It'll play out like the recycling/renewables industry. Some people will do things that are easy and catchy, there will be some net gains, but much of it will eventually turn to barely break-even or worse, like the unsustainable single-stream recycling or trendy-but-usually-fails-before-breaking-even things like reusable straws.

The world is just going to change and we'll either figure out how to live with it (probably) or we won't (if there's a mass biome collapse that leaves us foodless, unless we can generate 9B people's worth of food from bacteria or something).