In a recent conversation I made the provocative suggestion that sustainability had largely replaced ethics in the design professions. How can anyone argue with “saving the planet” and with it the human race? Let’s call it enlightened self-interest. Unfortunately, the deep question to ask is not if we should “save the planet” but “why” we should save it? Until we answer the “why” question, our actions, motivations and convictions will undoubtably waiver. If we are doing it to simply save ourselves or to appear ethical in an attempt to further our careers and sell our services, the immediate, self-focused and short-term benefits will always guide our actions. I can’t help but think about the countless, unknown throngs of individuals that built the cathedrals in Europe — those who toiled their entire life knowing they would never personally witness its completion or fully benefit from the structures they devoted their lives to build. I just don’t see that mindset at play today. Until we come to terms with “why” we are “saving the planet” we will continue to be confused as to how we should accomplish it.
The “why” used to be embedded and expressed in the things we made and perhaps they still are. However, I suggest a great deal of what we produce today has devolved into making copies of copies or the result of elaborate processes purposely detached from any meaning or purpose. I am regularly meeting talented, skilled makers that don’t have clearly held convictions but rather are focused on furthering their personal stature and reputation. In my opinion the sustainability movement has been hijacked and is more focused on perpetuating its own existence and imposing external expectations/controls rather than igniting personal responsibility and innovation. They do this while offering the promise of professional advancement and a sophisticated marketing platform. Until we get back to considering the deep “why” of what we do, we will continue to fall short. All that will remain are checklists, marketing platforms and costly memberships/certifications.