Sustainability has often focused a lot on big goals: carbon neutrality, zero waste, etc. But we need to recognize that sometimes big goals can be as daunting for some people as they are inspiring for others.

I think this issue of relativity is something that needs to be addressed in the recycling and sustainability industry. Too often we throw around terms. We declare that something is sustainable, that something is “green,” that something will save money, or will save energy. Or conversely, we ask whether something is one of those things. But, too often, we fail to give context. The truthfulness of our statements or the answers to our questions may depend on what we compare something to. Context and alternatives matter.