What's the future of PVC? In an industry often under attack over environmental and health concerns, answering this question is top of mind. 

The Natural Step Framework has helped some of the most proactive companies in this industry set their visions for the future and make strategic choices to get there. Its been used previously to lay out key challenges for the industry and we've even used it to bring a whole supply chain together in an industry course. Now there is an opportunity for the industry, as a whole, to apply it to define a shared vision, to take a full and honest look at today's challenges and to make proactive steps on the journey toward sustainable management of materials.

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In my August 24, 2010, blog, we explored a dilemma for sustainable companies: growth. This week we will discuss its Siamese twin: over-consumption. It’s the second undiscussable elephant in the board rooms of companies aspiring to be sustainable enterprises.

This article in the Global Footprint Network's newsletter captures our attention at The Natural Step. It was a reminder to all of us that there is still a long road ahead of us. 

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It has taken humanity less than nine months to exhaust its ecological budget for the year, according to Global Footprint Network calculations.

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In today’s business model, growth is a given—an imperative. “Grow or die” is the undisputed maxim of business leaders. The stock market punishes companies that do not meet growth expectations. Growth is good. However, continuous growth appears to be at odds with sustainability principles. Growth is the ‘un-discussable’ elephant in the board rooms of companies aspiring to a sustainable business model.