Why should we reconsider our consumption patterns? There are compelling reasons:

• Unsustainability: Our economy depletes finite natural resources faster than they can regenerate, posing a serious threat to business viability.
• Inequity: Current consumption practices leave many people's basic needs unmet, while excessive waste and overconsumption create problems elsewhere.
• Enormous Market Potential: The transition to a sharing economy, circular economy, and dematerialization presents a $4.5 trillion opportunity by 2030. At Forum for the Future, we believe that brands and businesses must adopt resource-efficient, aspirational, and equitable approaches to produce, consume, and dispose of goods responsibly. Those who do will pioneer the innovative solutions that shape the 'new normal' in our society.

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