Two approaches have tended to define the debate about sustainable prosperity in recent years. The first is conscious consumption, which manifests at the shallow end as green shopping (even greenwashing) but can prove out at a deeper level as strategic consumption. The second is green technology, which is a topic that we tend to cover here in great depth, and which covers everything from energy to transportation, housing to product design. Sometimes that technology is trivial, sometimes it is profound.
These approaches are complimentary, and both have a lot to offer as we try to negotiate our way to a bright green future. But there is a danger in thinking that all we have to do is design better substitutes for the products we already consume, and then convince people to buy them.
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