 |
 |
||
 |
 |
 |
|
Do you have questions about sustainability? Contact WSC with your questions today.
What is 'sustainability'?
Sustainability is defined as the capacity for continuance into the longterm future. At its root, this continuance refers to the ecological systems which provide vital ecosystem services that support all life on the planet. In addition, this capacity for continuance also applies to economies, communities, organizations, and other less tangible concepts, such as cultures.What is 'sustainable development'?
Sustainable development is the means by which humanity will achieve sustainability. Sustainable development uses new practices, policies, regulation, technologies and other innovative ideas to challenge long held assumptions about concepts such as: progress & well-being, economic growth, ecological limits, as well as international development. A classical definition of sustainable development from the 1987 Brundtland Commission Report, Our Common Future, is "development which meets the needs of the present without jeopardizing the ability of future generations to meet their own needs." It is also defined as development which recognizes ecological limits and does not undermine ecosystem services, upon which the economy and society fundamentally depend. A definition that resonates with WSC comes from the U.K.'s Forum for the Future: "Sustainable development is a dynamic process which enables all people to realize their potential and to improve their quality of life in ways which simultaneously protect and enhance the Earth's life-support systems".What is a 'sustainable society'?
A sustainable society is a primary goal of the sustainability movement and the intended outcome of sustainable development. A sustainable society is a society which embodies the principles of sustainability and sustainable development in all possible opportunities, both physical and social: from renewable energy use, vibrant local economies, and sustainable agriculture, to community involvement in decision-making, biodiversity, and mixed-use urban planning. A sustainable society is also composed of sustainable communities, where people enjoy living and working, now and in the future.Is 'sustainability' just a marketing gimmick?
It is true that organizations have emerged to promote "sustainable" practices which are actually little better that conventional methods. Like many popular buzzwords, sustainability is in some cases being used, intentionally or not, to suggest that more is being done than is actually the case.For example, the Sustainable Forestry Initiative is a marketing initiative developed primarily by the American Forest and Paper Association. More than improving fundamental forestry practices, SFI has received wide criticisism for its close ties to the paper and lumber industry. On the other hand, certification through the Forest Stewardship Council guarantees consumers that any forest product comes from a forest or tree farm managed to conserve biodiversity and ensure the rights of workers and local people. Unlike the SFI, FSC certification is independent of vested industry interests. As this example illustrates, it can be complicated to know which organizations are earnestly engaged in a process to create a more sustainable future, or which are using the term to gain market advantage.
Yet, strategy and marketing is a vital component of sustainability as an operating concept. Businesses and other organizations that have made strides toward more sustainable practices deserve recognition for authentic accomplishments. For many organizations, both large and small, sustainability is an honest process by which CEOs, shareholders, or managers reduce their impact on current and future generations, the land, and strengthen biodiversity and the ecological systems upon which our economy and society rely. For example, Salt Lake City Corporation, through the work of the Mayor's Office, has met and achieved its Kyoto protocol goals through initiatives such as energy efficiency, renewable energy procurement, and automobile fleet optimization. Furthermore, across the globe solar and wind energy are the fastest growing forms of electrity generation. This growth is due largely to government incentives, market demand from individuals and businesses, increased investment from sharholders, and the increasing number of energy companies that are offering green pricing programs.These examples, despite barely scratching the surface of sustainability's variety, describe organizations that have made "sustainability" an authentic process. Marketing and public recognition can give recognition where it is due, as well as helping to foster a culture of awareness about successful programs taking place in our communities across the globe.
Why is sustainability such a popular buzzword today?
Sustainability is solution-oriented and it is open to everyone because of its interdisciplinary nature. For instance, from issues such as energy use and generation, social-justice, and policy-making, to market incentives, ecological economics and true cost accounting, sustainability brings people together from diverse sectors and industries to solve problems using innovative, creative, and cooperative approaches.It is also different from many contemporary movements since it requires a "systems view", integrating and involving numerous fields, disciplines, industries, and sectors to work collaboratively to solve many of today's most pressing challenges, from climate change to community planning.Does sustainability cost more?
Up front, it may, but in the long term the savings generally pay back the costs and save much more. Countless homeowners, businesses, governments and others have demonstrated that sustainable practices and policies actually save money while benefiting our planet and society. For example, through energy conservation and efficiency, one small business can save over $500 each year by simply adjusting the way its computers are used. These energy savings can equal the energy demand of several households over the course of one year! Energy efficiency is just one example of how to both preserve the well-being of future generations and also save money in the present.In some cases, taking a sustainability approach may cost more financially because current economic systems and conventional economic policies reward inefficient use of resources. These systems also fail to attribute "true costs" to many of today's activities, such as burning fossil fuels, which in addition to providing energy that our society relies upon, also result in a host of other costly and dangerous challenges. Underlying this problem are subsidies that are damaging to the environment, society and the economy. These subsidies continue to uphold and promote unsustainable practices. If such subsidies were removed, relying on unsustainable practices would certainly be cost prohibitive. For example, the U.S. provides most of its energy subsidises to oil, natural gas, coal, and nuclear power. During the year 2003, federal energy subsidies ranged from $30 billion to $60 billion, according to a study prepared for the National Commission on Energy Policy. Wind energy, a sustainable energy source, received less than 1% of the total. If energy sources were subsidised according to their economic, environmental, health, and energy security impacts and risks, then unsustainable forms of energy (e.g. oil, nuclear, and coal) would in most cases not be cost competitive.