Have we run out of Sustainability ideas? Probably a good thing.
About five years ago, there seemed to be a new sustainability concept coming over the horizon every 5 minutes: the circular economy, creating shared value, mindful sustainability, my own green jujitsu and the doomed-by-its-own-name endosymbiotic thrivability – everytime you clicked on a green business website, another idea leapt out at you. These neologisms were on top of already bulging toolbox of existing ideas including natural capitalism, cradle-to-cradle, bethinking the natural step, one planet living, factor 4/10/100 etc, etc.
Suddenly all of this blue-sky thinking seems to have died away, replaced by practical efforts to take Sustainability forward at scale. I’d argue this is a sign of maturity with the Sustainability baton being handed over from the thinkers to the doers.
We now know what we have to do, the challenge is doing it.