Two months ago, the results of the general election sent a clear message: the political landscape is shifting, and sustainability is no longer the priority it once (claimed) it was, politically. The climate crisis was barely mentioned during the campaign, as politicians diverted the conversation towards issues like immigration and taxation. It seems that they believe the public has grown tired of hearing about the climate.

We’ve grown accustomed to the pro-sustainability rhetoric that encourages us to change our lifestyles—stop driving, stop eating meat, stop doing things we enjoy. With the rising cost of living, many of us find it hard to accept being told to upgrade our boilers, especially when it means spending money we don’t have. The words “sustainability” and “green” have started to feel more like burdens than solutions, and when we feel burdened, we become fearful.

This fear was a key factor in the recent election. Across Europe and the West, right-leaning parties capitalized on this sentiment, framing sustainable policies as an unnecessary burden. They combined this message with strong anti-immigration rhetoric, successfully drawing voters away from the center-left. The election results reflect this shift, with voters swinging to the right in significant numbers. But we can’t afford to shy away from Green policies now. Chris Stark, the chief executive of the Carbon Trust and former head of the Climate Change Committee, warned that “The next parliament will determine whether the UK meets its climate commitments in 2030 and beyond.”

We need action now, not later.

Even young voters, who were traditionally expected to lean left and support Green policies, defied expectations by supporting far-right parties. In Germany, Maximilian Krah of the AfD party gained a massive following among young people on TikTok by promising them they wouldn’t have to make sacrifices to save the climate. Similar tactics were employed by the Reform party in the UK, which saw a significant rise in popularity during the election.

Across Europe, anti-Green sentiments have pushed even centrist parties to roll back Net Zero targets and abandon green energy initiatives. Since the start of the year, about £40bn has been withdrawn from ESG sustainable funds globally. The Green Party experienced a devastating loss in the European elections, dropping almost 30 seats to hold just 53. Meanwhile, the European Conservatives and Reformists (ECR) and the Identity and Democracy (ID) group—the two farthest-right factions in the European Parliament—now control 131 seats. These trends do not bode well for the future of Green policies in the UK.

In this environment of personal and governmental disengagement from sustainability goals, it’s more crucial than ever for businesses to take the lead. While the average UK household income is just £38,100, the average profit of a UK SME is £119,000. Businesses have the power to drive change when individuals are turning away from climate activism. SMEs, especially B Corps, could be the key to advancing sustainability by easing the burden on individuals. The challenge now is to make sustainability inclusive again.

Sustainable action includes social action, and it feels like in the onslaught of perceived personal burdens, we have forgotten that sustainability isn’t a sacrifice. It’s an investment in the future.

We may not always have the option to buy the more expensive, ‘sustainable’ products, but we can still support businesses that are fighting for a better future. And when the next election comes, we can all vote for leaders who will champion sustainable policies.

We can all afford to vote for a sustainable future.

Sources: 

1. https://www.politico.eu/article/far-right-afd-group-alternative-for-germany-expel-maximilian-krah-scandal/
2. https://www.ft.com/content/e77e1863-5a78-4d16-933c-6a665a66f261
3. https://www.theguardian.com/politics/article/2024/jun/10/disappointing-and-surprising-why-isnt-this-a-climate-election-in-the-uk 
4. https://www.ft.com/content/f17db0b1-8dad-4bfe-8fca-5c0e0891e5a2
5. https://www.politico.eu/europe-poll-of-polls/european-parliament-election/
6. https://www.ons.gov.uk/peoplepopulationandcommunity/personalandhouseholdfinances/incomeandwealth/bulletins/theeffectsoftaxesandbenefitsonhouseholdincome/financialyearending2022#:~:text=In%20the%20financial%20year%20ending%20(FYE)%202022%2C%20median%20household,poorest%20fifth%20(%C2%A38%2C200).
7. https://www.statista.com/statistics/291299/average-profit-of-smes-in-the-uk-by-enterprise-size/#:~:text=In%202022%2C%20the%20average%20profit,profit%20of%20around%20ten%20thousand.