Sustainability has become an undeniable fixture in today's productivity landscape. It's no longer just a possibility; it's an unavoidable reality. Whether your city, country, or company is fully on board or not, the journey towards sustainability will continue, much like a plane preparing for takeoff.
But why do we still need to talk about it? Is the discussion of sustainability sufficient? Are we giving it enough attention? In the past, sustainability was often dismissed as a political issue, unrelated to many individuals. However, in 2018, sustainability has gained popularity, featuring prominently in concepts like design thinking, conscious festivals, farming, and fashion. However, there's a potential problem emerging. As new words or phrases gain attention, they are often exploited, hyped, and turned into mass marketing messages, diluting their significance. Suddenly, the excitement fades, and we pay less attention when the term resurfaces. We cannot afford to let that happen to sustainability.
Examples from around the world highlight the urgent need for sustainable practices. In the Philippines, Boracay, a popular tourist destination, had to close for six months due to years of careless sewage disposal, turning it into a "cesspool." Maya Bay in Thailand, famous for its appearance in the movie "The Beach," has become an overcrowded and littered site, necessitating a four-month closure for recovery. Gentle practices are no longer just admirable; they are necessary because sustainability is the appropriate response, not simply a buzzword.
GRANA takes sustainability seriously by incorporating it into their practices and products. For instance, their women's underwear is made from Modal fiber derived from sustainably grown Beech Tree forests in Europe. They also use TENCEL®, a fabric produced from sustainably managed Eucalyptus tree plantations, which grow quickly without the need for irrigation or chemical pesticides. TENCEL® is produced through a closed-loop system, minimizing environmental pollution. Grana's commitment to sustainability goes beyond mere "greenwashing" and is deeply woven into their business ethos.
The responsibility for change lies with both businesses and consumers. When consumers demand sustainable products, businesses respond by increasing supply, creating a shared responsibility for change.
Numerous sectors have already embraced sustainability, providing practical examples across transportation, fashion, food, industry, farming, art, and water. Although the sustainable story is complex and ongoing, it is more prevalent than ever. It permeates our lives and presents opportunities for transformative change in commerce and societal institutions.
About Keshia Hannam:
Keshia Hannam, a Hong Kong-based writer, speaker, and co-founder of Camel Assembly, an international community of creative female leaders. She has contributed to esteemed platforms such as Fortune, Forbes, CNN, Huffington Post, South China Morning Post, Tatler, and Maekan, sharing insights on various topics, including sustainability.