The climate change debate is changing. Stage one was the no it isn't /yes it is debate, stage two was woe is us, the end of the world is nigh and now we begin to discuss and implement practical solutions.

For those who believe we have woken up too late, here is some reassuring maths from someone who woke up before almost anyone else.

Welcome to summit season on Planet Earth.  We have just concluded a new round of promises to half the rate of biodiversity loss by 2020, having spectacularly failed to do this, as promised, between 2000 and 2010.  Next is the Climate Change summit in Cancun that seeks to repair some of the damage caused by squabbling leaders last year in Copenhagen.

While we squawk, the world burns.  It’s time to listen – if those radio telescopes tuning in to the farthest reaches of the universe, tuned their sensitive ears to Planet Earth, here are some messages they would pick up.

If you want to build a bridge, study architecture for five years, find a junior job in a prestigious practice, work your way up & if you are lucky, you may get that assignment one day in your career. Or, at the age of 19, you can go to a distressed area and follow the Nike line - just do it.

 “What are we gong to do with Jannie?  He’s been good for the company, loyal, maybe not inspired, but what a worker.   Slowing down a bit though – time to move him on, a bit too early to put out to pasture though.  How about making him head of CSI?”
“Maybe that should be an affirmative position.  It helps the scorecard.  Do we have any black females?”
“There’s an Indian female in my division.  Does she score as many BEE points?”   

You engage the senses.  First is sight:  the palest gold.  Next is smell; tropical fruit with notes of cut grass.  The taste has the zest of a new summer, without the tart aftertaste Sauvignon Blancs often leave.  Then you hear (or at least feel) the croaks of gratitude from all the endangered toads you save.

Coca Cola is the most valuable brand in the world, so when its new chairman announces a new policy, all brand builders should take note.

Nike had a foundation for social investments.  No more.  So did MultiChoice, but no more. Does it mean they take social investing less seriously?  On the contrary – these investments are being integrated into the fabric of their business and brands.

But why should a corporation venture into social investments in the first place?

Who has the social responsibility portfolio in your company:  a Young Turk, a safe affirmative action appointee, or one of the old guard awaiting retirement?  If social responsibility is seen as corporate charity, all you need is an able administrator.  If it seen as something deeper – a mutually rewarding relationship with your society – you will also need a social vision.