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  • Ernst Max Nielsen
    Max has worked 20+ years with TT as owner, manager, director and /or board member in both small and large companies, comprising TT consulting, high-tech startups, international groups – in USA, Russia, UK, Belgium, Hungary and his native Denmark. Max operates as a business angel investor.

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Maurizio Traversi

Sustainability implies adaptation of (that is "changes in") the resouces, products, processes we use in our daily life as well as of human attitudes, behaviors and actions or activities. In economic terms this should also be evaluated as the actual total "cost" against sustainability of the amount of global GNP's spent in "unnecessary" design/production/marketing activities (other than traditional Arts) nowadays people perform to make up their living.
If in fact the trend towards a more "virtual" society (where communications can substitute for mobility) may reduce the physical impact of human life on nature, on the other hand, during every period of economic expansion, the business and governments main strategies have followed so far a "catch as you can" policy by pushing any successful marketing idea.
At the same time even those who are most concerned about sustainability issues have a general tendency for concentrating on easier business and policy options (such as deployment of new energy sources or of innovative technologies which cannot provide short term full alternatives) rather than also undertake as soon as possible unpopular but more feasible and effective organizational/policy measures aiming at better efficiency and energy savings in the use of current products and resources.
One example for all: time and energy waste (as well as residual environmental pollution) generated by low-occupancy vehicles jammed during peak hours in the traffic congestion of urban and metropolitan areas.
And yet the first recommendations about the implementation of interactive demand management strategies aiming at improving average car occupancy were already made by traffic engineering experts same 20 years ago...
It seems that "soft" (but perhaps less popular) solutions are also less desirable at the business and political level than the "hard" (but more easily marketable) ones!

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