In his latest blog, our company director Brandon takes a look at ‘nudging’ and how it relates to an overfished ocean strategy. Huh?

It’s a neat way of explaining how we all have a role to play in using resources wisely.

If I nudge you, will you nudge your colleague and ask them to nudge their client? It’s what we’re asking all our professional connections to do to try to change the mindset that has become known as the overfished ocean strategy.

I won’t lay claim to the central notion, propounded by Nadya Zhexembayeva, but I have become an advocate of what the concept stands for. In short, it’s about recognising that we’re coming to the end of what we call the ‘throw-away’ society, whether we like it or not.

Until quite recently, those of us in developed nations have enjoyed falling prices on near all raw materials. So we’ve been able to grow our population, increase consumption and still pay less. Not much longer. By 2030, there will be around three billion more middle class consumers, all looking to catch fish in the same pond, to buy the same stuff. It’s not sustainable.

We need the waste of one cycle to become the content for another; to create more from less; to adopt a change in mindset…a new way of looking at how we function.

At Eco Friendly Tiles, we’re pretty much aligned to the first two of these pre-requisites for the new era. We’re heavy users of recycled and pre-consumer content in our tile ranges and we create ultra-thin tiles that use up to 75% lower virgin material. And we use solar power extensively in our low carbon manufacturing process.

As for mindset, it’s probably the most important part of our business. We get that we’re dealing with finite resources. And without being too preachy we’d like you to get it too, if you don’t already.

So if you’ve yet to be convinced that being resource meagre is the way forward, can I nudge you to think again? The perhaps, you can nudge one of your clients towards taking decisions in the built environment that are first and foremost good for the planet…because as you can see from our product range, going green doesn’t involve any compromise in quality or design.

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