If I asked you to describe the sustainability movement, the following would probably come to mind:
These things in themselves are great and certainly necessary, but the reality is the sustainability movement has remained simply that,“a movement,” rather than a true transformational shift. As with all movements there are key biases and assumptions that are not being challenged, preventing real transformational change from taking place.
So, what does it mean to be sustainable? To be sustainable, long-term viability must be achieved, which generally requires large-scale cooperation. So, why is it that the sustainability movement mimics the system it is trying to correct? The movement itself assumes that the current system is unsustainable.
The sustainability movement has often been likened to trends, cycles,and fads, such as could be found in previous decades. If we look at the 1960s we see the emergence of free love, the hippie movement, and a fundamental shift in the way our society operated. Using the hippie movement as an example, we see that every 10 to 15 years the clothing, styles of music, and some semblance of the message reemerges. But ask anyone who grew up in that time period, and they will certainly tell you it is not quite the same. It is easy to grow dreadlocks (well, for some), dress up in bell bottoms, wear patchouli, and refuse to bathe; but, this won’t guarantee another fundamental shift in our society such as that which occurred in the 1960s.
The sustainability movement, like so many movements today is too fragmented, representing a collection of fads and trends rather than a unifying and truly transformative shift in ideology. The following three concepts represent a sustainable and profitable reality we can all benefit from.
What are you doing today to ensure the long-term viability of your organization, community, or business?