4.4 Signing everyone up to sustainability

The proposers of step-by-step progress towards sustainability would include in their plans many of the ideas proposed in the previous two subsections. However, what distinguishes this group is that they stand in the middle of the scale between faith in unfettered business voluntarism and a conviction that radical transformations are required. Their incrementalism is reflected in the kinds of pragmatic solutions they propose; their radicalism shows in the way they think about new roles and processes being taken up by all key stakeholders.