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Purpose – This paper sets out to explore the concepts involved in sustainability by investigating the basic meanings of the terms, the primary principles involved and their application to practices of development. Design/methodology/approach – A perspective founded in natural science is adopted relating to energy and matter. Issues of pragmatism and human behaviour are considered to determine how the basic essentials are being pursued, with consideration of common project evaluation methods. Issues of culture, human groups and institutions are examined with respect to their impact on sustainability. Contrasts between relativist approaches (“green”) and absolute approaches (sustainability) are explored. Findings – It is concluded that absolutism should form the decision approach in order that real sustainability may be achieved. Practical implications – The paper highlights the deficiencies in the relativist approaches which are adopted currently. By diverting foci to concepts of economic, social etc. sustainability, the real and underpinning imperatives of environmental sustainability – expressed in terms of energy and matter, are diluted in the ensuing pragmatic debates. Real sustainability, it is argued, must concern such essential issues to be effective. Originality/value – This paper addresses the basic, absolute issues of sustainability and so, acts as a focus for addressing the difference between real sustainability and the relativism of current “sustainability” legislation, practices, and, unfortunately, much debate. The paper endeavours to be productively provocative as a catalyst for advance.

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