Briefly discusses the industrial development process in Brazil by highlighting a few examples of its social and environmental implications. The current environmental crisis for which the industrial sector is co-responsible puts evidence on the existing links between production and consumption cycles. In order to identify impacts at their origin, production processes and products need to be re-assessed. Proposes a paradigm shift with the corporate world internalising the sustainability concept based on dematerialisation (tendency to use less material and energy inputs per unit of output) and eco-efficiency (strategy to provide goods and services while continuously reducing ecological impacts).