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> The Funnel
> Opening the Walls of The Funnel
The Funnel
The Natural Step's Resource Funnel is a simple metaphor that illustrates the global trends of resource availability and functional capacity.
Imagine the walls of giant funnel, viewed from the side. The upper wall is resource availability and the ability of the ecosystem to continue to provide services. The lower wall is societal demand for resources that are converted into goods and services such as clothes, shelter, food, transportation and discretionary purchases.
The mechanisms that provide essential life-supporting goods and services for society's continued existence on the planet, such as food and fibre, clean air and water, productive topsoil and climate control, are in decline.
At the same time, society's demand for these resources and services is increasing. The Earth's population is currently at more than six billion people and growing. Our consumption level is also increasing. As society's demand increases and the capacity to meet this demand declines, society moves into a narrower portion of the funnel. As the funnel narrows there is less room to manoeuvre and there are fewer options available. The inactive company that proceeds in a 'business-as-usual' strategy is likely to hit the wall of the funnel - representing business failure.
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Opening the Walls of the Funnel
With the awareness that we all live in this funnel - individuals, businesses, governments, families, schools, etc. - we have the opportunity to change the impacts we are having and be more strategic when making choices and long-term plans. At The Natural Step we believe that through innovation, creativity and the unlimited potential for change, we can catalyse the shift toward sustainability and begin to open up the walls of the funnel. Companies which anticipate these changes can position themselves so they avoid the walls and invest towards the opening of the funnel and a future as a truly sustainable company.
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