Bonjour!
The world is changing at a rapid pace and as we enter the next year the often trivialized concept of "specifies survival" has become an intriguing concept in business.
 
The popularity of sustainability is indisputable.
But it's a paradox.
As many celebrities, and social movements have popularized "going green" there are often disconnects. People with "don't support the war" signs in their yard after 911, and the invasion of Iraq for their oil, still continued to buy oil guzzling SUVs.
 
Consumers still mindlessly buy products from companies that dump toxins in local tributaries (Walmart has had lawsuits threatened by the EPA for doing this in Texas - it isn't just 3rd world countries suffering). The motivation to actually do a little bit of research - I promise you, it's not any more time than you spend scrolling the FB newsfeed per week - is very little. 
 
That's kind of mysterious. 
 
The survival of the human race appears to depend on how popular an idea is, which Kardashian endorsed it to their fans (like the fires in Australia destroying an entire country ignored by the west, until more celebrities jumped on board and publicized it), and if it's convenient. 
 
If there was some sort of complete trust in political leadership, around the world, to:

  • Care more about the long term survival of our species than getting re-elected
  • Prioritize resource preservation over doing arms races
  • Look at impacts of companies more than business deals subsidizing the very companies dumping toxins into our water supply
...then active citizenry wouldn't be as pivotal.
 
The World Grows Smaller & Bigger
 
Increasing access to technology and education are providing greater opportunities in developing countries and contribute to the expansion of the middle class as well. India is rapidly becoming more of an industrialized nation than ever before. New issues such as pollution are going to come to the forefront with this progress as well. 
 
Per to the World Economic Forum, the world has fewer people living on less than $1.25/day by one-half. We are on the path to meeting the Organization for Economic Co-operation and Development’s (OECD) 2010 forecast that the global middle class may double by 2020 and triple by 2030.
Many say this is a result of urbanization, the increased access to education (no doubt increased by access to the internet as well), tech and growth expansion opportunities.
 
So while Walt Disney may have banned plastic straws from its theme parks we the people have a ways to go for changing our buying habits. It is from within society that lasting change happens.
 
Change starts with us. 
 
For most people it's incredibly difficult to analyze their own buying behavior in relation to large changes in the world. We have 2 contradicting mindsets:
 
1. I don't matter, I can't make that big of a difference by myself
2. Everyone is looking at me, I have to be careful not to embarrass myself
 
The latter is called the spotlight effect - the idea that more people are staring at us than actually are (as the mass self-absorbed public rarely stares long at each other before power walking on).  
 
The majority of consumers resist change to habits & established behaviors. The comfort of ignorance, the benefits and luxuries of not taking responsibility for anything we do with our money is the luring siren call of a real zombie nation.
 
Unthinking, feeding, breeding in large comfortable chairs like Wall-E's cast of characters or Jabba the Hutt (By the way Mandelorian is a great series..no Disney did not pay for that name drop)...we march on into oblivion. But wait. There's more. Hope. 
Entrepreneurship+Sustainability = Opportunity
 
Entrepreneurs have discovered the benefit of sustainability as a business model due to it's popularity in pop culture. New ideas for new products that are eco-friendly pour out in the thousands every day.
 
Jason's Deli has little cards on the table talking about their sustainability work, more notices about where and how GMOs are used are no longer hidden but front and center.
 
Stating that your vegetables are organically grown not GMO isn't just an About section; it's a marketing tool and brand development asset.
 
I take heart in these type of changes. It's more than a business opportunity: being conscious of how what we do affects the world and being motivated to act on this knowledge helps save the world.
Saving the World
 
More than a general hippie euphemistic statement - but actually implement sustainable systems for land, air, and water and solar - it's simply incredible what is available now.
But the turning point, before we reach another critical mass for resource deprivation, deforestation, and water scarcity is going to come from a value shift in buying habits.
 
The 3 seconds it takes to make a buying decision based on the business practices in relation to resource-management is going to be what really helps us as a species survive.

These little decisions multiplied by the billions add up.
 
Every choice you as a person make - adds up. You are not alone. You are part of something greater. 
 
Consumers are smart. Startup founders can make use of the growing consensus that companies should do more than tout 'sustainable' as an empty slogan. People are now expecting facts and data to back up a business's sustainability claims. The fluff just isn't enough anymore.
 
I take hope from this.
 
It's new opportunities to do a new kind of business: one led by less selfish money acquisition and more global heart-conscious decision-making skills. Entrepreneurs have can build partnerships with environmental organizations, 501c3 nonprofits and sustainability research groups to verify the sustainability claims of a product, service or company.  
 
I like this. I like this a lot. 
 
My thoughts are that once it becomes a core value, inherent as 'do no harm' and 'try to not be a douche bag if you can help it' that we'll see values and companies align easier and in greater quantities. Yes, fossil fuels will fight this every step of the way until they start building better cars with less of a carbon footprint.
 
While there may be a dark before the dawn, the way things are trending is that we, as a global consciousness are continuing to evolve. I tip my cap to you, sip my Texas Pecan Coffee, and wish you a good day!