needs and also appreciate that many needs can be better fulfilled cooperatively and non-materially than through isolated commodity consumption. And as with natural building, we can become more aware not only that needed materials can be obtained much closer to home, but that many key forms of production can be carried on right at home. It is no accident that it is in the literature on natural building that we find the most emphasis on cultural change and voluntary simplicity. As discussed in both of the last two chapters, the relationship between consumption and regulation in a green economy is particularly closeespecially when mediated by knowledge. New forms of self-regulation can (and are) emerging in the building industry that make use of environmental information and the market power of allied consumers. These new modes affect and, in many cases, spring from new productive potentials within the building industrylike natural building and deconstruction services. A strategic focus on consumption therefore can be a means not just of expressing social and environmental values (as in the case of most individual consumerism) but of transforming markets, the form and content of production, and the rules and driving forces of the economy.