When does sustainability become unsustainable?
Nowadays, most of the companies try to go green in different ways and with a different pace and involvement, by using or even designing recycled or sustainable materials for the creation of products, reducing the production cycle’s emissions or switching to more eco-friendly packaging, especially free from plastic. Can these remarkable initiatives end up crossing the line?
London architecture studio Waught Thistleton conceived the project for an eco-village in a lake to reinvigorate central Bergen, in Norway. The set of 1500 houses, that will be built on a series of artificial islands connected to the shore by a giant boardwalk that will feature also swimming pools, performance space and moorings, is projected to be ecologically friendly with low energy and water consumption and minimal waste.
Can an eco-village, heavily affecting such a natural landscape, be really considered sustainable? Sustainability surely implies paradoxes and in order to provide a positive impact on the planet must be handled in a proper way and based on the company’s real desire to be game-changing and its willingness to adopt disruptive solutions. Otherwise, all the efforts just result in pure greenwashing, due to the attempt to ride the wave of sustainability and take advantages from it without a deep engagement.
The main risk around the corner, when it comes to sustainability, is losing sight of the overall picture, turning a solution to the #DARK in its exact opposite, like in the above-mentioned case.