Defining sustainability ‘a buzz word’ or a ‘trend’ should be seen as offensive and diminishing, in many respects. It is agreeable, that the word itself is leaving ground to a plethora of interpretation due to the large references given overtime.
The United Nations is giving 17 Sustainability Goals, spanning from gender equality, to poverty – from waste to renewable energy – from access to fresh water to health – and many more.
So that might be the reason why we are overwhelmed by it and genuinely doubtful on where to look at. And after all, it is a common human trace to turn away, when we are faced with the unknown…
When I approach the subject myself, I usually get suspicious looks, or a smirk and it feels like the audience is having the same reaction as when an investment broker from Cyprus calls in the middle of the day, asking for your time to discuss an investment opportunity you shouldn’t miss!
Usually disbelief fades away when other words are thrown into the mix. Things like Efficiency, Innovation, Savings, Profitability, Longevity and Transformation. Once we realize that for a business, profit will always remain the centre focus – and that sustainability is the business aid for efficiency – then the urge to hang up the phone disappears.
All of a sudden it is clear that Sustainability and Profitability aren’t sitting at the opposite side of the table but playing in the same team of today’s playground.
We could then define sustainability as the cultural shift that allows all to re-wire our habits, find ways to achieve our goals without the use of resources that we don’t need…and magically frugality is not seen anymore as a disruptive compromise.
We would then appreciate the wise use of resources given to us for free and explore the pleasure of building a legacy for the generations to come. It means becoming efficient in life and business while driving innovations that bring us more opportunities and finding new level of gratifications.
Why not challenging the status quo of ‘business as usual’ and find there the inspiration to bring fresh blood to the business, that it translates to ‘new revenue streams’?
Sustainability is nothing else but a transformation, starting from the self, before influencing the business to look at blue oceans.
Article from Giorgio Vallesi, Chef Middle East Beverage Category Manager.
