Few companies or institutions have addressed the root cause of unsustainability-our addiction to consumption. Instead, the prevailing mindset creates technological fixes, such as eco-efficiency. This is a classic case of shifting the burden, or focusing on the symptoms rather than attacking the problem at the roots. The underlying condition often reasserts itself in even more confounding ways, and, as a result, our capacity to change is undermined by the illusion that we are addressing the problems, when in fact we are not.
And so we need a radically different way to visualize sustainability and to think and act about it. And it begins with a simple argument: Reducing unsustainability is not the same as creating sustainability.