A few days ago I stumbled upon an advertising initiative that consisted of the promotion of "sustainability" by including this term in the dictionary, since to date it does not exist in the dictionary of the RAE.
The "platform for the recognition of the word sustainability", an initiative of the companies "Love Publicidad" and "Quiero salvar el mundo haciendo marketing", seeks the optimal meaning of this term through public participation through an online collaborative tool that is accessible in www.sostenibilidadaldiccionario.com.
We have had the privilege (coincidence) of providing definition No. 100. Sustainability: Balance between consumption and rational use of resources to allow their complete regeneration.
And for you, what is sustainability? Provide your own definition
But apart from the video and the initiative itself, there is another thing that has personally caught my attention, and that is the name of one of the advertising agencies: "I want to save the world by doing marketing". More than a business name it seems a statement of intentions, in my opinion very accurate, and that has managed to arouse my interest ... that's what marketing is about, isn't it?
That phrase, with its variants, hides the formula for achieving a sustainable future, and is applicable to almost any "standard" human activity. For example, "I want to save the world by making bread, selling shoes, consuming... doing my job." How? Studying how to carry out the performance of my activity in the least harmful way possible, environmentally and socially. Continuing with the examples, making bread preferably with local and ecological products, selling shoes whose manufacture uses green and recyclable raw materials, consuming products whose impact on nature is less ...
When our every act is sifted by a thought of sustainability, our problems and needs will be greatly reduced. Continually asking myself, do I really need to buy that? What is the most sustainable alternative? Can I get to consume light, gasoline, water, electronics ... in its proper measure? , it is an exercise that would end up transforming that self-discipline into a habit, and that habit would transform our current concept of quality of life and its association with waste and neglect. Obviously, this reflection is aimed at consumerist and economically affluent societies, and the word world must be replaced by those societies.
It is time for each of us to go wondering, how can I save the world by doing ... ?, and stop acting like a patient who claims to have a cold, when all the experts already warn him of the need for radical changes in his life habits, if he wants to continue living it.
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Definition of half of Gomaespuma, Gillermo Fésser, provided to the platform.
Authors: TECNOSOSTENIBLE - Engineering of comfort and energy efficiency
