"The next innovation frontier is about breaking away from resource dependence, decoupling growth and consumption, and prolonging product life cycles."
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In Over-Innovation Makes U.S. Firms Suck at Sustainability, Danish authors Jens Martin Skibsted and Rasmus Bech Hansen make the case that for all of the United States’ vaunted skill at growth, transformation and innovation, the massive nation is missing a fundamental problem: the tax that the focus on perpetual reinvention places on the environment. The piece fails to acknowledge that the United States is a large environmental culprit *because it is a large country* but the authors make a good case for new areas of brand focus: to “standardize, slow down and redefine consumption.” They write:
The next innovation frontier is about breaking away from resource dependence, decoupling growth and consumption, and prolonging product life cycles.
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