Perspectives

Introduction

A rapidly growing global population, many only just beginning to experience mass consumer culture, is coming to terms with an uncomfortable truth: this way of living isn’t sustainable, and choices must be made. Sustainability is no longer just a trend or political soundbite - it’s the reality that rural industries and consumers must navigate together. What started as an ethical consideration is now a commercial and strategic necessity. Sustainability is the new normal.

This doesn’t mean that consumers are open to giving up their comforts, or paying more, despite their demand for action on climate change, and contradictions are everywhere. For example, airlines adapting in-flight catering with choices that claim to be more sustainable, or climate-conscious consumers expecting to buy strawberries or asparagus all year round instead of buying seasonally. The frustrations will be familiar, but these are just high-profile outliers rather than signs that change is slowing. Rural businesses must choose whether to get ahead and lead or be forced into reactive change on someone else’s terms.

There will be bumps in the road too. At the time of writing, Trumpism is resurgent in the U.S., the UK economy remains fragile, and uncertainty is shaping global markets. These factors might create volatility in the pace, but a tipping point has been reached, and they won’t alter the trajectory. Sustainability is now embedded in consumer behaviour, regulatory frameworks, trade agreements and corporate strategies. took up the reins as Head of Consulting only a few months ago but I have been part of the organisation for a large part of my career - long enough to see how our expertise in sustainable rural business strategy has grown as we’ve continued in our long tradition of helping clients to thrive in spite of (or even because of!) a changing environment. We remain at the forefront of helping our clients turn sustainability from a challenge into a commercial opportunity.

In fact, we’re already seeing an evolution beyond net zero towards greater sophistication – moving from a simplistic carbon focus to circular economies, resource efficiency, and resilience. These are areas where rural industries, particularly farming, already have an edge.

This edition reflects that leadership, offering practical insights into how businesses can align with shifting consumer expectations, avoid the pitfalls of both greenwashing and greenhushing, and use sciencebacked strategies to strengthen their position. We explore soil health, food security and energy independence – topics that will shape the future resilience of our farming and rural industries. The choice is clear: those who take ownership of their sustainability strategy will build trust, strengthen resilience, and drive profitability.

Rural business has always been about adapting, innovating and turning change into opportunity. Sustainability is no different. The challenge now is to act decisively and turn it into a competitive advantage.

Get in touch: chloe.mcculloch@sac.co.uk