sUStainability.

Sustainability. What is it? Why is it so important to incorporate it into business? How do we even start to incorporate sustainability it into business models?

Before we look into the how, when, what and where, the underlying philosophy must align with the WHY.

Why sustainability? Are we really doing it because we care about the future? Or is it just a popular public opinion and thus companies are using this logic as a marketing tool to increase sales. The notion and idealism of sustainable products and services are all well and true, however, we must look into the agenda of companies. But even more so, individuals. Consumers. You and me.

We go on to believe that large companies and governments should do something about it.

Almost 3 years has passed since the tragic Black Saturday that occurred in Australia. The public was devastated that this happened and it shook everyone up about the how sensitive the environment is and how fast engulfing flames and wipe out innocent people and leave numerous homeless. -Could these fires have been prevented? -There are tales of indigenous people that use to have a regular ritual of burning leaves and bushes. Westerns came into the land and signalled that that was incorrect and wrong. However, this simple ritual ensures that dried leaves and other dry substances and materials were regularly burnt away to ensure that forest fires are reduced or even prevented altogether.

Yes, the government is liable to ensure that these events do not occur. However, the underlying point to note is that everyday we blame other entities and organisations for the downfall of this planet. When one and truly, it depends on you and me.

Companies and governments are driven by households and consumers. We cannot sit around and expect companies to be sustainable. We must take our own personal action before anything. How the hell can we expect a certain standard from others when we do not expect it out of ourselves.

Simple demanding sustainability and protesting for it – is not going to cut it. We must start from the micro level.

When was the last time you did something that had social returns, or some level of sustainability? -When was the last time you did not put an empty glass container into the recycling disposal and used it for something else?

When was the last time you cycled instead of drove.. just cuz you could?

It is easy to demand and talk about sustainability. But one and truly, it starts from us….

sUStainability begins with US…

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