Used in the SEED context, sustainability is meant to represent values-led enterprise, where environmental responsibility is taken as far as is realistically possible within your own specific business structure; human and social rights are taken into complete consideration, and there is a desire to nurture and mentor others.
But none of us are perfect, I'm certainly not, and business is a particularly hard place to try and aim to be.
The sustainable movement is about less being more and voluntary simplicity. But, let's face it, to be in business, you have to make money and, generally, to make money you have to sell your products or services within the commercial world.
