The underlying theme of this paper is that society, globally, is undergoing a fundamental conceptual shift in the way it views the environment and the role of industry within it. There are views in certain quarters that this could result in the virtual elimination of the lead industry＇s entire product range. Despite these threats, it is argued that the prospects for the lead industry appear to be relatively favourable in a number of respects. The industry＇s future depends to a significant degree, however, upon its ability to argue its case in a number of key areas. It is contended, therefore, that if appropriate strategies and means are promulgated, the prospects of the industry would appear to be relatively healthy. But, for this to happen with optimal effectiveness, a conceptual change will be necessary within the industry. New strategies and tools will have to be developed, These will require a significantly more integrated, holistically based and ＇reflexive＇ approach than previously. The main elements of such an approach are outlined. With reference to the authors＇ ongoing research into automotive lead/acid starting lighting ignition (SLI) batteries, the paper shows how the technique of in-depth life cycle assessment (LCA), appropriately adapted to the needs of the industry, will provide a crucial role in this new approach. It also shows how it may be used as an internal design and assessment tool to identify those stages in the battery life cycle that give rise to the greatest environmental burdens, and to assess the effects of changes in the cycle to those burdens. It is argued that the development of this approach requires the serious and urgent attention of the whole of the lead industry. Also to make the LCA tool fully effective, it must be based on a ＇live＇ database that is produced, maintained and continually updated by the industry.