The word ‘sustainability’ certainly makes me feel optimistic, provided it has been used with the right end in mind. In many contexts it is nothing more than a buzz word. A word used with the intention of eliciting a response from a certain group of people–getting the be-seen-to-be-doing-something types to buy your stuff. Sustainability requires sacrifice. We have hit a point where our behaviours have become unsustainable. But these companies that misuse the word postulate the illusion that sustainability can be achieved without sacrifice. I’m weary of this use of the word.