Bear in mind that "sustainability" has different meanings to different people and different industries. For example, in the pulp and paper industry, "sustainability" involves regenerating forests over time, in order to ensure an available supply of timber for the industry. The paper industry might not necessarily care if another type of industry's raw materials, for example, might not be sustainable. For example, this industry is generally powered by natural gas and other fossil fuels. The industry has relatively little reliance on electricity, for example, so they may not care as much if the means to produce electrical energy is sustainable. The paper industry will be necessarily focused on what is relevant to them, and to their needs.

Another example might be a trade association, such as the Sierra Club, which focuses primarily on deforestation and other forestry-related issues. However, a group such as the Upper Chattahoochee Riverkeeper Group, here in Georgia, "is to advocate and secure protection and stewardship of the Chattahoochee River and its tributaries and watershed in order to restore and conserve their ecological health for the people, fish, and wildlife that depend on the river system" (retrieved from http://www.georgiaencyclopedia.org/nge/Article.jsp?id=h-2170). The Riverkeeper will necessarily not "care" as much if the forests are sustainable, but will "care" very much as to the health of the Chattahoochee River.

Can you think of an example of an item which might be of importance - "sustainable" - to one group or industry which might not be as important or relevant to another group or industry?