A NUMBER of negative reports in the media recently claim that support for environmental concerns is falling. At Going for Green we have found this is not the case.

One report was that a supermarket chain had withdrawn its environmentally-friendly products because sales had slumped. Another was that the Green Party was considering ceasing to put up candidates for local elections.

What commentators have failed to grasp is that environmental awareness is now very much part of our culture. Ten years ago there was virtually no environmental information printed on products. Now can anyone think of more than one or two which don't have it?

In the 1980s, there was much less awareness that what we were flushing down the drain or chucking in the bin could be harmful to our world. All that has, thankfully, changed but there is still much more to be done. The other great change, of course, is that all the major political parties now support green issues. I am one of the few people to successfully get John Major and Tony Blair to effectively share a platform. Both launched Going for Green in their own constituencies.

The political sea change was most noticeable at the Rio Summit in 1992 when Britain and many other countries pledged to support sustainable development.

This means allowing us to be thoughtful and creative about meeting the needs of the present generation without damaging the environment or preventing future generations from being able to meet their own needs and hopes. Going for Green is Britain's biggest environmental awareness campaign ever aimed at the general public. Launched in February, it has Department of the Environment and private sector backing.

The Green Code is the core of our campaign. It urges: 1. Cut down on waste 2. Save energy and natural resources 3. Travel sensibly 4. Prevent pollution 5. Look after the local environment.

Ultimately, it is the small actions of ordinary people coupled with the deeds of governments and businesses which will literally make a world of difference.

PROFESSOR GRAHAM ASHWORTH, Chairman, Going for Green.

Converted for the new archive on 14 July 2000. Some images and formatting may have been lost in the conversion.