A SUSTENTABILIDADE ENDOSSANDO O CONSUMISMO CONTEMPORÂNEO

The purpose of this article is to raise discussions on the reflection on the nature of organizational decisions of firms that best convey your image to be sustainable and bearing in their midst the principles of sustainability as a positioning of your brand. To<br>understand and plan these reflections, brought to the forefront of discussion, two terms commonly evoked when speaking in preserving the planet for future<br>generations: sustainability and consumerism. To achieve the proposed objective, we defined and traced the profiles and the meanings of these two terms and their implications for the future of the planet, within the limitations of thought to which we<br>are capable. The theoretical framework used for this study approach, notably two areas: sustainability work discussed in Brown (2003) and consumerism addressed in the works of Bauman (2007, 2009). We intend to specifically demonstrate that companies who raise the banner of sustainability into its brand positioning, continue urging the ephemeral and disposable consumer goods and products, not actually employ in practice the political discourse when it comes to economic decisions involving manufacturing, consumption and sustainability.

本文旨在围绕企业组织决策的本质展开探讨与反思——此类决策需塑造契合可持续发展的企业形象，并将可持续性原则作为品牌定位的核心内涵。为理解并梳理此类反思，本文将聚焦于在为后代守护地球的语境中常被提及的两大核心概念：可持续性（sustainability）与消费主义（consumerism）。为达成上述研究目标，本文在现有认知局限范围内，明确并梳理了这两大概念的内涵、特征及其对地球未来的影响。本研究采用的理论分析框架主要涵盖两大板块：布朗（Brown, 2003）关于可持续性的相关研究，以及鲍曼（Bauman, 2007, 2009）对消费主义的相关论述。本文旨在着重论证：那些高举可持续性大旗、将其作为品牌定位的企业，实则仍在推广短命且一次性的消费品与商品，在涉及生产、消费与可持续性的经济决策中，并未将相关论述真正付诸实践。