Clouds (original name: Nuages - image by luc.viatour, CC 2.0 licensed)
In their special issue on Earth 3.0, Scientific American explores the concept of "sustainability" and the myths surrounding it as we face an uncertain future. In , they observe:
When a word becomes so popular you begin hearing it everywhere ... it means one of two things. Either the word has devolved into a meaningless cliché, or it has real conceptual heft. "Green" (or, even worse, "going green") falls squarely into the first category. But "sustainable," which at first conjures up a similarly vague sense of environmental virtue, actually belongs in the second.
