Any business model can be improved to be more sustainable, but some are fundamentally more environmentally friendly than others. Business models based on reuse systems or reusable products are very sustainable as they provide ways for people to consume less and reuse more. Some examples are Again Again’s reusable coffee cup programme and Better Packaging Co.’s reusable courier satchels. Second hand marketplaces are another great example of enabling a ‘reuse economy’ because when we buy something pre-loved we don’t have to buy new.  Businesses that are part of the ‘sharing economy’ are also helping to shift the world towards long-term sustainability. Uber and AirBnB are probably the most famous players in this with their disruptive solutions to accommodation and transport. When we ‘share’ others’ things (in these cases, homes and cars respectively), we don’t need to acquire our own or have them built for us which in turn conserves the world’s resources.  Companies making products out of waste or pollution are also operating a very sustainable business model. When Better Packaging Co. began making courier mailers by recycling ocean bound plastic pollution they reduced the need for the world to make mailers from virgin plastic (which is made from petroleum) and, at the same time, stopped plastic from entering our oceans. This is true ‘hero packaging’.