Our whole first-world civilization is based on growth. Technology improves really fast, we enjoy more and more facilities, and economy needs us to consume, to develop new needs. Throwing away an appliance is much faster and beneficial than lending it. But we have started to see that this won't last forever, since the planet and the countries we exploit are getting exhausted. The only way forward is to recycle, to reuse every bit of paper or water, to consume less energy for the same tasks, to lend things again. But... are companies willing to see their sales drop? Is our world prepared to work peacefully with an economy in recession?