Counting the cost

Puma is one of the largest business brands to date to publish the estimated cost to nature of a year's trading - which they've estimated as EUR94 million for water and CO2 and an additional EUR51million for land use, pollution and waste.

It's a bold, important move that they've taken, and one that in time, must be followed by many if not most large businesses as we start to count the true cost of living the way we do. As Wales develops the Natural Environment Framework, Accounting for Sustainability and TEEB publish their data, the legislative and operational frameworks needed to make change will become clearer, stronger and more compelling.