Currently, businesses are changing. To the digitalization pattern we add the more sustainable aware attitude companies are taking. It is constantly in debate whether the companies should be forced by governments to change their business models or the company itself should change the way they use and consume resources.
Personally, I think that companies should not be forced to change the way they operate. However, the ones that do change their business model to meet sustainability should be rewarded or at least receive notoriety by doing so.
Extrapolating the situation to a day to day situation we find some initiatives governments are starting up, not for companies, but for individuals.
In Europe, due to the high level of polluted air in the cities, some new regulations are starting to appear. For instance, in Barcelona, any diesel-powered vehicle that is over 10 years old won’t be able to drive in the city from 1st January 2020. This initiative will reduce air pollution and will force drivers to renew their car for less polluting vehicles. However, the main intention to use public transport for city commutes.
Ada Colau, mayor of Barcelona is starting a new initiative in order to encourage the use of public transport. After lowering the price of the most popular public transport card (T-10, which are ten rides) which had been rising every year since 2012, she offered a solution for the owners of the more than 10 years old cars.
If they were to sell the car obliged by the new law, they would receive a free public transport pass for 3 years. However, the small print says that they would not be allowed to buy a car in those 3 years.
This as an example of an environmental regulation that will affect many citizens of Barcelona and a way to reward the “environmentally clean” citizens. This is an example of what governments could do with companies, rewarding them in a way that reaches the public image so that sustainability is more valued. An option could be creating an EcoFriendly label issued by governments themselves.