"The media, your own colleagues and customers will be aware" if you pretend to have good sustainability credentials, said Browne. And when something does go wrong you need to be ready, he advised. "You've lost it if you don't have a response plan in place within 24 hours." He recommended people "look under rocks" and seek input from critics to uncover risks.

Browne said a good starting point was for procurement professionals to look at their invoices to see where resources were expended and judge the amount of carbon emissions their organisations produced. He urged people to "innovate and find a niche in the market" and to share best practice with colleagues and peers.

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