The Term “Sustainability” Is Over 130 Years Old, Yet Still Often Misused
- greenadvertising11
- Jul 6
- 2 min read
When you hear “sustainable business,” do you think of solar panels, planted trees, and social media posts about recycling? If yes—you’re in the company of most people who don’t quite use the term correctly.
True sustainability is not a slogan, nor a trendy accessory for corporate reports created to satisfy European directives. Sustainability is a formula. And like any good formula, it only works if it contains all of its elements.
What does science say?
Hanan Alhaddi, researcher and lecturer in business and management at prestigious American universities and business schools, has dedicated significant effort to clarifying what sustainability means for companies. She emphasizes that the term “sustainability” has been in use for more than 130 years, but is often interpreted inconsistently—some focus on ecology, others on quality of life, social justice, or economic viability. There is also the literal meaning—“the ability of something to last over time” or “durability.” All are important, but the problem is that sustainability only works as a balance between them.
As early as the late 1990s, one of the UK’s most popular business consultants—John Elkington—at a time when ESG was neither a trend nor a requirement, created the model for business with a focus on triple accountability.
The theory is based on striving for long-term business prosperity, achieved with attention to People, Planet, Profit. Instead of looking only at financial results, Elkington urges us to keep an eye on both people and the planet. After all, if your company is net-zero but exploits its staff or is financially unstable—that is not sustainability. The reverse is also true: profits without care for people and nature do not create a stable business model, no matter how impressive it looks on paper.
The truth never fails—especially in marketing
Responsible marketing provides us with a clear toolkit for strategic thinking in this direction. But here’s the catch—responsible marketing doesn’t “sell green,” it tells the whole story of balance. It shows how a business profits while implementing a holistic strategy that cares for both the planet and people. This is much more authentic and convincing—especially for younger generations, who can sense falsehood from miles away.
So next time you hear “we are a sustainable business,” don’t settle for nice eco-slogans. Ask what they are doing for people, how they are caring for the planet, and how they are maintaining stable profits. If there is no answer to one of these questions, the formula is incomplete. And the expert seeking your attention has probably been educated only by social media posts. Without the full formula, there is no long-term sustainability.
Our team believes that this balance is not just theory, but the foundation for growth, reputation, and competitive advantage. And we are ready to help you build this balance into your business model and communications. Contact us for a free consultation. Our projects always strive to maintain equilibrium between the three key elements—nature, people, and profit.
