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Forget sustainability: go for green entrepreneurship

Sustainability is increasingly seen as the only way out of our pressing ecological problems. But what if the very concept of sustainability is part of the problem rather than the solution? Why would we want to sustain the current natural order, or restore it to a past state? We want to improve the way we interact with our ever-changing natural environment. Human beings are primed and hard-wired to invent and develop. Creativity is key to making a world in which all of us can flourish. We propose moving beyond sustainability to a vision of green creative entrepreneurship.


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