Sustainable Joes

About the Joes

A few weeks ago, I attended the premiere of The time is now, a documentary produced by SustainableJoes, self dubbed “a global movement of “Everyday Joes & Jaynes” creating a sustainable tomorrow”. I had never heard of them before Facebook notified me of this event. Needless to say, I had to check out what these Joes were all about…

So, there I was, observing the crowd of eco-enthusiasts who had gathered at Lula lounge for the screening. The time is now focuses on simple, implementable solutions that everyone can adopt in their daily lives. Promise held, they are indeed “About solutions”. Eating less meat, questioning the clothes we wear, preferring reusable things over disposable items… these are real answers that the movie suggests we all try. I liked their realistic and fun approach to sustainability.

Here is a selection of ideas that  gave me food for thought:


We have become blind to the “what” and “how” of things we consume. Most of the times, I don’t know the origin of what I consume and how this product will end its life. I know nothing about the origin of my T-shirts. What’s the story of people behind this garment? How much was taken from the earth to make it? Can earth swallow and digest it when it is no longer wearable? As mentioned in the movie, the apparel industry is one of the less transparent. But it is up to us, consumers, to ask the right questions and show that we care. Question after question, we can make things change.

Finding the mint of sustainability

As explained by Dr Dan Ariely, a specialist of Psychology and Behavioral Economics, people don’t brush their teeth because it is healthy to do so. We brush our teeth because it makes us socially acceptable and sexy. He says human behaviors in general are focused on short-term results and strongly influenced by social pressure.  In general, what are the triggers that can be activated in order to drive positive human behaviours? And more specifically, how to make sustainability sexy so that more people get interested in it? His conclusion: “We need to find the mint of sustainability”.

An impossible answer

One more take-away from the movie is this inspiring quote:

“The answer to an impossible situation is an impossible answer” from Captain Paul Watson, founder of the SeaShepard Conservation Society. In many ways the ecological crisis (or hoax, call it what you want, #darkirony) is an impossible situation. So let’s look for impossible answers, they may be the real ones. And next time I catch myself thinking “this is impossible” I will take a sec to reconsider. Maybe impossible IS the answer…

On a personal note, what I think is fascinating about the journey towards a more sustainable lifestyle is how the boundaries of possible and impossible are always shifting. Most of the things I do today I would never have imagined doing only one year ago. (making all my home cleaning products with only natural ingredients is an example).

I am looking forward to seeing how this community of “everyday Joes and Jaynes” will grow in Toronto!

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French girl living in Toronto, spending most of my time exploring, cooking, reading and outdoors.. I decided to gather my thoughts in this blog in 2016. Hope you enjoy it!,

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