In my last post, I had written:
I definitely agree that we need to brace ourselves for another line of attack from the “sustainability playbook”. There are already a number of indications that the jargon is shifting (being reframed for the umpteenth time?!)
Well, it’s happening faster than I thought … And Pachauri is helping to lead the charge of this new, improved blight brigade. Hot off the UN PR machine:
(Geneva, 7 March 2012) – The former California Governor Arnold Schwarzenegger announces today that he will serve as Honorary Chair for the Sustainia Award alongside EU Commissioner Connie Hedeggard, IPPC Chairman Dr. Rajenda K. Pachauri and former Prime Minister of Norway Gro Harlem Brundtland. The Award is part of a new initiative to develop the world’s first realistic model of a sustainable world in 2020 – and identify the companies and persons who can make it real.
As long as we can’t see or feel what a sustainable society is, we will never succeed in convincing decision makers to make the changes necessary. The sustainable private and public solutions must be recognized and scaled up – and we need a tangible idea of how it will improve quality of life for people and communities around the world.
This is the rationale behind a new, ambitious award and collaboration – “Sustainia” – launched today in Geneva, Switzerland. The initiative is led by former Governor of California Arnold Schwarzenegger. He is joined by three of the world’s most prominent sustainability leaders:
o European Commissioner for Climate Action Connie Hedegaard
o Chairman of the UN Intergovernmental Panel on Climate Change (IPCC) Dr. Rajendra K. Pachauri
o Former Prime Minister of Norway and Former Director General of WHO, Gro Harlem Brundtland, who founded the global sustainability agenda 20 years ago at the first Rio conference in 1992 on sustainable development
UPDATE: When I first saw this new line of attack, Sustainia, all I could think of of was ….