Sustainability can mean many things to many folk. But one thing most people can agree on is that it has become a frustrating concept.
We’re about to let out some of the main reasons why in this post.
By the way, none of this means sustainability’s not important. It’s vital! But acknowledging the problems helps to make the s-word more meaningful – and less of an emerging expletive.
Perfectionism is a trap.
Perfect sustainability prevents progress, forbids mistakes, and struggles to forgive – which elicits greenhushing. “You can’t get to wonderful without getting through alright!” (Bill Withers).
Gloom halts growth.
All the doom and gloom doesn’t inspire people – and can inhibit action. A more sustainable future is critical, yet the message needs more humor, optimism, and lightness 💫.
The AI dilemma.
AI has entered the arena of sustainability, wearing multiple masks. Is it going to help? Or is it going to hinder? Or maybe both! Yikes, the panorama was already littered with complexity.
Faraway green pastures.
Sustainable options = pricier tags. Sustainability should become more inclusive and equitable. How can change happen if only those with capacious pockets can make kinder choices?
The language of division.
Our world is riven with division. That rhymes! But we’re out of tune. Sustainability aims for harmony. Yet it’s unsettling. It’s triggering. It’s as divisive as the world itself. That’s not the idea.
Systems, not folk.
Did you know that BP coined the term “carbon footprint”? Talk about gaslighting, while some of the world’s inveterate climate offenders spend millions lobbying against climate action.
Turn up the volume.
First there was greenwashing, aka lying. And now there’s double trouble with greenhushing, aka shyness. Brands that were roaring about sustainability before have started squeaking, nervously.
Mine, all mine!
There’s a frustrating lack of collaboration in the sustainability community. Perhaps this is because people feel the thing so personally but it has to be shared to grow and succeed.
It feels like satire.
The President of COP29, held in petrostate Baku, told the UN climate conference that “oil and gas are a gift from god” as he welcomed delegates to the climate summit.
A branding problem.
A law of branding is to avoid going over 3 syllables. People prefer short to long. Sustainability has six syllables and a fussy rhythm. Try repeating it a few times. Sus-tain-a-bil-i-ty.
Innovation conundrums.
Sustainability is hard. Just ask Lego, who spent ages reshaping their bricks from recycled materials only to measure that the new bricks’ carbon emissions were higher. Oh boy…
A melting iceberg.
In the collective consciousness, sustainability is about CO2 emissions. Yet, there’s a lot beneath the surface: biodiversity, regeneration, fairness, and plenty more. But can all of that stay afloat?
The alternative is beyond frustrating. So what to do?
Look, sustainability may be exasperating but facing frustrations is better than dealing with a real-life dystopia.
You could get in touch with Akepa if you’re struggling to communicate sustainability and we can try to overcome the frustrations together…
Otherwise, here’s a snappy list: Accept imperfection. Stay optimistic. Collaborate. Pioneer. Persevere. Have hard conversations. Dig deeper. Don’t lie and don’t be shy. Be patient. Say something else. Over to you.
Frustrated by something that we haven’t mentioned? Then let it out in the comments because we’ve barely scratched the surface.
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