Denver Water campaign by Sukle Advertising

Denver Water campaign by Sukle Advertising

I love this campaign for a number of reasons but the biggest reason is that this message plays well for water and the bigger picture of sustainability. 
 
I believe sustainability at its core is about conservation of time, resources, materials, money – doing less with more. And doing it in such a way that takes into consideration people, the environment and the economy. It’s a complicated decision-making triangle, almost like a house of cards – clearly because many of our previous decisions around these issues have been stacking up over decades and decades of innovation without an eye on the consequences.
 
I say that not as an accusation but as someone who understands how thoughtless decisions can be made. I’ve definitely made my share of thoughtless decisions over the years. I was blinded by my need to have the latest and greatest gadget, handbag, sweater and I wanted it all at the best price possible. So certainly my actions contributed to the level (or lack of) sustainability today.  
 
So why IS sustainability important?  Three reasons: ecology, economy and society.
 
  
ECOLOGY
We’ve altered and depleted our planet’s atmosphere, forests, oceans, rivers, natural resources and animals. If we sit back and do nothing what kind of legacy do we leave? Maybe it’s too far-reaching to think about what kind of life your children’s children will have here. But if we don’t support cleaning up our environment why should they? It’s someone else’s responsibility right?
 
Responsibility is important but practically speaking corporations are looking to mitigate risk. They want to be ahead of government regulations and stave off the NGOs and the prying eyes of consumers. More power to them if its for the good of our planet.
 
  
ECONOMY
This factor alone is why I prefer to have a conversation about sustainability rather than “green”. Green is just one aspect that’s taken a bad rap because of greenwashing and companies’ tendency to just throw money at a solution. True sustainability looks at the most cost-effective solutions. It also looks at what’s fair and equitable and strives to provide benefit to the local economy.
 
SOCIETY
The means doesn’t justify the ends. We have to look at how people — their lives, wages, working and living conditions — are impacted in our quest for newer, cheaper and better. If we don’t look at creating more equitable situations for people the world over they won’t care about cleaning up the environment. How can they when access to clean water and food is a constant struggle?

Affecting change in this sustainability movement starts with the people. This is about all of us, not just the politicians, the scientists or the hard core environnmentalists. It’s everyone making small changes to affect the condition of the planet and our place in it.

Speaking of of hard core environmentalists, Adam Werbach use to be one and he’s changed his direction after creating WalMart’s sustainability programs and witnessing the impact of their thousands and thousands of associates in shifting the conversation ( birthofblue is a great read on Werbach’s about face).

It’s not a popular notion in our hyper-consumer driven world but give it try next time you reach for something at the store. Do you really need it? Do you already have something similar at home? It’s not always easy, trust me, but the tough economy certainly has made it easier to use only what I need.