The Art of Sustainable Development

Concordia-France research collaboration appeals to emotions to heal the world

Credit: photologue_np, Flickr
Credit: photologue_np, Flickr

Einstein said that we can’t solve problems by using the same kind of thinking used when we created them. Wise words, except few people heed them when it comes to sustainable solutions for our ailing planet. Despite decades of scientific research into everything from air pollution to species extinction, individuals are slow to act because their passions are not being ignited.

For Paul Shrivastava, the Director of the David O’Brien Centre for Sustainable Enterprise at Concordia University’s John Molson School of Business (JMSB), combining science with the arts will bring about the passionate implementation of sustainable development. “No significant human endeavour has ever been accomplished without passion. Science and technology by themselves aren’t enough. We need to turn to the arts in order to infuse passion into the pursuit of sustainability and get real results that will heal the planet,” he says.

In a forthcoming article in the International Journal of Technology Management, co-authored by colleagues from the University of Lorraine and the ICN Business School in Nancy, France, Shrivastava argues that art is a survival instinct. “Narratives, stories, music and images served to warn our early ancestors against predators and natural disasters. Art helped them develop defence mechanisms. My colleagues and I believe that art should be used to deal with modern survival threats such as climate change and environmental crises.

Paul Shrivastava is Director of the David O'Brien Centre for Sustainable Enterprise. Credit: Concordia UniversityPaul Shrivastava is Director of the David O'Brien Centre for Sustainable Enterprise. Credit: Concordia University

This is an idea that the corporate world would be wise to take into account. Sustainable organizations need the arts to enhance employee creativity and innovation, attract creative workers, improve worker satisfaction, as well as design eco-friendly and innovative products and services. Indeed, the arts influence the sustainability of companies through architecture, aesthetics of workspaces, design of products and services, graphic art in advertising, and arts-based training methods.

Here in Montreal, that attitude is becoming a reality. Best-selling author Richard Florida wrote in 2008 that Montreal is well positioned not just to weather the economic storm but also to flourish in the long run because of its widespread creative class. “Nearly a fifth of the Montreal region’s workforce forms a super-creative,” writes Florida. This means that Montreal has “underlying economic and social capacities which, if properly harnessed, will position [it to] serve as a model for other regions in Canada.”

Shrivastava hopes that model will be quick to spread. “We’ve spent decades relying on science and technology and the planet is still in shambles. Art allows fresh perspectives and new ways interpreting the world. In Montreal and beyond, art is what will make us give up our old habits in favour of planet-changing behaviour.”


Actually the real reason we are in shambles is because corperations(busniess) won't give room for innovation that can improve the lives of humanity and better the earth because it does not give monetary profit

Ya, what a joke. Problems are not being solved with our world because, "individuals are slow to act because their passions are not being ignited".

In a capitalistic socity like this one the only driving factor is money. There is no profit to be made off of fixing problems, only the ineffective bandaids that be "improved" on later for more profits are seen.

People want to fix these problems, greed will not allow it.

Money is one of the driving factors, NOT the only factor.

There is a lot of things that people will do to get satisfaction, attention, sense of belonging, self-identification, etc and yet not related to money.

Art is just that, a form of communication that not just delivers the message, but tries to trigger a type of response which is exclusive only to art. I believe that Peter Joseph is right in using art and tools like Zeitgeist Media Festivals, Zeitgeist Days, video series, etc to communicate to people. These are the things that people would pay more attention to than just lectures/documentaries which are being labeled as 'boring' in the mass culture.

I agree with Tee, Concept art and photography can trigger provocative thought and rise curiosity. Like the old saying a picture is worth a thousand words. Just enough to grab your attention. Many people would create things for a common cause for no monetary return it all adds up.