Lu - great piece. Good summary of many of the key points. The key challenge I can see in further igniting the trend is creating a compelling commercial reason for businesses and users. Much so far is organic growth. Whilst consumer appetite is growing it's been very slow as there's been little to no financial or lifestyle benefit. We need to find ways to shift this. Economic hardship (which drove our parent's and grand parent's approach to thrift, save and re-use) can work both ways - also driving cheap unsustainable product use. Govts have to play a key role here in driving regulation that supports moves. I do like the points about business value - so thanks for posting. Look forward to seeing more!