The first rule of sustainability is to align with natural forces, or at least not try to defy them.
Sentiment: POSITIVE
Sustainability can't be like some sort of a moral sacrifice or political dilemma or a philanthropical cause. It has to be a design challenge.
Sustainability is no longer about doing less harm. It's about doing more good.
If you look at the state of our planet, the next generations won't be around if we consider sustainability as a gimmick.
Sustainability is the key to our survival on this planet and will also determine success on all levels.
With increasing fervor since the 1980s, sustainability has been the watchword of scientists, environmental activists, and indeed all those concerned about the complex, fragile systems on the sphere we inhabit. It has shaped debates about business, design, and our lifestyles.
After all, sustainability means running the global environment - Earth Inc. - like a corporation: with depreciation, amortization and maintenance accounts. In other words, keeping the asset whole, rather than undermining your natural capital.
I actually believe 'Sustainability', as a concept, is one of the arteries leading to the heart of so many of our cultural transitions at play today. And it's this concept which leads me to bottled water, and its multibillion dollar industry.
We have to have a way of dealing with this that engenders confidence, trust, gives us every chance of getting the right outcome and boosts both sustainability and economic return at the same time.
Sustainability is a seemingly laudable goal - it tells us we need to live within our means, whether economic, ecological, or political - but it's insufficient for uncertain times. How can we live within our means when those very means can change, swiftly and unexpectedly, beneath us?
It angers me when sustainability gets used as a buzz word. For 90 percent of the world, sustainability is a matter of survival.
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