A couple of days ago I met with the Nike Better World team (http://www.nikebetterworld.com/) and learned that they will soon be releasing over ten years of materials research in an index titled the "Considered Design Index". Soon after they will be able to make all of their new patents public, including cardboard boxes using 35% less cardboard than the previous box. For them, this ongoing work is done to sustain their industry. They realize that their industry will only be profitable if they take large steps towards making business sustainable on every level: considering air quality, peoples' quality of life, water quality and abundance, waste and natural resources. http://tinyurl.com/7b9vehn They acknowledge they still have a lot of work to do in this area.