There is a big push for reducing our impact on the environment, and being more sustainable, etc., but the biggest key to all of this actually working, is that each person would have to reduce their consumption (from No Impact Man). For that to happen the whole marketing message would have to change.

Now the thing that I'm wondering about is whether our current global economy is sustainable if we all reduce our consumption - essentially, everyone buys less stuff. Would it all fall apart, or would a new "sustainable" economy emerge?