Tag Archives: sustainability

GB eye launches new eco-friendly gifting range in partnership with local companies

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The posters and giftware specialist, GB eye Ltd is launching a new eco-range of sustainable gifts in collaboration with a local Sheffield manufacturer that will tap into some of the biggest IP of the moment, including Pokemon, PLayStation, Harry Potter and DC Comics.

The partnership is the latest move from the gifting manufacturer and distributor to expand its environmentally friendly ranges, tapping into the shift in consumer mindset for more sustainable products at retail. The new range focuses on reducing the carbon footprint from design conception to the end product.

GB eye is adopting a strategy to source local and reduce international manufacture and import.

The range is set to launch in mid-October with the introduction of the new stainless-steel water bottles. Made within a stone’s throw of the GB eye headquarters in the city of Sheffield, the water bottles will be available across a collection of licences including top tier names such as Pokémon, PlayStation, Harry Potter, and DC Comics, which will appeal to environmentally aware consumers.

Also joining the range in late 2020 will be the tote bag collection. Produced locally from natural fibres, the tote bags aim to help reduce the amount of single-use plastic bags used daily. With favourite names including Pokémon, DC Comics, Harry Potter, Dragon Ball and Stormtrooper, the tote bags will become a key product staple within the eco-range which will see further products join the collection in early 2021.

Nicola Hallam, head of product at GB eye Ltd., said: “The eco-range has been a core focus for us throughout 2020 as we continue to look at ways in which to reduce our carbon impact on the environment.

“Expanding our product ranges to include more sustainable products is the first step as we explore new ways to better protect the world around us. We look forward to adding to the collection in 2021 with further internationally recognised licensed names.”

The sustainable launch comes as part of a continued focus on GB eye’s environmental impact. The company has printed its extensive poster ranges on FSC-certified paper for over 12 years and is committed to making internal process changes where possible, to streamline design and sourcing processes, ensuring the drive to run on a zero-waste policy.

Interview: Ready Steady Cook whips up fresh new licensing take for the modern audience

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Of the many changes necessitated by the arrival of the pandemic, a common experience that we have all shared over the course of the past nine months of lockdown, is that – in some capacity or another – it has made home cooks of us all. With more time spent in the home, it was inevitable that even more time would be spent in the kitchen.

Toss this into the same salad bowl as the matter that coronavirus has forced many of us to think more carefully about the money we are spending, and underlined the importance and value of the sustainability message through a heightened consumer awareness of environmental issues, and it would appear that the relaunch of Banijay’s hit afternoon TV series, Ready Steady Cook couldn’t have been more timely.

Over the course of the decade that has passed since Ready Steady Cook was last on air, things – the world – has certainly changed. Consumer sensibilities have shifted, sustainability is a topic increasingly on the minds of shoppers, and our relationship with food and its value has evolved somewhat, and as it finds new life on the BBC once again, it is all of these points that the popular cooking challenge television show that first surfaced some 25 years ago, is looking to encapsulate.

Following the announcement this week that Banijay isn’t just re-heating, but firing up a whole new audience passion around the Ready Steady Cook IP, Licensing.biz catches up with Alice Bernardi, director of international brand licensing at Banijay Brands, to discover how licensing will be promoting the show’s new values for an audience of reinvigorated home cooks.

Can you tell us why now is an exciting time to be relaunching the licensing plans around Ready Steady Cook?  

It’s an incredibly exciting and appropriate time to re-launch the licensing programme around Ready Steady Cook because the world has changed a lot since the show was last on air in the UK – over 10 years ago – and times have certainly changed. Our attitude to food, it’s provenance, preserving the climate and our increased awareness of eating a balanced diet have all contributed to a different culinary environment. More than ever sustainability and ethically produced food are part of our day to day thinking as we make purchase decisions around what to cook with.   

There are a number of initiatives that the show is adopting to reflect this – for example, plastic bags have been replaced with re-usable jute bags, single plastic use is avoided with glass being used as much as possible, recycling is so important as part of the show with colour coded waste bins both on set and backstage, local suppliers are used as much as possible and given the show is produced in Scotland this gives a fantastic range of great fresh and seasonal produce and at the end of the day, unused fruit and vegetables and non-perishable goods are delivered to a local food bank.  

