The magic word: Sustainability
‘Sustainability’ seems to be the magic word these days. The word that makes all other aspects of a product or company fade. The word makes everything just wonderful. The word that really makes you believe. Marketers love the word ‘sustainability’, and if all companies are sustainable, it means we’re doing a pretty good job these days. There’s a bright future ahead. Right?
What is sustainability?
First of all, it is a catch-all term. But what does it really entail? The World Commission on Environment and Development of the United Nations formulates it as follows in the report Our Common Future: ‘Sustainable development is development that meets the needs of the present without compromising the ability of future generation to meet their own needs.’
That sounds great, but it doesn’t really help us out. Is a company sustainable if it plants a tree to compensate for the production of toilet paper? Not mentioning the paper is bleached with chlorine and chemicals… Kaerel likes the idea of planting trees, but does it truly compensate for the core business or is it just a nice marketing tool to look ‘green’?
A new definition
The Platform Duurzaamheid (Dutch) formulated another the definition: ‘Next to the fact that we want to make money and want to enjoy prosperity, it is also our job to be good for people and environment. After all, the future of humanity is at stake. We now have a responsibility for the future generations that will come.’ This definition already fits better on us. We do believe that we have a responsibility for our children and grandchildren. The good news of all this is that you’re the one who’s paying, so you’re the one who decides! You choose if you want to buy from a company that is just looking to grow and profit, or to buy from a company that is honest, green and sustainable.
Sustainability at Kaerel
Why we use the word sustainable as little as possible? Because it’s confusing, and not necessary. At Kaerel, we like to cut the crap. That’s why our mission is simply to be good for you and nature. Because let’s be real, we don’t need any more bullshit.
In all honesty, at this time, we still use plastics for packaging. However, we are critical to this fact and we keep searching for a greener alternative. Our request to you is to separate your waste and throw the packaging in the plastic waste, so that it can be recycled. In the meantime, we donate 1% of our turnover to the Plastic Soup Foundation. Because they do a very good job and we think that it is important to help wherever we can.