Simon Zadek explains on his blog why sustainability has reached its "valley of death" and what can be done to get it out of this predicament.

"De-materialised products, rentalised markets, renewable power and sustainability standards are amongst the social innovations that have provided inspiration and advances in offering consumers greener choices. Yet whilst our call to arms has been for transformation, we are, in practice, celebrating incremental changes in the spirit of increasingly desperate optimism." 

Exiting sustainability’s valley of death is not about public policy, business initiative, or citizen action – it is about all three and their dynamic alignment with each other. “