Sustainability Is Not Just About the Environment, Especially Now

In our series of debunking some sustainability myths, today we will tackle the myth that sustainability is just about the environment.

When people hear the term “sustainability,” most think of recycling, climate change, and protecting wildlife. However, sustainability is much broader, encompassing not just environmental protection but also social well-being and economic resilience. This widespread misconception—that sustainability is only about the environment—misses two crucial aspects of building a sustainable future.

In this article, we’ll debunk this myth, explore where it comes from, and discuss how we can redefine sustainability in a way that reflects its full meaning.

What is Sustainability Really About?

Sustainability rests on three pillars: environmental, social, and economic. These three dimensions are deeply interconnected and together shape a world that can meet today’s needs without compromising the ability of future generations to meet theirs.

Here’s a closer look at each pillar:

  1. Environmental Sustainability: This dimension focuses on conserving natural resources, reducing pollution, and promoting biodiversity. For instance, projects that protect rainforests or reduce ocean plastic pollution aim to safeguard ecosystems that humanity depends on.
  2. Social Sustainability: This pillar emphasizes social equity, access to education, healthcare, and quality of life. An example is community development initiatives that provide clean drinking water and healthcare in underserved areas, enhancing life quality and resilience against crises.
  3. Economic Sustainability: Sustainable economies ensure that economic growth benefits everyone without depleting resources or harming communities. For instance, fair-trade cooperatives offer fair wages and safe working conditions to farmers and artisans worldwide, enabling them to support their families and invest in their communities.

A genuinely sustainable solution balances all three pillars, creating an environment where people, planet, and prosperity can thrive together.

Why the Misconception Exists

The narrow association of sustainability with environmental concerns stems from the movement’s early history. When sustainability first gained traction in the 1970s and 1980s, the focus was on combating pollution, deforestation, and other environmental issues. High-profile events like Earth Day and legislation such as the Clean Air Act captured public attention, emphasizing environmental preservation.

As a result, sustainability campaigns, media coverage, and even public policies focused almost exclusively on ecological themes. Common images associated with sustainability—such as trees, oceans, and wildlife—reinforced this single-minded view. While the concept has since expanded, the initial emphasis on environmental sustainability has left a lasting impression.

How to Broaden the Understanding of Sustainability

To redefine sustainability as a three-dimensional concept, we need a multi-faceted approach that combines education, rebranding, real-life examples, and support from businesses and policymakers. Here are some specific actions we can take:

1. Reframe Sustainability Education

Introducing sustainability as a comprehensive concept from an early age can shift perceptions over time. Schools can integrate sustainability across subjects, explaining, for instance, how poverty reduction (social), economic development (economic), and pollution prevention (environmental) are all essential to a sustainable society.

Example: Instead of just teaching recycling, a sustainability curriculum could include case studies like Curitiba, Brazil. Known as one of the most sustainable cities globally, Curitiba has tackled social issues by implementing affordable public transportation and accessible healthcare while greening the city and creating thousands of green jobs.

2. Expand Messaging and Visuals in Public Campaigns

Shifting the imagery and language in sustainability campaigns can make a big difference. Instead of focusing exclusively on forests and oceans, campaigns could feature urban farmers, fair-trade artisans, or clean-energy startups—showcasing how sustainability impacts every facet of life.

Example: The United Nations Sustainable Development Goals (SDGs) are a good model for this. Each of the 17 goals targets issues beyond the environment, such as ending poverty, ensuring gender equality, and promoting decent work and economic growth. Highlighting these goals in campaigns can help convey sustainability’s wider scope.

3. Promote Real-Life Case Studies that Showcase All Three Pillars

Concrete examples make complex ideas relatable. Highlighting cases where social, economic, and environmental benefits overlap demonstrates the interconnectedness of these pillars.

Example: Medellín, Colombia, once plagued by crime, transformed itself through socially inclusive urban planning. By investing in public transit, parks, and libraries in low-income neighborhoods, the city improved safety, created jobs, and enhanced community well-being, proving that sustainable development is not just about green initiatives but also about social and economic health.

Example: Another powerful case is the garment industry in Bangladesh, where organizations are working to provide safer working conditions, fair wages, and eco-friendly practices. Through sustainable supply chain initiatives, workers benefit economically and socially while reducing environmental impacts.

4. Integrate Broader Sustainability Metrics in Business Practices

Many companies are now embracing Environmental, Social, and Governance (ESG) criteria, which measure a business’s sustainability across all three pillars. By reporting on these metrics, businesses can publicly showcase their commitment to social equity and economic resilience alongside environmental responsibility.

Example: Patagonia’s business model incorporates fair labor practices and invests a portion of profits in environmental and social initiatives. They ensure workers receive fair wages, reduce environmental impact in production, and contribute to community projects, setting a standard for businesses across industries.

Example: Unilever’s “Sustainable Living” plan focuses on improving health and well-being, reducing environmental impact, and enhancing livelihoods for millions. By measuring and reporting on each of these areas, Unilever presents sustainability as a comprehensive approach rather than an environmental side note.

5. Engage Policymakers to Support Multi-Dimensional Sustainability

Legislation that integrates social and economic sustainability alongside environmental protections can normalize this broader view of sustainability. Policies can include incentives for green jobs, investments in community healthcare, and sustainable infrastructure projects.

Example: In Denmark, progressive policies have established a well-rounded approach to sustainability, with government funding for green energy, social housing, and welfare programs. This approach supports a high quality of life for all citizens, an equitable economy, and a commitment to environmental health.

Example: Costa Rica is another great example of policy-driven sustainability. Known for its environmental focus, Costa Rica also provides universal healthcare and free education, and its sustainable tourism industry supports local economies, benefiting the nation’s overall development.

6. Foster Partnerships Across Sectors to Expand the Definition

Leaders in social justice, economic reform, and environmental activism can work together to build a unified message about sustainability. When communities, advocates, and organizations collaborate, they can drive home the message that sustainability is not a single-issue agenda but an integrated approach to a better future.

Example: Projects like Fair Trade and B Corps, which certify companies based on their environmental, social, and economic impact, exemplify cross-sector partnerships. These certifications recognize businesses that pay fair wages, invest in local communities, and reduce their ecological footprint, embodying the broader concept of sustainability.

Toward a More Holistic Understanding of Sustainability

Correcting the misconception that sustainability is only about the environment requires continuous effort across multiple fronts. From redefined educational approaches to real-life examples and broader business and government involvement, we can help people see sustainability as a commitment to people, planet, and prosperity alike. By promoting these interconnections, we create a stronger foundation for a future that truly embodies sustainable progress, ensuring that we meet the needs of today without compromising those of tomorrow.

Through these efforts, we can shift the conversation and redefine sustainability as a holistic, inclusive, and equitable path to a resilient future.