Smart thermostats saved 15% on heating bills. Yet, overall household energy use still rises. This is the sustainable progress paradox.
Efficiency often fuels greater consumption. When a technology becomes cheaper to run, we use it more.
Energy-efficient washing machines allow more frequent, smaller loads. Fuel-efficient cargo ships increase global shipping volume.
The gains from individual unit efficiency are offset by increased activity. We must shift focus from ‘less per unit’ to ‘less overall.’
Companies should prioritize resource caps and absolute reduction targets. Design products for longevity and minimal resource throughput, not just operational efficiency.