From personal experience as the ex-head of sustainability at a retailer, I can safely say that the consumer wants it all. We have created a food shopping environment where cheap and convenient is the norm. The drive toward cheap and convenient has a cost. That cost however has been to the planet, other humans out of direct sight and our own health. 

To unpick this tightly wound web is going to be a challenge. We can produce better quality, more ethical products, but these inevitably will come at a cost that the consumer is not interested in accepting. M&S has been achieving higher standards for years but existing only in a market of people with higher disposable incomes. 

We must ensure that the changes being made throughout businesses start with the win-win items that don’t increase cost and just bring about efficiency gains and cut out waste. 

When these are exhausted and the tricker decisions around investment start, there is a deep understanding of the value that these create. Both for the end consumer and to the business investing. This is sometimes a difficult thing to quantify, but without doubt these upsides exist.