Juan Verde: “Companies must be convinced that committing to sustainability is good for them”

Currently working on it White House On matters related to foreign trade.

ADVERT

The United States has always been spoken of as a world economic power par excellence. But many people believe that Chinese They will eventually get over it, is this seen as a threat?

I don’t know if the word is threat or not, but no one is aware that the world is heading towards a great polarization between two great powers. This is evident in all kinds of strategic sectors of the world economy, such as technology. Globalization will cease to exist, foreign trade as we knew it before Covid has nothing to do with today’s world: both Europe and the USA were absolutely dependent on China in strategic sectors such as pharmaceutical production. We now see a new economic model with two major sides.

You say Spain has suffered greatly from the trade war embers Towards the European Union. Is this something that changes with the new president?

Four years into Trump’s presidency, relations with Europe have suffered. Not only because of the barriers to trade, but also because the privileged relationship that the United States enjoys with Europe through NATO is being questioned. Now, with the war in Ukraine, it has become clear that it is very important for us to be united and united. This new Democratic administration has once again returned to the path of what makes sense: greater cooperation.

When we look at the war in Ukraine, we already see many effects such as rising prices and inflation. What might happen to Spain if this conflict continues?

I am very worried about the war, but first of all we are starting to see certain signs of fatigue. I think in the beginning public opinion was very clear on this issue, supporting the defense of Ukraine, but like everything else, this fades over time. There’s a lot at stake, and I think that’s part of the bet Putin is playing: waiting for unconditional support to wane. If Russia has its own way, why stop there? Why not go with Lithuania, Estonia, Latvia or Poland? It could be very dangerous for the European Union.

Now we get into the topic of green consumption, which you came to talk about to open a course at the Manuel Peleteiro school. What is your personal reason behind why you support sustainability so much?

It was before and after my work with Al Gore, the former vice president of the United States. He is committed to raising public awareness and putting the issue of climate change on leaders’ tables. I had the chance to start working with him at that time, around 2005, at a time when few people knew he would go down in history for bringing this issue to the forefront. The scientific community has been warning us for 30 years, but because it is a complex issue, no one listened or paid attention. Al Gore’s greatest feature was that he tackled such a difficult subject and conveyed it in a simple and easy-to-understand way.

Many companies are considering this Sustainability This is an additional cost but an opportunity for you, how?

I think this is an opportunity because companies that do this make a lot of money. Beyond this, they need to understand sustainability as an opportunity because consumption areas and financing capacity are changing. It’s a company that’s not sustainable, it can’t be financed by a bank, there’s a regulatory issue, if they don’t move forward they will have to do so in the long term. The new generations are very clear: They always want to work with companies with which they share common values. You have to be green now because there are growth opportunities.

Speaking of youth, they are betting on models such as fast fashion. To what extent do we need to change the way we consume because we are used to buying cheap things?

The problem is not consumption, but irresponsible consumption. What can we do to change this? Fast fashion is irresponsible. Leaders need to be brave enough to tell a company that if it pollutes, it must pay the price. We shouldn’t have to choose between one thing and another; instead we should have sustainable products at the same price as non-sustainable products. We must legislate better and buy better.

How can you make the cost of a sustainable garment the same as the cost from fast fashion?

A sweatshirt produced without following environmental protocols must pay the price for what is contaminated. Pollution occurring in other countries also affects us here. This is a global problem and solutions need to be provided, through good or bad means. Regulation and legalization are important. We should reward companies that do this job well.

Do we really have the courage to punish companies with unsustainable models?

There is neither the courage nor the political will to commit to sustainability. How do you change the lack of political will? Because they can impose sanctions, they can force companies that pollute the environment to compensate for this pollution… As consumers, we cannot wait for governments and companies to change, but we must force them to change by buying better and voting for better. We must trust leaders with will and courage.

Since who you vote for is so important, how important is it to raise public awareness?

It is no longer a matter of knowledge. Most of us know that climate change is real and that climate disasters are real. What is missing is the ability to sacrifice our comfort. I travel a lot and at the end of the year I monitor and compensate for my carbon footprint. It wouldn’t be a problem if everyone compensated him. If governments forced this, we would think long and hard before doing things.

Therefore, from political positions, it is the public who must vote to accelerate this sustainability. But then politicians need to make people sustainable.

This is what needs to be done. After COVID, Europe decided to create New Generation Funds. They were proven right by showing that public money is not free and involves a number of considerations. If it intervenes in European airlines, it should force them to switch to clean fuels. Not all companies are the same: There are those that pollute more, which are part of the problem, and those that pollute less. I believe this should be the responsibility of politicians and we need to think about future generations.

Coordinating relationships between governments and companies are common. Do you really believe that this dialogue could be contrary to the interests of citizens?

I’m not saying they should cut ties with companies, they need to convince them that it’s good for them. The politician’s job is to persuade others to participate by fraud or dishonesty.