Are you tired of hearing the word “sustainability” being thrown around without fully understanding what does sustainability mean? It seems like everyone is talking about sustainable development, sustainable environments, and sustainable goals these days.

What does the word sustainable mean?

Sustainability is about making choices that have a long-lasting, positive impact on our planet and society. We need to make choices that can be repeated over and over again without harming the environment or people. It’s a simple concept, but it’s not always easy to put into practice.

One quote that perfectly encapsulates sustainability comes from the Brundtland Report: “Sustainable development is the development that meets the needs of the present without compromising the ability of future generations to meet their own needs” (Our Common Future, Brundtland, 1987). This definition has stood the test of time and still holds true today.

However, the term “sustainability” is also used in some not-so-true ways. Some brands represent themselves as sustainable but are simply not. They often over-advertise their sustainable practices or environmental initiatives, which is known as greenwashing. Many brands use this word to increase their sales without actually following the three pillars of sustainability. That’s why it’s important to look out for sustainable logos and certifications when making purchasing decisions.

What are the three pillars of sustainability?

A company or a country, to be sustainable, needs to base itself on three pillars: social responsibility, economic aspects and environmental requirement. Everything begins with our planet, it gave us enough material to eat, create new product and begin to develop economically. For the later, we also need people at their best.

Social responsibility:

A good example is to look into the fashion industry and how the garments workers are treated. Underpaid, overworked, dying, here are some adjectives that describe perfectly the garment workers in fast fashion. This should never happen and every working human should be paid a normal wage that would let him live a normal and safe life. However nowadays this is still not happening. If you want to know more about this issue you can read our article on the garment workers and the overconsumption scheme we have been raised in. Here is also an article talking about modern slavery in the UK from a famous fashion brand.

Environmental aspects:

Have you seen the movie Dark Waters? Well, first, you should see it. Second, it is basically (no worries no spoiler) showing how companies are so driven to make money that they do not care anymore about their environmental impact. I mean, here, that if they found the worst chemical on earth but it helps them reduce costs they would use it to make more profit. We reached a point where so many companies are actually killing our planet while making a ton of money! Looking at a smaller scale and at the consumer itself, here is a good thought: when you throw away does it just disappear or does it go to a landfill with so many other non biodegradable products and ends up producing a ridiculous amount of Methane (dangerous gas)?

Economic aspects:

Do you know about circular economy? well we do not live in one. Should we? OH YES! We are today living in an economy which is purely linear: you produce, you buy, you use, you waste. In a circular economy you would use what earth gave you to produce, then buy it and then reuse it or recycle it: this would save not only money but resources and help with the climate crisis. You can read more on the economic aspects there.

This video, from the UN Association of Norway and UNICEF Norway, explains sustainable development in an easy way.

You might ask me what can we do at our scale to change this. Well, it is simple: every small change makes a big impact. The Ideality is here to help you make those changes. From the tissue bag to the vintage dress passing by the green electricity we will give you all the tools. So stay tuned and feel free to share your thoughts on Instagram and Twitter, commenting on this post and Share your thoughts with me !