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Many companies are wary to confront an uncomfortable topic — that we can’t continue on the current path of unchecked consumption without draining the world’s resources in just a few decades. Although most companies are built on a model of making and selling an endless amount of stuff, we will run out of resources as 3 billion more people join the global middle class by 2030 and desire the goods and services they can newly afford. So, to be truly sustainable, businesses need to find a way to decouple growth from resource use and environmental impacts.