Sustainability what? On the art of sustainable design
We are living in a time of nice-sounding but empty clichés. In an attempt to make the trivial seem exceptional, the advertising industry exaggerates and invents ever new concepts, or abuses existing ones. Often enough, they cross the line between truth and lies. One of its most recent victims has been the concept of sustainability – which is all too often employed in its English version – and mispronounced as “susstanabillity” – in German texts as well. The worst case is a combination of two concepts that do not correspond to what is meant, as in “sustainable design”. But it gets even worse, when a whole professional group goes and praises the wrong concept as a new field of activity. Should we not first define the terminology, before we pretend that we are offering a new branch or service?