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Every so often, it happens that stupidity helps to create a good idea. Still, it’s usually quicker and better to tackle complex problems with intelligence. Lately, we’ve begun to see that the stupid model of consumption that has been the underlying foundation of industrial development for the past several decades entails considerable costs and that, more importantly, it no longer satisfies the needs and desires of consumers. For individual companies and for the economic system as a whole, it is becoming more appropriate and useful to avail oneself of the resources of knowledge, expertise, design, research, and interaction in order to create new models of development with a view to sustainable consumption. Stupidity is not helpful.