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Can More Consumption of Greener Goods Get Us There?

Scott Cooney | Wednesday June 1st, 2011 | 1 Comment

It’s the paradox that’s stumped the green movement since its inception. How can we move toward sustainable economic growth, when “economic growth” typically means more consumption, and more consumption typically means unsustainable? Indeed, how can we compete with the likes of Hummer’s H2 and other conspicuous consumption (and high margin) items, which can have a dramatic effect on companies’ bottom lines (and therefore become the items those companies want to push)?

Can we make consumption, even of good things, well…a good thing? Cradle to Cradle co-author Dr. Michael Braungart and eco-luminary Bill McDonough will speak to exactly this paradox, taking the stage side by side for the first time in six years on Thursday June 9th in sunny and beautiful San Francisco, CA.

The duo are raising funds for their Cradle to Cradle Products Innovation Institute, a certification system for products that’s been described as akin to LEED for production. Braungart and McDonough will argue that unlocking the next Industrial Revolution may well rely on making consumption a good thing, and sharing insights on how this can and will look.

The event is limited to 150 people. Ticket and sponsor information can be found at http://tinyurl.com/3pjfl7s.

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  • http://www.blindspot.org.uk James Greyson

    Making consumption a good thing is a tall order since the word is tied up with consumerism which is inherently not a good thing. However if we’re talking about ‘changing the game’ so that people seek out products compatible with a good future then consumption of the resource quality of products is a good thing when done the C2C way, as part of a rebuilding of quality in resources.

    C2C product innovation is definitely needed and also worthwhile is working out how to implement C@C at whole-economy scale. My think tank BlindSpot designed a simple market-based tool to do this, please see ‘switch 3′ of our ‘7 switches’ research.