On the road to eco-friendliness, we tend to take those things for granted that cross our path every day. Take road markings, for example. We’ve become so accustomed to having them point us in the right direction—and keep us safe—that we only miss them when they are not there. To prevent millions of tons of paints and pigments from being needed to demarcate lanes, how can we produce paints sustainably when the demand is so high?
The planet is changing and there’s no denying that our bad habits have made their contribution. But there is a way we can activate our environmental responsibility again: Innovative technologies can reduce emissions. New materials can conserve scarce resources. And central to all this is the will, not only to demand sustainability, but to create it.