Myth 6: Sustainability means lowering our standard of living.
Not at all true. It does mean that we have to do more with less, but as Hawken argues, “Once we start to organize ourselves and innovate within that mind-set, the breakthroughs are extraordinary. They will allow us to achieve greatly superior rates of resource productivity, which in turn allow us to be prosperous, fed, clad, secure.” Moreover, he and others maintain that the innovation at the heart of sustainable living will be a powerful economic engine. “Addressing climate change,” he says, “is the biggest job creation program there is.”