Whenever I mention that I am enthusiastic about sustainability, I get two reactions: people who assume I am talking about green buildings and architecture, and people who are tired of hearing about being eco-friendly. It’s true that the media has saturated our society with messages of the virtues of being sustainable, but only if we buy more things. “These plastic bottles of water have 15% less plastic in the cap than before, but are still sold in twice-wrapped 24-packs.” Green washing has become a major selling point, but people only remember what’s in front of their faces. How did the idea of sustainability become so warped that people roll their eyes when it comes up in conversation?
Because we have the wrong idea about sustainability altogether.