Yet another word battered into meaningless by overuse and corporate marketing.
Here’s a hint: once the big boys of industry start littering their advertising with a specific term, such “sustainable” or “going green” or “giving back,” that term has probably not only been utterly co-opted, but lost any real meaning.
Sustainability, or its elite cousin, “sustainable development,” always seemed like a loaded term, anyway – another way of saying that a small group somewhere thinks it should have the ability to control how a much larger segment of people live their lives, based on what the smaller group believes is in everyone’s best interests.
The goal of sustainability is what’s best for the planet. The problem is, who’s determining what’s best for whom, and what the cost in economic, political and intellectual liberty?
Most of us, say, can agree it would be nice if the Amazon wasn’t stripped to look like a World War I battlefield. But is it right to tell the dirt-poor Brazilian farmer, trying to scratch out of a living, that he can no longer clear trees to grow crops to feed his family and try to earn a living, so that first-world do-gooders can feel like they’ve effected change?