He said that when President Kennedy talked about going into space “he didn’t know how to do it, but he knew that we, mankind, would do it. Today we are facing the same situation”.

“We can’t work to create a future that we can’t imagine. That’s what leaders do. They dream of what is possible and then move to make it happen.”

In relation to implementing environmentally friendly measures Ellyard said only 35 per cent of businesses think this will give them a competitive advantage, “but that stance is absolutely not true. Success goes to those who get to the future first … the whole world will be your marketplace.”

Ellyard told the 180-plus crowd that we are in the midst of a global conversation that will span two generations. “Between now and 2050 the global community will focus on achieving zero net collateral damage to the environment.”
   
Despite the sceptics, Ellyard believes this is absolutely achieveable. Some would suggest it is mandatory.

What will the future look like? The sun will be the main source of energy, waste will be abolished as a concept, and industries will work together as communities for a common purpose.
   
“I’m sick of hearing industries with vested interests bleating about the impact of environmental change; they are thinking only of their industrial gain.”

So where does print sit in the picture? Ellyard set the group a challenge – “sustainable print. Can you imagine it?”

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