The idea of sustainability, regularly evoked today to evaluate our behavior and how we make decisions (Dresner 2008; Edwards 2005), refers, in general, to a very old and simple concept known as the Golden Rule. A fundamental moral rule or ethic of reciprocity, the Golden Rule implores us to “treat others as you want to be treated,” which in a nutshell, expresses the notion of sustainability. In their 1987 report entitled “Our Common Future”, the Brundtland Commission from the United Nations World Commission on Environment and Development (WCED) simply defined sustainability as an action or a process that fulfills present and future needs together (Brundtland et al., 1987). Yet in more practical terms, sustainability ...
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