The impossibility of infinite material growth on a planet with finite resources presents us with three moral dilemmas:
Firstly, how can we, who enjoyed the boom years with all imaginable consumer goods and luxuries available to us, deny people in the newly industrialized and developing economies the right to pursue the same level of consumption and comfort?
Secondly, how can we justify to our own children that cutting back on consumption is something they must be prepared to do, if our generation will not cut back?
The third dilemma is, what kind of solutions should we be promoting and selling to people, once we have the understanding of the previous two. What does sustainable business development mean under these conditions?