So the production team works incredibly hard to deliver this key element of the show which as we all know could not be more relevant nor important in 2020.  An additional element which remains so relevant is cooking on a budget and making sure that we don’t throw away our surplus food but find a way to re-use it. 

Households everywhere are challenged with weekly budgets and finding a way to cook wholesome and tasty food cost effectively at the same time as being aware of the impact food has on the environment is a compelling proposition. In the most recent series, we are using the same values as 15 years ago with contestants who had a shopping budget of just £3.50 up to £10 which adds an additional challenge given inflation, but wanted it feel inclusive, which is what we want to reflect in the licensing programme, there will be something for everyone.  

What is the strength of Ready Steady Cook here in the UK? How has it maintained its popularity over the years?

You can’t underestimate the power of a legacy show with such high awareness. Ready Steady Cook aired for 16 years on the BBC and is still much loved and recognised – the green peppers and red tomatoes are such strong icons which are instantly recalled by so many of us today. 

Many of today’s audience still remember coming home from school and watching the show when they were young and now can enjoy it as families with their kids. Originally it was broadcast in the same slot at 4.30pm, stripped daily on BBC 1 and was also on iPlayer. The show’s ratings were very strong, delivering a highly desirable younger audience of 16 to 34 year olds alongside adults aged 35 to 54. The show regularly performed above the slot average and has a consolidated audience of 2.35m viewers beating the BBC 1 slot average by 34 per cent.   

Internationally, the show has travelled to over 25 markets including the US, Australia, Brazil, France, Germany the Middle East and the Nordics. The simple format, combining a cooking challenge on a budget remains the same but with added timed food challenges and more curved balls from unpredictable audience participation which enhance the viewing experience. 

Having Rylan Clark Neal (X-Factor, Celebrity Big Brother) at the helm brings a new energy, charisma and passion to the show, appealing to both younger and older audiences, and is a hugely popular presenter here in the UK so is a big draw for audiences. And because he’s not a chef, I’m sure he makes those who are less talented in the kitchen feel a lot more included.

Rylan is the ideal foil to the five new chefs who have the task of completing the challenges and is able to hold the show together in a humorous and quick-witted way, keeping the pace and energy levels high. We have also made sure to reflect the current diverse range of foods we all now love, and our chefs feature recipes from all over the world so there’s something for everyone to relate to. 

Basically, the original and central message of brand is still as relevant as ever – cooking on a budget, in very little time – but with the important element of sustainability front and centre, which ultimately resonates with the viewers and is why it continues being so popular for all ages.

Lockdown seems to have encouraged more home cooks, and more home cooking than ever before. How will you be tapping into this new found audience through licensing? What are the key audiences you are looking to tap into here?

Exactly, lockdown made home cooks out of many of us! The world has never cooked at home more through pure necessity and with a focus back on the kitchen, cooking, whether you are enjoying an evening alone, with friends or family, it has become an even more important part of our daily lives as we connect through food.  But we have less money than before, so we need to cook carefully and hopefully responsibly. 

We still want to experiment with dishes and try new things, so this show encourages us to do this whilst still living within our means. So hopefully Ready Steady Cook offers everyone something they can take away and apply in their own lives. Our demographic is broad as cooking speaks to everyone so our licensing programme will offer cost effective products which are true to the ethos of the show and can be used by everyone and anyone with no barrier to entry.

What licensing deals will you be coming out of the starting blocks with? How will this set you up for a wider programme to roll out?  

Our initial licensing programme will focus on the core categories of publishing, foodstuffs and kitchenware. We see storage containers, measuring and recycling tools as key product lines. We’re also keen to develop an experiential offering so people can enjoy the brand in person and have fun with it – hopefully this space will open up more next year.   

Partnerships with organisations in the sustainability area are also a key area of focus to ensure the brand DNA extends off screen into real life practises. Great value for money resonates with today’s consumers and this will be factored into our licensing programme. We also know that consumers care more and more about what they eat and where in comes from both for health reasons and for environmental reasons. Therefore, we plan to offer consumers a range of products that will incorporate all of these elements and make Ready Steady Cook the standout brand in relation to sustainability.

What sort of retail partnerships will you be targeted with the licensing programme?

