Abstract :
To the business community, the environment can appear rather like a large swimming pool of indeterminate depth and temperature into which a few hardy souls have plunged. Most, however, are not in the pool, a few are wondering whether a dip would be good for them, but the great majority do not feel the need to go anywhere near it. I propose to examine the subject from a number of different angles by analysing why those in the pool got in and how; why the majority of those outside feel no compunction to get in; how we should persuade or even force them to do so and what factors should be taken into account by those thinking of taking a dip. It is pointed out that the supply chain is one of the most powerful weapons available in the pursuit of improved environmental performance, but like so many other such weapons, we have not yet learned how best to use it. But unlike these other weapons, we really have no choice but to learn to use it properly for the benefit of the human race
