OK, so I’m back on my soapbox (recycled of course).
Let’s talk about a word we hear every day: sustainable. It’s slapped on coffee cups, fast
fashion, plastic bottles, and pretty much anything else that marketers can stick a leafy-green
sticker on. But here’s the problem: half the time, it’s about as “sustainable” as a paper straw
wrapped in three layers of plastic.
Many of you have told us how angry and frustrated you feel about this constant
greenwashing. And honestly? Same. So, we at Etikora have decided enough is enough. It’s
time to give sustainable and sustainability the legal definition they deserve.
Think about it—organic used to be just another fluffy word until it was legally protected. Now,
if you see “organic” on your food, you can trust it’s the real deal. Why should sustainability
be any different?
Right now, companies—big and small—are cashing in on your good
intentions, selling you “sustainable” stuff that’s anything but.
That’s why we’re launching a campaign to end this nonsense once and for all. With our
experience, our contacts, and a healthy dose of determination (plus a little caffeine), we’re
lobbying the government to make “sustainable” a legally recognised term. That means only
businesses that actually meet the criteria—those who genuinely care about people, planet,
and future generations—can use it.
We’re doing this for the planet, for you, and for all the brilliant businesses who are playing
fair but currently get lost in the noise.
And here’s the fun bit: we can’t do it alone. We need your voices, your energy, and your
outrage (bonus points if you’re good at writing strongly worded letters).
This is Etikora’s launchpad for something big, and you’ll be able to say: I was there when
sustainability finally grew some legal teeth.
Will you help?
