Blog / ESG It all started with a comment… 2 January 2025 — by Barry Bassett Sometimes, transformative change begins with the simplest of moments and for VMI, it all started with a comment. Back in 2018, like many companies, we regularly sent out customer surveys to gather feedback. Most responses were positive, but occasionally, we received constructive criticism. As directors, we faced a choice: act on the feedback or ignore it because it felt too difficult or inconvenient.This time, however, one comment from a producer, struck a chord.A Catalyst for ChangeThe comment came from Brodie Lea, a self-employed video producer, who highlighted an industry-wide issue: the use of single-use plastic to wrap inventory for hire. Like most rental companies, VMI used plastic to protect deliveries and ensure filters and cables were verified. Brodie’s question was simple but challenging: Could we do this differently?Instead of brushing it aside, we decided to act.A First Attempt: EPI Additive Plastic Our first step was to consult our plastic supplier, who offered us biodegradable plastic tubing with an EPI additive. Their marketing materials made it look like an ideal solution. We printed “100% biodegradable” on the packaging and began using it. But I was curious: how quickly would this material break down? I decided to test it. I left a square of the new plastic outside alongside traditional plastic, expecting rapid decomposition. While the new plastic looked disheveled after a short time, 16 months later, it was still there. In fact, even when buried in a compost heap, it had only degraded by 5% after 11 months. At that rate, it would take 20 years to fully decompose. After more than 509 days in the open air, the bio-degradable plastic tubing shows real signs of breaking down but it is most definitely still there.We had to face an uncomfortable truth: the plastic wasn’t as biodegradable as we thought. Marketing it as such without clarification felt misleading.A Better Solution: Potato Starch Bags Our next move was to explore alternatives. This led us to potato starch bags—truly biodegradable and compostable. When tested in the same compost heap, these bags virtually disappeared within three months. This solution, while more expensive, was undeniably better for the environment. However, there was a new challenge: shelf life. How long could these bags last in storage before breaking down? To find out, we pinned potato starch bags in different environments—our stockroom, my office, and the warehouse—and monitored them for a year. The results were promising: the bags held up perfectly in non-humid conditions.The ResultArmed with this knowledge, VMI placed a large order of potato starch bags. Starting October 2022, these bags will be used to seal filters and high-value cables. Clearly labeled as “100% biodegradable” and “100% potato starch,” they represent a step forward in our commitment to sustainability.Lessons LearnedReflecting on this journey, a few key insights stand out:Feedback is a Gift: Brodie’s comment sparked this entire shift. It’s a reminder to listen, even when feedback feels uncomfortable. Curiosity Drives Progress: Testing materials and questioning assumptions helped us uncover better solutions. Transparency Matters: Marketing claims must align with reality to maintain trust and integrity. Collaboration is Key: Sharing our findings through the Camera Rental Company Sustainability Group ensures the industry grows together.A Call to ActionVMI became one of the first 12 members of a pilot study by the London Mayor to be part of their Business Futures program in 2021, which involved VMI being one of 12 companies trained by Imperial College in their seminal sustainability course called the BF+ Programme. This led to all of VMI’s sustainability initiatives being implemented and which helped to decarbonise VMI, to install 55KW of solar panels, purchase EVs and set up the industry rental sustainability project, which energised many rental companies to pivot and introduce sustainability initiatives.However, it began with a single decision to act on Brodie’s observation and comment and demonstrates that by taking meaningful, incremental actions, we can make a real difference.This journey has also been a poignant reminder that the decision to act on feedback, no matter how inconvenient, can lead to lasting change.To everyone reading this: let’s continue to question, innovate, and share what we learn. Together, we can build a more sustainable future.Barry Bassett is the Managing Director of VMI, a video equipment rental company committed to sustainability. In 2022, VMI was awarded West London Business Company of the Year and recognized as a Hero of Net Zero at the COP26 summit.It is little actions like these that we can all take that can make a difference to climate actionBarry Bassett