This is a controversial, yet realistic re-appraisal of current environmental thinking that will challenge our perception of sustainability and efficiency. One of the key tenets of the environmental movement is the need for greater efficiency in the use of our dwindling natural resources, especially coal, oil, and natural gas. If our products are designed to be more energy efficient, our environmental impacts will be reduced and fossil fuels will last longer. In this surprising new look at sustainability and conservation, environmentalist Steve Hallett argues this thinking is fatally flawed. In fact, based on the example of coal use throughout the Industrial Revolution, more efficiency leads to greater consumption and faster depletion of resources. This realistic appraisal of current environmental thinking will challenge environmentalists and industrialists alike. Yet recognising the inevitable limits of our growth and the shortcoming of current approaches is a necessary first step toward the establishment of a sound environmental policy.