Sustainable communitiesâ€“itâ€™s the catchphrase on everyoneâ€™s lips as 2010 draws to a close.Â Companies are using it in their annual reports, developers are embracing it, the federal government has put out a policy paper on it and now the Green Building Council is not only developing a tool for it, but plans to include the concept in all its Green Star tools. But what does it mean? Does it herald a fundamental shift in the way we think about cities? Or is there a whiff of spin and greenwash about the whole conversation?
So writes journalist Lynne Blundell on an article in The Fifth Estate entitled People power and the rise of social sustainability.
The question is a valid one. The ongoing shift to environmental sustainability in our society has inevitably been accompanied by corporate greenwash in some sectors. Â Most of us have seen a Corporate Social Responsibility (CSR) report or a glossy advertisement that offers little more than rhetoric.Â But as society’s awareness of the true meaning of sustainability and the imperatives for changing our behaviour grows, greenwash has become increasingly transparent.
Organisations in the corporate, government and non-government sectors are ever less able to rely on greenwash.Â Successful organisations are increasingly recognised as those that treat sustainability as an integral aspect of their future planning. In the corporate sector particularly, businesses’ financial sustainability is increasingly dependent on demonstrating genuine CSR.
None of which is breaking news. But as Blundell rightly points out, the next wave upon us is the growing recognition of social sustainability – what it means and how we can seek to achieve it.
The Green Building Council of Australia‘s (GBCA) development of Green Star rating tools for new communities is a case in point. Â The GBCA has now defined the five core principles for sustainable communities â€“ liveability, economic prosperity, environmental responsibility, design excellence and governance.
As I member of the Liveability technical committee, which is charged with developing rating tools for liveable communities, the challenges of this shift are evident. How does one accurately define and measure aspects of our communities such as ‘liveability’ ‘social capital’ ‘affordability’?Â At what stage of the development process should a community be rated?
The development of these tools are just one indicator of the changes afoot in the development industry. There is no doubt that social sustainability is a concept that all developers will very soon have to understand and apply. Exciting times lie ahead.