Sustainability is one of those buzzwords that seem to be popping round every corner. Planning your retirement? Opt for a sustainable pension. Visiting your favourite fashion chain? Try its new sustainable collection. Renovating a house? Go for a sustainable paint. I guess we can’t escape it. And there’s nothing wrong with that – except that a lot of those claims are misleading and, well, untrue.
What does ‘sustainability’ really mean?
Although most of the time it brings to mind the environment, sustainability can refer to a lot of things. Investopedia defines it as “the ability to maintain or support a process continuously over time.” This definition fits the environmental context neatly, but the same can be said for human rights or business practices – in short, all the issues encompassed by the United Nations (UN) Sustainable Development Goals (SDG)
Sustainable Development Goals and translation
UN set its 17 SDG in 2015, with the aim to ensure a fairer, more sustainable world by the year 2030. These are:
The above list covers pretty much every aspect of our lives, from accounting to Zoom calls. Chances are that if you produce any kind of content – be it articles, video marketing campaigns or social media posts – you already publish (or will do at some point) materials on the subject of sustainability.
It is also likely that the majority of language professionals have worked in the area of sustainability translation at one point or another. As an example, here are some of the projects I’ve produced in this subject in the recent years:
⛰️ An app promoting active lifestyle out in the nature
🧷 Fashion brand's press releases on sustainable commitments focused on its supply chain and workforce
🌱 Information on the Better Cotton Initiative
🏭 Videos explaining the process of producing sustainable textiles
💪 Programming information for a human rights charity
🚚 Leaflets for pooled wooden pallets
🚜 Annual reports on land use for a European charity
💄 Product labels for a natural beauty brand
💸 Articles on sustainable finance
🧼 Public information videos on the dangers of certain viruses
How to choose the right professional for a sustainability-related project?
To make sure you act in accordance with UN’s 17 SDGs, your content should ideally be translated or subtitled by a sustainable professional. But how do you find that person? Here are a few questions to ask your prospect supplier:
Do they belong to a sustainable organisation or network? Examples include SHEA Network of the Institute of Translation and Interpreting (ITI) or Sea Change Together
Do they hold any relevant certifications?
Do they have a sustainability policy or talk about their environmental impact?
Do they talk about their sustainable efforts on their social media or website?
Do they support the ITI’s slow translation manifesto?
What is the ITI’s slow translation manifesto and why does it matter?
ITI published its slow translation manifesto in June 2023, in response to the growing use of the AI tools in our industry. According to the ITI, “ 'slow translation' is a human process thoughtfully carried out by people who care about words and meaning, and who value the time needed to research and understand the intricacies of the source text before translating it into the target language with precision, skill and artistry.” The manifesto aligns with quite a few of the UN’s SDGs (such as 1, 8, 10, 12 and 17).
The manifesto is based on four simple principles: celebrating linguistic diversity, prioritising artistry over automation, advocating for quality, upholding high ethical standards.
As I wrote in a previous blog post, the use of AI is very costly for the Earth.
Therefore, companies who care about their sustainable credentials and our planet
should see the slow translation approach
as a go-to practice.
👇 Read the whole manifesto below
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