10 out of 10 for this bad boy! Some brilliant stories and interesting case studies, big businesses are actually changing the way they source materials, manufacture goods, transport products in ways that make the whole process more effective. They save money and energy and tread lighter on the planet. Win-win if you ask me.
A few of my favourite bits;
"Is a cannibal using a fork less bad" when talkng about businesses reducing their carbon emmissions, but still not being carbon free. Is less bad, good enough? Is beating a child three times a day instead of five better?
There's been huge amounts of money spent on market research in the states and the over-riding feeling is that sustainable consumption is growing. How will your company fare should this become part of the public conversation? Whats the story you will be able to tell? Will anyone believe it?
20 pages into my next book, it's called Cradle to Cradle - RE-making the way we make things by Michael Braungart and William Mcdonough. Top Line on the back cover is How can we avoid environmental disaster? Lets find out hey!
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