The premise seems to be that while important stuff is happening around us, many of us are instead distracted by events of little or no consequence that exist solely for entertainment.

Entertainment has its place, of course, but as a society we perhaps sometimes value it more highly than we should.

I remember thinking something along these lines more than 30 years ago when my mum was diagnosed with a brain tumour.

The doctor who performed the complex surgery that saved her life (a mid-teens marker at The Lakes, if memory serves) had, financially, done quite nicely out of his work.

But if his contribution to the world was measured by remuneration compared to that of, say, golf’s highest paid players? The difference can only be described as staggering.

Refillable water bottles can play a role in golf's proactive approach to sustainability. PHOTO: Kevin C. Cox/Getty Images.

(Quick note to those about to take to their keyboard to point out this is an oversimplification: no need, I am well aware of that yet the point – and the fact of it – still stands.)

So, what does this have to do with golf? Excellent question and I’m glad you asked.

While the game’s headlines continue to be dominated by the professional game and its various controversies and events (entertainment), something legitimately important is happening in golf this week.

Regular readers of this space will be aware of my feelings about the game’s image outside the golf fraternity and the damage that does to golf as a whole.

And among the most problematic areas is our relationship with the environment, seen by most as irresponsible and damaging.

Enter Sustainable Golf Week.

So what is Sustainable Golf Week? It’s what’s happening while we’re all still looking at LIV vs PGA Tour or who won the Dunhill Links.

The premise of Sustainable Golf Week is that the game can and should be a leader in creating and maintaining playing fields that are not only sustainable but add to, rather than detract from, nature.

And while there is – rightly – a focus on water usage and reducing pesticides and some of the big ticket items you’d expect, there is also recognition that individual golfers have a role to play.

Simple steps like using bamboo tees instead of plastic, walking rather than riding in a cart and taking your own reusable water bottle rather than buying one or more in the pro shop for your round.

Whether you like it or not or whether you believe in it or not, the environment and climate change are big issues that are here to stay and if it is to survive let alone flourish, golf needs to be seen to be proactive on this front.

By their very existence, golf courses are a positive for the environment and benefit all, not just those who use them.

That message needs to be spread far and wide and Sustainable Golf Week is an excellent first step in what will hopefully be an ongoing campaign.

So if you have any interest in golf beyond your own weekly or monthly game take a moment this week to visit the Sustainable Golf Week website: www.sustainable.golf/sustainablegolfweek/

Sure, it’s not as interesting as studying YouTube video of Nelly Korda’s golf swing but in the long term, it is more important.

Much more important.