Rethinking Earth Day

Should We Even Celebrate?

We got to a point where rethinking Earth Day becomes crucial. Indeed, if we continue at this pace, in a future devoid of resources, Earth Day will be remembered for the countless celebrations. But should we even celebrate?

Earth Day significance

April 22nd marks the annual recurrence of World Earth Day 2024, a global event dedicated to raising awareness and promoting environmental protection. This day is a powerful reminder of the critical need for conservation and sustainability efforts. The purpose is to inspire collective action towards a healthier planet and a more sustainable future.

Earth Day marketing

However, we received emails inviting us to purchase products to save the planet! Is this truly the extent of our commemoration? Another opportunity for product promotion? Is increasing sales an effective strategy against global warming? Is it the means to safeguard our planet? Earth Day promotions sound really weird!

For those striving for a sustainable lifestyle, which transcends the hollow slogans bombarding us incessantly, Earth Day holds no celebrations. In truth, there is little cause for celebration. What’s to commemorate? The devastation wrought by humanity? Or perhaps a brief respite? Certainly not!

climate change -Image of a melting planet earth - Killing me softly by Gianluca Traina
Killing me softly by Gianluca Traina

The true purpose: rethinking Earth Day

The aim is to raise public consciousness, to instil the understanding that we have but one planet, and we must preserve and protect it. Mother Earth requires time to heal from the havoc we wreak daily, from the mountains of waste generated by our economic system, by our way of life! The devastation is the byproduct of progress, something we seem unwilling to relinquish. 

Let’s face it. Unfortunately, Earth Day has become the ultimate marketing strategy to drive sales! But sustainable growth is a myth. Similarly, there can be no sustainable fashion or sustainable tourism without a significant reduction in consumption! “What is needed in the first instance are reduced levels of consumption, not just changed patterns.” – Herman E. Daly.

In conclusion, brands may push marketing gimmicks to celebrate Earth Day 2024. Tourism, fashion, or any other industry may create its own sustainable bubble. But we will neither address nor solve any issue unless we are wholeheartedly committed – every day – to saving the planet by curbing our consumption.

So, let’s be serious: rethinking Earth Day means nothing to celebrate. We must raise awareness and take action!

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Extreme weather: the new normal

Why people don’t care about climate change

It seems extreme weather bothers people to the degree of the intensity of heat, cold perceived, or devastation suffered. Other than news titles, these dramatic events cause conversations and complaints. However, it stops there.

But now that information is everywhere, why do people not educate themselves? Why is there indifference and no action?

Extreme weather in Europe

A massive storm and hail have devastated Milano. Also, in the Mediterranean, flames are devouring everything. That happens in Sicily, Greece, Croatia, Turkey and Gran Canaria. From droughts to wildfires, these days, Europe is burning. The climate emergency is tangible. And we know what has caused climate change which drives extreme weather because scientists said it clearly decades ago. They said we had to change the way humans impacted the planet. But we kept on abusing nature in the name of money.

Furthermore, instead of listening to those who tried to open our eyes, instead of changing our lifestyle to avoid extinction, we changed the marketing! So now, every product or service is green. Brilliant! But guess what? The world is in flames.

Misleading messages on climate change

Recently, the Italian Prime Minister spoke at the Vox rally in Valencia. She said we need to “stop ultra-ecological fanaticism.” Also: “ecological sustainability must go hand in hand with economic sustainability.”
In other words, according to the Italian government, we need to stop those who take a step to protect nature but do not say a word about oil companies.

These messages on how to handle climate change are disturbing. Besides, this viewpoint goes hand in hand with the fake slogans of green capitalism and sustainability, which are expressions of greenwashing.

Please, stop it all! Stop talking! No more words on sustainability because they are unnerving.
We are fed up with hearing governments and brands talking about growth. We cannot stand hearing about sustainable fashion, organic food, sustainable tourism or net zero! There is no such thing as sustainable growth.

Climate change worsens, but we keep doing what we have done so far! More flights, more cars, more travel, more consumption. Like someone driving a car about to hit a wall but does not care!

Now more than ever, information is available to everyone.
Indeed, there is enough information about climate change to educate ourselves and hold ourselves accountable. Yet most people prefer to credit those who deny it. Either there is a lack of understanding, or we are kidding ourselves.

But one thing is clear: extreme weather is the new normal. And we cannot afford this inconsiderate behaviour anymore.

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What is sustainability?

Vito Mancuso: ethics, nature and accountability

What is sustainability? Think about an all-embracing definition, a few words we can extend to any field. To our whole life, indeed. In our search for a more sustainable lifestyle, Prof. Vito Mancuso offered some food for thought.

In a tv show called “Quante storie”, a must-see programme which is all about books, Prof. Vito Mancuso, a theologist and philosopher, introduced his latest essay titled “Etica per i giorni difficili” (Ethics for difficult days).

