Organisations which once saw themselves as sworn enemies will increasingly flirt with and propose new forms of relationship to opponents seen to hold some of the keys to success in the new order. As even groups like Greenpeace gear up for this new approach, we will see a further acceleration of the trends driving the third and fourth sustainability revolutions. None of this means that we will see an end to friction or even outright conflict. Instead, campaigning groups will need to work out ways of simultaneously challenging and working with the same industry or even the same company. Time Time is short, we are told.
Time is money.
But, driven by the sustainability agenda, Revolution 6 will promote a profound shift in the way we understand and manage time. As the latest news erupts through CNN and other channels within seconds of the relevant events happening on the other side of the world, and as more than a trillion dollars sluices around the world every working day, so business finds that current time is becoming ever 'wider'. This involves the opening out of the time dimension, with more and more happening every minute of every day. By contrast, the sustainability agenda is pushing us in the other direction towards 'long' time. Given that most politicians and business leaders find it hard to think even two or three years ahead, the scale of the challenge is indicated by the fact that the emerging agenda requires thinking across decades, generations and, in some instances, centuries.