A small list of “uncomfortable truths” about SUSTAINABILITY, which although known by many, are expressed by very few. Knowing and accepting them can lead us towards better behavior as a human collective.
- Only those on the planet who lead unsustainable lifestyles are concerned about becoming more sustainable. In many cases, those who lead a sustainable lifestyle are increasingly interested in copying the unsustainable – consumerist model of the former.
- Offering “green” products and services does not necessarily lead to increased demand, especially if good practices do not directly and positively affect the tourist experience. However, bad practices can drive you out of the market.
- Today, being socially or environmentally irresponsible can be more profitable, especially in the short term.
- Much of what is called eco, bio, sustainable, green, etc. does not correspond to reality. This has led to indifference and lack of concern among many consumers.
- International flights are highly unsustainable, generate oil dependency and contribute greatly to climate change.
- Corporate Social Responsibility (CSR) tends to focus on washing its hands of the problem with small actions financed with a small part of the profits, rather than trying to change the business model towards a more responsible and sustainable one. Despite this, large companies that generate severe environmental and social damage have been successful in defusing criticism of their business model and conveying the idea that the private sector is doing something positive. If you want to implement any substantial change in the tourism sector (or any other), it is not enough to let companies regulate themselves.
- Government and business policies generally fail to take into account the long-term effects of their actions and are unable to offer a convincing solution to the increasingly urgent challenges facing humanity. The economic system needs very substantial changes, not superficial ones as it has been up to now.
- The vast majority of consumers are reluctant to shop ethically, especially if they do not receive any direct benefit from it.
- Sustainability is often overlooked because it severely limits the consumption of material goods. For example, not owning a car is sustainable; owning an eco-friendly car is not.
- Responsible consumption alone is not enough to change the problems of the market economic model, although it CAN be the starting point for changing the situation. We consumers HAVE a lot of power, if we want it.
Based on an article originally published in Journey to Sustainability.
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