Local, state and federal regulators are increasing efforts to reduce solid waste and emissions, and businesses are reacting by increasing their energy efficiency and reducing the raw materials consumed in packaging and manufacturing. Recycling has further reduced environmental impact, but looming in the background are the words that companies don't want to hear -- use less product.

Even better than recycling a can or carton is not buying it in the first place, but marketing or legislating this idea goes contrary to our capitalist nature. So how can free enterprise and environmentalism both prosper?

My state of Oregon is considering ways to curb the enthusiasm for buying more. "Where are the advocates for prevention?" asked David Allaway, the Oregon Department of Environmental Quality's point man for waste prevention, as quoted by the Oregonian. "Where are the businesses who have a financial interest in telling people to buy less stuff?"

Companies can benefit by telling people to buy in bulk (and shopping less) or choosing the most energy-efficient product. For example, buy 2-liter bottles of juice instead of those 8 packs of mini cartons. The same goes for detergents -- the big boxes give companies more dollars per sale, and saves on the trips to the grocery store since you'll run out less often. CostCo, Sam's Club and the other big box stores should be encouraged to market their bulk wares as a waste reduction strategy. .

Compact fluorescent bulbs are selling like crazy and are displacing incandescent bulbs, but eventually the volume of lighting products will dwindle as these longer lasting products take hold. But for now, there's a serious opportunity. Companies (unless they are cigarette companies forced to do so) aren't going to come out and say use less of our product, but they can say use it as wisely as possible.

Using less gasoline or keeping an outfit through two spring seasons today are personal choices, and legislating reduced consumption will be a slow and hard battle. This emphasis on reducing consumption will inevitably slow down our economic engine, or at least shift it to more sustainable activities. Perhaps the message should be about treating yourself to more entertainment. For example, if you spend less on junk food or cut down or leisure driving you could buy more iTunes or add an extra movie channel to your cable channel (or even buy a bicycle!), which each have a negligible environmental impact.