paradigm, n. = the generally accepted perspective of a particular discipline at a given time
revolution, n. = any fundamental change or reversal of conditions
Many proponents of sustainability call it a paradigm shift or a revolution. I’ve long been curious about what those concepts mean, how paradigm shifts occur, and whether sustainability is truly a revolution. Naturally, I’m also curious what role marketing plays in shifting paradigms. To explore this issue, I’ve adapted Thomas Kuhn‘s analysis of the structure of scientific revolutions, substituting for science two business paradigms – growth vs. sustainability. I find the paradigm shift – the revolution – from growth to sustainability has yet to occur.
Sustainability proposes a different way of doing business; rather than focusing strictly on financial indicators, it aims to balance financial, social, and environmental performance. Instead of quantity (more is better), it favors quality (better is better). Instead of linear growth, it favors closed loops. Instead of constant change, it favors steady state. Like growth, sustainability offers a coherent framework of principles and rules for business, while answering questions growth has failed to account for, such as social responsibility, community empowerment, waste generation, or environmental degradation.
A paradigm shift results less from an accumulation of evidence contradicting the existing paradigm than from a change in assumptions underlying thought. Sustainability is still just an alternative framework of assumptions to the established and dominant framework of growth. We have the evidence against the old and in favor of the new paradigm, but we’re still thinking in terms of growth.
That sustainability gathers steam in the time of crisis is a natural phenomenon: the crises have highlighted the shortcomings of growth and sustainability explores alternatives to it. This exploration puts us in the “revolutionary business” stage of the revolution. It’s going to be a long one, too.
Growth and sustainability now coexist in the marketplace of ideas, with sustainability still in the minority and growth still dominant. Until that changes – until sustainability prevails and becomes the established, dominant framework for business – it will be premature to speak of a paradigm shift (and the paradigm shift to sustainability is by no means guaranteed). In other words, we have yet to reach what Kenneth Boulding calls the break boundary, “at which the system suddenly changes into another or passes some point of no return in its dynamic processes” – the point of the paradigm shift.
If all this seems too theoretical it’s not because it’s my theoretical Sunday. I find it helpful to establish definitions and terminology before using big concept words willy-nilly. I’m also thinking about the impacts on marketing. Sustainability is ushering an era of post-consumerism, when consumers are asking whether they need more stuff, when they’re shopping based on recommendations from their networks, and when consumption must be morally conscious.
Though the shift to the sustainability paradigm is yet to happen, we’re standing at its cusp. This is why the intersection of sustainability and marketing is so fascinating to me. All the interesting stuff happens at the time of transition.
What’s your take?
