As I browse through the current issue of The Economist, I spot a whole-page ad for the Global Sustainability Forum. To my surprise, I start reading it, too. In late March, the forum will allegedly bring together the greatest leaders from around the world to discus the economic, environmental, and social development for the Amazon. And the planet, of course. Among the speakers in the heart of the Brazilian Amazon will be Bill Clinton, Richard Branson, and Arnold Schwarzenegger. Among the sponsors of the upcoming forum are many great companies, such as Coca Cola, Nokia, and The Economist. Now, the very notion of sustainability has been suspect for more than a decade already, for it has been abused by all and sundry, but it has reached new depths as of late. As witnessed by the colorful ad in the mighty newspaper, of course. From now on, I will shun the word “sustainability” like the plague.