Sustainability: More than a buzzword

Looking around at the growing awareness of climate change, we can notice the increase in the use of certain buzzwords.

From eco to green – what do they really mean?

Sustainability is probably the most used word amongst brands and businesses that are working to raise awareness of climate change and show that they are on board as ethical consumer choice.

But how can you tell what brands mean when they say they are sustainable?

Have we started to use the word so much that many of us are in fact using it without understanding its true meaning?

The environmental definition of sustainability according to the Cambridge Dictionary is:

" the quality of causing little or no damage to the environment and therefore able to continue for a long time: the company's commitment to environmental sustainability."

But is this explanation enough?

Many brands and businesses today still make the assumption that tackling environmental and natural issues is enough to tick the Sustainability box.

However as ESG expands and wider understanding of the complexities of climate change is shared - how we got into this situation and how we may truly heal our world - brands are becoming to understand that sustainability needs to go deeper than reducing litter and using recycled materials.

The true definition of sustainability: people and planet

The most often quoted and closest definition of sustainability comes from the UN World Commission on Environment and Development (UNCED):

 “sustainable development is development that meets the needs of the present without compromising the ability of future generations to meet their own needs.”

Or simply:

“long-term wellbeing for all people and planet.” - The Sustainable Development Agenda - UN Goals

The 17 UN Sustainability Development Goals (SDGs) lay bare that poverty and planet health go hand-in hand.

These goals form a framework for all countries to stop climate change, end poverty and protect the environment in urgent, practical action.

You can read more about the SDG Partners and how businesses can get involved here: Collaboration - United Nations

It is a developing understanding that to stop climate change, we must also have justice.

To truly make an impact as a purpose-driven organisation, we must stop Business-As-Usual as we know it.

Supply and demand marketing has fuelled over-consumption, leading not only to damage to the natural world but also promoting inequalities and deepening poverty.

Sustainability must mean the long-term wellbeing for ALL people and planet: all people involved in manufacture and supply and all consumers.

True sustainability understands the links between inequalities – be they financial, health or more – and that to be a truly sustainable brand, means also being ethical.

It is a commitment to circular, just and conscious business that contributes positively to all communities and eco systems.

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