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Global sustainability is increasingly influenced by processes of industrialisation and urbanization in non-OECD countries, especially in Asia. Growth models suggest that developing economies and regions will become first relatively more resource- and pollution-intensive, before converging on more resource-efficient and low-pollution production and consumption patterns expressed in developed countries. Alternative less resource- and pollution-intensive growth models for latecomer countries promise social and economic benefits in the short- and long-term. Drawing on insights from system innovation research on long-run change in socio-technical systems, we discuss the potential role of ‘sustainability experiments’ to generate innovations that will constitute new ‘greener’ growth models. We observe a great number of technology-based initiatives that we characterize as sustainability experiments in East and …