Pursuing sustainability: An Introduction

Sustainability is a term we hear all around us. Corporations brand themselves as sustainable and attempt to build sustainability goals, measures, and metrics into their business plans and supply chains. State and local governments set sustainability targets and pursue them, installing efficiency standards and practices, encouraging the use of public transportation systems, and incentivizing citizens to reduce, reuse, and recycle. Universities compete for sustainability awards that recognize efforts ranging from improving energy and water use efficiency to curricular offerings. Researchers focus their attention on the development of new knowledge and technologies to promote sustainability. Consumers consider sustainability concerns as they buy organic, or buy certified sustainable seafood or wood products. Citizens strive to reduce their environmental footprints on the planet out of a sense of responsibility to their children and grandchildren. Sustainable development, likewise, is a widely used term. It frequently appears in highlevel discussions of the United Nations, the World Bank, and nongovernmental organizations (NGOs) such as CARE and WWF and is a fundamental objective of the European Union and of many nations rich and poor. The World Business Council for Sustainable Development counts many leading global companies among its members. These and similar organizations invest in efforts to help countries, companies, and communities “develop” not just in the near term but for the longterm benefit of people. Pursuing sustainability © Copyright, Princeton University Press. No part of this book may be distributed, posted, or reproduced in any form by digital or mechanical means without prior written permission of the publisher.