Have you ever stopped to wonder just how much soap and water would be required to keep 10 billion people clean? Well, if you are a manufacturer or brand owner it may be time to take stock as that magic number is racing towards us. We look at how we might stay clean and green in a world that is bursting at the seams. Is there a better way to do this.In 1972 international think tank The Club of Rome published a book called "limits to growth" which outlined a series of potential consequences of a rapidly growing population. It doesn't take a rocket scientist to understand that a finite planet can only host so many humans and their requirements for water, homes, food and detergent before things start to get messy. However, it pays to understand that this book was published into a time when the big guys were booming and anything other than double-digit growth was failure.The USA's GDP rose a staggering 42% from under $4000 billion in 1970 to over $5700 by 1980 and both Asia and Europe followed suit on the strength of fast money, fast fashion and faster living. Give or take a few blips, nothing much has changed in the business world over the last thirty years and unfortunately for all of us, neither have the Club of Rome's predictions...