In the industrial manufacture of personal lubricants, sustainability is the enterprise's key value by which to challenge the impact of production on the environment. It is also part of the shift to shareholder satisfaction. Mostly water and energy criticized, it follows a waste-minimization approach throughout the supply chain. Other emerging trends include responsible sourcing, such as organic and fair-trade sourcing, production innovations such as renewable energy usage, and product packaged using recyclable materials. Most B2B networks and directories have put into place key aspects that link businesses directly to suppliers and partners who are willing to make themselves available for ethical, eco-friendly practices, thus creating a sustainable ecosystem within the industry. Companies coming into conformance with these principles are not only reducing their carbon footprints but IT infrastructure as well as improving their brand reputation while converting the conscious minds into customers.