Any quantitative semantic analysis of contemporary economic and ecological literature would prove that the syntagm „sustainable development” is one of the most frequently used. However, that syntagm is not sustainable, neither semantically nor conceptually! Semantically – it is so vague since it does not tell us the development of what and the sustainability by what. A correct syntagm would be e.g. „ecologically sustainable economic development”. As in reality everything depends on everything, even that semantically correct syntagm is conceptually not sustainable and should be replaced by another one such as e.g. integral development. Sustainability cannot be measured, but the degree of integral development, i.e. quality of life, could be.