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“Sustainability” or “Sustainability”, what an overused word.

It's abstract enough that you can understand everything and nothing by it.

PR firms can print it on posters in green to give their clients a modern look.

It is a devalued word because it can be stretched indefinitely.

That's why we even thought about whether we shouldn't have to rename the second “Better Future Conference”: everything, just not “Sustainability” and “Sustainability” ...

But then we decided on a different path: We want to and have to recapture the word from those who abuse it as a PR strategy. It's a journalistic task. Indeed, sustainability is a precise, clearly describable matter. Only as much of each resource should be used as the resource itself can return. So only cut as many trees as will grow back at the same time. Catch only as many fish as there are new ones in the water at the same time.

So far, mankind has not lived sustainably.

Many of us still don't.

The World Economic Forum sees the greatest global risks at the moment: extreme weather, failure to combat climate change, environmental destruction by humans, further pandemics, loss of biodiversity.

These threats affect us all.

There are no “green” or “left” questions, as it is still often said.

The topic must not only be occupied by movements like Fridays for Future.

Solving climate and environmental problems is a challenge for all of us - as customers, as entrepreneurs, as employers and as citizens.

Certainties were shaken

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At the conference there were companies that you think of intuitively when it comes to sustainability, and those whose image has so far been different. What is certain is that some present-day certainties have been shaken. For example, that gasoline and diesel do not have a future, but that combustion engines will continue to exist. These are only refueled with a different type of fuel. That's what Porsche says, even though the carmaker relies heavily on electromobility. A corporation that to me is a tobacco company has explained why they want to create a smoke-free future. And along the way, organic food was exposed as a luxury issue.

Some things also made me think: The board of directors of a large energy producer is not sure whether we will generate enough wind power in Germany in the future to be able to cover our gigantic energy needs. The cook, entrepreneur and politician Sarah Wiener sees the conventional production of food and the use of pesticides still an advantage - preferably through politics and legislation. And the Austrian Chancellor Sebastian Kurz made it clear that it is of no use if we set high environmental standards in Europe and at the same time states like China do what they want.

Other things gave me hope, especially the many great ideas from young entrepreneurs.

For example, those of the founders who replace our detergents with a small tablet in order to save water and packaging - and in the medium term at competitive prices.

Or that coffee can be produced sustainably in such a way that women in patriarchal social structures also receive support.

Then there was the young Swiss man who makes a meat substitute from protein from peas.

Conference with corona hygiene concept

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I hope you will feel the same way as I did and you will receive lots of new ideas from our discussion and interview partners that will enrich your life - and perhaps ensure more sustainability in your everyday life. Because this term is not just an empty phrase, but describes a mission for the future of mankind.

A lot was bigger at the second “Better Future Conference” than at our first conference last year, despite the extensive Corona hygiene concept.

We had six sponsors and 500 virtual participants.

15 conversation partners were on site at the Axel Springer headquarters in Berlin, ten were connected digitally.

Eight moderators came from WELT AM SONNTAG.

There was a lot of interaction, an impressive rain of likes and a large participation in the digital voting.

I'm already looking forward to the third “Better Future Conference” in autumn.

We are already planning and you will be sure to hear and read from us.