Sustainability Generation

Life on Earth is increasingly at risk. What can we do to rescue ourselves and our planet? Mark C Coleman makes a ground-breaking proposal with his new book. Coleman does not restrict his focus to green product innovation, but also acknowledges the poisonous influence of our acquisitive, materialistic culture and the root cause of entitlement. Entitlement in our culture increases the belief that we deserve instant gratification, which in turn makes our sense of duty in fulfilling anything outside of our immediate desires wither. Our consumption habits have taken control of our lives and effectively, reshaped our shared destiny. Nurturing a sense of personal responsibility and squashing our hunger for more stuff would be the single greatest step towards saving our world for the next generation. When the Baby Boomer generation retires, Generation Y will receive the largest transfer of wealth in history. Because of this, it is vital to emphasise the need for a replacement of this entitlement and put the focus on sustainable growth and development as emerging core values. The Sustainability Generation provides a clear roadmap of how individuals can empower and enlighten both themselves and their peers through direct action, leadership, and personal responsibility. A new sustainability generation committed to environmental and social change can offer the promise of the greatest legacy possible: a future.