Sustainability made easy: Pure Air Zone.

We have all been there millions of times: every time the topic of sustainability is brought up, there’s always someone ready to debate that everyone likes sustainability but it’s HARD. Unless you know how to do it. That’s why Pure Air Zone has been designed to let you easily make an impact on the environment.

Going further into the debate, when trying to understand what “hard” actually means, companies usually come up with two different problems:

1) It’s hard because sustainability is in opposition to business goals. Therefore you’re faced with a choice: making money or saving the planet.

2) Companies don’t have the resources to manage sustainability projects, so it’s hard to meet sustainability goals that have been set.

There will be no business without sustainability.

The first statement can be debated, since many studies show that people are becoming more and more concerned about the environment, sustainability and human rights. Consumers will increasingly buy values, not products. The final demand, then, will be a major driver for change that companies should prepare for.

From the perspective of companies, the third way between making a profit and safeguarding the earth and the future of humanity - making sustainability profitable - is something possible. Some have embraced sustainability as the core of their proposition (see Patagonia, for example); others are following and delivering rich SDG projects.

Of course efforts should also be made by institutional bodies as well as many non-profit organisations that can foster a cultural revolution for the good of the planet.

But it’s only with the collaboration of everyone that the flame can really become fire.

As difficult as it may seem, therefore, environmental and economic sustainability can coexist, as we’ll discuss later, in the blog

Sustainability IS easy, you just have to find the right tools.

The second statement – sustainability is difficult because of the lack of resources, knowledge, tools, skills, technologies – should be debated.

Honestly, there’s a huge risk of getting lost between all the different acronyms such as ESG, SDG, CSR and sustainability standards (GRI, SABS, ISO, etc): companies are often forced to hire consultants so as to not get lost in this jungle.