Ecoflation is a term used to describe a future scenario in "Rattling Supply Chains," a research report by the World Resources Institute and A.T. Kearney released in November 2008. Ecoflation represents the view that in the future as natural resources become scarcer and sustainability issues become more pressing, environmental costs will increasingly be borne by those responsible. The term specifically focuses on having environmental externalities of business be the burden of the organization/business responsible, rather than costs being allocated to the public in general. Ecoflation represents more accurate pricing of the true costs associated with business actions