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Monday, June 27, 2022

It will be sustainable or it will not be | pleasures

Sustainability as a concept, as we know it now, came to light in the late eighties. It arose from a growing economic concern on the part of large corporations, when investors began to wonder what would be the fate of their assets in a world that, if not managed correctly, was doomed to scarcity of resources. “Infinite economic growth is not possible in a finite world”, or what is the same, development will be sustainable or it will not be. Since then, sustainability has become a moral imperative. The most critical voices remind us that the only possible interpretation of the term is environmental. When large corporations talk about economic sustainability or social sustainability, they are (intentionally) taking the focus away from the urgency of applying changes that allow us to live in a coherent way with the planet and its limited resources. The lack of involvement of those who could be agents of change (see governments and large companies) does not help either: while their agenda of environmental promises does not stop growing, not even 6% of the activity of big tech is focused on promote the change they announce, according to a 2021 report. This situation can lead us to think that any individual action is irrelevant, compared to those of others with more weight. However, perhaps the time has come to modify that thought that does not bring us closer to our goal. Individual action allows us to radically commit to our planet and the sum of small resolutions can motivate unprecedented changes. Making decisions about how we eat is one of the best ways to start. The food industry is one of the most polluting and we must be aware of the way in which our choices around the plate can reverse (or worsen) this situation. The sector stopped being sustainable the moment we stopped knowing how and who produced the food that stocked our fridges. Cultivating for self-consumption allowed our ancestors to live from what they produced and feed the surpluses to the members of their community, an extension of the family nucleus. Although the idea of ​​growing our food in the 21st century seems implausible to most (not counting occasional horticulturists who practice planting as a recreational practice), perhaps we could embrace the idea of ​​self-cultivation as a measure of sustainability, something as well as a polar star of good practices. If I have not produced it, it has been produced by someone in my closest environment, in my community. If this is not possible, I will prioritize those producers who reverse the impact that their activity could generate with concrete actions. I will buy less and better. Strengthening the productive networks of our environments through consumption is a practice that takes us back to the dawn of life in society and makes us, once again, relevant members of our community with the ability to make decisions and influence positively. Tom Peters says in his book Excellence Now, Extreme Humanism that sustainability has to be extreme. Also, that “excellence is the next five minutes” and that the long term depends on each action. I could not agree more. We never had more power in our hands, nor more work ahead of us.

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– Article Written By @Clara Diez from https://smoda.elpais.com/placeres/sera-sostenible-o-no-sera/

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