TABLE OF CONTENTS In the past it was considered that economic development was linked to growth in the use of resources and energy and population growth. Most now understand that change is itself a stimulant for economic growth. We therefore have nothing to fear from the process of innovative change towards more sustainable outcomes.
Some businesses have pillaged resources and have not embraced sustainable development and the concept of natural capital (Hawken et al., 2000). Changing the way these businesses think is a matter of communicating to them that they can do something for themselves and the environment through greater resource use efficiency and reduced energy consumption. Sustainable development is about investing and strengthening socially and environmentally responsible businesses whilst at the same time reducing negative social or ecological consequences through awareness programs that slowly change the way in which more recalcitrant businesses operate.
To be acceptable in markets technology usually improves. For example, fridges today are many times more efficient than fridges of 20 years ago - even without CFC refrigerants! Not only are products rapidly becoming more efficient, so too are manufacturing processes. The biggest factor in increasing economic growth and raising living standards over time in the past has been the economy's ability to produce more out of less, i.e., to become more productive. Productivity is good economics. Productive companies reduce inputs for the same output quality, volume and cost. They are much more efficient.
Mother nature was an economist. She is frugal, efficient, productive and...
