#433 – THE MARKETING OF SUSTAINABILITY AND ITS COLLAPSE – DAVID ROSS PH.D.

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I almost feel like something akin to an old man in a wooden rocking chair, armed with a whittling knife, as I share this with you. But, here goes….

The early days of working in sustainability programs were something special. Indeed, back in the ‘90s, it felt exciting. Exciting because it felt like corporations were genuinely trying to make a difference when it came to reducing their “footprint”. Instead of just meeting legal obligations with respect to minimising operational impacts on the environment, these were proactive efforts to reduce the use of energy and water, as well as reduce waste generation. Continue reading