No rules but much fluff!
Labelling products as sustainable is mainly a marketing trick, so let’s uncover the truth about sustainability. Although people believe that products marketed as sustainable are effectively so, the reality is much different. And when renowned experts in the field point it out clearly, we really appreciate it.
The Portas Pov is one of our favourite newsletters. The last one released was about sustainability and how tricky the topic is.
We quote it:
“But the reality is that, right here and now, there are no rules: no governance defining all those fluffy green terms. No legislation keeping businesses in check. So, all these words and phrases that the fashion world is co-opting with such success – sustainable, natural, “made from ocean plastics” – are, in large part, meaningless.”
The truth about sustainability
So is it sustainability or greenwashing? A transparent message or a trick to sell more?
Indeed, there is no interruption with our previous post about a very timely and provocative show: “The end of the world.”
In fact, the story continues right on the same line where two main factors strive: first, the lack of responsibility. Whatever we do, we do not hold ourselves accountable. Like we could go on wasting, polluting, discarding, and then maybe move to another planet. Or, we just do not care about leaving an open-air landfill to our children. Enjoy life and leave them the troubles!
Second, is our industrial society or an economic system known as capitalism. This, in other words, means constant growth based on unstoppable productions and rabid consuming habits.
One factor is ingrained into the other: an eternal lack of responsibility coexists with a capitalistic society. And one supports the other.
Whatever the political side, governments will hardly have the capability to do something because those who move the pawns are the ones who own the money. They stay behind but will never change because they have no interest in doing it.
How to change
Labelling products as sustainable will not change things. Indeed, these are just meaningless claims. If we want to be 100% sustainable, the truth is we should not produce a single new thing! Which is impossible.
Therefore, the best possibility is to change ourselves, our behaviour, our perspectives, and our lifestyle. Sticking to our values and our accountability is where our power resides.
Don’t buy everything!