Isn’t doing the right thing good enough?

I am itching to watch an industry sustainability promo that stands apart courtesy of three missing words: “billion”, “economy” and “jobs”.

A discussion about sustainability should be like a love story: what matters to you matters to me, too. Don’t start by telling me how much money you earn. Tell me you do the right thing because you care.

The real life story of dairy and sustainability is so much more inspiring and it beats me why we find it so hard to say how we really feel.

At the end of a long, hard but satisfying day.

At the end of a long, hard but satisfying day.

10 thoughts on “Isn’t doing the right thing good enough?

  1. Marian – couldn’t you and your family shoot your own sustainability video on doing the right thing and get it aired? Of anyone that could do it, I have a strong feeling that YOU can, and would do a great job of it.


  2. Maybe it was because the people who created it firmly believe that “you cant be green if you’re in the red”. Unfortunately I have to agree, this doesn’t give me the warm fuzzies either.


    • I suspect you’re right, Julie.

      We need to have profitable businesses of course but that’s not the main focus for other Aussies who want to be confident that we’re looking after people and planet (including the cows).

      We need to show that we care, explain what we’re doing about it and why. A missed opportunity.


  3. I might be missing the point here…..
    But shouldn’t sustainable mean sustainable for all and everything? Should Jobs and financially viable businesses not be included in any sustainability framework? Is making a profit a bad thing. I can tell you now, it is really hard to both seem or perceive sustainable when you can’t cover costs.


    • I’m not saying we shouldn’t make a profit – you’re right – that is part of what it takes to be sustainable. But is the financial performance of our farms and factories the most important part of sustainability?

      Consumers take for granted that an industry values its own prosperity. What they don’t necessarily take for granted is that we also value the people and planet dimensions of the triple bottom line. That’s what desperately needs to be communicated to other Aussies.

      Unfortunately, when we lead off with a boast session about the wealth we generate, it only serves to reinforce the impression that money is what matters most.

      Liked by 1 person

      • Google “Triple Bottom Line” for a business perspective of what it is. Not many companies pursue it as it is costly and sometimes invites heated debate as to how it is done and how it is reported.


      • I understand that point of view. I just have a feeling this particular video is aimed at farmers to help them realise how far ahead we are as an industry than we are told. This is something we should be proud of. Thus it becomes a know your target audience thing. And, particularly in the economic climate we find ourselves in, profit needs to be a major consideration for producers.
        If it was aimed at consumers who’s needs are a little different, I’d agree with you.
        Somehow we need to get the idea to the general public that Australia’s food producers are if not succeeding then trying to be sustainable by changing practices. And mostly off our own back, not through legislation. But we also need to explain that this won’t continue if there is no profit.


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