As we all know the retail landscape is in flux with the impact of lockdown. Consumer’s behaviour patterns have changed with online and value more dominant than ever. We will respond to this and partner with the best and most appropriate retailers to deliver the best consumer offering.  We are open to multi territory partnerships delivering scale and working with organisations to amplify the sustainability message.

Pokémon Shirts teams with Newsed to re-purpose fabric waste as pop culture keychains

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The pop culture apparel specialist, Original Stitch and its Pokémon-centric brand, Pokémon Shirts has kick-started a new initiative to re-purpose and create a collection of Pokémon keychains from fabric remnants left in the creating and tailoring process of its popular line of clothing.

As part of the initiative, the first 2,000 customers who now purchase a Pokémon Shirt will receive a specialty re-purposed acrylic keychain as a gift. These keychains are made from the fabric cut offs created when tailoring one of Pokémon Shirts’ shirts out of a roll of fabric.

Pokémon Shirts are made to order and are already manufactured with the consideration of creating as little waste as possible. Original Stitch is also collaborating with The Pokémon Company to release a documentary film featuring the process of designing, fabric printing, and tailoring its customisable shirts, featuring unique prints of hundreds of Pokémon.

The documentary will feature interviews with Pokémon Shirts craftspeople involved in the manufacturing process, allowing fans to see how their shirts are made after placing their order online. There will also be a Newsed edition, which details how the fabric remnants from the tailoring prcess are re-purposed into keychains.

Newsed is the up-cycle brand at the centre of the re-purposed keytchain initiative. The firm’s ethos is centered on the concept of “reviving something into a new thing by looking at the old item with a new perspective, rather than labeling it as scrap and creating waste”.

Pokémon Shirts is a company providing customization options for button-up shirts, Hawaiian style shirts and polos that combine all 251 types of original printed fabrics (Pokémon that appear in Pokémon Red/Green and Pokémon Gold/Silver) or plain fabrics.

Groovy Chick taps new generation of fans with Organic apparel collection on ASOS

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Groovy Chick is tapping firmly into a new generation of fans, having seen its new range of Organic cotton t-shirts not only launch with the online retailer, ASOS this week, but achieve sell-out status on selected lines within only hours of going live.

The newly launched organic collection has proved a hit for Bang on the Door, the Groovy Chick brand owner, who delivered the exclusive range of Organic Cotton T-shirts to the online platform last week. A collection of Organic Cotton Hoodies and Organic Cotton Sweatshirts will follow soon.

Karen Duncan, director at Bang on the Door, said: “In recognising the Climate Emergency, we felt that Groovy Chick should be associated with responsible product and using Organic Cotton was a good starting point in the apparel sector.”

The new range has been developed by Groovy Chick apparel licensing partner, Daisy Street in a partnership brokered by Andrew Levy.

Levy said: “Not only have we insisted on Organic product, but we have reduced packaging by using a sticker in the product pack. Early sale indications are extremely positive, with one line selling out within hours and Groovy Chick trending on Twitter – demonstrating the enduring appeal of Bang on the Door’s Groovy Chick and that she has a new generation of fans.”

LEGO commits $400m to accelerating its sustainability pledge in next three years

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The LEGO Group is to invest up to $400 million over the next three years in its sustainability and social responsibility initiatives, covering both long-term investments and ongoing costs that includes its ambition to make all of its packaging sustainable by the end of 2025.

The company has made a series of moves over the course of the last 10 years to step up its efforts in the sustainability movement, but has since underlined how ‘increasingly urgent and important’ it now is to prioritise environmental and social activity.

The LEGO Group will, as a next step, begin to phase out single use plastic bags used in LEGO boxes to package the loose bricks. From 2021, Forest Stewardship Council-certified recyclable paper bags will be trialed in boxes.

CEO, Niels B Christiansen, said: “We cannot lose sight of the fundamental challenges facing future generations. It’s critical we take urgent action now to care for the planet and future generations. As a company who looks to children as our role models, we are inspired by the millions of kids who have called for more urgent action on climate change.

“We believe they should have access to opportunities to develop the skills necessary to create a sustainable future. We will step up our efforts to use our resources, networks, expertise and platforms to make a positive difference.

“We have received many letters from children about the environment asking us to remove single-use plastic packaging. We have been exploring alternatives for some time and the passion and ideas from children inspired us to begin to make the change.”

