Why is it important now to go back and study the basics of sustainability?
Nowadays, we have many definitions of sustainability, some of these can be very different or more importantly incomplete or wrong.
Sustainability definitions are often mixed with other concepts such as corporate social responsibility (CSR) and corporate citizenship. Maybe this mixing in defining and understanding sustainability is what is holding us back from taking the appropriate action to the sustainability challenges we now face.
In all cases, having a mutual understanding and agreeing on the definition is the first step to collective action and signifies a return to the basics of sustainability, to advance our practices.
What is sustainability?
One of the most commonly used definitions of sustainability is the definition of sustainable development by the World Commission on Environment and Development (WCED): “the development that meets the needs of the present without compromising the ability of future generations to meet their own needs.” While this definition is widely used, it is not the complete definition the WCED has recorded in the publication Our Common Future. The use of this short or incomplete statement makes sustainability seem very broad and pliable, ultimately distracting us.
The WCED explained several necessary concepts of sustainable development so that it is not left to individuals, corporations or governments to create their criteria and definitions and claim they are sustainable. Some of the concepts that complement our understanding of sustainability:
The concept of ‘needs’, in particular, the essential needs of the world’s poor, requisite for consideration and prioritisation; and the idea of limitations imposed by the state of technology and social organisation on the environment’s ability to meet present and future needs.
Living standards that go beyond the necessary minimum are sustainable only if consumption standards everywhere have regard for long-term sustainability. Many of us live beyond the world’s ecological means, for instance in our patterns of energy use. Perceived needs are socially and culturally determined, and sustainable development requires the promotion of values that encourage consumption standards within the boundaries of our ecology.
Other definitions evolved in the same direction since 1987; emphasising the importance of meeting the basic needs while considering the earth’s limitations. For example, The World Conservation Union – IUCN (1993) defined sustainable development as “achieving a quality of life (or standard of living) that can be maintained for many generations because it is: 1. Socially desirable, fulfilling people’s cultural, material, and spiritual needs in equitable ways; 2. Economically viable, paying for itself, with costs not exceeding income; 3. Ecologically sustainable, maintaining the long-term viability of supporting ecosystems.
Other supporting definitions to achieve sustainability
We often hear that the sustainability definition is too broad and vague when it comes to business and real life. This may have been true in the late 1980s and early 1990s, but today it is apparent how to achieve real sustainability.
To this extent, I would like to shed light on the two most important concepts to achieve sustainability: 1) a sustainable society, and 2) a sustainable enterprise.
1. What is a (Sustainable Society)?
It is essential to define a (sustainable society) before defining what a sustainable enterprise, simply because sustainable enterprises cannot operate in unsustainable societies.
Walter R. Stahel is one of the forerunners and an influential in the field of what we now refer to as the circular economy; identified sustainable society as: the society that has a self-replenishing system (based on product-life cycle extension), which creates an economy based on a spiral—loop system that minimises matter, energy-flow and environmental deterioration without restricting economic growth or social and technical progress. Read more about Walter Stahel circular economy concept in the Product-Life Factor (Mitchell Prize Winning Paper 1982).
2. What is a (Sustainable Enterprise)?
This article illustrates definitions of sustainable development and sustainable society; however, the definition of a sustainable enterprise is often entirely different. This lack of clarity might be holding us back from achieving real results towards sustainable development.
Professor Jeremy B. Williams clearly explained the confusion the world is facing with defining a sustainable enterprise, in his article he mentioned that:
“ the worrying thing is, with a few notable exceptions, most corporate leaders appear to have a limited understanding of what it means to be a sustainable enterprise.
Take, for example, the Corporate Knights annual ranking of the World’s Top 100 Most Sustainable Corporations. The results of the 2018 ranking (announced in conjunction with Forbes magazine and the World Economic Forum) places a company in the oil and gas sector at number 2 in the world.”
Professor Jeremy also added that we have now transcended planetary boundaries. To put it another way, we no longer operate within our ecological budget constraint and, ultimately, this may threaten our very existence on the planet, along with all other sentient beings.
It is therefore critical to agree on the definition of a sustainable enterprise and work towards it.
A sustainable enterprise has a business model that creates value from sustainability opportunity in alignment with the social-ecological problem.
The Financial Times also identified the sustainable enterprise as the one where stakeholders and investors see value creation opportunities and cost reduction opportunities in the strategic use of sustainability concepts, practices, and innovation.
Another definition that takes into considerations the planetary boundaries is The Natural Step framework, which explains that a sustainable enterprise will not contribute to:
Conclusion
There have been significant efforts globally by governments, organisations, and individuals towards sustainability, and we see bigger plans going forward. However, there is confusion about what sustainability is and how we can best achieve it, and this can delay the results we aim for when we have no time to waste.
Everyone should understand and agree on the right definition of sustainability and avoid other interpretations that make us feel good about what we do and claim we are sustainable. Sustainability is not about community programs, reducing energy consumption, water consumption and emissions. These programs are useful to make “unsustainable” companies “less unsustainable”, but sustainability starts way before such programs. It begins at the time of building the enterprise in alignment with the social-ecological problem which should be part of a holistic circular economy.
Building the right sustainability knowledge and reaching a universal understanding of sustainable societies and sustainable enterprises is getting more critical and urgent.
Finally, it is time for the business sector to step up and put an end to all the confusion through their actions and deeds. Most importantly, governments and individuals should always remember that sustainable companies cannot maintain operations in an unsustainable society.
