'Sustainability' - is it enough?

Sustainability. A word of a thousand meanings. A word which breeds a million feelings and torments a million more minds. Sustainability. The ability to sustain. Many have tried to write the perfect definition of the word 'Sustainability' but in a stark moment of realisation, I have pondered the word and its influence. Questions bombard my mind; What does it mean? Does it bear the same face to all of its users? Does the word sustainability draw only positive reflections of a planet which survives and thrives and lives? Herein lies my dilemma.

Sustainability. If you were to ask three different people to define it, you would most likely receive three different answers. Sustain-ability, or the ability to sustain. I started truly understanding and appreciating the topic when I began my third year of my Undergraduate, and since then I often find myself trying to think of the perfect explanation for the word. As you may be able to imagine, the same questions bombarded my mind each time; In which way does it impact each of us, and furthermore how do we show people that it is effecting us, and others all around the planet?

The information is available of course, but unless we can change the mindset of the majority of the Western World, nothing will change. So the biggest question of all is, how do we influence consumer behaviour so that we do become more Sustainable?

In Germany and a dozen other countries, they've almost used a system which can be compared to Skinner's Operant Conditioning experiment in the form of the Reverse Vending Machines. So why haven't these been introduced to the U.K?

It is, in my eyes anyway, a shame that simply trying to help our planet doesn't seem to be enough.
One of my ex-classmates from University suggested a new word for Sustainability. A word which isn't affiliated with a colour or consequence. Neither does it foment such feelings of sheer overwhelm which in itself stunts its own growth. I propose a word which holds the power to offer courage and acts as a warm hand on the shoulder of the soldier who marches forth where sustainability lies. To offer energy and belief.

Unfortunately, as she established later on, such power in word, would simply not exist.
There was however a suggestion from one of my Undergraduate lecturers, that perhaps we would do better to change the word Sustainability to caring.
As Human's, if we actually care, then Sustainability should thrive.

To help answer these everlasting questions, I have resorted to the answer to all of life's problems - a book.
I read the first few pages whilst on my break at Fair Trade Wales, and it can hopefully give me some tips about how I we can spread the message of the importance of a Sustainable lifestyle, without having to change your habits (or not too much at least).

Wish me luck, and I'll keep you updated!