A lengthy process to find the right kind of alternative, several prototypes made from a range of different sustainable materials have so far been tested with hundreds of parents and children. Children liked the paper bags being trialed in 2021 as they were environmentally friendly and easy to open.

In addition to developing and implementing sustainable materials, the $400million investment will also focus on a range of social and environmentally focused actions to inspire children through learning through play, making the business more circular, and achieving carbon neutral operations.

The activity will drive meaningful, long-term change aligned to two United Nations Sustainable Development Goals: Number four Quality Education and Number 12 Responsible Consumption and Production.

By 2022, the LEGO Group aims to reach 8 million children around the world annually with learning through play through a range of activities with partners, in collaboration with the LEGO Foundation. It will build on its work with organisations such as UNICEF, Save the Children and local partners to scale up programmes that give children-in-need access to play and opportunities to develop life-long skills such as problem solving, collaboration and communication.

Meanwhile, programmes will be put in place to encourage people to donate their pre-loved bricks to children in need of play. LEGO Replay, which was successfully trialed in the United States in 2019, will be rolled out in two additional countries by the end of 2022. So far, LEGO Replay has donated bricks to over 23,000 children across the United States.

On top of this, work will continue on the company’s Sustainable Materials Programme, which employs more than 150 experts, to create sustainable products and packaging. In 2015, the Group set a target to make its products from sustainable materials by 2030. It will expand its use of bio-bricks, such as those made from sugar cane, which currently account for almost two per cent of its element portfolio.

It will continue research into new, more sustainable plastics from renewable and recycled sources, and join forces with research institutes and other companies especially those developing new recycling and bio-based material production technologies to find materials which are as durable and high quality as those used today.

The planned investments include both costs associated with the development of new sustainable materials and the investments in manufacturing equipment.

The Group has also underlined that its manufacturing operations will be carbon neutral by 2022. To achieve this, additional solar panels will be installed on all its factories and onsite capacity will be supplemented with the procurement of renewable energy. Further investments will be made to improve energy usage, for example by installing new systems that use ambient air in cooling processes during LEGO brick production.

Improved waste handling and reduction in water consumption will further reduce the Group’s operational impact on the environment. No waste will be diverted to landfill by 2025 and water use will drop by 10 per cent by 2022.

LEGO will continue to work with organisations such as the Ellen MacArthur Foundation, World Wild Fund for Nature, RE100, UNICEF and Save the Children in order to create the greatest impact.

Christiansen concluded: “At a time when the world is facing numerous challenges, companies must take action to create a lasting positive impact on the environment and society. No one can do it alone. I urge companies, governments, parents, children and NGOs to continue to join forces to create a sustainable future for our children, the builders of tomorrow.”

IFL Science, One Tree Planted, and Sho Water unite for project to protect the ocean’s Orca

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IFL Science, the platform devised to make science accessible to everyone through its humorous slant on the scientific world around us, has partnered with the One Tree Planted organisation and Sho Water on a special project to help protect the world’s disappearing population of Orca.

Together the trio have developed two special edition, sustainably made, life-long water bottles, each brandishing the One Tree Planted x IFL Science graphics for a special partnership to encourage the green circular economy. For every special edition bottle sold, three trees will be planted in the Pacific Northwest.

By planting trees in the area, the project aims to build up the health of the ecosystem surrounding the banks of the rivers where Chinook salmon spawn. By revitalising the habitat in which the salmon reproduce, Sho Water, One Tree Planted, and IFL Science aim to protect a primary food source for a dwindling number of Orcas.

With only 75 individuals left, the Southern Resident Orcas are at their lowest numbers in over 30 years. Trees improve soil health by stabilizing the bans, absorbing water, and building stability with their root structures. Ensuring soil is stable and has adequate nutrients is critical to restoring overall forest health. Tree planting projects are now underway to protect the primary food source of the Orca and reduce habitat contamination.

The IFL Science, One Tree Planted and Sho Water deal was brokered by the UK licensing agency Licensing Link Europe, with credited input from Tracey Richardson at Louis Kennedy.

Chris Taday, co-director of Licensing Link Europe, said: “This is a wonderful collaboration of partners that we are extremely excited to have played a role in bringing together. The project is a chance to witness the potential that licensing has to give something back to the environment, and we are proud to be promoting that message across all of the social media channels.”

