Today on my Twitter feed I came across the article “Sustainability is dead. Long live sustainability” on ZDNet. Dead… really? Over the last few years I’ve seen sustainability conversation increase, rather than decrease. Lately, though, I’ve been turned off by the constant use — overuse, actually — of the word “sustainability” to mean all sorts of things to all sorts of people. At the same time, I’ve become more convinced that the systems thinking and design capabilities demanded of sustainability practitioners will only become important. Based on that ZDNet article, I’m certainly not the only person who feels this way.
The sustainability conversation is maturing. Many people continue to talk about “green”-this and “eco”-that, but conscious enterprises are already moving away from words and toward processes that improve their environmental performance. I personally no longer think of sustainability as just being about the environment. In fact, I want for industry to let go of “balancing” social, environmental, and financial factors and embrace business models that create profit as a direct result of improving society and the environment.
See also:
- The death of green marketing.
- The death of green marketing: a summary of comments.
- Sustainability is about more than energy.
Photo “Tall” by SFB579, on Flickr.








