I was into Sustainability before it was famous…
There’s a tendency in indie music geeks to seek out obscure bands, just in case they hit the big time, and then you can claim you saw them bottom of the bill at Reading in 1994 or whatever, declare them passé and move onto the next. I often think this about Sustainability – us practitioners like to constantly champion the next big concept and then move on as soon as it starts emerging blinking into the sunlight.
While this is fun, it neglects the real job – the unglamorous, difficult task of converting that high falutin’ concept into something which will work in the mundane, everyday mainstream. Something which is affordable, scaleable, practical, effective, reliable and, often, unnoticeable.
So, while you may find it depressing seeing your old heroes’ early indie classics reduced to wedding reception fare, in sustainability that’s actually where we want to be!
“Joy Division promo photo” by Source (WP:NFCC#4). Licensed under Fair use via Wikipedia