Addressing the need for shared ethics, he gave some guidance on the importance of preserving nature. Precisely, he said: “Custodire la natura è un’ assunzione di responsabilità.”


“Preserving nature is an assumption of responsibility.”

Vito Mancuso

We believe we can extend this definition into the discussion on sustainable matters. Likewise, we can affirm: “Sustainability is an assumption of responsibility.”

And taking responsibility means, in other words, holding ourselves accountable.

But holding ourselves accountable goes beyond economics, marketing, or personal power. In fact, it’s about ethics.
And so, from a marketing perspective, can we agree to pair the word sustainable with big corporations? From the perspective of profit, can we allow well-known brands to sponsor sustainable events? Or set up sustainable fashion shows with the same rule as non-sustainable ones?

On an ethical level, we cannot.

From an ethical perspective, taking money from big corporations won’t lead to real change.
But holding ourselves accountable doesn’t mean being perfect in our effort to make a change. It means taking seriously the choice we made and being consistent with it. Fundamentally, it means changing the way we operate, and being very careful who we partner with.

Mainstream sustainability vs ethics

So, what is the mainstream sustainability movement proposing? Green capitalism is the enlightened way. Specifically, they tell us to shift towards an eco-green-sustainable model in order to keep up consuming as much as we did so far.

Of course, it won’t work. Either they are missing the point, or ethics isn’t their concern. And neither is sustainability.

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Consumption habits & sustainability: are we missing the point?

Between consumerism & lifestyle choices

The conversation about having responsible consumption habits seems to get wider attention. Of course, not the central role it should have, becoming the heart of every serious discussion. But, at least, there is a growing interest in this matter.

The impact of consumerism  

More people acknowledge that our actions have an impact on the planet. Specifically, our mindless consumerist culture is causing irreversible climate and ecological breakdown. And irreversibility is a fact we cannot ignore.

However, what leaves us quite perplexed is the idea of splitting consumption habits into multiple areas. Indeed we see sustainable fashion, sustainable tourism, organic food, and so on. On the one hand, segmenting helps to tackle the issue field by field. But on the other hand, it brings along a certain inconsistency.

Sustainable consumption habits: are we missing the point?

First, communication tells us that consuming green-labelled products will solve the issue. Second, you can consume sustainable products in your favourite segment and get away with it. For instance, you can purchase sustainable fashion garments but care less about wasting food.
There’s no logic in that!

Shifting our behaviour towards healthier consumption habits is a lifestyle choice. So, it regards every product we purchase and any experience.

Therefore, we can promote sustainable fashion, tourism, furniture, and food. Automobiles and technology. But to make our behaviour effective, sustainability must embrace all our individual choices. We need to develop a conscious behaviour towards life. 

The line that separates sustainability and greenwashing is very subtle. Our lifestyle doesn’t become sustainable because we buy more green products. We can make products with eco-friendly materials, but still, we will impact the environment. 

We will reduce our impact on the planet only if we consume less. Much less. And it’s a lifestyle matter. Taking a sustainable approach means stopping what we were doing!

And so, are you ready to change your consumption habits?

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Black Friday? Buy nothing!

Why say no to Black Friday

Here we go again: Black Friday is back, and we urge you to buy nothing! Yes, we are still at this point. That is where the matter rests: filling up the world with rubbish products.
Even though our economic system failed, and the effects are visible, most people ignore it. And they do not realise we cannot suffer the consequence of mindless shopping behaviours anymore.

Black Friday: the chain system

Manufacturers increase the production of poor-quality goods. Retailers, in turn, order more of them in order to satisfy their customers’ compulsive desire for novelties.
Indeed, that is capitalism: overproduction, which leads to unnecessary overconsumption. And all this happens by exploiting workers and the planet. In other words, those who pay the true cost of these heavy discounts with no fair wages, tons of waste, gas emissions and pollution.

buy nothing

Why should we care?

The point is this: we failed the 1.5-degree target for carbon emission. One of the biggest reasons is that we consume too much. How is it not clear yet? So we have only one possibility: to reduce our consumption drastically. And look, that is what sustainable consumption means! It’s not just about purchasing sustainable products but reducing the goods we buy, consume and throw away.

What can we do? Buy nothing!

Eventually, excessive consumerism is destroying the world. And massive sales aren’t consistent with a thoughtful lifestyle. So we need to get rid of this toxic culture. You know what? No change will ever come from corporations or governments. The system won’t change. But we can change and educate ourselves. Because with our ideas and wallet, we promote the world we want. Also, lower turnovers would be the only language corporations would listen to.

Modern humans are conscious consumers. “Less stuff, more meaning” is our guiding principle. Use this day to spend time with your family or your beloved ones. Read books, more books! Listen to music! But do not contribute to a system that leads to destruction.

What can you do? Buy nothing!

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