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09/05/2011
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Bette Harms and Greet Overbeek
In a spring marred by the chilling wind of government cuts, plans proposed by Mark Rutte’s cabinet have shaken the nature sector to its roots. A radical overhaul of policy on nature is proposed, which will wipe out the priority for EHS (the national ecological infrastructure) and the planned ecological linking of conservation areas. In November, Bas Arts blogged his concern that that the nature sector was suffering from an overdose of rules and regulations in conservation areas and diminishing support from citizens and businesses, as well as itself being too eco-centric and lacking in social and political commitment.
However, we do not think that opening the windows to socially charismatic people keen to enter into debate will be enough. An open window certainly allows a better view of the organisation, but it says nothing about the organisation´s willingness to listen and change. On the other hand, opening the doors and encouraging nature organisations to welcome new visions from other parties in society may well help. It would require a different mentality on the part of the nature organisations, which are used to acting as ‘government pets’. Fundraisers in some nature organisations see their managements investing huge efforts in government, but showing little interest in opportunities with the business sector. This is often seen as an issue by marketing and PR staff trying to promote the ‘unique selling points’ of the nature organisation. The management teams of these organisations appear unable to set this as a priority and are passing up a good opportunity to let businesses tell them what they value most in a nature organisation. This is a great pity. Questions about the ‘unique buying points’ of nature organisations form a good starting point for generating new ideas. Fortunately, the managements of the Provincial Landscape Authorities set great store by contact with the business sector and are keen to collaborate by sharing knowledge and consumer and member networks.
Non-EHS-related nature organisations like the Society for the Protection of Birds and the World Wide Fund for Nature have already been cooperating with the business sector for many years, selecting the businesses on the basis of the contribution they can make to nature. The World Wide Fund for Nature in particular selects partners according to their willingness to make their production chains more sustainable. This organisation is able to implement strict selection criteria thanks to its strong image. To our mind, EHS-related organisations still have a long way to go in this respect if they are to attract partners in commercial business. Part of their potential strength lies in the fields, woods and dunes dotted around so many regions, but a greater part lies in their ability to serve as a strong organisation able to bring people together in these areas and offer relaxation amidst the ever-quickening pace of Dutch society. To achieve this kind of professionalization, we must combine forces and make sure that the nature organisations form a united front. Defragmentation will not only boost the position of nature organisations in their working relationships with other parties, but it will also protect them from ´greenwashing´, whereby companies create a green image for themselves without actually doing anything extra.
Bette Harms and Greet Overbeek (LEI, part of Wageningen UR) with reference to their research for the Netherlands Environmental Assessment Agency PBL into collaboration between nature organisations and businesses