same means. different ends.

The green movement has taken the view that asking business to get the world out the mess it finds itself in (climate change, for example) is like asking Herod to run a Kindergarten.

For the most part, however, the ingenuity that got us in this mess is likely to be the ingenuity that will get us out. To paraphrase Steve Hilton: if marketing can sell you aloe vera infused lavatory paper it can sell you sustainability.

Hence the real challenge is aligning business opportunities with planetary needs. Unlikely though it seems, businesses offer the best chance of finding the real solutions to issues like climate change. They don't, however, exist in a vacuum and for their own sake. They are useful tools, means. What we need to find are how to align the different ends.