In planetary terms, we're all downstream.

Peter Drucker has pointed out that it is a manager's job to “do things right.” It is an executive's job to make sure “the right things” get done. Even the most rigorous eco-efficient business paradigm does not challenge basic practices and methods: a shoe, building, factory, car, or shampoo can remain fundamentally ill-designed even as the materials and processes involved in its manufacture become more “efficient.” Our concept of eco-effectiveness means working on the right things – on the right products and services and systems – instead of making the wrong things less bad. Once you are doing the right things, then doing them “right,” with the help of efficiency among other tools, makes perfect sense.