Sustainability or Marketing?

We hear a lot about "win-win" technologies and the "triple bottom line." Save money, save resources, save the planet. Unfortunately, without hard limits on energy and resource extraction, humanity finds all sorts of little ways to put those savings to use. Sometimes they are innocent things, like holiday-themed jerseys, that supposedly bring joy to our lives.

That's why your individual consumption choices and even company-level win-wins are not great places to focus our attention. We need enforceable resource extraction limits with global reach.

PS - I'm using this as an example of how normal, even whimsical, it is to grow our resource use. It can be difficult to pinpoint where and how the "jevons paradox" occurs. We’re having so much fun, we barely notice it happening!

PPS - This is a thought experiment about a dynamic (between marketing and sustainability departments) that could happen at any company or organization. I’m just picking on the NBA after watching the Bulls wear all sorts of colors and designs throughout the season.