Beyond Context-Blind Advocacy: A Simpler Approach to Sustainability

Sustainability is often misunderstood, reduced to concepts like renewable energy and recycling. However, true sustainability is far more broad, complex if you may, encompassing a broad spectrum of factors that go beyond just being environmentally friendly. In this post, we explore the deeper meaning of sustainability and why it's essential to think beyond the surface to create truly sustainable systems.

Beyond Climate Change and Electric Cars

Sustainability is often oversimplified, frequently reduced to buzzwords like renewable energy or electric vehicles. While these innovations are critical, they only scratch the surface of what true sustainability entails. 

I recently had a conversation with someone who held a well-meaning but limited view of sustainability. He believed that as long as a building project incorporated renewable energy (solar panels) and used recycled materials, it was sustainable. 

This is a common misunderstanding, but the truth is, sustainability can—and often does—exist in projects that do not feature these elements at all. The misconception that adding solar panels to a building or using recycled materials automatically makes a project sustainable is, unfortunately, widespread. Yet, sustainability is far more comprehensive—it's about fostering a system that is resilient, inclusive, and beneficial in the long term across various facets of society.

What truly defines sustainability is the project’s capacity to endure and prosper, not just environmentally, but also economically, socially, and culturally.

Misconceptions: The Root of Context-Blind Conclusions

These misconceptions often arise from a lack of context, and misrepresentations by experts and professionals. Particularly when sustainability is viewed through a single lens—typically environmental. This is why we have experienced an increase in “one-sided” Climate Change campaigns. While focusing on an element of the SDGs isn't wrong in itself, it is rather counter-productive if achieving one goal comes at the expense of the other goals.

There is a tendency to focus exclusively on reducing carbon emissions or minimizing waste, which, while crucial, do not encompass the full spectrum of what sustainability requires. This is especially true in regions like Nigeria, where economic realities and social structures must be carefully weighed alongside environmental goals. 

For example, a push to abandon fossil fuels overnight, without considering the socio-economic implications, could be detrimental rather than beneficial in the long run.

Five Metrics of Sustainability

To fully appreciate sustainability, we must consider it through five interrelated metrics:

1. Political Ramifications:
   Effective sustainability initiatives must navigate the political landscape. This includes understanding and leveraging government policies, regulations, and political will. Without solid political support, even the most innovative and environmentally friendly projects can falter. Sustainability at the political level also involves advocacy and pushing for reforms that can enable sustainable practices on a broader scale.
   
   
2. Economic Feasibility and Profitability:
   Sustainability is not just about being green; it must also be economically viable. A sustainable project should contribute positively to the economy, creating jobs, stimulating growth, and providing a return on investment. If a project is not financially sustainable, it risks collapse, no matter how environmentally sound it may be. Economic sustainability also ensures that projects can be scaled and replicated, amplifying their positive impact.
   
   
3. Community (Neighborhood) Well-Being:
   At the heart of sustainability is the well-being of people. A truly sustainable project enhances the quality of life in the community it serves, whether through improved infrastructure, access to services, or social cohesion. This involves engaging with communities, understanding their needs and values, and ensuring that the benefits of sustainable practices are felt at the local level.
   
   
4. Environmental Benefits:
   Environmental considerations remain a cornerstone of sustainability. Projects should aim to minimize environmental impact, reduce waste, and promote the conservation of natural resources. However, the environmental metric should not overshadow the other dimensions of sustainability. It must be integrated into a balanced approach that also considers economic, social, and cultural factors.
   
   
5. Social/Cultural Dynamics:
   Sustainability must respect and reinforce social and cultural identities. Projects should align with local traditions, values, and social structures, ensuring that they are not only accepted by the community but are also seen as enhancing their way of life. This involves a deep understanding of the social fabric and a commitment to preserving cultural heritage while fostering progress.

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The Holistic Approach

To achieve true sustainability, we must embrace a holistic approach that goes beyond recycling and renewable energy. This means thinking about the entire lifecycle of products and services, from production to disposal, and considering their impact on all aspects of society. 

The goal should be to create a circular economy, where waste is minimized, resources are used efficiently, and the benefits are shared equitably.

For instance, a project that focuses solely on recycling might overlook its broader economic implications or fail to engage with the community it aims to serve. A truly sustainable approach considers the full range of impacts—economic, social, cultural, and environmental—ensuring that the project is not only viable in the short term but also beneficial in the long term.

The Human Dynamic: Sustainability Is Ultimately About People

At its core, sustainability is about people. It’s not just about preserving the environment or developing cutting-edge technology; it’s about creating systems that support human well-being in a balanced and enduring way. 

Even for businesses, a sustainable model is structured for People, Planet and then Profit. This emphasizes why community involvement is crucial. Sustainable models thrive when they are designed with the input and participation of the people they are meant to benefit.

Sustainability is a simple, yet multi-dimensional concept that requires a thoughtful, integrated approach. It’s not enough to focus on a single aspect, like renewable energy or recycling. True sustainability involves considering the full spectrum of impacts—political, economic, environmental, social, and cultural. It’s about creating systems that are not only environmentally responsible but also economically viable, socially beneficial, and culturally respectful. Most importantly, sustainability is about people, and it’s through the active involvement of communities that sustainable models will truly succeed.

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