When did Sustainability Become a Thing?
The concept of sustainability has been around since the earliest civilisations. Today, it is commonly defined as sustainable development.
Defined by the Brundtland Commission (United Nations, 1987): “sustainable development is meeting the needs of the present without compromising the ability of future generations to meet their own needs.”
So, to live sustainably is balancing our human needs with the natural environment. However, we live in an era where our needs are met instantly. On-demand is the norm but at what expense?
Our planet is beautifully diverse, complex and rare. As the human race progresses, I believe it is our duty to protect it and many others think the same.
Demand for sustainability is growing and supports a long-term shift:
- 43% of consumers plan to shift spending power to sustainable brands within the next 5 years, up from 18% in 2018 (thredUP Report, 2020)
- Two-thirds of consumers worldwide are now belief-driven buyers (Edelman Earned Brand study, 2018)
- Sustainability represents a broader movement, partly driven by the concern, activism, and rising spending power of Gen Z
Convenience is a barrier. Although consumers want to adopt a sustainable lifestyle, they don’t want to be inconvenienced. This presents a real opportunity for companies to reinvent products, with a focus on sustainability at competitive price points.
As an investor, I think future returns from riding this megatrend of demand will come from startups that challenge the status quo and have sustainability built in from the outset.