For more information on the current crisis that the Southern Resident Orcas, check out the below video:

Selfridges launches Project Earth a sustainability campaign to change the way people shop by 2025

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Selfridges has launched its new sustainability initiative, Project Earth, a commitment from the retailer to change the way we all shop by 2025. It builds on the steps that Selfridges has taken over the last decade to put sustainability at the centre of its business.

Through Project Earth, the department store aims to help customers change the way they shop in three ways: by addressing the materials used in products, launching and exploring new retail models such as repair and resell, and engaging with teams, partners and customers to inspire a shift in mind-sets.

The company will work with over 300 brand partners and be supported by the Woodland Trust and WWF to kickstart an eight-week campaign of experiments, innovations, and conversations across all of its stores and online. Selfridges has underlined its dedication to reinventing retail.

Underpinning Project Earth is a broader commitment to Science Based Targets and to achieve Net-zero carbon by 2050, in line with the Paris Agreement. Project Earth will be supported by a programme of events and activities to engage with issues, amplify conversations and challenge mindsets by exploring the most exciting ideas in sustainability with some of the most influential thinkers in the space.

There will be a series of 13 talks, takeovers and screenings with 10 partners such as How To Academy and Intelligence Squared and more than 20 events engaging with stories, brands and services to engage customers with the future of shopping.

Alannah Weston, Selfridges group chairman, said: “For the last decade we have taken ground-breaking steps to put people and planet at the heart of our business, embedding sustainability alongside creativity. Project Earth is not only our bold, new commitment to stretching environmental targets, it is about imagining new ways to do business, within the next five years.

“Since Project Ocean in 2011, Selfridges has been focused on changing mindsets around sustainability both inside our industry and in conversation with our customer. Out of the global pandemic has come an understanding of how fragile and complex our systems are, but also how our planet and people can benefit if we act collectively with a shared purpose.

“Now more than ever we must double down on our efforts to reinvent retail with sustainability at its heart and a way of working which is regenerative for humans and nature. Achieving our ambitions won’t be easy, but we are in a unique position to be able to work with our team members, partners and customers to co-create change and explore possibilities for a sustainable future.”

Anne Pitcher, global managing director of Selfridges Group, added: “In a way we never could have predicted, the cycle of consumption has been broken by the pandemic marking a moment of change in our customers to a more considered mindset and requiring us to set new expectations for retail.

“We firmly believe evolving the way we do business and supporting change in the way people shop is essential to building a more sustainable business. Selfridges has the platform to change how shopping is done wrapped up in the destinations, experiences and inspiration customers want from us. And the tough, stretching targets we have set ourselves underpin our commitment to change our business and our ambition to imagine and create a sustainable future for our customers.”

Selfridges launches Project Earth a sustainability campaign to change the way people shop by 2025

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Selfridges has launched its new sustainability initiative, Project Earth, a commitment from the retailer to change the way we all shop by 2025. It builds on the steps that Selfridges has taken over the last decade to put sustainability at the centre of its business.

Through Project Earth, the department store aims to help customers change the way they shop in three ways: by addressing the materials used in products, launching and exploring new retail models such as repair and resell, and engaging with teams, partners and customers to inspire a shift in mind-sets.

The company will work with over 300 brand partners and be supported by the Woodland Trust and WWF to kickstart an eight-week campaign of experiments, innovations, and conversations across all of its stores and online. Selfridges has underlined its dedication to reinventing retail.

Underpinning Project Earth is a broader commitment to Science Based Targets and to achieve Net-zero carbon by 2050, in line with the Paris Agreement. Project Earth will be supported by a programme of events and activities to engage with issues, amplify conversations and challenge mindsets by exploring the most exciting ideas in sustainability with some of the most influential thinkers in the space.

There will be a series of 13 talks, takeovers and screenings with 10 partners such as How To Academy and Intelligence Squared and more than 20 events engaging with stories, brands and services to engage customers with the future of shopping.

Alannah Weston, Selfridges group chairman, said: “For the last decade we have taken ground-breaking steps to put people and planet at the heart of our business, embedding sustainability alongside creativity. Project Earth is not only our bold, new commitment to stretching environmental targets, it is about imagining new ways to do business, within the next five years.

