Sustainability: Not Any One Issue

Screen shot 2012-02-08 at 11.30.29 AMThis is a quick look at the results  of the 2011 CONE/ECHO Global CR Opportunity Study that is available here at the Cone site and looked at through a sustainability lens. The takeaway cited by the authors is that  “consumers globally believe companies have an explicit responsibility to help change the world.”

Can there be but one issue anymore?

Screen shot 2012-02-08 at 11.38.03 AMOr put all the wood behind one arrow.

whole picture

This same information, with a shift in the lens to a sustainability perspective rather than pieces and parts, unifies and integrates moving us toward the requirement of an interconnected holistic approach, using the integrated elements of sustainability strategically.

The lens we use to ask for opinions and present information about those opinions can’t be the same one we’ve been using for the last thirty years . How we use information to motivate and inspire citizens and organizations of all stripes to change their consumption habits is the challenge for all of us who accept “explicit responsibility to help change the world” and who are marketers and communicators.

Can we agree on this?

Here’s some examples of messages that educate, motivate and inspire while addressing the whole, not pieces and parts:

Rethinking the Economy by Ellen MacArthur Foundation,

disConnected Consciousness by environmentalist Julia Butterfly Hill,

and John Marshall Roberts on the Science of Inspiration.

By: Ruth Ann Barrett, Sustainability Advocate,, February 8, 2012, Portland, Oregon.

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