What's the word? It's not 'sustainability,' sector leaders contend
By Andy Giegerich
Sustainable Business Oregon editor
Andy Giegerich is editor of Sustainable Business Oregon.
One of Friday’s two Focus sections, in the Portland Business Journal, will feature a bevy of information about the sustainability world.
Or will it? That is, panelists on a Business Journal roundtable debated, at length, whether the term “sustainability” carries the same heft it did, say, 10 years ago.
We’ll feature analysis from the event, which featured eight of the industry’s brightest lights, in our special section on … whatever a good substitute word might exist for “sustainability.” Indeed, our lead story tackles that very question: Does a name, even a clunky six-syllable moniker that’s a bit vague, matter?
One issue Ecotrust President Astrid Scholz has with the moniker is that it’s been marginalized.
“You don’t have to care about ‘sustainability’ to use it,” she said. “You can attract dumb capital, so to speak, just by virtue of getting a financial return and getting it to do the right thing.”
What matters, she added, is that the industry, no matter what it’s called, continues to look for new ideas that both attract and generate capital while doing right by society.
Look for more in Friday’s PBJ.
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