Speaking sustainability simply

I'm always looking for ever simpler and impactful ways to introduce sustainability to those who have not integrated this concept in their thinking.

Sometimes I experience people whose eyes glaze over, suggesting to me that they don't know the concept and that they attribute some technical esoteric definition to the word. Often times I encounter people assuming sustainability addresses the physical environment only.

Two years ago I co-created a scenario planning game with the purpose of people connecting with sustainable living practices at work, at home, throughout their community. Astute enlightened advisors convinced me that sustainability wouldn't sell in 1999. We positioned this game for community building - throughout organizations and communities - and spoke our purpose in the fine print: "The purpose is to recognize our interdependence, to become aware of what's worth sustaining, and to build the sustainable community essential to our individual and collective needs".

In our marketing materials and articles, I found myself avoiding the phrase "sustainability", if the market wasn't ready to hear that. Instead, we spoke about generating a world in which you could rely on what you and future generations needed.

I'm wondering if others drawn to this forum have encountered folks who weren't ready to embrace sustainability, and if you found other ways of expressing the values inherent in sustainability in a way they could be heard. I'd love to hear those stories.

-- Anonymous, February 15, 2000

Answers

In terms of those who were watching the Year 2000 issues, in January, it felt like I kept reading the word "sustainabiltiy" everywhere I looked.

Perhaps you see what you focus on.

That said, to me, there appears to be a real solid movement towards "profitible sustainability" within the private sector. I suspect they will become drivers of the new movement. (And I'm not talking Monsanto and genetically-altered seeds). More like Hewlett-Packard, Xerox, BP Solar, etc.

I'll post some of those stories/case studies a bit later today or tomorrow. They are quite eye-opening and indicative.

Diane

-- Anonymous, February 15, 2000