In a recent real estate event, a bold statement struck a chord: “Sustainability is not sustainable.”
At first, it sounds counterintuitive - almost ironic. But it highlights a hard truth we often overlook - unless sustainability is profitable and practical, it won’t be scalable. In this piece, we explore what true sustainability means and why good intentions need real-world grounding to make real-world impact.
Reframing the Word ‘Sustainable’
Today, sustainability often feels like a trend for the privileged. It’s beautifully packaged, marketed, and priced accordingly. But real impact doesn’t come from the few who can afford it - it comes when the masses adopt it.
A powerful example that came to mind was M-KOPA’s innovation in Kenya. They provided solar-powered lighting and charging solutions to rural homes with no access to electricity. Instead of expecting large upfront payments, they enabled daily micro-payments via mobile phones and built in technology to remotely disable systems in case of non-payment. Banks were initially skeptical, but one backed them - and the company became profitable, even without customers having credit scores. That’s real sustainability: affordable, scalable, and self-sufficient.
Who Needs to Make It Work?
Sustainability won’t succeed if the burden lies only on the end consumer. It needs researchers to innovate for affordability (not just luxury), financiers to take calculated bets, and governments to back innovation with policy and guarantees. Startups and sustainable producers need the oxygen to scale before they can breathe on their own.
And yes, consumer awareness plays a role too. Even products like LED lamps - proven to save money - face hesitation due to initial costs. People need to understand value, not just price.
A Lesson from Our Own Experience
At the same event, we were giving away a “sustainable” gift - a steel bottle with a bamboo casing. While it looked eco-friendly, we now realize it wasn’t truly sustainable. It wasn’t scalable. It wasn’t likely to be replicated or reused. It was eco-aesthetic, not eco-impactful.
That was a wake-up call. Going forward, we’ll rethink how we approach such gestures. We’ll explore products that are sustainable in intent and outcome - affordable, practical, and available for others to buy too. And we’ll pack them with purpose - in reusable bags with product info and sources - so that impact can go beyond one-time gifting.
Final Thought:
“For sustainability to survive, it must evolve from a cause to a culture - and from an exception to a norm.”
Let’s stop romanticizing green. Let’s start making it work.
- Bobby Reddy
CEO, Motiveminds