The Pursuit of Sustainability

Is there true sustainability in the modern world today? David Trubridge (NZ furniture designer) stated in an article, ‘To be sustainable, to do something sustainably, means quite simply that it can continue FOR EVER, without any detrimental effect to the environment or to people. It means you can sustain this activity for generations, or go on making that object for generations. There is no part-sustainable. Either something is sustainable or it is not, just like being pregnant.' So lets look at some challenges as to why sustainability in the true sense, will be very difficult to achieve and suggest a way forward in the pursuit of sustainability.

In this consumerist world we live in, there is always one key factor for the average person that determines what they buy, cost. If something is too expensive people just aren’t going to buy it. Even if a product is the most sustainable in the world. And there lies the challenge, how to convince all businesses to move to greener practices while maintaining (or exceeding) their business goals and providing affordability to consumers at the same time. Also how to monitor businesses to make sure they are continuing green practices.

I think if controlled and defined sustainable practices are introduced this would allow businesses to ‘acclimatise’ to change. Small steps are important. You can’t throw a big ‘eco political blanket’ over businesses and manufacturers and expect them to change over night in regards to completely overhauling their methods and processing. It’s just not realistic. Instead I believe small incremental steps is a way to go forward.

A thorough plan needs to be made consisting of clear realistic aims and goals including scope, funding and resources. Consultation with key stakeholders, including environmentalists, government reps, designers, education representatives, tertiary academics, researchers, testers, manufacturers, retailers, marketing consultants, advertisers and media representatives need to get together to contribute towards figuring out exactly what and how changes need to be introduced and to what degree and when. It is important that consumer habits and consumption also need to be looked at.

Carol Boyle of Auckland University is currently in talks with Trade and Enterprise to look at ways of convincing businesses to move to greener practices. David Tribridge is currently working with Auckland Unitec with Life Cycle Anaylsis (LCA) testing. Some businesses are voluntarily doing their bit in their pursuit of sustainability, some are not and some, not enough.
I do feel that there are people out there trying to play their part to make this a greener place, but I think what they do in isolation will not be effective enough. Combined forces of key stakeholders working together to form a holistic approach, will give a better chance of success.