6 Comments
User's avatar
Walter Cruz's avatar

Gracias por el artículo. Llama a la reflexión sobre el uso generalizado en temas de ambiente, de "códigos o nombres rimbombantes" del mercantilismo, que mueve todo lo que pueda generar ingresos extras a los países o negocios, dejando en un segundo plano su verdadera esencia, uso correcto y lo más importante el impacto en la sociedad. Lastimosamente mientras las ansias de poder político, económico y empresarial, de los "grandes líderes" sin importar las consecuencias, no del futuro, si no de todo lo que estamos viviendo ya mismo.

Expand full comment
José Daniel Cruz's avatar

Gracias por el comentario! Creo que al mismo tiempo, la 'inercia de mercado' que se está construyendo en torno al tema puede ser también una oportunidad para hacer las cosas bien. Para eso, necesitamos profesionales en sostenibilidad con un código ético sólido para que las certificaciones no sea sólamente documentos de cumplimiento, sino realmente constancias de una transformación.

Expand full comment
Carolina Mack's avatar

Very nicely said! What is worrying for me is that if it is challenging for someone working in the sustainability area to get around the concept correctly and avoid distractions from all the empty uses of the concept you said, how can we guide billions of people in the correct path?

I agree with Walter and Andrew regarding the leader's support, regulations, innovation as key roles, but still a huge challenge for the present conditions

Expand full comment
José Daniel Cruz's avatar

I have been asking myself the same questions, and I think the answer is: one person at a time! We need to keep ourselves updated, but also (as Christiana Figueres says) 'outraged and optimistic'. Having the ability to communicate really complex issues into simple words will be key, and for that, deep understanding is required.

Expand full comment
Andrew Sheahan's avatar

Thanks for the article, and especially the points about the corporate and biosphere realities. There is a real catch-22 when we make products more sustainable and increase demand on that basis and I don't have a clue how we solve this. A quick search turned up the Jevons paradox, which explains some of this challenge and suggests a role for increased regulation + tech innovation in tackling these types of challenges. Subscribed!

Expand full comment
José Daniel Cruz's avatar

Interesting that you point out the Jevons paradox! It is indeed what has been happening since the 1st Industrial Revolution: increased efficiency (measured in consumption per unit of output) has not driven us to consume less resources, but actually the contrary. And this even applies to human labour! Each one of us produces much more value today than we did 100 years ago, yet we still work (from) 8 hours a day. Thanks for the comment Andrew!

Expand full comment