In recent years there has been an increasing focus on the fact that natural resources cannot replenish themselves in the face of a growing demand.
To take action we will need environmentally friendly (eco-sustainable) economy. But this is in contrast to the number one target of a company: to generate profits.
Attain financial gain, in most of these cases, seek to use the existant technology and know how, namely, the easy way and up until now met but not eco-sustainable. Also, the adopted vision gives priority to short term rather than the long term, in which eco-sustainable shows just how important it is.
These divergent forces converge at one point in which attain the eco-sustainable become cost-effective in the short term, too. This I see occurring in a number of different ways:
- when eco-sustainably produce is cost-effective, too; in recent years there has been an increasing focus on the fact that the environmentally friendly produce is more expensive than polluting production. This is not true: the challenge is innovate finding eco-sustainable and cheaper solutions;
- considering that eco-sustainably produce can increase the cost of production but at the same time improve the brand, leading that the consumer is willing to spend more to identify with it;
- using the innovation: using new ideas to create eco-sustainably business; that's the case, for example, those companies that recycle waste for making other products to sell.
Only in this way the concept of ecology, economy and sustainable can merge into each other:
the key word for the future must be ECONOsustainable
The ECONOsustainable is a crucial issue also due to the very high population growth of recent decades. I do not need to remind you of that more numerous are people in the world more resources are used. So, it's necessary to use resources so that they will be available to future generations. A manufacturing process is sustainable when it use natural resources at a rate which they can be regenerated naturally.
Attention, we can't consider a commodity eco-sustainable only because the end product has eco-sustainably characteristics; taking the environmental impact of all production and distribution processes into consideration, is needed. So, for example, if high level of pollution is necessary to produce an environmentally friendly car I can't say that I'm using an eco-sustainable business model. A very topical example are organic food: is an sud America organic food arrived in Italy after a long travel eco-sustainably? So, in other words, it's necessary take a broader view (manufacturing processes, consumption phase, recycling) and not just consider only the consumption phase.
Consequently a farm is pursuing a eco-sustainably business if, in addition to sell environmentally friendly products, it shall adopt eco-sustainably manufacturing processes.
"Green economy mean think about procedures by means of which the capitalist development model embody the sense of boundaries (environmental, social, manufacturing) as a new priciple of accumulation, by making it the power of a new cycle."1
It is clear the social dimension of the green economy; the economic dimension that touch upon every aspect of social and productive fabric.
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1La consapevolezza del limite di Aldo Bonomi, Nòva, 7 maggio 2014