“Since Project Ocean in 2011, Selfridges has been focused on changing mindsets around sustainability both inside our industry and in conversation with our customer. Out of the global pandemic has come an understanding of how fragile and complex our systems are, but also how our planet and people can benefit if we act collectively with a shared purpose.

“Now more than ever we must double down on our efforts to reinvent retail with sustainability at its heart and a way of working which is regenerative for humans and nature. Achieving our ambitions won’t be easy, but we are in a unique position to be able to work with our team members, partners and customers to co-create change and explore possibilities for a sustainable future.”

Anne Pitcher, global managing director of Selfridges Group, added: “In a way we never could have predicted, the cycle of consumption has been broken by the pandemic marking a moment of change in our customers to a more considered mindset and requiring us to set new expectations for retail.

“We firmly believe evolving the way we do business and supporting change in the way people shop is essential to building a more sustainable business. Selfridges has the platform to change how shopping is done wrapped up in the destinations, experiences and inspiration customers want from us. And the tough, stretching targets we have set ourselves underpin our commitment to change our business and our ambition to imagine and create a sustainable future for our customers.”

Studio 100 acquires worldwide distribution and licensing rights to eco-tainment IP SeaBelievers

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Studio 100 has acquired the worldwide distribution rights, as well as the licensing and merchandising rights, for the CGI animated series, SeaBelievers, a series based on the SeaBelievers IP itself. Studio 100 will present the show at this year’s MIPCOM Rendezvous Cannes for the first time.

SeaBelievers is recognised as the first TV series to represent a whole genre of Eco-tainment, a genre whose creation is credited to Brien Arone, founder and SeaEO of SeaBelievers. It combines the benefit of edutainment for children with being informative about real-life issues affecting the world’s ocean, and encouraging kids to make a difference.

Its content is presented in a fun and entertaining way, with engaging musical adventures and original tunes to sing and dance along to. Each animated episode leads kids on an ECO-adventure in the sea or on shore, by following the positive SeaBelievers characters.

Each character features distinct seaweed hair, a seashell nose, sea-colored eyes and webbed hands and feet, while each episode sees them problem-solve and take action around key environmental issues. Each SeaBeliever carries a Magic Sand Dollar which ignites his or her unique super powers – fueled by their self-belief.

The CGI Animation is targeted at children aged four to seven, the first season of 52 x 11 minutes will be ready for delivery in 2021.

Brien Arone, SeaEO and Founder of SeaBelievers, said: “Last year at MIPJunior we were looking for distributors who share the same vision, enthusiasm and commitment to our new genre and who are willing to bring SeaBelievers to children around the globe – with passion and expertise.

“SeaBelievers is the first kids Eco-tainment show in the world that tells stories that will thematically matter and empower kids. It is so important to let kids know that they can change the world and that there are role models for that in real life, and in shows with authentic characters they really can relate to.

“We want kids to know that the SeaBelievers are at their side and will always believe in them. For that Studio 100 is the right partner for us, not only because they have the reputation, but their aspiration and personal commitment convinced us. Thus, to be able to implement the exploitation of the series and L&M with one dedicated team is the ideal partnership for us.”

Martin Krieger, CEO of Studio 100 Media / International, added: “SeaBelievers enthralled us right from the start. A series with such high-quality animation and detailed designs, combined with a strong message and the corresponding cosmos of values and real, informative educational content is exceptional – both from a content and licensing and merchandising perspective.

“We are very happy with the trust that has been placed on us not only because SeaBelievers comes from the heart and its important message about the environment, but also because it’s about the future of this planet for our children. The devotion and energy with which the SeaBelievers team works on this important cause continues to impress us – their commitment is outstanding.”

SeaBelievers has already been guests at the White House for Earth Day 2019 entertaining 36,000 children and they were the only children’s characters to perform at ‘The Super Bowl LIVE’ leading up to the February 2020 Super Bowl in the US. It has also been a proud and active member of “1% for the Planet” and the first children’s character line to be a member of this global organization that connects businesses, individuals, and nonprofits, empowering all to drive positive change.

Opinion: “COVID-19 isn’t the culprit, the truth is: we are” – Russell Dever

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The virus is redefining us as a nation. I am seeing kindness and caring on a scale that I have never witnessed and that is heartening. But let’s not forget that past this crisis there is still a much, much, bigger one playing out and yes, we are just as much in that together as we are now.

