Consumer-Led Environmental Change:

(3.5 minute read)

In recent decades, society has undergone a major shift in how it views environmental responsibility. Once seen as the domain of environmentalists and niche groups (sometimes called tree-huggers), the call for sustainable practices has become a mainstream expectation, embedded into consumer habits and business strategies. While governments can influence the pace and nature of environmental regulations, it’s increasingly evident that the momentum for change is now largely driven by the public¹ – and that momentum is growing, despite resistance from some segments.

When I first came to work in the building industry, nobody had heard of environmental declarations or certifications. It was a very different landscape. In fact, back in the late ’90s when we initially experimented with incorporating waste plastic into concrete products at Jagas, the interest we received was mainly focused on whether it could improve the performance of the concrete. The environmental clean-up factor was not on people’s radar.

But for me, it was personal. My father was brought up with a strong belief in “waste not, want not.” His drive to reuse, repair, and make do with what was available was ingrained in us. That ethos stuck with me. Even though it wasn’t commercially viable at the time – especially with mixed waste streams and the emerging challenge of plastic separation – I always believed it was the right direction. Now, two decades later, that vision is being realised. The conversation has shifted. Society is no longer waiting for top-down permission to care about the planet.

Consumers are driving change across industries. Supermarkets are dropping single-use plastics, manufacturers are investing in circular economy models, and building designers are specifying sustainable materials as standard. These shifts aren’t necessarily legislated – they’re expected. Jack, one of my co-founders, brings the same passion he has for surfing to championing sustainable choices, proving that individual action can ripple into global impact.

Even when governments attempt to roll back environmental progress, society often pushes ahead. In business, for example, New Zealand’s Company Law now allows Directors to consider environmental outcomes in their decision-making². While a newly elected government might try to reverse this³, many companies are already embedded in ESG frameworks because that’s what shareholders, customers, and future employees expect.

Globally, despite fluctuating political will, environmental initiatives continue. U.S. states pushed ahead with clean energy policies even under federal rollbacks. Europe is accelerating sustainability through regulation and cultural momentum. Similarly, the rise of electric vehicles (EVs) isn’t merely the result of government subsidies. Car manufacturers like Tesla led the way, driven by visionary early adopters with a mix of environmental values, tech enthusiasm, and a desire to support bold innovation that challenged the status quo. Now nearly all major automakers, are investing heavily in EVs to stay relevant in a market that is increasingly prioritising carbon-conscious options, despite Tesla’s leader now seeming to have changed direction⁴.

The truth is, society doesn’t go backwards. Once people are informed and empowered, they keep moving forward. And in my experience, when you pair traditional values like those passed on by my father with modern tools and innovation, that’s when real, lasting change begins.

We’re not turning back—and nor should we.