I like the coca cola aluminium can example - if coca cola can reduce the aluminium used in it's cans, that means less natural resources used. But it also means more profit for them, as a better design means less material but they can sell it for the same amount.
This actually translates into better productivity and economic growth. Multiply this by a million, and you get economic growth from a more efficient economy.
Economic growth != more natural resources used. It means more wealth for humans, which is a complex thing. it can both mean more natural resources used, or it can mean more efficient usage of existing materials.