"A rule-of-thumb I give managers is that if your sustainability performance indicators only improve when customers use your product less often, it means you’re in trouble. Cigarette and alcohol companies, for example, now report the number of kids that don’t smoke or drink thanks to their public campaigns. Junk food purveyors improve their sustainability performance by shrinking the serving size. Sustainable paper products perform better the less virgin pulp they contain. And so on. A business model that meets ever-higher standards of sustainability only when customers reduce consumption of the product is by definition unsustainable."Trecho retirado de "The Changing Business Climate Is Causing Product Die-Offs"