I guess Wim is making a crucial point. This is indeed where we should expect the dynamics from. Fortunately, many arrangements are emerging in between the market, civil society and knowledge infrastructure that may nurture such initiatives, such as partnerships for corporate social responsibility. More is mentioned in chapter 2 in my part of our recent book (elsewhere on this site). Where we may disagree is that government is, I think, still needed - albeit it primarily in a responsive, supportive role. To remove regulation that unintendedly stands in the way of sustainability. To make policies that help create a level playing field. To provide spaces where parties may 'bargain the shadow of hierarchy' (Fritz Scharpf). Etc.