I wrote last week about the positive steps being taken by the Marine Stewardship Council to ensure sustainable fishing practices.  Today I saw this article reporting on a study clearly linking declining fish stocks to algal blooms (so-called 'toxic tides').  For me this situation drives home three things about sustainability.

Impact

Issues of sustainability lead through to real impact on people.  We may talk about a single marine ecosystem, but in reality there are no isolated ecosystems. While it is tempting to do so, it is always erroneous to disconnect activity from the impact it will have on us.

Urgency

A common motivator to act is to safeguard the planet for our children.  For example, John McCain - US Presidential Candidate - says the following:

"Ensuring clean air, safe and healthy water, sustainable land use, ample greenspace ... must be met not only for the benefit of our generation, but for our children" [from here]

While this motivation may be an effective way of connecting an audience to an issue, it lacks the imperative instigated by urgency.  The 'toxic tide' story illustrates a closer connection.  The imbalance in the marine system created by overfishing could directly impact our health.  Not our children's, ours!  Now.

Relevance 

Sustainability is not an issue for someone else.  It's something that affects us now and is relevant to our lives.  Organisations like the MSC are providing us with the tools to act sustainably.  So look out for that blue logo.

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