Less ego more eco – Towards a Shared Sustainability

Less ego more eco – Towards shared sustainability
Tsinghua University Press
2012

Aesthetics, planning, growth, technology and economy: five different approaches to talk about one journey towards the culture and practice of sustainability. Progetto CMR has done it in his book “Less Ego more Eco”, the final result of an important research enriched with contributions from some of the protagonists of the cultural, economy, environmental and architectural scenarios, at both national and international levels. The book was published last year in Italy and Progetto CMR is proud to launch its Chinese release, which was officially presented today during a conference held at the Institute of Culture of the Italian Embassy in Beijing.
As Massimo Roj, founder of Progetto CMR, company specialized in integrated design with the aim of realizing a flexible,efficient and eco-friendly architecture, “This pentagon is a key principle in the philosophy of Progetto CMR, where architecture is the first step of a more general discussion on sustainability”.
1. The aesthetics of sustainability: respect of the environment and its inhabitants

We are ready to commit ourselves in a “social contract”, according to which “beauty” is everything related to research, values, respect for the environment, quality. Planning taking a sustainable, “insideout”, approach means beginning with paying attention to the needs of one single person and turning them into the needs of the whole community. Despite our differences, we are now living in an era where technologies have torn down space and time dimensions, and we have to face the need to cope with environmental issues. Each place has its own natural architecture: the secret is to put the man, and not its works, at the centre.
2. Sustainable planning: Green design for a better life

Cities have always been the mirror of their inhabitants: modern urban areas are the result of our behaviors in time. The main issue is to spark an urban regeneration able to involve the whole city, in parallel and in harmony with the territory. If the “green” model is based on economy growth, social stability and healthy environment, sustainable planning must follow two directions: compactness and density (opposed to the current dispersion) and sustainable mobility. It looks like an easy formula, but it involves the full awareness and active participation of citizens.
3. Sustainable growth, a shared input

Sustainability is not an autonomous and self-sufficient being. It actually calls for a shared sensitivity, a shared consensus. Instilling a “culture of sustainability” entails changing a strengthened modus operandi, starting from the inhabitants of big cities. Once this change has been activated, it is necessary to think about sustainability as a lasting, reproducible process. Building green societies is possible only if ecology awareness in big cities becomes part of common urban governance.
4. Technology and measure of value

Three the basic principles of sustainability: the use of renewable resources has to be related to their regeneration index, pollutants should be able to be absorbed and the use of non-renewable resources must take into account the availability of renewable resources. Technology is a helpful tool for the application of these principles, thus becoming an active element of innovation.
5. Sustainable economy, a weapon against crisis

Investing in sustainability is the solution to the crisis. If in the short term there aren’t significant differences between “eco-friendly” and not eco-friendly companies, in the long term the latter are actually likely to be left out from the market. This happens because economic crisis make companies more socially responsible.
The Chinese release is further enriched by the valuable contributions of H.E. Ambassador Markus Ederer, Head of Delegation of the European Union to China, and of Mr Li Tie, Director General of China Center for Urban Development, who offered the reader an interesting insight into the Chinese context, the challenges posed by urbanization and the fruitful synergies that a tighter cooperation between European and Chinese institutions could bring.  


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