There's a new 'New Bottom Line' article posted at Natural Logic's web site, musing about the business imperatives of 'zero waste' strategies.
Here's the good news: The technical
challenges of sustainability are relatively straightforward, if the
problem is framed correctly - and "zero," as Dupont and others are
finding, provides an unusually clear and powerful frame.
Here's the bad news: People need to
change their fundamental thinking about these problems, and that's not
as straightforward. In fact if you've ever tried to change a habit of
your own - much less someone else's- you know how hard it can be.