A Green and Pleasant Land?

What I’m about to say may not be new. But kicks up the backside of the UK environmental market are like buses. You can wait a long time for one then all at once two come along at the same time. Although this might sound simplistic, the current level of activity that is taking place in the market suggests this is the case. We are seeing regulatory change as well as re-emerging sectoral opportunities. Indeed, if it wasn’t for the date it might appear we were back in the eighties when the dawn of a new green economy was first being mooted.

Part of the reason for the renewed interest in the sector comes from the role of the EU. While policy activity towards the environmental sector waxes and wanes, it has a long-term aim of raising environmental standards across the community. Interest is high at the moment with this partly because of the recent entry of new states to the community in May 2004.

As for areas of interest, two old favourites are being targeted. These are water and waste. The water sector has recently been strengthened with a new Water Framework Directive. The waste sector has seen a number of more specific pieces of legislation. These include Directives on the use of landfill, hazardous waste as well as restrictions on the disposal of consumable products - The WEEE Directive.

The UK government is also weighing into the market in trying to assist its growth – although here the continuing confusion over the future direction of government policy towards the sector remains. The recent re-organisation of TradePartnersUK (now UKTI), JEMU (now EISU and EIU) are both meant to assist the environmental sector’s long-term development. Further support comes from the increased funding that is being made available to assist the development of new technologies as well to push strategic segments of the market such as renewables.

As a member of the environmental goods and services community you might well be stimulated by these new opportunities. If I appear cynical I am because we have all seen these false dawns before. What do you do?

Presumably you will wish to take advantage of these opportunities before your competitors but how? Do you develop your existing product/service or market? Or do you look at targeting an emerging opportunity? Maybe you’re a little more ambitious and want to enter a new market? Whatever your decision, we would ask you to take a few steps back and stop!

The main reason for a company failing is not knowing its market. Even if you decide to continue along an already well trodden path you might suffer difficulties. Market conditions can change as quickly as overnight. Individual customers and customer groups are even more difficult to predict when outside factors such as the actions of competitors as well as personal factors come into play. Large and small businesses can be affected. What were once markets that were easy to understand can soon become difficult to track – even formally.

Reflecting such challenges, Leading Edge’s environmental group is seeing a greater proportion of its work looking at ways of minimising risk. These risks can be in a customer’s existing or planned market. Our approach can range from analysing the decision making process through to matching customer expectations with supplier’s perceived understanding of needs.

Even if you believe that you know your own market, we would ask you to think about its dynamics carefully. Often an outsider with the specialist skills we have at our disposal can make the difference. If you feel that we can work with you in achieving your ambitions, then make contact.

For further information speak with Chris Hadley: chris.hadley[@]lead-edge.co.uk

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