Sustainability: definitions, approaches, and diagnostic applications

¶ … sustainability mean?

Sustainability has been defined in many different ways, depending on the needs of the individual, organization and their ideological orientations. One common definition is: "living within the limits; understanding the interconnections among economy, society, and environment; [and] equitable distribution of resources and opportunities" ("Definitions of sustainability," Sustainable measures, 2012). Taking only what you need from the planet and giving back as much as you can in the form of recycling, reusing, and giving careful consideration to the stress that you put upon the earth's resources are all part of living a sustainable lifestyle.

From the perspective of my profession as a marketer, it is important for me to take note of concerns about sustainability because if customers are worried about their environmental impact, than I must be worried about it. Customers are attracted to the idea that they can both consume and be 'green' the same time. However, the cost of the item must be balanced against the cost of lessening the product's ecological footprint. Non-organic food and non-organic products are still better sellers than their organic counterparts. The ideal scenario is to present a 'win-win' for the customer, whereby the customer can do something good for the environment without suffering immediate personal costs.

This analysis indicates why what is good for business is not always good for the environment. Customers and businesses are focused on the relatively short-term. However, environmentalists are focused on the long-term. Additionally, environmentalists are not human-focused like consumers and businesses. Businesses put people first while environmentalists put the health of the planet first. Driving less, buying fewer products, and consuming fewer products made with chemicals may be better for the environment but this does not mean that these actions will result in benefits for the consumer in a manner that is as appreciably satisfying as saving money. In some instances, like the development of hybrid cars, there are examples in which consumers benefit immediately (saving money on gas) along with the environment. But these examples are few and far between. Organic produce, for example, is better for the environment, but costs more for the consumer and is not necessarily that much better for the consumer's health.