In the Post-Global Economy, Is Sustainability Still Essential?

The globalised model that shaped the past few decades, built on open markets, international interconnection, and fluid trade, is showing clear signs of strain. A new logic is emerging, focused on protectionism and national self-reliance. This doesn't just impact economics, but it has also reshaped the concept of sustainability at its core. Sustainability hasn't faded from consumer consciousness; it has just simply evolved. Where individual action once dominated the sustainability conversation, today it’s economic instability and resource access that are driving eco-urgency. Price increases from the current geopolitical and financial situation are triggering a new kind of eco-awareness. It’s caused a rise in conversations about collective responsibility, supply chains, circular economies, and systemic transparency. From EU legislation to TikTok-led “No Buy” movements, proof is replacing promises, and fewer, better, longer-lasting choices are becoming the new standard of value.