First comes World Water Day, then Earth Day and soon it will be World Environment Day. They make nice pegs for the UN, green groups and even government to spread messages about the environment and sustainability. We consultants use them to blog, muse and otherwise position clients' sustainability objectives and goals. They help with hooks and angles for communications and make pretty good fodder for school projects. For everyone else, they are fairly pointless.
Like the old slogan, 'a dog is for life, not just for Christmas', sustainability is a process, a way of living. For businesses and consumers, thinking about it a few times a year or symbolically turning the lights off for an hour on a given day is a bit like recycling - the tip of the iceberg. But as we know, the ice is melting so I'll cut these special days some slack. Any focus is better than none and if it takes a UN Special Day of Something to push the story into the mainstream media and global consciousness, I'll exploit every hook and angle there is.
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