Posted by Janet Chu, Digital Marketing Executive

We ran the Green Gauge over to the Marketing Director of Reed Business Information, Lawrence Mitchell, to find out more about his eco-lifestyle.

What has had the biggest impact on your eco-awareness?

There have been so many small things from articles in magazines to trips overseas that have all had an impact on my awareness. For example, a trip to Brazil in 1994 brought home the impact that the shrinkage of the Amazon forest has had on wildlife and nature and that led to a thirst for more knowledge.

What difference has that made to your life?

As my knowledge and awareness grew, I made small changes to my life-style which now amounts to a significant change, in terms of diet (I eat a plant-based diet); waste (I buy less and composting and recycling are daily habits); energy (we keep the heat and lighting to levels that are comfortable, but not excessive) and transport (I use the car less, cycle and run when I can).   Overall, I now have some good principles which guide my lifestyle.

What is your biggest fear for the future?

Let me answer that a different way. My desire for the future is that our natural resources are sustained and can co-exist with a growing world population that appreciate their importance. In other words, there’s always a good balance between short-term, economic requirements and long-term sustainability.

Who is your green hero?

Fortunately we have some great leaders in this area and I particularly appreciate those people who provide data to support the emotional argument. A couple of books I’d recommend include: Chris Goodall’s  ‘How to Live a low-carbon life’ as well as Annie Leonard’s ‘The Story of Stuff’.  These are very practical guides that translate the big picture to day-to-day activities.

Do you have an eco-villain?

Yes, but no one I’d like to highlight specifically. With all big issues, there are going to be different perspectives and we need to appreciate all viewpoints.  The biggest eco-villains in my view are those people who refuse to engage and expand their knowledge for fear of having to make behaviour changes they don’t want to make.

And where do you sit on our Green Gauge (where 10 is deep green and 1 is a hint of apple)?

I'm a 7.

Lawrence Mitchell is a publisher and marketing director, as well as a director for Green Rewards. Having spent the bulk of his career working in publishing and information businesses and, as well as his role at Green Rewards, he is the marketing director for Reed Business Information, a large digital and magazine publisher. He is also a non-executive director for the Institute of Direct Marketing (IDM).