforced against those who overshoot their emission targets with impunity. Exceptional credit goes to European Union that it was committed to continuing Kyoto Protocol beyond 2012 and it helped to facilitate a roadmap that China and other countries were agreed.

In my view, the world could have achieved the same results ten years ago or more.

       

Eco driving: Save fuel, money and the environment!

Ever since green consciousness has steadily increased in last thirty years, society seems to be more aware of pollution prevention, resource conservation, recycling and using clean sources of energy. Ideas and best practises of green driving are not new, on the contrary, it have been there for years. People have realised that simple changes on their driving habits can save money, reduce wear and tear on their cars and above all save the environment. However, in many cases people may well still ignore smarter driving techniques or simply do not know about it.

Plethora of opinions and advices are floating around, however carrying out ten good green driving tips are far better than following thirty techniques – it is simply because ten techniques are easy to remember and can be easily incorporated into someone’s habits. Frequently, it is augured that best practises of green driving are subtle, which may or may not signify the benefits that you seek but the cumulative actions will certainly provide the benefits that people normally wish for.

It is often said that you cannot manage what you don’t measure. Monitoring fuel consumption is therefore very important in the first place to find out the ratio between the fuel consumption and the distance driven. Here are the easy steps that can be followed to find out consumption rate in litres in every100 kilometres.

Step 1: While filling up your car’s fuel tank, note the distance (in kilometres) from the odometer.

Step 2: When you fill up the tank next time, note the amount of fuel required (in litres). This gives you the data for the amount of fuel consumed.

Step 3: Note the distance immediately from the odometer and subtract it from the previous noted distance. This gives you the data for the distance driven.

Step 4: Perform the following calculation:

Amount of fuel consumed (litres)

__________________________ X 100 = Consumption rate (litres/100km)

      Distance travelled (kilometres)

Step 5: You can repeat above steps when you fill up the fuel tank to compare the consumption rate with the previous one.

(Source: Eco mobile –motoring fuel consumption 

http://www.ecomobile.gouv.qc.ca/en/ecomobilite/tips/monitoring_fuel_consumption.php)

Here are a few simple tips to help you save fuel, money and the environment:

• Plan your routes ahead especially for the longer journeys. You can avoid the known road constructions or congestion areas. If you do not have any satellite navigator then look for road maps to avoid to get strayed off course.
• Drive smoothly and drive in the right gear. Unnecessary change of gear or driving in the wrong gear would burn more fuel. Change up gears as early as possible when accelerating.
• Try to avoid idling – switch off the engine when you are going to be stationery for a while.
• Avoid driving with under inflated car tyres and keep your car well serviced.
• Avoid keeping heavy items in the car. Try to remove empty roof racks if you don not use it.
• At higher speeds, close your windows – opening the windows at higher speeds will increase the turbulences. More turbulence will burn more fuel.  
• Avoid using air conditioning system unless it is necessary.
• When ever possible travel during the off-peak hours and avoid bad weather.
• Stick to the speed limit – more speed will burn more fuel that leads to more pollution.
• Avoid buying bigger cars and more cars than you need.
• Take the shortest route but do not take the rough roads, however make safety your first priority.
• Consider car sharing while going to work or for your leisure.

Is the notion of climate change an empty and exaggerated talk when there is extreme cold weather?

Extreme cold and big snowfalls particularly in the northern hemisphere in recent years have created huge confusion among public and climate change denials happily seized the opportunity; intentionally sowed seeds of anti-climate change sentiments in order to gain publicity. It's perhaps no wonder why many people don't want to believe in climate change and perceive the notion of climate change as an empty and exaggerated talk. Faced with this seeming contradiction, it will be worthwhile reading the research papers on public perceptions as the big freezes may [as I allude - may not] continue in coming winters. In fact, while I have been writing this piece, the East coast of USA have been hit by heavy snow storms starting Saturday 29th October 2011, one of the earliest and heaviest even before the arrival of usual winter season.

But, what climate scientists have been saying about it? There are differences in opinions and perceptions, however if you ask the question - 'if the extreme cold and snowfalls are frequently occurring due to the climate change?', then overwhelming majority of climate scientists will answer positively. According to many scientists, we are now in a negative phase of 'Arctic Oscillation*' [*Arctic Oscillation is the main driving forces behind the atmospheric pattern]. Negative Arctic Oscillation means Arctic are getting warmer and mid-latitude areas are getting cooler, therefore the clashes between high pressure over the Arctic and low pressure at the mid-latitudes lead more snowfalls. Because of this we have recently experienced harsher winters in the Northern hemisphere mid-latitudes particularly in the UK and some parts of USA.

And, it is believed that global warming is linked to negative Arctic Oscillation. As the global temperature is slowly rising, this in turn makes widespread melting of snow and ice, which has explicitly been (among others) one of the strongest evidences of global warming so far. Even Richard Muller; a prominent physicist and skeptic of global warming found in his own study that world temperatures are really rising. Perhaps, he is being branded as a traitor by his fellow colleagues who have been very critical of global warming and climate change discourses but Richard Muller’s findings on global temperature rise has once again invalidated all the myths and assumptions surrounding the ‘Climate-gate’ scandals. He concluded that the land is 1.6 degrees warmer than in the 1950s. He analysed the data from the time of Benjamin Franklin and Thomas Jefferson and found no different from what the proponents of climate change and global warming have been saying for many years.

