Advertising Age magazine listed the "jargoniest jargon" of 2010 in their 12/13/10 issue. These are words the editors wished would no longer be used. Number eight was "sustainability." (By the way the #1 jargon word was "choiceful"). The editors noted that "sustainability" was:
A good concept gone bad by mis- and overuse. It's come to be a squishy, feel-good catchall for doing the right thing. Used properly, it describes practices through which the global economy can grow without creating a fatal drain on resources. It's not synonymous with "green." Is organic agriculture sustainable, for example, if more of the world would starve through its universal application?
The problem is that there is no accepted definition of sustainability. In some case, LEED certification has symbolized sustainability, but post-occupancy performance has increasingly raised questions on the value of this certification. Sustainability has also be used to define approaches which save energy and water in comparison to traditionally designed buidlings.
But given this ambiguity should we put the term "sustainability" on the backburner? Absolutely NOT. We simply need to be smarter about how we use the word. We need to ask probing questions to our design teams, to our suppliers, to our corporations, and fellow world citizens. We need to know how they are defining sustainability and how their actions positively contribute to our future health and welfare.
sustainability is the best plan for all even in business it is so important to stand the organization for the long time.
Posted by: writers job | September 01, 2011 at 02:19 PM