Stunning response to Asia Pulp & Paper letter
Well, it's been quite a couple of days. When I finally found the inner courage to publish my thoughts on Asia Pulp & Paper (see next post below), I spent the rest of Friday feeling a mixture of nervous sickness and utter exhaustion. Years of frustration with this company had finally been released, in total editorial freedom, and I did not know how what I wrote would fare. I thought perhaps that as someone who makes a living from advising businesses I might have shot myself in the foot rather badly with the mortgage payers. Would NGO colleagues think I had gone too far in public? Would clients disapprove?
I could never have dreamt of the positive reaction my blog generated. Not just from NGOs, from whom I expected small scale polite approval, but received truly momentous and proactive support on Twitter and elsewhere. Tweet after tweet, Facebook 'likes' and personal messages too many to count. But also from businesses, large and small, who wrote to me confirming they shared my view. Clients, non clients, journalists, people I haven't heard from for years. Even competitor consultancy firms voiced their support. I could not possibly have imagined the degree to which my little blog post would be recirculated, but it has been, far and wide, and I can only thank all those who shared it for their efforts.
So far, only one reaction has been predictable. A circuitous approach from APP's PR firm, suggesting a private meeting. I'll pass on that one, thanks. Although I might be up for a public debate… And stony silence from the proverbial horse's mouth (APP). I've seen some rather silly tweets from Aida Greenbury, who is nominally in charge of 'sustainability' at APP, about her apparently having been here in London last week meeting 'all the people who matter'. To be honest, I'm not convinced she met anyone who matters to APP's future. But if her PR advisors have convinced her it was a successful trip, then jolly good luck to them all and she will think the large bill that will land on her desk at the end of June well worth paying. Why anyone would pay for the advice APP is getting remains a mystery. In APP fantasy land, it seems all PR is good PR.
Back in the real world, I sense we are approaching some sort of endgame with APP now. Something has to give. If it won't be APP themselves, then perhaps some of the cabal of useless advisors will emerge from the bunker and surrender to the overwhelming consensus that is pitted against them. Perhaps more big customers will delist APP as a supplier (it's around one a month on average at the moment). In an ideal world, APP will come to its senses, on both policy and communications, and admit they cannot persist in peddling their nonsense for a single day or tweet longer. I'm looking forward to seeing how things unfold in the next couple of weeks. Never mind the NGOs; APP's rapidly eroding customer base will not tolerate this drivel for much longer. Perhaps even some suppliers of APP greenwash will conclude it's time to walk?
Thank you all again for your truly incredible support. It has taught me that our short time on this earth is worth spending taking the occasional risk, when you really think something matters. This does – to so many. And we must scream our support for APP from the rooftops if they finally 'get it'.That would only be fair. I'll report further developments in the coming days and weeks. Whether APP becomes a global leader on sustainability (the best outcome) or whether they finally lose the ability to sell product to any big brand in their key markets (the last resort) this much I do know: we will win this argument. We have no choice. So let's keep going. Oh, and thanks to so many of you, I no longer feel sick, nervous or tired.
