The rate of sustainability-oriented industry transformation varies from one country to the next; however, it is always influenced, or even shaped, by the changes in corporations. The sustainability-oriented industry transformation calls for the development of mass markets, either through the growth of sustainability pioneers or the transformation of conventional companies towards sustainability. From the perspective of sustainable entrepreneurship, the sustainability-oriented transformation of industries and the entire economy occurs in the interplay of radical change by sustainability pioneers in niche markets and incremental improvement strategies of conventional companies in mass markets. The restructuring of the energy industry towards sustainability is one of the greatest levers in the transformation to a more sustainable society. The apparel industry, for example, does not become 'sustainable' through the exclusive use of organic cotton; other ecological improvements are also necessary, such as in dyeing or the cultivation and further optimisation of pesticides and water use by means of integrated production.