Sitting in my study looking out over a timeless landscape that has not changed much since there was a Roman Villa on the rise of the hill opposite, you could be forgiven for thinking that everything is alright with the world. Just three miles away from where I am writing is reputedly the smallest church in Yorkshire. It was the Parish church of the village of Led, a medieval village that disappeared off the face of the earth at the time of the great plague. I think you know where this is going….

The Great Plague was the last major epidemic of bubonic plague to occur in England between the years 1665 to 1666. It originated in China.

Between January 1918 and December 1920 we suffered another pandemic the H1N1 Virus we called the Spanish Flu. A misnomer as it also originated in China.

I am not picking on China, but it is not a coincidence that the current pandemic of COVID-19 also originates there. The speculation being that traditional live markets bring humans into very close contact with animals in such a way that viral infections like Bubonic Plague and Corona Viruses such as Spanish Flu, Bird Flu, SARS and the rest effectively ‘jump,’ from the animal kingdom into the human world.

This time, this particular epidemic has brought the developed world to a screeching halt and in a way that has reminded me of what happened to the village of Led in the mid 17th Century. We have seen that the virus brings with it economic collapse, devastating the foundations of society, the isolation of millions across the globe and for some poor individuals an unpleasant death.

Looking at the ‘fall-out’ from the Virus it is not likely that we will recover quickly. Some companies, some industries may not even recover at all, or if they do, it will be a very long and difficult journey. I doubt that this generation of humanity is going to forget the pandemic as the way we interact socially, economically, politically, and as sovereign states will never quite be the same again.

Good. Yes, I do mean that! Because the word that Coronavirus has suddenly displaced from our worldwide newsfeed and collective psyche is ‘sustainability.’

Just a month ago, the associated industries within Licensing, Toy, Games, Apparel, Media, and Entertainment were buzzing around that word. What it meant to develop sustainability. Now it’s all about the Virus and in the short term so it should be. But in the long term, what we are learning from the Virus is just what the worldwide landscape could look like if we do not get a grip and take control of the planet right now. Virus or otherwise. Because what COVID-19 is presciently showing us is just what our world could look like if we don’t.

You won’t have to worry about shortages of toilet paper because in the extreme, society will have broken down and collapsed to the point where there won’t be a sewerage system. There simply won’t be enough people to run what we have come to regard as normal civilised society.

That is because the entire infrastructure of the planet is already right on the very brink of collapse and COVID-19 is giving you a taste of what that world looks like and its terrifying.

This time will pass. The flu Virus will mutate as it has done in previous decades, scientists will find a suitable vaccine, it will be defeated. But when we all come out of forced hibernation, will we remember just how devastated we felt? Will we recall that it was symptomatic of our failing ecosystem, that in just a few short years we are facing a threat to our world that cannot be reversed as we will have already passed the tipping point? (As many scientists now believe has already happened in the Amazon Delta. Take some time to read about the Aral Sea, that’s where we are headed…)

So, lets in a very strange way be glad of circumstances that give us the opportunity to experience what life and death could be like in circumstances where we ignore all the warning signs. Yes, we are living in unprecedented times. But this is nothing but a walk in the park compared to what is to come if we do not push COVID-19 to one side and replace it with that word ‘sustainability’ once more.

We have a very tiny window in which we can turn the clock back and bring urgent recovery to the natural world. If our Government can, in a few short days, effectively nationalise the UK payroll it only goes to show what we can do if we set our minds to the urgent task of ensuring that we do not end up like the village of Led. A few almost forgotten marks in abandoned fields with a sad monument to what was once a thriving community of living souls.

The virus is redefining us as a nation. I am seeing kindness and caring on a scale that I have never witnessed and that is heartening. But let’s not forget that passed this crisis there is still a much, much, bigger one playing out and yes, we are just as much in that together as we are now.

Let’s put the word ‘sustainable’ back where it belongs. Right at the very top of our respective agendas. You saved lives and protected the NHS by staying home and staying safe. What more could you do as an individual? more so, what more can we do as an industry to save lives and protect the fragile world in which we live?

Russell Dever is the Managing Director of Those Licensing People, a proponent for sustainable growth and change within the global licensing community.