Book excerpt: This timely book takes an insightful look at rethinking innovation and how lessons can be learnt from what is a major turning point in our contemporary societies: the urgent need to reduce the use or consumption of certain substances and technologies due to the dangers they pose to our environments and current way of life. Using theoretical reflection and empirical work in a broad range of sectors including agriculture, food, health, religion, energy, packaging, markets and digital technology, eminent scholars utilise new perspectives to enrich our understanding of innovation processes and how these can be transformed.