Numerous buzzwords have emerged over the years in response to notable global developments, but these words and phrases are often overused and, in some instances, lose their meaning. Sustainability is a good example. Throughout the last two decades scientific research has suggested that we need to change our lifestyles: a recent United Nations report predicts that by 2050 the "equivalent of three planets will be required to provide the natural resources needed to sustain the current global lifestyle." Businesses have reacted to this in recent years by launching what has become an endless stream of sustainability-themed marketing campaigns, which often promote products and/or solutions that are backed by unquantifiable figures. But in order to become truly more sustainable the CEO and co-founder of Switzerland-based Haelixa, Michela Puddu, believes that traceability and transparency are key.
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