This week I was particularly interested in Jim Motvalli's essay, Reinventing the Wheel. This essay talked about the partnership between consumer demand, government policy, and environmental concern as related to transportation. Motvalli proposes realistic alternatives to the unsustainable transportation practices in the U.S., which include driving oil-dependent vehicles, and spending more time on highways than any other country. He recognizes that Americans enjoy the privileges and conveniences that accompany owning personal vehicles, and he doesn't suggest that Americans can or should completely relinquish their dependence. He talks a lot about hybrid and hydrogen fuel cell cars. I believe he wrote this essay sometime around 2004 when giant SUVs like Hummers were extremely popular. Also, the hybrid and electric car movement was just beginning. In a matter of years, the popularity of more energy efficient cars has risen dramatically. All of the major car companies have now realized that cars that are better for the environment are better for business. Ultimately, the U.S. is a capitalist society and consumers can drive better business practices because for many companies it is all about the bottom line: profit.

Educated consumers can make choices to buy more sustainable products, whether it be cars or light bulbs. This will create competition for companies to make more sustainable products to put in the market. I think it is important to note the example of the fabric company that McDonough and Braungart consulted to make more sustainable products. Not only did they end up with a nearly wasteless product that did not pollute the environment, the company ended up making more profit while having healthier, happier workers that did not have to work in toxic conditions. I hope that more and more companies realize that designing more sustainable products can profit them economically as well as benefit their employees and the environment. I also hope that consumers continue to make smart choices about what they buy, because I think that is the first step that will cause companies to change their practices. Eventually companies may make sustainable choices for more than economic reasons, but for now let's do our part as consumers to start the ball rolling.