the main solution to un-sustainability; Reliance on business as the principal actor of transformation. The emphasis is on firms designing new products, shifting to new production processes, and investing in R&D, etc., more than on the retailer or the consumer, let alone the citizen. Trust in markets (if they are functioning well); "Growthphilia": there is nothing wrong with growth as such. The view that improvements in eco-efficiency are sufficient for achieving sustainability has been challenged by Huesemann and Huesemann, who demonstrate using extensive historical evidence that increases in technological efficiency have not reduced overall resource use and pollution. Moreover, with "cradle-to-cradle", growth is conducive to sustainability per se. This broader concept is called Sustainable Production and Consumption (SPC). "This concept involves changes in production and consumption patterns that lead to sustainable use of natural resources;" business has taken a key role in accelerating the use of this concept because businesses both consume and produce. Eco-efficiency is routinely a concept used because it combines performance along two of the three axes of sustainable development, making it easier for academics and leading thinkers to tease out the associated social issues. Examples Furthermore, eco-efficiency can adapt and flex to be fit different sizes of companies, while also maintaining relevance with the larger scale of government and national policies. For example, larger national players such as the Organisation for Economic Co-operation and Development (OECD 2002), European Commission (EU 2005), European Environment Agency (EEA) and the National Round Table on the Environment and the Economy (NRTEE) have all recognized that eco-efficiency is a practical approach that businesses should adopt in setting and achieving their environmental performance objectives. It has been proven to heighten market values for firms, serve as an effective management tool for governments, benefit civil society, and increase quality of life. "It does this by changing industrial processes, creating new products and changing and influencing markets with new ideas and with new rules." More people aim to get more value for their money in the market, while also enjoying a better environment. Eco-efficiency is also implemented in more non-traditional ways, such as the integration of environmental criteria into the credit approval process; looking at "eco-integrated economic risks of a customer." Besides, it plays a growing role where "eco-efficient choices are always preferred," especially in service sectors such as tourism (see ecotourism). See also Eco-costs value ratio Eco-innovation Industrial ecology Material input per service