Friedberg argues sustainability should focus on enabling vastly increased consumption through productivity gains, not consumption reduction.
“our objective shouldn't be about in sustainability, shouldn't be about, hey, can we get people to consume less? It should be, can we get people to consume more?”
Friedberg argues sustainability comes from technology that enables more consumption at lower environmental impact, not from consuming less.
“I think sustainability arises from building technology based solutions that let consumers consume more and dropping the price and dropping the environmental impact.”