The term sustainable development (SD) has now become a
ubiquitous idea, philosophy, and guiding principle in our society.
Governments, business, NGOs and individuals have embraced the
mindset, andeven the education institutions talk about graduating
young people with sustainability in their DNA. Despite its noble
origin, however, sustainable development is a concept thatembodies
compromise. This compromise hasled to a term that is devoid of
scientific foundation and actionable guidelines.
In this volume, Min Ding offers an alternative to SD,
introducing a framework, which he calls the Bubble Theory, built on
three layers: the symbiotic duo (subconscious desires at the self
and species levels); enlightened needs (manifested desires of the
self and species beyond basic survival and procreation), and human
development principles (with fair development as the ideal
principle for the present). These fundamental concepts of
enlightened needs (EN) and fair development (FD) have profound
implications for both the theory and application of new practices
in business and policymaking.
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