Sustainability has been a marketing tool for many years. But sustainability goes further than that. It has to become circular. What we take from our planet we have to give back. This mindset has to be in the DNA of the complete organisation even society. It is the next phase in the quest to Sustainability and a precondition for future success and societal acceptance.
Our current way of living is not sustainable for the coming generations. This message has been communicated clearly the last couple of years. This resulted in a consumer who is more interested in sustainability, but acting on this is not always the case. This is partly due to the fact that we have become a bit ‘green-tired’. People see sustainability as essential but it shouldn’t be communicated as emphatically as before. It just has to become a precondition for the ‘reason for existence’ for organizations. But sustainability goes further. The ‘new’ phase is the quest in being circular. This means that everything we produce, consume etc. add value to our planet. So we give back what we take. This is the only way to keep up with our lifestyles we are addicted to. To embrace the circular mindset is to facilitate the future. The only way for an organization to survive the transition period we are in right now, is to see sustainable and circular business as a core activity.
Trend definitie: Give back what we take from our planet by reuse, reduce and repair.