Sustainability - More than just a trend?

Nachhaltigkeit - Mehr als nur ein Trend?

The increasing focus of various industries towards ecology reflects the awakening of people who want to protect our planet.

Energy-saving lamp and organic meat, Fairtrade coffee and eco-cotton: People's growing awareness of our environment can now be felt in a wide range of areas of life. But what exactly does "sustainability" actually mean? And where does this change in the way of thinking come from, which some people find sudden?

Sustainability has been a model for political, economic and social action for several years. The temporal aspect is particularly important in the concept of sustainability, referring both to the present and to the future. One possible explanation for the idea of sustainability is that people in the present make decisions in such a way that future generations can meet their needs under similarly advantageous conditions. After all, who does not want to give his children and grandchildren a happy life in an impressive nature with all their wonders? Ultimately, every human being comes to the conclusion that our planet is precious and that its flora and fauna must be protected and preserved in all its peculiarities.

One reason for the general rethinking of ecology could be climate change and thus the increasing perception of people about the urgency of the situation of our earth in need of alternative action. Whether it's plastic pollution of our oceans, dangerous working conditions in the poorer countries of the world, or the daily deforestation of about 550m2 of the rainforest, there are plenty of critical areas. And with that, some organizations have emerged that stand up for those who cannot do it themselves, such as the WWF, the World Human Organisation or Save Our Oceans.

But what if you think a step further? Of course, it is important that companies support ecological and social projects financially so that they can continue to exist and grow. But isn't it much more sensible for a company to focus on acting in an environmentally and socially responsible way, thereby making its profits?

For this reason, more and more companies like Kamah are emerging, whose corporate philosophy is based on sustainability. Companies that not only donate to non-profit organizations from time to time, but whose business is to do good. And especially in the fashion world, the ecological idea plays an increasingly important role.