So don't get me wrong – others such as South Korea, the Nordics and Brazil are making investments, but from my discussions in the corridors of the Congress Centre in Davos it seems that China is the only real, large market in the world where game-changing sustainability is emerging and has the potential to truly scale.
It is another sign that the world is changing and that sustainability management has gone mainstream.
"There is an allure around these brands because they are from the West and represent something very clean and modern — something that was previously inaccessible when lives were more rural," said Judy Bankman, a consultant and co-author of the Brighter Green report "Chronic Disease, Changing Diets and Sustainability".
"Other colleges practice sustainability by changing light bulbs and recycling," he says, "but Southampton actually practices what it preaches by teaching sustainability as a major".
Changing the language of sustainability communications will be central to this transition: in short, business must adopt a simpler, more upbeat rhetoric.
(For the record: the situation in BC is in the process of changing: a new Water Sustainability Act, passed this spring, will be fully in force by spring 2015).
Understanding this fundamental principal is the key to mainstreaming sustainability and changing how we produce and consume on a grand scale.
GRI's reconstituted governance is an example of adaptation in the face of a changing landscape in which sustainability reporting, in little more than a decade, has shifted from the extraordinary to the exceptional to the expected.
The quest for sustainability is changing how chemical engineers conceptualise new processes.
Many governments as well as businesses are changing their stance on sustainability as they are becoming more proactive rather than reactive on social and environmental issues.
This result highlights the importance of adaptive management, one that can react to a changing environment, for the sustainability of livestock breeding.
