What’s in a Word?

Authors

Diane Osgood, Ph.D.

The language used at last week's Sustentável 2009 conference in Brazil highlights hot trends and differing perspectives on global sustainability.

“Innovation” was front and center in all conversations: How can companies apply their R&D strengths to solve our biggest sustainability challenges? What changes in business models are required to support them?

“Wisdom of the youth” was a new expression for me, and it went viral at the conference. Youth are a major part of the “sustainability solution” because it's greatly in their self-interest and they bring a new perspective and fresh energy to vexing problems. The 20-somethings of today grew up in a wired world, and they devise solutions through networks and IT interfaces that most people over 40 have a hard time grasping. They harness their power and innovation via virtual and on-campus networks—many of which connect thousands of engaged students across continents. This is not an idea before its time: The “wisdom of youth”-network-generated innovations are now recognized by companies like Toyota as a source for powerful solutions. Check out www.enviu.org as an example of networked “wisdom of the youth” driving innovative sustainability solutions.

The word “partnerships” was bandied around so much, I think it is losing currency. Partnerships can be effective ways to create sustainable business, but I left the conference thinking we need to refine our language about them. There are many different types of partnerships, with varying purpose, design, and duration.

"Subversive sustainability" is an expression born at the opening plenary and much debated during the three days of the conference. “Subversive” is a loaded word, especially in Latin America. The expression captures the deep differences between both cultures and generations. Many of the young Brazilians argued that we need to sneak sustainability into every aspect of business and government. In other words, we need to trot in sustainability as a subversive Trojan horse because the powers that be are not opening the doors to the changes required for a sustainable world.

Other conference-goers of varying age and culture argued that sustainability is well enough accepted but that companies and government lack the know-how to adopt it. They want to walk in the front door and transparently propose “a better way” for a triple bottom line.

Regardless which side has the more realistic view of Brazil’s state of corporate sustainability, I doubt we'll be hearing about “subversive sustainability” any time soon. That terminology may have been born and buried at Sustentável 2009.