The concept of scarcity is fundamental. It is rooted in the environmental realities of the planet, ruled and limited by entropy and ecology.
Adaptive businesses can do more with less and enable their customers to do more with less as well. This does not just add a real and immediate commercial advantage, it can also position the company as a leader which helps to builds its brand among environmentally and socially-conscious consumers.
Rising consumption of natural resources
Resource scarcity, increased costs and volatility
For more on Fragile Earth, including climate change and biodiversity loss, see Forces for Change