I'm a Futurist on the journey from Ego to Eco, Author of 5 books (see below), and a global keynote speaker and strategist on media, social technologies, communications, sustainability, and 'Green Futures'. My main site and Futurist blog is at www.futuristgerd.com I am also the CEO of http://www.thefuturesagency.com Here, I focus on green future scenarios and green business trends, sustainable economics and what has been termed Natural Capitalism, as well as on renewable and networked energy and the idea of adapting internet, networked-society principles to the planet's most urgent climate and environment issues. In the near future, this will also become the home of the GreenFuturists group - stay tuned!

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Reducing the customer’s footprint will need to be the core aim of all innovation efforts and all product lines (not just a sliver of the portfolio as it is today). Sustainability innovators will open up their creativity process, inviting customers and partners to offer innovative solutions (GE’s Ecomagination Challengeis a good example). Innovators will embrace disruption and heresy (which I’ve written about before) by helping customers use less of their products. For a glimpse of the future, see Unilever’s campaigns to get customers to reduce water use and Patagonia’s Common Threads, which offers a grand bargain: “We make useful gear that lasts a long time…You don’t buy what you don’t need.”

Andrew Winston - Finding the Gold in Green Comment: some very key points here: “Innovators will embrace disruption and heresy by helping customers use LESS of their product”