role of end-use, need and purpose in an ecological economy. As Lovins said, real economic planning begins with needwith hot showers and cold beer, not with production-for-productions-sake, no matter how ecological it is. This focus on consumption is, however, quite different than most mainstream preoccupations with consumptionwhich are often just variations on blaming-thevictim, and abrogating producer responsibility. My strategic focus on consumption is in no way in contradiction to Barry Commoners insistence that the source of our problems lay in the design of production systems and producers choice of technologies. Rather, it is a way of influencing those designs and choices by focusing first on real need, and the most sensible and efficient ways of meeting those needs. Doing this, however, depends on transforming not just the content of consumption, but its form. So long as consumption stays an isolated individual activity, it will remain alienated and wasteful, and it will fail to touch designs of the production system. Sharing is an essential strategy for increasing the quality of life and the built environment, for major gains in conservation and efficiency, and for increasing community power, building democracy right into the economy. Movements to create the most dynamic green markets are cooperative ones, which depend upon and help build community. But these consumer struggles can and should also be struggles for green jobs, for local self-reliance, for extended producer responsibility, for holistic urban design, etc. They can be movements that help define the product-service systems (PSSs) that industrial ecologists see as the wave of the ecological future. This kind of focus on consumption combines internal and external aspects of change. Looking at real need and quality helps us distinguish between wants and