Nokkur orð um bakslagið

Dear sustainability experts – we hear you.

Sustainability has been strongly placed on the agenda in almost every corner of society in recent years. Both voluntary actions have increased, but also mandatory requirements have been met. In this huge social transformation project, it is perhaps natural that the response is not linear, but in recent years, sustainability experts around the world have experienced a backlash when it comes to supporting actions in favor of sustainability. We at Festa are, among other things, a networking platform for sustainability experts in Iceland and have also experienced this rhetoric.

"Illu" is best finished?

Why? Concerns about greenwashing have increased, governments around the world are sometimes accused of not taking enough responsibility for the problem, and with increasing polarization, it will be harder to keep up. New demands call for increased knowledge and investment. Inflation and an unfavorable economic environment mean that managers have to cut back and are therefore reducing sustainability measures. But as with so many things, it usually doesn't pay to postpone the problem.

Þrátt fyrir þetta, er full ástæða til að vera vongóð.

The big picture

This year has seen many measurable victories towards sustainability. The energy transition is in full swing around the world, new technologies for greener production are constantly emerging, and more and more companies are rethinking their value chains that can deliver massive savings. Slowly but surely, many companies are starting to incorporate sustainability into their core business with real goals, showing that the changes are not just reflected in the form of an annual sustainability report.

Green technology on the rise

Technology that supports sustainability has never been more rapidly growing and diverse. Renewable energy sources have fallen in price and become much more accessible to more than just Icelanders. Innovation within the circular economy also helps to make better use of resources. These technological innovations create new opportunities for people and businesses to implement sustainable solutions that are both cost-effective and sustainable in the long term.

Solidarity among younger generations

Younger generations are calling loud and clear for action. These generations are not only having a major impact on consumer habits with demands for more sustainable products and services, but they are also the leaders of the future.

Efnahagsleg tækifæri og hugarfar

Sjálfbærni getur leitt af sér óteljandi ný efnahagsleg tækifæri. Grænum atvinnugreinum er að fjölga hvort sem er á sviði orkumála, landbúnaðar eða annarrar framleiðslu. Nýsköpun og fjárfestingar í sjálfbærum lausnum skapa ný störf og efla hagkerfið. Fyrirtæki sem leggja áherslu á sjálfbærni eru líkleg til að ná langtímaárangri, bæði vegna þess að þau uppfylla vaxandi kröfur neytenda, og vegna þess að þau taka forystu í því að þróa nýjar lausnir. Að horfa á sjálfbærni sem tækifæri frekar en hindrun er lykilatriði hér.

Sjálfbærni er framtíðin. Ekki tískubylgja.

It is important to remember that despite opposition to certain implementations and challenges of various kinds, sustainability is the future. Climate change, resource depletion and pollution are real problems that cannot be ignored. The sooner we address these problems, the better our chances will be to reverse the trend and build a better world for future generations. Sustainability was never and is not a fad, but a necessary development to ensure a prosperous future for the planet and the people who live on it.

It is natural that big changes will be met with opposition, but it is precisely at these times that we must not lose steam. At Festa, we feel a great interest in our events and presence in all corners of society. It is hopeful and we approach the task with humility and responsibility. We look forward to continuing to contribute to making Icelandic society and business a leader in sustainability.

Nokkur orð um það sem er kallað er bakslag í sjálfbærnimálum