Is there a ‘sustainable’ alternative word?
Can we find a word that will describe a business, brand, individual, building that is striving to be sustainable in it’s design, consumption, output but isn’t 100% there yet as opposed to taking the word sustainable and using it before we’re actually ready?
To become sustainable we have to measure our impact and then work to reduce it and not to offset it.
As individuals we’re all having to educate ourselves so that we can make informed choices if we want to minimise our impact but it’s increasingly hard when the green wash is in full flow.
Lets take food for example — how can we eat meat sustainably? In a recent conversation we had with hunter and gatherer Mike Robinson we can eat truly sustainably tomorrow in the UK. You just have to choose venison. Wild deer populations are at an all time high and with the right skill a hunter can sustainably manage a population.
Our world of interiors and products (furniture, lighting, materials) don’t have a quick win if we’re honest. Furniture manufacturers (share our studio with one so we know) can’t just flick a switch, or plant a load of trees and become instantly sustainable. They have to change the way they do business. And we can’t just ask manufacturers to change — we the consumers, specifiers, clients, end users have to change too.
Eco-labels have a huge value when they’re the right ones. Take FSC timber for example. That’s a simple one, easy to understand, and easy to find products that are FSC certified. But on many recycled materials, this materials can not then be recycled again and again without degradation and therefore they are not sustainable.
We want to have an honest conversation with ourselves, and our clients — how can we help you be more sustainable on this project than you were on the last? To do that we need to have time to educate ourselves and end users as to what we value and promote the right thing.
We don’t have all the answers but a progressive step feels like we have to admit that, start asking questions and admit that we are not a sustainable design practice. To say we are not sustainable feels so negative, dangerous even when it comes to marketing ourselves. We are not sustainable though is the truth, and because we recognise that we can work on it.
Want to read a little more on some of these issues? Here’s a few useful, information links on sustainable developments.
- The United Nations identified 17 development goals that focus on creating a sustainable future that goes beyond materials. Learn more about all of them here. A sustainable future for your business might be about buying local as opposed using recycled materials.
- Understand the tree planting conundrum here.
- Planting trees can still be a positive step, it’s about putting the right tree in the right place. Learn why here.
- Are persuaded that the sustainable label on clothing that is made from recyled polyester are really better for the environment than those made from cotton? Understand more on this issue here.
- Adding this article writing this article with this link form the kings of sustainability messaging Patagonia — who are currently responsible but not sustainable.
