A group of academics, businesses, and non-profits working together to figure out how to define "sustainability" in our economy is an idea with real legs. Their mission is "work collaboratively to build a scientific foundation that drives innovation to improve consumer product sustainability." The sustainability consortium was initiated by Walmart and is coordinated by Arizona State U and U of Arkansas. Safeway and L'Oreal are 2 recent members. http://www.sustainabilityconsortium.org/
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