The Sustainability Channel in association withLBB
EARTHDAY.ORG’s Tom Cosgrove Knows That Sustainability is Good for Business and the Planet
Production Company
London, UK
LBB speaks to EARTHDAY.ORG’s chief creative and content officer about the theme for 2022 and why a green future is a prosperous one

When the pandemic swept through the world, grinding an industry reliant on movement to a halt, conversations around climate and sustainability became impossible to ignore. In an effort to keep this positive momentum going, UK-based production company Presence has partnered with LBB to support a brand new Sustainability Channel for essential discussion around green practices and knowledge sharing.


Today, we speak with Tom Cosgrove, chief creative and content officer, at EARTHDAY.ORG. Founded on April 22nd, 1970, the date marked the start of the modern environmentalist movement and the very first Earth Day. Since then, EARTHDAY.ORG has been providing a voice to the continually increasing awareness of environmental issues. Widely recognised as the largest secular observance in the world (more than a billion people are said to participate annually), it’s a day of action aimed at creating global, national and local policy changes. For 2022, the theme is ‘Invest in Our Planet’ - Tom tells us why a green future is a prosperous one.


LBB> The theme for Earth Day 2022 is ‘Invest in Our Planet’, how did you arrive at this overarching message?


Tom> For Earth Day 2022, we wanted to convey that it’s going to take all of us – businesses, governments, and citizens – all in to make a significant impact toward our sustainability, conservation, and restoration goals. Everyone accounted for, and everyone accountable. This partnership for the planet is going to be the key to combating humanity’s greatest threat. 


LBB> What other trends or insights have informed this year’s theme for Earth Day?


Tom> After COP26, it is clear that national governments and multilateral institutions alone will not solve the climate crisis. Unfortunately, science, indisputable facts and dire warnings were not changing minds and rapidly inspiring action as fast as the relentless march of climate change required. This year, our theme speaks to the opportunities businesses, governments, and individuals all collectively have to advance climate action. 


Despite global inaction, historic green economic and scientific change are accelerating. Not only are there new innovations revolutionising all industries, there is a greater push for a green economy that brings back the health of our planet, protects our species, and provides opportunities for all.


LBB> Can you explain how businesses specifically need to play a part in a more sustainable future and where they should invest ?


Tom> There are many businesses that have been taking slow strides to revolutionise their companies to more green alternatives but it is time to kick this into overdrive. It is time they commit to investing in more sustainable packaging and production, investing in R&D to discover new innovative and sustainable practices that pertain to their operation, as well as do their part in awareness building within their industry and their consumers. It’s time for businesses to become activists for the climate and planet earth.


LBB> What positives could businesses expect to see who invest in stronger (Environmental Social Governance)?


Tom> Studies show a direct correlation between sustainable business practices, share prices, growth opportunities, and business performance. Companies who develop strong Environmental Social Governance (ESG) standards have better profitability, stronger financials, more productive employees, and more resilient stock performance. 


Additionally, sustainable businesses will also take the lead in engaging a new consumer pool. Research tells us that consumers are ready and willing to support green endeavours. According to a 2021 study from Deloitte in the United Kingdom, 34% percent of respondents chose to shop at brands with environmentally sustainable values and Gen Z is leading the way, adopting more sustainable behaviours and rejecting brands that fail to address their ethical or sustainability concerns. These businesses have been shown to have a competitive advantage when they adopt sustainability measures.


LBB> And what small (or big) changes can these businesses be making right now to address this?


Tom> With any company, the first step is education. From there, it is important to define how sustainability will look for the business and put together a strategy. Depending on the sector, businesses can be looking at their supply chain, at their energy sources, and at their messaging to their consumers.

Work from Presence