Sustainability: A land of confusion?

The more I read and hear about sustainability, the more confused I get about what the people making statements about it really mean, if they mean anything at all.

Very clearly, everyone now goes sustainable or green or whichever other term they choose. It is almost as if sustainability is a completely new revolutionary concept. No, it is not. That was the way people lived for ages, before we started thinking that we did not have to live by Nature’s laws. Yes, in the old times people would repair their socks instead of throwing them away. What were they thinking?

Two things really worry me about the current sustainability approach. The first one is companies appointing one person in charge of sustainability. Can sustainability be a separate entity in an organization or has what should be our most basic thinking been so forgotten that someone needs to reinvent it? I do not think so. Sustainability is everyone’s concern and if there is a CSO (S for you know what), it should be the person at the very top, imposing sustainability thinking to every employee in the company. This topic is too important to delegate. The second one is how quickly businesses that have shown some serious deficiencies in the sustainability area now come out very quickly with all sorts of announcement and even certification proving how well they are doing. Of course, on the other hand, there are the market watchers claiming that some of these claims are not true.

For instance, I am getting more and more confused by how quickly, and almost on a weekly basis, restaurants and supermarkets are able to source sustainable seafood. As such, this is great news. Yet, it makes me even wonder if there indeed was an overfishing problem. Something just does not quite add up.

There are those who seem to reduce sustainability in food production to organic or to small farms, almost as if the Amish way, with all due respect for the Amish, is the only way forward. I disagree with this rather reductionist thinking. I believe that with all the technology that we currently have, we can be sustainable and modern.

Therefore, for those who, like me, are confused about what they hear and read, here are a few statements about how I think about the subject, and I hope that they are not confusing to you.

  1. Per definition, what is not sustainable has no future. Therefore, just do it, instead of talking how you would do it.
  2. Everything that continuously depletes a source of our basic essential needs is not sustainable. Think about it before depletion reaches the point of no return!
  3. Everything that continuously increases the level of harmful components in what we breathe, drink or eat is not sustainable. Think about it before increasing water, air, soil and food pollution!

It is just this practical.

Copyright 2009 The Happy Future Group Consulting Ltd.

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