You’ve probably seen the ads if you watch the Beeb or CNN: a dreary-postindustrialised world in CGI that is thoroughly transformed into a tree-hugger paradise when Sean Connery pronounces the magic words “Back to common sense, it’s time for green banking” in that lovely Scottish accent of his.

I’m terribly sorry to say this but if you don’t explain to me properly why would I believe you as a bank stand for sustainable development and a reduced carbon footprint, even if I have no chance of becoming your retail customer I’d say you’re full of it (and quite some people agree).  These are the kinds of campaigns that give marketing a bad name, really.