This strategy with an economic focus is about making the relationship between effort, e.g. in the form of resources, and benefit, e.g. in the form of the product or service, more efficient. The goal is to increase the productivity of resources – that is, to produce the same or more from less. In the application of the efficiency strategy, the focus is on innovations and technical advances.

• One example of this is the energy-saving lamp. Compared to conventional light bulbs, this one consumes much less energy. In terms of the efficiency strategy, the energy-saving lamp is the more sustainable solution.

Increased efficiency often comes along with cost savings. In the example given, electricity costs are saved, among other things. Now there is a risk of the rebound effect, i.e. an increase in demand due to more frequent and intensive use of the innovative product.

• Back to the example: Since the energy-saving lamp requires less energy than the incandescent bulb, consumers may leave the light on longer or use several light sources at the same time where previously only one was used.