o – A light of hope in the dark: sustainability as the only path to social and environmental well-being. Reality is undoubtedly more complex now than it was 50 years ago; even more so if compared to a more distant past. This makes generalizations difficult, even though they seem to be ubiquitous these days.

WHEN GIANTS AWAKEN by Paula Piaggio

A light of hope in the dark: sustainability as the only path to social and environmental well-being. Reality is undoubtedly more complex now than it was 50 years ago; even more so if compared to a more distant past. This makes generalizations difficult, even though they seem to be ubiquitous these days. There are, however, certain general currents that are present in every society and every aspect of the current system, whether economic, productive, cultural or social. This is a clear indication that our world is a habitat shared by all, and is now more interconnected than ever. Even though events may take place away from our homes, their consequences will sooner or later knock on our door. Two opposing currents exist in the power play for global supremacy. One of these currents tries to be aware of reality and its problems, and seeks to regard them holistically in order to try and do something about them. The other current, when faced with a complex scenario, simply decides to deny all the difficulties and problems generated by modern systems, and chooses instead to hold on to a notion of wellbeing without change. In order to do that, this current resorts to the belief or hope that lives in most of us that this tragic destiny will be avoided; accordingly, change –which is always difficult and painful- will simply not be necessary. On the other hand, if predictions prove to be accurate, humankind is the maker of its own problems, and that responsibility is not easy to admit. The existence of these two currents does not mean that the players involved remain unchanged. In fact, we have recently witnessed such a change, as right-wing parties rose to power in a number of nations, thus changing the balance of power. The best-known example of this change is the U.S., but it is not the only one. Donald Trump and accordingly the U.S. are at the top of the list of climate change negationist nations, who deliberately choose to ignore all evidence of climate change or environmental problems related to modern forms of production and consumerism. The question is: why is this way of thinking so politically profitable in so many countries? If sustainability is understood as a balance among the economy, the environment and social equality, and if we consider that the wealth distribution gap keeps getting wider in most western nations, it is not hard to understand why the notion of sustainability is not only complex and uncomfortable, but also dangerous to a number of powerful sectors. The lack of social equality and the related salary gaps lead to a fall in the standard of living of millions and their access to cultural assets. This is clearly beneficial to certain sectors that do not want to see the status quo change, and who fail to understand that the world they are destroying is the same world where they, their children and grandchildren now live and will continue to live. As a result, even though it is easy to make people believe that sustainability is not a need but a luxury, reality will eventually tear the mask and the damages to our habitat will become apparent. The hard facts and the voices calling for a change will be so numerous and strong, that they will no longer be disregarded as a mere fashion. While fashion is often seen as frivolous and fleeting, it does have profound meaning. Fashion’s negative connotations are only associated with its more immediate manifestations in a given context. Fashion, however, does have profound and lasting meaning, as it reflects and communicates a society’s views at any given time. Sustainability as a fashion is not about something superficial: it communicates a collective need for respect, responsibility and empathy towards the environment. Hope is the last thing to die, and other nations are already moving in the opposite direction as the U.S., thus rearranging the balance of power, generating new playing fields and strategies. China –the most populated nation and the biggest producer in the world- has recently changed its environmental policies, by taking direct public policy steps in this area. While these are just the first steps, they are taking China in the right direction. Until a few years ago, because of its demography and economic policies, China was one of the most adamant climate change negationists and one of the most polluting nations in the world. It was the nation to face, because of its unbridled use and abuse of natural resources. Those policies eventually led to China’s current reality. The consequences of those decisions are now very real and brutal. The past cannot be changed though, and only the present lies within our power. For better or for worse, those policies have created a society that is now on the path towards responsible consumption. After all, when all the predictions that initially sounded like mere cataclysmic threats by some wildly imaginative scientists suddenly come true, denial ceases to be an option. When the air becomes unbreathable, the water undrinkable and the sun a distant memory, it is hard to make people believe that sustainability is just a luxury product for young millennials to feel good about themselves. This awakening is not explained solely by the extreme consequences of pollution that are now being experienced by people in China. It makes part of a context of rising standards of living, greater access to education, and increasing purchase power. During the first years of the industrial revolution, China and its people were merely regarded as a source of labor to be exploited. As global markets became saturated, and after many years of sustained economic growth, Chinese and global companies started to look to the domestic Chinese market, which they had previously neglected. Today, experts believe that China has the largest number of middle-class inhabitants, ahead of Europe, the United States and Japan (all regions where middle class numbers are dwindling). In a growth-based global economic system, where new markets are increasingly harder to find, the creation of a new market as large as China cannot possibly be ignored. If Chinese people start to demand certain production standards, social and environmental responsibility conditions, the strength of their demands will be greater, and so will the losses if those demands are not satisfied. In other regions of the world, where awareness about responsible and sustainable consumption has been developing for a longer period of time, sustainability continues to be regarded as something that adds value to goods and services and boosts their prices, and as a feature to be highlighted when marketing those goods and services. Those who can pay premium prices, in addition to getting the relevant goods or services, acquire also the right to feel morally superior. By buying those kinds of products, we become responsible, committed consumers, and wash off the guilt about all the things we have not changed or done before: this is the view of sustainability that a number of powerful players seem interested in establishing among the general public. The case of China -because of how rapidly they destroyed their environment and because of the potentially huge role they can play in turning things around- should serve as an example for us to understand that sustainable living is not a fad, is not about washing off guilt, and is not an “optional” path to be taken by those who can afford it. Sooner or later, large-scale sustainable living will be the only path into a future that is no longer bleak. We need to understand that each of us has the power to change things. It is our responsibility to demand change, as our voices, when added to millions of other voices around the world, will not be lost -rather, they will become more powerful and relevant. Every action counts. That is why we need to embrace our share of responsibility as members of this voracious system; we need to become proactive agents of choice and change, as users or producers, as inhabitants of this planet. Sustainability is a very complex matter, as it involves substantive, deep structural changes. There are no certainties when it comes to sustainability, and we need to learn as we go. We are bound to encounter closed roads, numerous detours, darkness and obstacles. That is why we need certain basic notions to light the way. Economic, social and environmental systems are not separate and interdependent: they are integrated systems that cannot be separately understood. There can be no economic growth to the detriment of the environment or people’s standard of living. We need to understand that production scale must necessarily be linked to a community’s ability to control the related environmental and cultural benefits and damages; it must also be linked to the ecosystem where it takes place, thus creating a two-way relationship for the benefit of both parties. The giant seems to be awakening and joining the sustainability currents that now exist elsewhere in the world. The giant is awakening at a time when change is not only necessary but also urgent. Urgency brings about change; it brings people together and makes them stronger. When that urgency exists in the most populated nation in the world, change becomes a powerful, unstoppable force. It is crucial that we learn from China’s experience, rather than wait until irreversible pollution reaches our doorstep. As citizens of the world, we must do all we can to contribute to the sustainability current and continue to innovate and develop technologies designed to maximize sustainability, not as a value-added feature or as a luxury product, but as a production standard for all goods and services, thus turning mass, homogeneous and slave production into a luxury that no society can afford. Production costs should not be increased by recycling, circular design or fair trade; they should be increased by the carbon footprint and by destructive practices such as fast fashion. After all, we are already paying the price of those practices with our lives. Change is possible. A part of the world is awake and they will not go back to sleep. Together, we can change the way how we relate to our world, by learning to share it and take care of it. We need to make others understand that change may be scary, but it is also full of new possibilities for a better life and a better future. The giant has awakened and will not go back to sleep. Paula Piaggio Buenos Aires, April 2019