Yesterday, the Guardian published side-by-side pictures of UK Environment Secretary Michael Gove heading into Number 10 Downing Street last October with a disposable coffee cup and then yesterday with a reusable cup.

Why is this important? Well about the time of the first pic, Gove had just announced moves to tax single use coffee cups, so the image gave out a contradictory message. He's obviously learnt his lesson since, or a wise head bought him a very appropriate Christmas present.

I've long preached that Sustainability practitioners must get their heads out of the detail and look at the big picture. While that is true, we also have to be aware that the media and the general public often latch on to minor but resonant issues. Climate change is difficult to communicate, a coffee cup is tangible and familiar to everyone. Having the wrong coffee cup sends a louder message to the masses than, say, the UK's Clean Energy Plan, the new UK ban on microbeads or the forthcoming ban on neonicotinoid pesticides.

So the lesson is get the big issues and what politicians call 'the optics' right. You may be installing a huge solar panel on the roof, but if your canteen coffee cups aren't being recycled you will see cynicism in the workforce. You could argue that the solar panel will make a much bigger difference, but, as Ronald Reagan said, if you're explaining, you're losing.

Images copyright as per caption - used under 'fair use'.

 

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