Serious about sustainability
When the subject of ‘sustainability’ comes up, it’s not often dealt with through humour. In fact, ‘sustainable’ isn’t a particularly compelling word in many ways; think about its use in other contexts, how would you react if your partner suggested your relationship was ‘sustainable’, not exactly excitement city is it!
From another point of view the ‘S’ word has been used for so long by the greenerati – scientists and longstanding campaigners and many others – who, whilst rightly passionate, aren’t necessarily the ones with facility for PR. Perhaps this has given the term associations of ‘boring’, too alternative, etc. Personaly, I don’t think there’s anything wrong with the term: a word will take on new meaning, having potential to change over time: we simply need to see it as a fully 4-dimensional reality, give it a fuller life, broader meaning. Let’s understand its possibility, its massive relevance to every part of our lives, and also through humour, why not. Just maybe being sustainable doesn’t need to be that serious-a-deal after all... (so long as you watch where you recycle your plastic bottles that is!)
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