Trail-Blazer Dependency – A Roadmap for the Sustainability Revolution

Abstract

While geologists are still considering whether the Anthropocene should be accepted as a formal geological epoch, it is up to us humanists to search for ways making this human era a good one. In this article, I will examine how we can use historical research to provide such tracks based on past regularities or similarities. Positive success stories from the past can at least provide faith that we can do something about our current environmental problems. This investigation is based on two case studies: the Tesla Model S electric car, and the Swedish pulp and paper industry's transition to chlorine-free bleaching. It argues that the sustainability revolution doesn't just share similarities with the quality movement of the 1970s and 1980s, but is essentially a continuation of it. In concordance with previous megatrends, the major benefit of the sustainability revolution will be reaped by countries and companies running ahead of the curve. A new term, 'trail-blazer dependency' is introduced; by setting an example, the first-movers are opening a trail for late-comers to follow.