According to Tom Karl, director of the National Oceanic and Atmospheric Administration’s (NOAA) National Climatic Data Centre - Extremes of precipitation are generally increasing because the planet is actually warming and more water is evaporating from the oceans, he said ‘This extra water vapour in the atmosphere then enables rain and snow events to become more extensive and intense than they might otherwise be’ (Scientific American, June 17, 2011).

According to other experts - La Nina; a periodic cooling (three-to seven-year cycle) of the surface temperatures of the tropical Pacific Ocean is also to be blamed in part for extreme cold and big snowfalls in the East coast of USA. Louis Uccellini (Director of USA government’s National Centres for Environmental Prediction); a long time weather expert said 'as the North Atlantic Oscillation has shifted into a negative phase, leaving La Nina in full control.' This periodic cooling of the surface temperature of the tropical Pacific Ocean is cooler than average which tends to create more precipitation in the air.

The June 2010 to May 2011 La Nina contributed to record winter snowfall, spring flooding and drought across the United States, as well as other extreme weather events throughout the world, such as heavy rain in Australia and an extremely dry equatorial eastern Africa (NOAA in The Australian News, September 9, 2011). Very recently, NOAA forecasters said that there are standing 50 percent chances of a secondary La Nina to follow a strong event as we had last winter. Usually the second dip is weaker than the first. Question remains, whether we are going to experience ‘Double Dip’ La Nina conditions? Well, we wouldn’t know until the winter season arrives this year. Nevertheless, we have already experienced early-season winter snow storms particularly in the East coast of USA.

In the UK, it has been so far very mild autumn temperature but the speculations are there will be a sudden hammering of heavy snowfalls around the country in the coming winter. What ever happens in the coming winter, in the midst of all contradictions, for many the real causes and effects of global warming and climate change will still be misinterpreted and misunderstood. 

Cancun, Bangkok, Bonn and now in Durban!

From Cancun in 2010 to Bangkok in 2011, then Bonn and now in Durban! Once again the most eagerly anticipated United Nation's Climate Change Conference COP17/CMP7 will be held in the sunny city of Durban (28th November - 9th December 2011). The representatives from World's governments, business communities, NGO's and civic societies will get together to seek out and settle on the advancement in implementing the Kyoto Protocol agreements particularly on those which were agreed in the Bali Action Plan (COP13 in 2007) and Cancun Climate Conference (COP16 in 2010).

Negotiations on climate change agreements have been a long and bumpy road with many roadblocks, however the meetings (3rd April - 8th April 2011) in Bangkok and (7th June - 17th June 2011) in Bonn provided the platform to continue the climate talks and moving them forward to the next stage in Durban. A few agreements emerged from Bonn meetings, for example how the Adaptation Committee will be governed, their composition and what are their specific roles will be. Progress was also made on the Technological Mechanism that will help sharing the clean technology around the world in the form of a network named as 'Climate Technology Centre and Network'.

Clearly, progresses were made in Bangkok and Bonn meetings but some of the bigger issues are yet to be resolved. One of the most contentious topics has been the fate of Kyoto Protocol beyond 2012, as it will expire at the end of 2012. Canada, Japan and Russia are still reluctant to commit themselves on a second commitment period and the United States is the second largest polluters in the world is not bound by the Kyoto Protocol. From the point of view of developing countries, it has been one of the most critical issues as it contains key rules where all the signatories are obliged to quantify and monitor their greenhouse gas emissions. As the United States did not ratify the Kyoto Protocol, therefore they are not obliged to respect what the protocol is asking them to do. United States has been arguing that Kyoto Protocol doesn’t allow developing countries including China (now the largest polluter in the world) to put targets on their emission cuts.

Unfortunately, there are other controversial issues during the course of pre-Durban negotiations in Bangkok and Bonn have not been reached, for example mitigation measures and legally binding agreements. So, what are we expecting from Durban meetings then? Can the world be so enthusiastic and looking forward to seeing a second commitment period for Kyoto Protocol which may or may not be agreed? I am not so enthusiastic about it because major polluters in the world will not risk their economic growth during the time of recession. In my view it’s a common misconception that improved environmental quality deteriorates economic growth; however there are growing evidences which suggest that economic growth initially deteriorates the environmental quality, and subsequently the quality of environment gets better as the countries become better off.

Let's hope for the best in Durban’s meeting as the whole world is waiting, one thing we don't want to see is the replication of Copenhagen conference (COP15 in 2009). In his own words John Sauven, executive director of Greenpeace UK said: 'The city of Copenhagen is a crime scene tonight, with the guilty men and women fleeing to the airport. Ed Miliband [UK climate change secretary] is among the very few that come out of this summit with any credit.' It is now evident that beating global warming will require a radically different model of politics than the one on display here in Copenhagen (The Guardian, 19th December, 2009).

