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Post 90s paradigm means embedding sustainability

If you were born before 1990 you probably missed a paradigm shift.

Unfortunately, that applies to quite a few of us – especially to those of us born between the Second World War and the 1992 Rio Earth Summit. Whether we like it or not, conspicuous consumption was embedded in our lives. We were raised in an era of abundance. Progress was signified by economic growth as measured by the GDP. Financial metrics ruled. ROI was measured by the single bottom line of profit.

That translated into disposable lifestyles with the latest toys and fashions, two-car garages and international travel. Now we are challenged to adjust to a new triple-bottom-line paradigm; one where ROI considers the cost of our lifestyles to the planet and to quality of life, not just at home but in countries far away. How do we reconfigure ourselves to live within the capacity of our shrinking planet? How do we embed sustainability into our lives?

The same dilemma applies to business.

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