Any Lesson from the History of Sustainable Development?
Have we still got time for sustainability and reasonable application of ideas of sustainable development? It has been just over twenty years since the Brundtland Commission Report but, taken as an axiological term; sustainable development resonates with older historical horizons. At the heart of a long running history we are beginning to articulate more or less sustaining relationships between man and nature. We have described the (human) needs in the environmental, economic and social dimension of sustainable development to show some amazing shift in perception of sustainable development from local to global level. We are convinced that historical lesson of sustainable development shows there is no more time for sustainability, but time for SOStainability. Our proposed S-O-S in SOStainability means Save Our Sustainability! SOStainability represents the need to end the compromise between economic development and natural life supporting systems.
Our paper tested the role of local population in development of rural municipalities. We focused especially on attitudes and general characteristics of people and tried to answer the question to which extent is the success of village development connected with the kind of people living there. In other words, determining the role of cultural and social capital in rural development. Presented results are based on work carried out by a research team within the three-year project entitled “Countryside as a Space for Living or just a Space for Surviving”, supported by the Czech Ministry of Agriculture 1 . We analyzed statistical data from a fifteen-year period (1995-2009). From the rural area with more than 6,000 villages that fit to OECD definition, villages from sub-urban zones were excluded, leaving an area with approximately 4,500 villages. We decided that demographic development would serve as a main indicator of village prosperity - the increasing number of population during our analyzed period. Four thousand villages were statistically divided into five groups in terms of growing or decreasing number of population due to a different level of combination of two factors - rate of population growth (crude rate of natural increase) and rate of migration (crude rate of net migration). One thousand respondents, from one hundred villages selected at random, were asked about their life conditions in their village. The results we gained partly confirm our hypothesis that the role of cultural capital is not negligible for determining the type of development.
Green marketing is possibly the newest type of marketing. Recently, it has also been the most discussed one by organizations, companies and even states. Green marketing tries to produce, promote and recycle products that are friendly to the environment. Green marketing is a global concern and it is going to have a better future. However, this type of marketing meets a few problems such as much effort to replace conventional products and a lack of confidence. Many companies produce and promote such products as much as possible. In spite of this, the public is still sceptical. The paper presents the theoretical important knowledge on green marketing, its definitions, customer behaviour formulas, and its potential.