PerspectiveIndia, which, despite the holdback due to the world fi nancial crisis, are still growing at signifi cant rates of 6.9 and 7.3, respectively) 2 will experience increasing wealth. 3 Th e composition of the global population will therefore change signifi cantly. Over the next 15 years, the number of people considered to be part of the global middle class (i.e., those with incomes between $6000 and $30 000 in PPP terms) 4 is projected to nearly triple, increasing from 1.8 billion in 2009 to 4.9 billion by 2030 and the bulk of this growth will come from developing countries. To put this in perspective, by 2030 Asian countries will represent 66% of the global middle-class population compared to 28% in 2009. 5 If I had asked people what they wanted, they would have said faster horses.-Henry Ford Abstract: Signifi cant changes are ahead of us: most notably, the world's population is projected to increase by almost one billion people within the next decade and the global middle class is expected to nearly triple by 2030. These trends add pressure to the world economic system and environment: greenhouse gas emissions keep growing at global scale, materials and energy sources are fast approaching their physical limits, and the amount of waste produced under the current system seems to be reaching a new peak. Against this background, a transition from a society heavily based on mass consumption, uncontrolled waste generation, and heavy fossil-fuels exploitation toward one based on resource-effi ciency, new production and consumption behaviours, waste reduction, reuse, and valorization, seems a desirable and much-needed feat. This change involves a paradigm shift, which goes beyond technological change -it involves big societal and institutional changes as much as the development of radically new technologies and would give rise, in a long-term perspective, to the beginning of a new long wave of sustained (and sustainable) growth.