Setzling in einer Glühbirne, die in der Erde steckt

Sustainability and quality are empty concepts

Do you know sentences like "that is particularly sustainable" or "that is very qualitative". Semantically, one can argue for a very long time about what was meant and what was actually verbalized. Not quite clear yet? Okay, let's take a closer look at the terms.


Quality is a foreign word and has the same meaning as the German word for quality. So when you say something is qualitative, you're just saying it's kind of like that. As? Well, unfortunately you don't say that. At the same time, if you stay in the sphere of "you know what I mean", then what is usually meant is that something has a very good quality. In colloquial language, the word per se is given a positive meaning. If something has quality, then it is probably high quality. It's very vague in language, but yeah. You know what is meant.


Depending on the context, sustainability means future orientation or the universal principle of not consuming more than can be obtained regeneratively. In everyday language, both merge into something like "particularly good for everything and everyone". However, it is often not explained exactly why something should be sustainable. You just have to be content with that statement. Or what exactly is "sustainable cultivation", "sustainable social structures" or even "sustainable quality"?


Anyone who has read this far will have noticed a certain exaggeration in the preceding. There are still contexts in which it is legitimate to use both nouns without a descriptive adjective. But sentences with these words and also with their adjectival "relatives" often sound rather empty if you listen carefully. We live in a time when it is perfectly appropriate to adorn oneself with nothing but pompous-sounding statements, to throw around generalities and truisms. So you can verbally climb up from zero to hero pretty quickly.

However, both topics, sustainability and quality, are far too important to use them as empty word ornaments or to tolerate this usage. Let's use these terms a little more carefully and honestly and only use them when it's appropriate. When we have something important to say, something sustainable and of high quality. So that everyone who misuses these words learns that we listen very carefully and don't allow ourselves to be told any more nonsense.

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