Another great article. However, you preach to the converted fortunately. May I make a point for your readers on the green premium, the difference in cost between sustainable and detrimental products. Many comment, including Bill Gates, that the premium must go negative for the transition to sustainable living to occur. When designers and engineers are focused on developing sustainable solutions that are affordable then their will be an avalanche of sustainable solutions. It is hard work. Engineering sustainable economic solutions. However that is where I believe effort must be focused because social engineering is not working, people will always buy what is best value, and that must be a sustainable product, for the future to be sustainable. In poor societies the logic amplifies.