Honestly sustainable


OUR Planet Earth is the only known astronomical object, which harbors life, and it has been nurturing it for over 4.5 billion years. Archeological findings and science has shown that us “modern” humans, or homo sapiens, have diverged for the first time in Africa from ancestral species around 200,000 years ago. However, the earliest evidence of life on our planet found in the microfossils of microorganisms it is believed it dates to more than 3.4 billion years ago. Imagine that!

For as long as we remember, we all have been very passionate and amazed by everything that was created on our planet, by the circle of life and how the nature has arranged it all. We have not enjoyed anything else as much as we enjoyed watching documentaries and series produced by NatGeo, BBC Earth and Animal Planet. They were the window into the world of most astonishing and breathtaking plant and animal species, most frightening volcanoes, highest peaks and lowest terrains, most shallow and very deep waters, never-ending hot landscapes and cold corners. Then, a long awaited series called Our Planet was aired on Netflix in April 2019, produced in collaboration with the conservation charity organization World Wildlife Fund (WWF). Finally! Sitting in front of the TV and hearing in the very beginning the unctuous tones and soothing voice of Sir David Attenborough makes you really think to yourself – “this looks promising”. It was unlike all other series ever watched – a true and worrying glimpse of look at our planet and its wonders that remain, thus injecting the need and advocating to protect the wildlife in a deliberate way.

Currently, there are 7.2 billion people on Earth and it is projected that it will increase by one billion in the next decade, reaching almost ten billion by 2050. Compared to 1950 when human population was 2.5 billion “only”, these numbers show us how our planet is getting more and more populous and overcrowded as the years go by. It also puts into perspective our life, life of other living creatures, and makes us wonder what is it that we have to do, what is it that we owe to ourselves and future generations, in order to live in a world where we can all have a good and quality life, and as Mr. Attenborough says “where both humans and nature could thrive”.

Throughout the series, the narrator tells us nature story of our time through eight episodes of different landscapes, filling the scenes with the most incredible biodiversity and ecosystems, and how all of these are imperiled by our action. Of course, this is neither the first nor the only time someone investigated this topic. Planet Earth, Frozen Planet, Blue Planet and many other documentaries of BBC’s Natural History Unit are definitely a proof of how environmental messaging is getting more and more attention. However, this particular one uncomfortably forces us to concede our own complicity in the decline of natural world and makes the astonishment colored with guilt, bewilderment with disturbance and pleasure with displeasure. It does not contend us. It flavors the nature’s splendor with emotion. It sends strong messages – it’s our fault, it’s bad, it’s urgent, but there is a way and there is still time to fix it.

So, one might ask oneself now – what is it that I can do to reverse this cycle of wrongdoing? Well, we can tell you one thing for sure – A LOT.

The fact that we live in a country naturally so rich as Montenegro is, puts a big burden on us, so to say. Why burden? Well, not only we need to change our way of living to the benefit of the nature for ourselves, and the people around us that we love, but the effect of what we do goes way beyond our borders. In addition, the fact that for now (these two being the key words) we did not face any problem with scarce resources, makes us take for granted what we have and appreciate less what the Mother Nature has given us. We open taps while washing dishes, because the water is cheap and there is plenty of it; we cut trees, because there are endless forests and nobody will notice; we kill endangered species of animals, because that’s how we have fun; we throw trash over the bridge, because of somebody’s put a curse on us; we burn waste, because that is the only way to get rid of it; we don’t recycle, we don’t reuse and we don’t reduce.

We as a company dedicate a lot of our efforts to environmental messaging from the very beginning, and we aim including this aspect in all projects that we do. Not only that, we all personally try to change our everyday practices toward a more responsible and sustainable way of living. Hey, you have to start somewhere, right?!

However, this is not where we stop.

We want to put the word out, starting small and aiming high, and change the mindset and company policy in our community.

We feel strongly obliged to do so. And we want YOU to feel the same way.

Therefore, we will dedicate many of our future discussions to this topic, and we hope you will hop with us on a journey to creating a more sustainable environment and corporate culture in Montenegro.