So how can consumers be persuaded to act? The first option is to explore generic insight into behaviour change. Unilever, for example, has defined five levers for sustainable living or tips to persuade consumers to act. Make it: understood; easy to act; desirable; rewarding; and habitual.

When we launched our eco and ethical programme, Plan A, in 2007 we made some big bold product related commitments. For example, to get all our wood and fish from the most sustainable source possible. It wasn't the wrong thing to do but we were looking through the lens of 'issue' rather than 'product'.

Today, 10 September, Nesta is publishing a report which argues that the debate over growth is missing a vital point. Fixing the economy in the short term is only half the battle. If we want the UK to return to growth, we need to look at what has gone wrong with the main driver of growth: our capacity to innovate.

In the current climate, 'going green' might not be at the top of most company 'to do' lists. Times are tough and there are numerous economic headwinds keeping us busy. So, am I wasting my time writing a blog post calling on companies to build sustainability into their business plans? Definitely not and here's why. In 2007 we set aside a massive £200 million for a five year project called Plan A (because there is no Plan B for the one planet we have), a sustainability programme that pledged to transform M&S by changing the way it did business.