According to Michael Gadney, Sales Director at Genesis: “Our desire to be as responsible and as sustainable as we can is not something that we are doing because we have to, but because it is the right thing to do. It’s not because Government legislation is forcing us down a particular route. We are going down the environmental road because we believe it is the right thing to do.”
Although they are often asked by customers how much of their product packaging is recyclable, when it comes to the products themselves, he says they do not normally get asked any more detailed information beyond the origin of a product, not how is it getting to the UK or anything about the carbon footprint.

“I don’t find this particularly surprising,” says Michael Gadney. “I don’t think they go into any more detail because, as long as they’ve asked the question they’ve ticked the box. Here at Genesis we believe in sustainability, we think it’s the right thing to do, but the problem is getting people to pay for it. It takes a lot to be the pioneer in this industry, especially in a commodity sector like accessories. If you went out there and said your product was going to cost 20 to 30% more, but you should buy it because it’s the right thing to do, unfortunately you wouldn’t get far. We win a lot of specifications because we are competitive. If we said we’re not competitive, but we’re sustainable, we probably wouldn’t win them.

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