Opinion / Josh Fehnert
Clean sweep
I’m deeply suspicious of the folk and firms who overuse the word “sustainable”. As with all clichés, its meaning has been dulled, dimmed, narrowed and sometimes even co-opted by companies that are clamorously keen to seem green. And to be clear, just saying it isn’t a panacea for the world’s problems; that takes action, ideas and inspiration.
That’s the mission behind Monocle’s springy out-today March issue, in which we highlight stories of people and places doing things better (rather than blathering or just rebranding their wastefulness). Here are three things that you’ll learn inside.
1. How to keep an open-minded mission
The French embassy in Nairobi is an expression of soft power built in hard stone, timber and concrete on a hilltop near Kenya’s Karura Forest. As a key player in brokering the Paris climate agreement, France knows that global action requires collaboration and that environmentally minded buildings can be part of that manifesto.
2. Why to recruit fluffy film-stars
Our Culture report delves into the business of nature documentaries to explain why showing the public how our planet is changing (and why it’s important) can help to spark meaningful change and profit more than just the producers.
3. How modernism stayed cool
Mid-century architecture took cues from a typhoid epidemic in the early 20th century (think of all those wipe-clean surfaces and the onus on light and fresh air). While some buildings fall short, we can certainly learn something from those arcades, roof terraces and balconies. There’s a strong case for building with a breeze in mind rather than cranking up the air-con.
Our call to “do it better” is about building businesses, cities and solutions that go beyond rebadging your plans and slipping back into business as usual. It’s also about the little things we can all do: the power of buying once and well, fixing and repairing what we own and creating spaces for nature in our cities. Done properly, this means that products, cities and companies can “sustain” us all in a much broader sense of the word.