Last month a quality newspaper headed “Belgians are tired of sustainability, but aren’t sick of it”. It was the conclusion of research done on 1000 Belgians, commissioned by the new sustainability network The Shift. To be clear it’s mainly about the term ‘sustainability’. One in two doesn’t know (anymore) where the term stands for and one in three is tired of the term. Sustainability is too abstract, distant and not transparent. What can we as professionals do about this?