It's all about YOU.

If you haven't noticed, sustainability is all about YOU. If you aren't getting engaged, motivated, or inspired, you're not paying attention. The messages are out there. They can be confusing at times, but sometimes they're pretty simple. For example, one company’s latest fair trade coffee advertising is pretty good. A simple message printed on some of their cups promoting the effect that YOU, their consumer, is having on their goal to purchase 100% fair trade coffee. They're giving you credit for making it happen. That type of messaging creates awareness and has the potential to generate an emotional response to drive behavioral change.

It's showing up in business too. YOU as part of the collective that makes a difference in the workplace and is a company's most important asset, can influence sustainability. Beyond individual workplace initiatives (which can be very effective), businesses - as consumers - are demanding more of their suppliers to ensure that they are receiving sustainable goods and services. It's not just about feeling better that we're doing something for the environment or our fellow man, it's also about ensuring that these goods and services will continue to be available and cost effective – i.e. can be sustained/renewed over time.

The choices YOU make on a daily basis are some of the most powerful influences on the road to sustainability. We must strive to relay that message and its benefits to everyone, every day.