Agar siz o‘smayotgan bo‘lsangiz, demak, o‘lib bormoqdasiz. Bu bizning zamonamizdagi kapitalistik iqtisodiyot asosida yotgan korporativ qarash: biznesning sog‘lomligi daromad va foyda har yili oshishini talab qiladi.

If you’re not growing, you’re dying. This is the corporate assumption that underlies the capitalist economy of our times: The health of a business requires that revenue and profit increase every year.

Boshqa holatlarda muvozanatga erishish va "barqarorlik"ga intilish eng oqilona deb hisoblanadi. Atrof-muhitni himoya qilish harakati ham aynan shu haqda bo'lishi kerak. Sog'lom sayyora shunday joyki, unda odamlar faqat o'z ehtiyojlari uchun iste'mol qiladilar va buni uzoq muddatda barqaror bo'lgan, boshqalarning ehtiyojlaridan olib qo'ymaydigan tarzda qiladilar.

In other contexts, it is seen as most reasonable to achieve equilibrium and “sustainability.” That’s certainly what so much of environmentalism is supposed to be about. A healthy planet is where people only consume what they need and do so in a way that is sustainable long term and doesn’t take away from the needs of others.

Bu, agar o'sishning yo'qligi o'lim degani deb hisoblasangiz, mumkin emas. Cheksiz o'sish mumkin, degan fikrning o'zi cheksiz resurslar mavjudligini nazarda tutadi. Masalan, bir paytda dunyodagi har bir inson Apple iPhone'ga ega bo'lishi mumkin. Shundan keyin o'sish haqida o'ylab bo'lmaydi, to'g'rimi? Yo'q, noto'g'ri! Sayyoradagi har bir inson Macbook'ga ham ega bo'lishi mumkin. Undan keyin ularning hammasi iPad'ga ega bo'lishi mumkin. Undan keyin, ehtimol, Apple kiyim-kechak sanoati kabi boshqa sohalarga ham kengayishi mumkin. Boshqacha aytganda, brend har bir insonning har bir iste'molining barcha jabhalarini egallab olmaguncha, o'sish uchun doim joy bor. Brend iste'molchini o'zlashtirib olmaguncha, takomillashish uchun joy bor. Virus kabi.

This is not possible if you believe that lack of growth means death. The notion that continuous growth is possible itself assumes infinite resources. For example, at some point, every person in the world could have an Apple iPhone. After that, there is no more conceivable growth, right? Wrong! Every person on the planet could also own a Macbook. And after that, they could all own iPads. And after that, maybe Apple can expand into other verticals, like the clothing industry, etc. In other words, as long as a brand is not dominating every aspect of every person’s consumption, there is always room for growth. Until the brand consumes the consumer, there is room for improvement. Like a virus.

Payg'ambar ﷺ buni go'zal ta'riflaydilar: "Odam o'g'lining qo'lida oltinga to'la vodiy bo'lsa, u ikkitasini xohlaydi. Uning og'zini faqat tuproq (qabr tuprog'i) to'ldiradi. Alloh tavba qilib Unga qaytgan kishiga rahm-shafqat bilan qaraydi."47

The Prophet صلى الله عليه وسلم aptly describes this: “If the son of Adam were to own a valley full of gold, he would desire to have two. Nothing can fill his mouth except the earth [of the grave]. Allah turns with mercy to him who turns to Him in repentance.”47