Why sustainability is not the same as sustainability
What does sustainability mean?
Sustainability is a relatively new term. It was only coined at the beginning of the 18th century. Nevertheless, the word is now widely used and is encountered every day when shopping, in advertising or in public discussions. The term means more than just plastic-free shopping or less car use. The term "sustainability" was first used in forestry. The term meant using forest areas in such a way that the productivity, rejuvenation capacity and vitality of the forest are maintained or even improved. Today, the principle of sustainability is applied to a wide variety of areas. It means:
“ Meeting the needs of the present without compromising the needs of future generations.” [1]
Sustainability is a popular buzzword for putting companies, products or projects in a good light. The term is now overused, which is why its actual meaning is blurred. It is therefore often sensible to choose the term "responsibility" instead of "sustainability". Whether a product purchase or an action is responsible in terms of the following three dimensions can usually be answered more intuitively.
The three dimensions of sustainability
There are three main areas in which the concept of sustainability is applied. These "dimensions of sustainability" are reflected in the three-pillar model of sustainability. They cover the areas of economy, environment and society. The aim is to combine developments in all three dimensions and to consider them as a whole. [2]
1. Social - Health and high quality of life
The pursuit of sustainability in a social sense aims to create social justice. This dimension includes improving the opportunities and conditions of the poor and disadvantaged. The goal is to build a functioning, fair society. Social sustainability in the corporate environment considers the effects and critical reflection of corporate actions on all actors. These include, for example, suppliers, investors, customers or employees. It also describes the responsible treatment of all people involved in the process. Companies that implement social sustainability resolve tensions and conflicts peacefully. Larger companies in particular often report on their commitment in the CSR report (Corporate Social Responsibility Report).
2. Economy - meeting human needs and achieving prosperity
Economic sustainability is the basis of every business model. No company can survive in the long term if it does not make a profit. Economic sustainability is characterized by the efficient use of resources and is considered sustainable if a business model can be operated permanently. At the same time, economic sustainability describes the effort to satisfy needs and promote prosperity in the long term.
3. Ecology - the earth's ability to maintain diversity
Ecological sustainability is based on the original idea of not overexploiting nature and treating resources and the environment with care. Natural resources are only used to the extent that they can be regenerated. Such use is the basis for enabling future generations to have a future without losses.
Ensuring economic, ecological and social sustainability to the same extent is a major challenge. Since rezemo has considered all three dimensions from the beginning, it has succeeded in achieving this balancing act. With our coffee capsules, we offer a product that responds to the demand for high-quality, uncomplicated and at the same time responsible coffee enjoyment. In this way, rezemo acts sustainably in the dimensions of economy and ecology. We also shape the social dimension sustainably. For example, we work with small, local roasters.
product sustainability
Consumers are faced with an almost limitless range of products every day. But how can you tell whether buying a product is actually sustainable? A product is sustainable if the environmental impacts can be managed throughout its life cycle while it provides economic and social benefits.
A product is sustainable,
- whose environmental impacts can be managed,
- while bringing economic and social benefits,
- throughout its entire life cycle. [3]
In addition, a product must be viewed as an overall construct consisting of the product core, product and additional aspects. A sustainable product is characterized by the fact that all three aspects meet the sustainability concept. [4]
Our wooden coffee capsule is sustainable at its core because it is 100% bio-based. Unlike conventional coffee capsules, we offer coffee capsules that do not produce any aluminum or plastic waste. We also design broader product components sustainably. For example, we pack our capsules in natural kraft cardboard. It is important to us to act responsibly in all respects. That is why we attach great importance to making all of our activities sustainable. For example, we use 100% green electricity in production and ship our capsules in a climate-neutral manner.
The “Cradle-to-Cradle” principle
The trend towards ever shorter product life cycles is a massive driver of growing mountains of waste and the pollution of living spaces. Longer product use is therefore an important component for maintaining a diverse world worth living in. Traditionally, a product reaches the end of its useful life at some point. In the "from cradle to grave" concept, the end of product use, the "end of life", is followed by its disposal. Materials processed in the product are lost. The "from cradle to cradle" approach, on the other hand, assumes that supposed waste is also a valuable resource. As early as the end of the 1980s, Braungart and McDonough advocated a new philosophy. This states that raw material cycles should function in such a way that there is no useless waste, only useful raw materials. Two types of cycles can be distinguished. The biological cycle covers consumer products, while the technical cycle focuses on non-consumable service products. The rezemo wooden coffee capsule is also based on a "from cradle to cradle" principle, as it is 100% bio-based.
The Cradle to Cradle cycle for biological and technical products (source: https://epea.com/ueber-uns/cradle-to-cradle ).
The Danger of Greenwashing
The term "sustainability" is often used to present companies and products in a positive light. Even organizations that do not fully implement the sustainability aspect advertise themselves as sustainable. This phenomenon is so widespread that it has its own name - "greenwashing".
"Greenwashing describes the intention of companies "[ ...] to achieve a green image through marketing and PR measures , without, however, to implement measures within the framework of value creation.” [5]
Many companies advertise with seemingly sustainable measures. However, if the commitment does not relate to the core business or has only minimal positive effects, this is referred to as greenwashing. Negative aspects are left unmentioned in order to put consumers in a positive mood. Environmental aspects are typically given priority and others, such as social aspects, are neglected.
We uncovered an example of greenwashing in our blog post: Bioplastics - panacea or greenwashing?
Conclusion: Sustainability is not the same as sustainability
Sustainability is a term that conceals more than meets the eye. It is often associated with ecological aspects. Sustainability also applies to economic and, above all, social dimensions. Anyone who wants to live and consume sustainably faces a complex task. Products that appear sustainable at first glance may turn out not to be sustainable upon closer inspection. In order to assess the sustainability of products, the entire life cycle from production to "end of life" must be considered. The "from cradle to cradle" principle should be applied. It is a challenge to distinguish greenwashing from a genuine interest in sustainability. Nevertheless, consumers want to evaluate products in terms of sustainability. Companies should therefore communicate aspects such as resource origin, production or working conditions transparently.
Our vision is to make high-quality coffee enjoyment sustainable. Because we implement responsibility in every dimension, our wooden coffee capsule is a sustainable choice in every respect . However, it is important to us that you can form your own opinion about our unique coffee capsule and the rezemo company. That is why comprehensive information about the rezemo coffee capsule is available on our website.
I WANT SUSTAINABLE COFFEE ENJOYMENT FOR MY HOME[1] Jonker , J ., Stark , W . , Tewes , S . (2011) Corporate Social Responsibility and Sustainable Development , Springer
[2] Hentze, J., Thies, B. (2012) Corporate Ethics and Sustainability Management, 1st edition. UTB.
[3] Volker Hauff (ed.): Our common future: the Brundtland report of the World Commission on Environment and Development . 1st edition. Eggenkamp, Greven 1987, p. 46.
[4] Weber, T. (2015) CSR and Product Management , Springer Gabler.
[6] c2c.ngo The Cradle to Cradle School of Thought [online] accessed on 12.02.2021 from https://c2c.ngo/c2c-konzept/denkschule/ .
[5] Lin-Hi, N. (no date). Wirtschaftslexikon.Gabler . [online] accessed on 12.02.2021 from https://wirtschaftslexikon.gabler.de/definition/greenwashing-51592/version-27475 .
