To begin, I do not have a problem with the concept of “sustain-ability”, and it would be foolish to disagree with the idea. Of course we need to renew resources, they will stop being resources if we do not. The highest priority of our time should be the viability of future generations by making sure there are some resources remaining, and not to gobble up our planet in a fit of short sightedness. It is a classic human trait. Don't forget, the planet has a way of responding, and not in ways that are conducive with our survival. Anyone who has experienced tornadoes, heat waves or other massive natural disasters can attest to that. Those who suffered through M. Night Shyamalan's “The Happening” (trust me) also can understand.

My issue is with how Americans treat terminology, and the ease with which words can be hijacked in the name of profit. And by profit I refer to more than money. The words “green” and “organic” are good examples. Those terminologies have became “branded” to nearly iconic levels. We are being bombarded with products, people and places labeled “green.” Saint Petersburg is working very hard to be the “green city,” going as far as being the first town so proclaimed by the Florida Green Building Coalition (FGBC). This tag line will be used to bring development and money to St. Pete. From my experience, development and money are the two things that do not fit well with ecological sustain-ability. Development is not a word that “jives” with conservation, sustain-ability or preservation. I saw our Mayor Rick Baker sitting outside the USF Barnes and Noble on Tuesday, and I wanted to give him a piece of my mind. I realized I could not spare any, so I held back.

We are constantly told by “experts,” who for some reason are being paid handsomely for their opinions, that “organic” foods are somehow better and healthier. We buy their books (goodbye trees) and watch their infomercials (electric juice does not grow on those trees). It's as if we have been eating inorganic food all this time. Well I have a loaf of “green” bread in my kitchen right now, and you can have it all, if you want.

 As for organic food. I have recently been made aware in my environment class that all of the food we eat is in fact organic. In a scientific sense our bodies do not allow us to even eat "inorganic" foods. I find it interesting that there is a huge hype about organic foods. Organic substances contain hydrogen and carbon. Humans cannot consume foods witout hydrogen and carbon, in a nutshell.

My biggest fear, as I continue in this class, is that the term “sustain-ability” will meet the same fate. Use and overuse will bring a certain blandness to a concept that must take priority in our society. The more Americans misuse a phrase, the less gravitas it carries, and the less effective the term becomes. Soon the effectiveness of the concept will suffer.

 I happen to view this the same way. Like the term "peace". It is not a concept anymore it is just a trademark. It is very unfortunate, but that is what we happen to do to certain concepts. We try to make it more social, you know? There are people out there that actually truley believe and work towards this goal of peace, but society has made peace a t shirt now. I have said before that I am in school for advertising, and one day im sure I will make something like "green" or "peace" an ad rather than a lifestyle. I say it is unfortunate, but I still enjoy the fact of influence through a simple ad campaign.

How can we prevent “sustain-ability” from the realm of triteness? Diligence is the key. We must be mindful of how we are presenting sustain-ability, and always remember to use it sparingly. My suggestion is that if we must drum a concept into the heads of average, plain-Jane Americans, and run the risk of lessening its impact, that we replace the words “sustain-ability” with a term that we have no problem reducing to banality. Something that deserves to be belittled. I nominate the term “Dick Cheney.” That way if the phrase becomes something that America will get tired of hearing, and tosses into the dustbin of history, that'll do just fine.

How can we prevent "sustain-ability" from the realm of triteness? We cant. We must realize that some things, while with a good mindset and heart just arent going to be tken on a serious note. It will become a popular trademark rather than a meaningful concept or goal. Just like celebrities getting pregnant. Human life is no longer as special and sacred, it is now a Hollywood fad.