linkedin.com/alicengatia , Date: March 2025
Close to twenty years ago, I studied e-commerce as a minor in my undergraduate marketing and communications course. Back then, ecommerce was an emerging topic—a futuristic concept that promised to revolutionize how we shop and do business.
Fast forward to today, and e-commerce is pretty much the norm with basic things such as groceries delivered in the click of a button. But here’s the thing: when I was in school those many years ago, e-commerce was still a hot topic only that it may have been more mainstream in some parts of the world compared to others that were still trading in cowrie shells (Well, we will not go that far back, but I hope you get the point).
Trends that we believe are new today (Think Sustainability) have been in the making for quite some time. What seems like a sudden surge into the mainstream is often the result of gradual growth, not exponential leaps.
The History of Sustainability: From Niche to Mainstream
Sustainability isn’t a new idea. Its roots can be traced back to the 18th century, when thinkers like Thomas Malthus warned about the limits of natural resources. But it wasn’t until the 20th century that sustainability began to take shape as a global movement.
The 1970s marked a turning point. The first Earth Day in 1970 brought environmental awareness into the mainstream, and the oil crisis of 1973 highlighted the fragility of our dependence on finite resources. By 1987, the Brundtland Report introduced the concept of sustainable development, defining it as “meeting the needs of the present without compromising the ability of future generations to meet their own needs.” This definition became the foundation for modern sustainability efforts.
In the 1990s and 2000s, corporate social responsibility (CSR) began to gain traction. Companies like Patagonia pioneered sustainable business practices, proving that profitability and purpose could coexist. This paved the way for many who still saw sustainability as a ‘nice-to-have’ rather than a ‘must-have.’
Fast forward to the 2010s and beyond, and the urgency of climate change, coupled with consumer demand for ethical practices, has pushed sustainability into the mainstream. The UN Sustainable Development Goals (SDGs) and the Paris Agreement have provided a global framework for action, while businesses and governments alike are recognizing that sustainability is no longer optional.
Exponential Growth: The Child Development Analogy
Think of sustainability like a child growing up. In the early years, progress seems slow—a baby learning to crawl, then walk, then run. But once the foundation is laid, growth accelerates exponentially.
In the ‘crawling stage’ (1970s-1990s), sustainability was about awareness and small, incremental changes. It was a time of experimentation and learning, much like a child taking their first steps.
Now, we’re in the ‘running stage’ (2020s and beyond). Circular economy models are gaining traction, sustainable investing is booming, and renewable energy costs are becoming increasingly affordable. What once seemed like distant goals are now within reach.
The Uneven Distribution of the Future
William Gibson famously said, “The future is already here—it’s just not evenly distributed.” Just as e-commerce was a growing trend when I was in school and has since become a dominant force in global trade, the same is true for sustainability. The difference is that different stakeholders are experiencing the different stages of its evolution.
Some regions and industries are already ‘running’ with sustainable practices, while others are still ‘crawling.’ For example, Africa is leapfrogging traditional energy systems and embracing solar power at a faster rate, while other regions are still grappling with outdated infrastructure.
The key is to start where you are and build momentum. Remember, a trend that seems so small today, could be gaining traction for an even bigger impact tomorrow.
Our role is to learn from the past, act in the present, and build a future where sustainability is universal.
What steps will you take today to accelerate the future in your corner of the world?
Seven in ten people say they’d prioritize environmental protection over economic growth.
This is according to a survey done by the Green Economy Coalition in 2024.
But here’s the question: Is this what they truly believe—or what they think they should say?
As someone who’s spent some time at the intersection of communications and sustainability, I believe human nature is complex. We often say what we think is expected of us, especially when it comes to topics like the environment.
So, how do we uncover the real intentions behind these answers? Here are a few thoughts:
– Actions Speak Louder Than Words:
It’s easy to say you care about the planet, but are you willing to pay more for sustainable products? Change your lifestyle? Support policies that might slow economic growth?
I’d the curious to find out what actions the respondents could claim to.
– The Role of Incentives:
If protecting the environment came at a direct cost to personal comfort or financial stability, how many would still choose it? Human nature is inherently self-interested—and that’s not necessarily a bad thing. It’s just reality.
– The Power of Framing:
Maybe the question isn’t ‘environment vs. economy’ but ‘how can we align the two?’ Sustainability doesn’t have to be a trade-off. In fact, the companies leading the charge are proving that it can be a driver of innovation, efficiency, and long-term growth.
So, what’s the real answer if masks were off?
I’d argue that most people want both: a thriving economy and a healthy planet. The challenge is making sustainability not just the ‘right’ choice, but the easy and beneficial one.
What do you think? Are we being honest about our priorities—or just telling ourselves what we want to hear?
In some regions, sustainability is a well-established priority. Companies have fully integrated it into their strategies, governments have implemented robust policies, and consumers actively support sustainable practices. Yet, in other regions, knowledge gaps and contextual challenges persist. What works in one part of the world may not work in another. For example, a circular economy model that thrives in Europe may need to be adapted to fit the realities of Africa’s informal economy.
But this uneven distribution also presents opportunities. Regions like Africa have the unique advantage of bypassing outdated systems and adopting cutting-edge solutions. Mobile money, for instance, revolutionized financial inclusion in Africa—a trend that took much longer to catch on in the West. Similarly, Africa’s embrace of renewable energy is a testament to the power of leapfrogging.
The future of sustainability is already here—and even though the current regime in the US largely prioritizes economic growth over environmental responsibility, global trends favor long-term, sustainable growth driven by innovation and climate resilience. The key is to start where you are and build momentum.
For individuals, it’s about educating ourselves, advocating for change, and supporting sustainable practices in our communities. And for policymakers, it’s about creating enabling environments that accelerate the adoption of sustainable solutions, especially in underserved regions.
Whether you’re a business leader, a policymaker, or an individual, you have a role to play in closing the gap. Let’s learn from the past, act in the present, and build a future where sustainability isn’t just mainstream—it’s universal.
What steps will you take today to accelerate the future in your corner of the world?
I want you to create a viral hook generator for my niche. My niche is technology companies with an interest in sustainability — and utilising my experience in marketing and communications. My content series is titled future fit and contains forward thinking concepts around the concept of sustainability
Create a formula matrix that includes:
Pattern interrupts that grab attention
Psychology triggers that force engagement
Curiosity gaps that demand clicks
Power words that drive action
Hook structures proven to go viral
A/B testing variations for each hook
Format this as a swipe file with 10 ready to use templates that I can plug my content into.
udemi
This is a self-paced personal branding course on Udemy designed for aspiring leaders and individuals who want to develop powerful personal brands that open doors, drive success, and accelerate their career journey.
