This year at the World Economic Forum (WEF) meeting in Davos, the concept of sustainable consumption took center stage. In partnership with Accenture, the WEF just released its report, "More With Less," which accurately pinpoints the systemic triggers, barriers and urgent need for action inherent in this necessary transition.

At face value, sustainable consumption seems counterintuitive to growth, but the report identifies the extraordinary competitive and economic opportunities for businesses, whether catalyzed by resource scarcity, population growth, the burgeoning middle class, or changing consumer values. An area where there is still work to do, however, is the "how." Namely, how to better define and ingrain the value proposition sustainable consumption brings to consumers, and spur broader systemic change and adoption.
 
The good news is that there are ripples of profound innovation coming from the private sector, as companies recognize sustainable consumption is not only necessary given the finite resources available on our planet. More importantly, it’s an opportunity for innovation and strategic growth. Companies are starting to figure out that the answer to "how" can also mean money.
 
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