Even if a second commitment period for Kyoto Protocol will be reached in a last minute agreement after tough day and night negotiations, but I am yet to be convinced that world's largest polluters will reach any legally binding agreement. Nevertheless, I am excited and looking forward to seeing some positive outcomes.

Corporate branding, sustainability and social responsibility are mutually dependant and inseparable!

It is virtually impossible to separate the connections and dependencies that exist in sustainability, social responsibility, social sustainability and ethical business practices. Some accept it readily whereas others reluctantly but corporation’s social and environmental obligations have moved to the centre stage as we call it these days ‘good business practices’. In response it has put enormous pressure on how businesses should operate, hence helped to establish a sense that healthy business and healthy society are mutually dependant. With the increasing concern about global environment, as well as corporate social responsibility, companies are forced to integrate environmental good practices and social obligations within their overall corporate strategy. Harmony with the environment, harmony with the society and respect for the people have now become new business mantra.

However, a corporate brand is the visual, verbal and the behavioural expression of an organisation's unique business model (Knox and Bickerton, 2003). Other says it is a valuable financial asset (Aaker, 1996; Balmer, Greyser, and Urde, 2006; Leitch and Richardson, 2003), which acts as an interface facilitating the interaction of multiple stakeholders with the corporation (Harris and de Chernatony, 2001).  As a public, as well as a customer, my understanding of corporate brand is familiarity, clarity, reliability, understanding brand's personality, brand values and higher reputation. If a company is well known in the community, having a good ethical business practices then we are all happy to be their customers. The company can further strengthen their brand reputation by engaging more on social and environmental obligations and the effect would be even stronger if the customers are already familiar with the company products and services.

The importance of underlying brand values are immense, for example the values that your company stands for, how these values could be achieved, how you are going to be different than other companies who are already operating in the same sector. In my view, brand values simply cannot exist without considering any sustainability and social responsibility issues as businesses fundamentally depend on environment and society where they operate. Customers usually find the company name first, then pricing before they chose to buy any products.

Till now, scant attention may have been given in linking branding and sustainability issues in general; however companies are very keen to integrate sustainability within their core business practices because companies have realised that it brings added values. It provides not only financial benefits, but it also enhances product innovation, strengthen company’s reputation, mitigating the risks, increased employee and customer satisfaction. Integrating sustainability into corporate branding will attract customers who have been looking for products that have least environmental impacts, high quality and durability, more over it will fulfil customer’s immediate demands with reasonable costs.

Car companies like Honda and Toyota have heavily invested on fuel efficiency cars, which provided their customers with 'more miles from less fuel' in the face of ever-increasing fuel prices, effectively it also creates less pollution - a win-win situation for all the parties that are involved. Companies must continue their sustainability mission on a long-term basis; all of a sudden they cannot abandon their brand values saying 'it was a short term venture to capture the market and we will again go back to the old ways of doing business'. This would be the most damaging effects on brand images, which in no doubt will cascade down to customer’s level, who may choose to switch to buy alternative products from other companies. Therefore, company’s brand values are not only the present once being used perception of sustainability and social responsibility issues; rather it’s the company’s ability to stay in the market for the long time and keep generating revenue for them. Therefore, it is only possible if companies are committed to meaningful long-term contributions towards sustainability and social responsibility issues.

We are living in an era where social consciousness is evolving rapidly throughout the world. In the midst, companies are effectively pressurised to integrate social obligations into their underlying brand values, it's no longer acceptable if the companies simply define themselves who they are and what they make, instead it is very important to have environmental and social policies embedded in the company’s mission, vision and values. A company's bad motives on social responsibility will undermine their ability to promote the brand.

Although child labour is still common in many countries around the world but it has recently become a widely discussed topic. Companies have to make statement that they are fully compliant with prohibiting child labour in their domestic and overseas production sites, also make sure that entire supply chains are free from these contemptible practices. The Convention on the Rights of the Child (CRC), which has been ratified by almost all states worldwide, obliges requires States to ‘recognise the right of the child to be protected from economic exploitation and from performing any work that is likely to be hazardous or to interfere with the child’s education or to be harmful to the child’s health or physical, mental, spiritual, moral or social development’ (Convention on the rights of the child, Article 32.1). In 2008, Chinese Government was embarrassed when some big cases of child labour were uncovered in the South West of the country where thousands of children were sold as slaves in booming coastal factory cities (Asia Pacific, April 30, 2008). Imagine the consequences if it is embedded in any company brand particularly on children toys which are made by children.

Finally, Sustainability and social responsibility are inter-linked by the brand values. Corporate branding is the bridge between these two. Companies who have synergies will continue to be benefited and enriched, successful companies in the future will be those who will recognise and incorporate sustainability and social responsibility issues within their business practices. Looking to the future, as the brand values grow, transparency and authenticity will be essential for stronger brand images.