You are sustainable. You are Greenwash.

Dear Design,

I’ve been affected by a particular state of disenchantment regarding the word “sustainability”, which is raising scepticism in the back of my head. Are companies taking action or is it just a marketing strategy to position themselves as environmentally friendly?

It is important to note that sustainability has become an increasingly important topic in recent years, especially with the emergence of eco-anxiety and the rise of environmental movements around the world. Consumers are more aware than ever of the impact that their choices have on the planet and its entire ecosystem, and they are demanding that companies take action in a more ethical way, considering more aspects than mere profit.

In response to this growing pressure, many companies have started to incorporate sustainability into their business practices. Some have made commitments to change radically their business model, while others have pledged to produce less, or few products with more sustainable materials. Many, have also started to invest in renewable energy and implement alternative greener solutions in their supply chain practices.

However, it is also true that some companies have used sustainability as a marketing tool for greenwashing. This undermines the efforts of companies that are genuinely committed, making the consumer's life harder in trusting the products they are buying. And I have to admit, that I might fit into this category myself, and here’s the scepticism I have opened this letter with.

For those who are not contributing to living a more sustainable life, I acknowledge that change can be difficult and uncomfortable. Many of us have grown accustomed to our current way of life, and changing our habits and behaviours can feel like a challenge. Is it because we don’t fully understand the impact of our choices? Is it because we are impatience to see the results that we just give up?

As a consumer but especially as a designer, I accepted my role of creating products and solutions that can have a long-lasting impact, and I know I also have the power to make our lives more sustainable, accessible, and attractive. But sometimes, I’m just tired, truly tired of this feeling of running in a loop, with no tangible solutions.

What are your thoughts on this? What are your best suggestions?

 

Your friend,

Lucy

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