quarta-feira, 28 de dezembro de 2011

sustainability - old or new efficiency?

"Sustainability" is one of the words of the moment. Many times it is used in the same way that many others words were used for the reinforcement of the efficiency of the postmodern economy. So, it was just another kind of "trademark" or a "marketing word". We are not saying that "trademark" or "marketing word" means "bad thing". The key question is how to use it. If it is used just to make a kind of "ecological glamour" and the practice does not really follow the concept of "sustainability", than it will be the ruin of another good word and good concept together with the end of the postmodern efficiency. But, if "sustainability" compounds a sincere part of projets, programs, institutions, etc., it can be part of "a new efficiency", an efficiency that can be "sustained" and "sustain" anyone. 

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