This paper explores the role of the business community in promoting sustainable consumption. While businesses play an important role in shaping social trends, including the growth of material consumption, allegations that individual corporations wield excessive power may have been overstated. Most of the time corporations are simply playing by the rules and culture of the market. Businesses have mostly assumed that their contribution to sustainability lies in improving eco-efficiency-staying within the current business framework. But sustainable consumption will require wider change, including shifts in the incentives that shape the actions of businesses and others, and a change in the culture that underlies market expectations. Finns, governments, the media and civil society may need to enter a dialogue together to develop a new story about the nature of prosperity and the role of the business community in promoting it. The initiative is most likely to come from civil society.
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