To ensure that we have enough customers, we need to make sure enough people have jobs, and with that sufficient disposable income with which to meet their 'needs' and, if they are lucky, stretch to a few 'wants' as well.
Ultimately, the transition towards sustainable business is inevitable, given the combined impact of the challenges we face. For those businesses looking to fully embed sustainability principles, there is also a big prize waiting. And who wouldn't want some of that?