The concept of sustainability is becoming more and more present, and many products and services are gradually being labelled with the “green stamp”. But what exactly is sustainability and how do you recognise a sustainable brand? In the definition of "sustainable development", the German Society for Quality refers to the ‘responsible use of the earth's finite resources (2020).’ But what is meant by “sustainable”?
“To sustain” refers to a period of time that has to be maintained for as long as possible under valuable conditions, without constantly resorting to new things. This means that we want to keep the life cycle of our resources, whether water, bread, clothing, or work, as healthy and long-lasting as possible. Because the longer the life cycle lasts, the lower the need for replacement.
Longevity, endurance, and the conservation of resources are, however, a question of quality. This is expressed in the quality and nature of the resources used. This can be referring to animal welfare, economical use of water, work-life balance, remuneration and many other possibilities.
So, we donate value directly to the resource in order to extend its life cycle through quality. The resource is conserved by being “cared for” and not constantly being replaced. Therefore, their effect lasts for a long time.