Redefining Sustainability: A Call for Clarity in Communication
In recent years, the term “sustainability” has become ubiquitous, often used to describe a wide range of initiatives, from recycling programs and renewable energy projects to corporate social responsibility initiatives and ethical sourcing practices. While these efforts all play a significant role in addressing social and environmental issues, it might be that the term “sustainability” is becoming too broad and abstract, failing to capture the true essence of a holistic approach to environmental, social, and economic well-being. The loss of its original meaning and the vagueness of its use can lead to increasing cases of greenwashing or a failure to address systemic issues.
A Call for Clarity
The concept of sustainability, as originally conceived, encompasses the three pillars of planet, people, and profit – a triple bottom line that emphasizes the interconnectedness of these elements and the need to consider them collectively for long-term success. However, in today’s discourse, the term “sustainability” is often used interchangeably with environmentalism, leading to a narrow focus on ecological issues while neglecting the social and economic aspects.
This overemphasis on the environmental dimension of sustainability can be attributed to several factors. First, the environmental challenges facing our planet are increasingly urgent and visible, from climate change and resource depletion to biodiversity loss and pollution. These issues have captured global attention, prompting a heightened focus on environmental protection.
Second, the abstract language of sustainability that does not touch reality makes it difficult for people to grasp its true meaning and relevance to their everyday lives. This abstraction can lead to a disconnect between sustainability initiatives and the wider public, making it difficult to garner widespread support and action. To address these challenges and reinvigorate the concept of sustainability, rather than using abstract terms like ‘sustainability’, we can try to articulate our goals and aspirations in clear, relatable terms.
For instance, instead of saying “improving sustainability,” we could say “ensuring fair wages for all workers involved in our supply chain” or “minimizing our environmental impact by reducing waste and using sustainable resources” or “making sure our business doesn’t contribute to deforestation.”
By using more concrete language, we can make sustainability more tangible and relatable to individuals, communities, and businesses. This shift will help us connect sustainability to real-world issues and encourage active participation in creating a more sustainable future.
Consider Patagonia, a company that has successfully communicated sustainability in a relatable way. Instead of saying “we’re committed to sustainability,” they say “we design products that minimize their environmental impact and maximize their social good.” While it certainly can be further defined with more concrete examples, this shift in language makes sustainability more relatable to consumers. Especially when these statements are backed up by the brand’s actions. Walking the talk is the key approach to fostering a deeper connection with your audience.
Sustainability literacy
If a company does not walk the talk, sustainability communication can become greenwashing, giving a false impression or misleading information about a company’s environmental initiatives, making them appear more eco-friendly than they really are. Not only does this add another layer of complexity to the already challenging task of communicating sustainability effectively, but it can also be caused by a lack of clarity in the company’s own understanding of sustainability. It is vital to be transparent and authentic in our communications, but it is also important to develop sustainability literacy among both customers and employees.
Fostering a deeper understanding of an original concept of sustainability and ensuring that individuals, organisations and governments have the knowledge and skills to effectively integrate all three pillars into their decision-making processes will help to reduce the greenwashing and vagueness of corporate sustainability communications.
Conclusion
Redefining sustainability is about reclaiming its original meaning and ensuring that it remains relevant and impactful.
By using simpler language, promoting sustainability literacy and emphasizing the interconnectedness of the three pillars that address the systemic level, we can rekindle the spirit of sustainability and move towards a more just and prosperous future.
Veronika Marfina
Circular Business Designer
