Now when we look at the FMCG, food and fashion industries, we see no evidence of production slowing down. Instead, more goods are being produced under the guise of “sustainability”. Arguably, this is not creating a sustainable society through radical change at all, but rather beating a drum to the same tune.
It is tricky when the most sustainable thing we can do is to simply not consume… yet we live in a market economy. If we are to be sustainable, indeed radical structural changes in how we live are necessary. Changing how we produce is important, but not requiring consumption to live in society is key. I was in a sustainable fashion event recently, and an entrepreneur was asked by the audience how does she deal with the fact that her company, being small, has to grow financially to keep existing? The answer was that she hopes the growth comes from a bigger decline in fast fashion. Then again, there's no way we can be sure.