I had the same initial reaction. Perhaps it was intentionally clickbaity?

We didn’t intend for it to be clickbait. We launched a page for our customers and prospective customers to share how we think about environmental impact along with a life cycle analysis of Framework Laptop 13.

It's awesome! I don't have a problem with the headline at all, and I appreciate Framework's work on environmental sustainability. Maybe I should have said it was a catchy headline instead of characterizing it as clickbaity.

Did you have Fairphone in mind when you wrote the article? Cause you are two awesome companies who do a lot well, and nothings perfect.

@dang, could you change the title to something like "We are not environmentally sustainable" to make it less clickbait-y?

No, given apple’s focus on sustainability in their September event, I think this plays directly into that.

Funny that when I read the headline, the first thing I thought of was environmentally sustainable. The financial angle didn't occur to me at all ...

Same. The diversity of HN, i suppose.

Isn't the confusion caused by a larger point though?

Like, how many of the top 100 economically sustainable companies are environmentally sustainable?

I agree the title is kind of click-baity, but I fail to see how it would be misrepresenting anything.

It's just a clever play on the word "sustainable".

I don't think it's a play on words at all. It's a straightforward use.

"Sustainability" means that something is economically profitable, ecologically viable and socially just.

If you don't make money, it's not sustainable. If you use up ressources, it's not sustainable. If you exploit people, it's not sustainable.