Sustainability from Theory to Practice…. to People

Scientific and technological advances along with a growing ability to self-reflect on our own action has enabled humanity to discover or, arguably re-discover, the complexity, intricateness and vulnerability of Planet Earth.... [ view full abstract ]

Scientific and technological advances along with a growing ability to self-reflect on our own action has enabled humanity to discover or, arguably re-discover, the complexity, intricateness and vulnerability of Planet Earth. Through such discoveries, the destructive power of humans as well as the limitations of their conceptual tools has become eminently visible as existing business models and economic systems transgress social and ecological limits. The recognition of these problems has been made manifest in such as the creation of the United Nations’ Sustainable Development Goals. There is however no consensus on how these goals will be achieved. For example, will adjustments made to existing business models and economic systems be sufficient to achieve these goals or will more radical change be required? To contribute towards answering this question, this study examines (i) an argument that more radical change will be required; and (ii) a review of a theory and practice that would enable such a radical change. There is much criticism of the current ‘take, make, waste’ economy with regards to pollution and because it is reaching raw material, ecological and social limits. Furthermore, the existing recognition of such limits as in the widely used Triple Bottom Line approach (Elkington 1998) is being transformed by the need for multiple value creation, an effective Triple Top Line (TTL). However, this seemingly small change from “Bottom” to “Top”, requires fundamental changes in economic and business models as well as sweeping changes to societal and individual expectations and aspirations. Whilst this kind of change has been much discussed, there has been to date little practical, wide-ranging impact. A recent funding call from the Dutch government is perhaps the first manifestation of a nation state facing up to and taking on this radical challenge: “These changes in values must result in forms of collective value creation. Whereas previously individual parties and/or organisations took centre stage in existing sectors and chains, now the challenge is to realise collective value creation that extends beyond the sector…”  (NWO 2017). To achieve this profound transition, this present study uses an ontological change that challenges existing economic and business assumptions (Foucault 1970; Birkin and Polesie 2011; & Latour 2013). Additionally, this study goes beyond economic and business model changes to integrate with personal TTL’s which effectively, and originally, grounds the study in culture, traditions, the conduct of a “good life” and social mobilisation. Practical impacts of this innovative approach are provided in a brief case study of the “Intrinsic Earth” social movement and its use of the game-changing, collaborative writing and publishing software Prenly (2018). The case also serves to highlight the need for social-movement-generated research topics rather than academic ones driven approach when it comes to radical re-thinking.