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.”
Friedberg argues sustainability should focus on increasing consumption through productivity gains rather than reducing consumption.
“Can we give people 10 times, 100 times, 1,000 times more than they have today? And in doing so, it makes us solve the productivity problems. And the productivity problems ultimately resolve the sustainability problems,”
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?”