Sustainability has a bit of a PR problem. Somewhere along the way, it picked up a tone. A wagging finger. A whiff of moral superiority. I know you know what I mean.
That implication that if you’re not composting perfectly, growing your own veg, sewing your own clothes, and never putting a foot wrong, then you’re somehow failing. And that puts a lot of people right off.
The problem with “perfect”
This idea that sustainability has to be all or nothing is one big reason why people don’t engage with it. Most people’s lives are full, what with juggling work, family, health, hobbies, energy levels (and don’t get me started on getting enough sleep…). The last thing we need is another stick to beat ourselves with.
Small changes absolutely count (more than you might think)
You see, doing something is always better than doing nothing. You don’t have to overhaul your entire life and you certinly don’t have to be perfect. Sometimes sustainability looks like small, everyday choices. Things like:
- switching one product, not twenty
- choosing something that lasts longer
- buying less often
- supporting a small business instead of a big one
- picking a bar instead of a bottle
I make and sell solid soap and so yes, sustainability matters to me, but I’ve never been interested in guilt-based marketing, scare tactics or shaming people into “doing better” I’ve come to realise that people really don’t need to be convinced to care, they just need sustainability options that feel doable for them.
If switching from liquid soap to a bar works for you – hooray!
If it’s one small change among many – hooray again!
If it’s the only change you make this year – it’s still hooray!
Sustainability should feel supportive, not smug
The kind of sustainability I believe in doesn’t judge, doesn’t demand perfection and certainly doesn’t require a personality transplant. It is about finding choices that sit comfortably in your life. So if a small, everyday habit, like washing your hands or having a shower, can quietly reduce waste without making life harder? Well, that feels like a win. You’re choosing calm, practical, imperfect sustainability. And that’s the kind that actually sticks.
