Backcasting the future

In this feature article, sustainable development will be discussed, and it will be explained why eco‐efficiency will have to be raised with a factor of 20 to achieve sustainability. This can be realised through three trajectories: product improvement, product innovation, and system innovation. The relation with strategic decision making will be shown, and the concept of “consequence period” will be introduced. As an example, a transportation system in a large city will be discussed. The method of “backcasting” will be explained, and the consequences of long‐term sustainable development for the work of universities and companies will be considered.