Sustainable Development- Environmentalism Subverted to Capitalism

The term "sustainable development", was coined by those who certainly had good intentions. Coming to prominence in at the Rio Earth Summit, the term had deep proportions if fully implented. Looking at development that fit its place within the natural world, would certainly mean a radical redifining of how our society approaches development. The idea was also a very simply logical one, development was best if it could exist indefinetely, there was an understanding that spoke to the capitalist language itself, apart from the rights and wrongs that environmentalists place on actions, development needed to be profitable long term. To do that it required that it exist long term, which meant it needed to be sustainble. It was an acknowledgement of the power of the natural world beyond the metaphysics of environmentalists. But in the next few decade, the term would lose almost all of its intended meaning. Capitalism would take ahold of this term and subvert it to capitalist logic. This meant that any new development, didn't actually have to be sustainable. It just needed to have some sort of "green" component to it, that would then cause the whole development to be labelled sustainable, and marketed to the consumer. In the present, minor insufficent development is touted as leading edge. Focus has been taken off the broader picture. But that's the capitalist way.