There is something fundamentally different in Iceland. Sustainability is a firm belief. It is not something they simply say they want to work towards, it is something they implement in every action they take. The question every businessman or woman asks is not how much profit can I make, but how can I cut down on waste and consumption. It is a style of horizontal thinking that is new to me, but incredibly impressive. A waste product from one company is used as an input product for a different company, and what cannot be reused is minimized. Sometimes their consumption chains are lengthy, meaning the waste products get moved through many other companies, and it amazes me that someone has thought of that. I?m not sure how this would look on a larger scale like in the American economy, but I believe it is possible to move waste products throughout one company. I would love to see this horizontal waste consumption incorporated per business.
