The term sustainability or sustainable has always fascinated me. It is a term the companies are using today as a marketing tool a way of proofing the the world that they are doing something for the Environment.

Definitions include:
  • The ability to be sustained, supported, upheld, or confirmed.
  • The quality of not being harmful to the environment or depleting natural resources, and thereby supporting long-term ecological balance.

In 1987, the UN Brundtland Commission defined sustainable development as “meeting the needs of the present without compromising the ability of future generations to meet their own needs.”

But is what most people call sustainable really sustainable or just another way of gaining on the competition.