For the girl next store or the company down the street, sustainability can be a real head scratcher, especially when you factor in busy schedules, limited cash flow, and confusing choices. Further tensions arise when individuals and companies give in to overly formulaic or prescriptive sustainability strategies. What’s right for the single guy in Kentucky with a small plot of land isn’t right for the big-city girl in Chicago with a house plant and a public transit card. And what works for the big coffee shop chain isn’t necessarily a good fit for the neighborhood café.