Furthermore, if we are to solve these technical challenges in sustainable chemistry, future scientists must have chemistry training that is deliberately aligned with the Green Chemistry and Engineering imperative. Integration into mainstream curricula for chemistry and engineering has been slow, but there has been some progress. Similar structural changes are needed for non-specialist consumers so that they are informed about the source, lifetime, recyclability of a product. Ideally, an economic structure should be in place that accurately values a product with the full life cycle in mind. These measures can be influenced by legislation and tax incentives that don't just lead to "greenwashing" but effectively incentivise or mandate appropriate training, industrial processes, waste management and consumer behaviour that advance the aims of Green Chemistry in society. But, many of the challenges in Green Chemistry require technological advances that will only come about with dedicated investment in fundamental and applied research.