Though decoupling of economic growth from resource use is not in sight, a growing number of companies pursue that vision intensively. Public awareness for environmental issues is growing, and so is the number of clients for those companies. Even the Christmas time-typical “special greed for consumption” can be satisfied in an environmentally friendly way. GREENTREE (http://www.greentree.at/) , an Austrian company, explores a niche in the Christmas business, with growing success. Since GREENTREE sells living Christmas trees, planted in pots. Trees are delivered to customers homes directly where they survive a few warm days indoors, even if decorated from root to the top. Unlike traditional trees facing incineration, these trees have a sustainable future. The company collects trees from their customers (who can define time and place for collection), and re-plants them back into the forest. Trees recover, continue accumulating carbon dioxide as any other tree, support the forest ecosystem. And next December: “Same procedure as every year”.

Figure: Greentree.at