The Sustainable Century by Design or Disaster™ (my upcoming book) is guided by seven themes (see box). Below is an overview of Chapter One where the theme of market signals is explored as critical to creating a sustainable global economy.
In a world crowded to excess with hopelessly uncreative, ineffective and wasteful conventional marketing efforts, it may seem hard to believe that sustainability values, obscured as they may be, are growing in strength and having increasing influence on the supply of the goods and services we want and need.
Still not nearly strong enough to push the market over a “sustainability tipping point” or the moment when sustainability drives the majority of demand impulses and supply reactions, sustainability signals are notable and rising in volume.
Growth of fair trade markets, organic foods, non-GMO food production, the sharing economy, and most important of all, sales of products with some inherent “sustainability value” in conventional retail outlets are growing at rates much faster than “traditional” products/markets.
It will take some time to block out the great static of superficial unsustainable demand and replace it with deeper universal sustainability values, but all the signs point to great change in store.
Chapter One of The Sustainable Century by Design or Disaster™ explores the nature, strength and challenges behind making louder more forceful sustainability values market signals.Excerpted from upcoming book by Marc de Sousa Shields, Managing Partner ES Global, The Sustainable Century by Design or Disaster™…. For more information write firstname.lastname@example.org