Great article with John R. Ehrenfeld and his spin on sustainability: http://bit.ly/1Mab1 He says,
I like the way he talks about green companies: "They think they’re going to save the environment, when what they’re really doing is just reducing unsustainability a little bit." Yes, it's good to reduce unsustainability, but we need a whole new focus on how to design for enabling sustainability.
I haven't read his book yet (Sustainability by Design), but I bet it fits right in with my philosophy of life cycle thinking. We need to think through the whole life cycle for how to avoid unintended adverse consequences and to guide responsible actions and products.