Quite suddenly, or so it seemed, in the 1980s people became concerned about the planet. Of course, there had always been those who preached the gospel of environmentalism but they were relatively few and it was believed that most sported sandals and long hair. Then the hole in the ozone layer was discovered and the green movement entered a new phase. In the past, dirty air or water had been seen as lamentable but largely containable; there was always the possibility of rinding an unpolluted part of the world in which to start again and, if we thought it was worth the money, we could always clean up our own back yard.

But a hole in the stratospheric ozone layer which could allow harmful ultra-violet radiation to reach the earth's surface seemed irrecoverable and to threaten us all. The problem was perceived to be global and within a few years an international agreement was signed to limit CFC emissions and the Commission of the European Community had brought in over 250 environmental directives, mostly aimed at businesses.

At the same time, business itself became aware of the market for green products.