Examples of minimizing negative externalities include reduction of environmental pollution, while examples of positive externalities include, for example, technology adaptation, reduction of food waste and enhanced energy efficiency. Changes in consumption patterns can drive the creation of new technologies necessary for sustainability and their adoption and diffusion at the desired pace. Success in bringing about these changes will require substantial reorganization of the economy and society and changes in lifestyles. Economic and financial incentives for the creation and adoption of new technologies will be needed which may include innovative policy reforms.