Sustainability can't be like some sort of a moral sacrifice or political dilemma or a philanthropical cause. It has to be a design challenge.
Design must be functional, and functionality must be translated into visual aesthetics without any reliance on gimmicks that have to be explained.
If you don't design your own life plan, chances are you'll fall into someone else's plan. And guess what they have planned for you? Not much.
Design is a plan for arranging elements in such a way as best to accomplish a particular purpose.